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Slow and Steady Wins the Race: The Road to Olympic and SEO Gold

Many prospective clients we speak with come to us seeking immediate results with a turn of a knob here and tweak there. Though Seach Engine Optimisation is our bread and butter, it is an industry that is constantly changing, and adapting to that change is part of our job on behalf of our clients to keep them in the game against their competitors. So unfortunately the implementation of SEO services is not as simple as doing a specific set of actions for a client and cashing their cheque without a second thought; it requires careful testing and re-testing, evaluating the needs of their customers as well as close discussion with the client themselves. Just as we expect that our clients treat each and every one of their customers as individual and unique consumers, we treat all of our clients differently.

So one must not expect SEO to be an added on feature to boost one’s business; something that can be bought or tacked on to give a quick boost. Yes, you may obtain some brief success but that is all it will be; brief, and I can’t overstate the temporary nature of that success enough. SEO must not be ‘turned off’ when you see that your website traffic is up; it is integral in seriously redirecting focus and initiative towards exploring new goals, markets, and avenues of income.

I thought I would bang you over the head once more with something Olympic-themed to explain the long-term game. Watching press clips of various athletes speaking of how they have trained for years and years, their whole lives building to these few weeks, brought to mind the steady process required for your business to properly reap the full rewards.

We have many enquiries who expect the world immediately though they do not recognise that this requires a long-term relationship. That is why usually, I Say! Digital will offer initial services that are smaller and cheaper so as not to falsely present clients with promises of the impossible. Then once we can prove that we can make a difference, we can move forward and discuss additional services.

Business is all about the here-and-now. What does it matter if you were doing well this time five years ago, if you’re close to failure now? Similarly, no athlete wants to peak too early whether in their career, or in one race; effort and conditioning is preserved for when it really matters; when everyone is watching and when most is at stake. No business wants to do well temporarily and then simply fall away like a runner who trails further and further behind having at one time led the pack. The bigger the mountain, the greater the victory.

Why doesn’t a track-runner just strap a rocket to their back? The SEO equivalent is obvious keyword-stuffing on a site; and seeing someone get away with it while you’re doing the right things can be a bitter pill to swallow. Some of the more sneakier, covert tactics like hiding text on your site by disguising it as the same colour as your background are more along the lines of performance-enhancing drugs, which don’t show up on the surface as clearly. While these black hat tactics are promised and utilised by some agencies, Google will see this and (if not immediately) will penalise you. Stigmas related to quick fixes or cheats in the sporting world can ruin a reputation, and the same can be said for black hat techniques for businesses who risk ruining their own image by taking on the wrong SEO agency.

Visit our contact page to find out how to find us and get in touch to discuss the proper way to get you found.

“SEO-lympics”: Social Media in business during the Olympics

seo olympicsThis year, the Olympics will be on everybody’s lips and subsequently at their fingertips too as they tweet their thoughts and update their Facebook profile photos with photos of themselves at these events. Simply, these will dominate the trending topics as something always has to.

While everyone will be enjoying these events, hopefully in the sun, business must go on. In industries and companies of various sizes, work will trudge along in order to keep in touch with current customers, while aiming to reach new ones as well. To do this, it would make sense to take advantage of these current sport and cultural events and jump on the bandwagon to get some publicity. Just like television advertising is currently littered with brands calling themselves the “official shampoo of the Olympics” or the “official bathroom cleaner of the Olympics”, social media will be provide a great advertising platform, but eve more current as updates may be posted at a moment’s notice.

But why is this important? Last November, Google highlighted the importance of content that reflects the very latest news and events with its Freshness update, where SERPS will prioritise the most recently-updated content which is relevant to what is happening right now. It is widely known that Google loves fresh content anyway. Meanwhile Facebook is once again planning to update its Timeline look by testing an interface where your basic details are not listed underneath your profile photo but on top of your cover photo; people often complain that these changes are infuriating and unnecessary, however one must appreciate that Facebook is at least attempting to evolve and keep people on their toes before they get bored and leave.

So we understand the importance of being on the cutting edge. While we are brimming with huge happenings this summer, we always need something to talk about and distract us from work and boring conversations on our tiny screens. So how will social media compliment our summer 2012 experience? And how will businesses make the most of it? Here are a few suggestions.

As well as a platform for individuals to discuss and express their enjoyment, sadness, enthusiasm and disenchantment, businesses will be wise to interject on these conversations. First of all, brands which are purchasing advertising space will be exposed like no other with user-generated photos of their ads and logos being forwarded very, very frequently and not limited to the television coverage as it was a decade ago. Businesses will likely attempt to humanise their images by beginning discussions about a particular event that has nothing to do with their business dealings; there would be no direct attempt to sell a product or inform about their current state, but simply make people aware they exist and are interested in the same things as you. Additionally, with more eyes than ever on their social networks, there are more potential clients seeing a brand’s campaigns. The popular discounts they usually share to their followers via these means will possibly be seen by more people, and may in turn generate more revenue. This brings to mind one classic episode of The Simpsons, where Krusty Burger offers a free burger for every gold medal America wins; while businesses may not be as audacious (read: moronic) and do something similar, they may be wise to offer congratulations to winners as events occur to stay relevant and in tune with what will inevitably be trending at the time.

These are just a few off-the-top ideas and off course will not be relevant to all businesses; it does depend on their specialty or industry, and other factors like location, resources, income etc. A more detailed campaign, tailored to your objectives, like that which we offer at I Say! Digital, would need to be planned and executed with more precision and thought. As well as the events themselves, it will be very interesting to keep an eye on the role social media will play as well.

This will be likely be the first of several articles which tie into the Olympics so bookmark us or keep checking back in the near future for more, and of course share this article with those who may be interested.

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