Archive for the ‘SEO’ Category

Should you invest in TV, radio, billboards and other media where you can’t measure whether your ad works? Is an ad in New York magazine worth 1,000 times as much as a text link on Google? If you’re doing the comparison directly, that’s how much extra you’re paying if you’re only measuring direct web visits…

One school of thought is to measure everything. If you can’t measure it, don’t do it. This is the direct marketer method and there’s no doubt it can work.

There’s another thought, though: Most businesses (including your competitors) are afraid of big investments in unmeasurable media. Therefore, if you have the resources and the guts, it’s a home run waiting to be hit.

Ralph Lauren is a billion dollar brand. Totally unmeasurable. So are Revlon, LVMH, Donald Trump, Andersen Windows, Lady Gaga and hundreds of other mass market brands.

There are two things you should never do:

  1. Try to measure unmeasurable media and use that to make decisions. You’ll get it wrong. Sure, some sophisticated marketers get good hints from their measurements, but it’s still an art, not a science.
  2. Compromise on your investment. Small investments in unmeasurable media almost always fail. Go big or stay home.

And if you’re selling unmeasurable media? Don’t try to sell to people who are obsessed with measuring. You’ll waste your time and annoy the prospect at the same time.


Today, all marketers in their role as brand stewards are considering the best ways to leverage the social media activity of consumers in order to drive business growth. Where once conferences and trade shows were the dominant venue for intellectual exchanges, marketers now also rely on social media to discuss social media. As a result, digital marketing professionals are creating, sharing, and exchanging information that reveals both successful, and failed, strategies and tactics.

Because social media is now the chosen medium of expression, we are presented with the opportunity to listen more closely than ever before. To take advantage of this, we’re using my company’s analytical listening platform, SocialSense, to scour the web for expert discussions and determine what impact they’re having on the future of digital marketing. [read]

Rethinking “websites”; rule 1

Let’s set the record straight: “Websites” are soooooo 1999. Today’s website needs to be an experience: a social experience, a mobile experience, an interactive experience. So when you’re thinking about how to create an “awesome website,” you really should be thinking about how to create an experience that engages your audience — and maybe the way to do that is not through a website at all.

Here are some tips for creating the best possible interactive experience: [read]


Too busy to rethink it, let me do it for you – 3 penguins design

Almost every client I’ve worked with in social media wants data tracked and reported for practically every post, tweet, comment and sweepstakes that they participate in online, and rightfully so.  From a business perspective, Key Performance Indicators (K.P.I.s) are important to help guide decisions and craft strategy. The problem that so many companies have with this process is that they don’t see it through to the most important part: the analysis and interpretation.

Data, without insightful interpretation, is worthless.  It’s like staring at the instruments of an airplane, but not knowing how to use them to get you where you want to go.

So you have 200,000 Facebook fans…so what? How many of them engage on a regular basis? What countries are primarily represented, and is it important to your business? What time of day is best for you to post so that you get the most exposure?  These are questions that should be asked, but often are not. [read]

Lately, I’ve heard a lot of folks chattering about the hot topics of the day. Google traffic is down after their update, mobile SEO is the future and now the flutter is about the apparent changes we’re seeing in the sitemap protocol.

I suspect in house folks have a split view on these topics. On one hand, there are invariably people inside your company following SEO, ready at a moment’s notice to spread the news and hit the panic buttons. The flip side to this, of course, is your struggle to get folks to even acknowledge the very basics of SEO work, meaning the vast majority of employees are blind to the topic. [read]

“Web content development is the process of researching, writing, gathering, organizing, and editing information for publication on web sites. Web site content may consist of prose, graphics, pictures, recordings, movies or other digital assets that could be distributed by a hypertext transfer protocol server, and viewed by a web browser.” [Wikipedia]

Building a website or having one built is but a small portion of what it means to have a successful web presence. Content is king when it comes to success.  Take a look at your own surfing habits.  Which sites do you go back to; the static, boring, non-updated sites or the ones that have quality, fresh and new content?

Businesses, churches, organizations, individuals shy away from ‘content development’ due to various reasons:

  • Don’t think they have anything new to say.
  • Thought that the person that built the site would do that.
  • Didn’t realize that it needed to be done (“Hey, I’ve got a website, isn’t that good enough”)
  • You do update your content but the quality is sub-par. (bad copy, graphics, videos, etc.)
  • The ‘decision makers’ don’t spend time on the Internet.

Strategic, high-quality content development is essential and should not be over-looked.  In addition, I bet you that if you’re  not updating your site regularly with good content, the search engines aren’t finding you, thus your target market can’t find you either.

Go to a professional so they can create your content for you, it’s worth spending some money on.  Just because you own the business or you’re the pastor of the church or you’re the person that built the site, doesn’t mean you can, or even should, create the content.  You hire mechanics, exterminators, lawyers, hair-dressers, IT professionals, etc., to do the things that you don’t have the time or the expertise to do.


Joe Randeen – 3 Penguins Design

Most experts agree: The Internet improves social relations and will continue to do so over the next decade. And you thought the machines were going to rise up and murder us all.

The Pew Research Center’s Internet & American Life Project and Elon University’s Imagining the Internet Center just released their fourth “Future of the Internet” survey, the topic of which was “The Future of Social Relations.” The opt-in study, which tapped 895 tech stakeholders and critics, essentially presented respondents with two differing world views:

“In 2020, when I look at the big picture and consider my personal friendships, marriage and other relationships, I see that the internet has mostly been a positive force on my social world. And this will only grow more true in the future. ”

and… [read]