How did you find this post? Is WebiMax doing a good job branding? (You knew to come straight to the site). Did you come from one of the search engines? “SEO company” (as well as related derivations) is a WebiMax keyword, meaning we assume you use the term to find our services on the Web. Is that the case? Guess what? We help in multiple ways regarding social media, Web design, public relations, reputation management, etc. Take a look at our services. Do we consider it all marketing? Is it all SEO? Is it all branding? What do YOU think?
Rand Fishkin posted on SEOmoz today, regarding branding SEO and how “we” (on the inside) refer to the industry as well as (your) public perception of search engine optimization. I’m glad he posted because it’s a conversation those “in” the industry can benefit from. What is your perception of the industry?
“Time may change me…” The industry is going through some growing pains. We don’t need Alan Thicke to counsel us through the process; we just need to ease our anxieties regarding how you, those seeking our services, refer to us.
Technology and broadened-business opportunities have changed the ‘landscape’ of the field from the ‘inside’ out.
Two, great observations about the change:
I get it; you’re probably not like me (being outside the industry and within your own respective field). (Maybe) you don’t regularly read industry literature. I do. Guess what? It’s my responsibility to provide YOU with info from the inside; so, service seekers better understand how a range of services can help them.
Just as I typed, it’s our responsibility to educate our target market, our consumers. I invite every business reader to please be diligent in realizing the change. It’s happened; it’s happening; it will continue. Be a good consumer as we endeavor at being good providers; read about old, new, and evolving services. Do you have a question? Please ask someone. Don’t harbor confused, dated, or limited views. You’re doing our industry and your business a huge disservice. We’re here (people in SEO) to help you build your brand; but before that, we must ensure you completely understand who we are and what we do.
I’ve learned to be a humble guy; I’ve been a brat in my time. I often ‘catch’ myself employing assumptions, making an Equus asinus asinus out of myself. I can admit it. You’re all wiser than me; I know B2B consumers are savvy. Your business is important. Your reputation is important. You would not partner with questionable providers or practices, those who harm the industry and YOU as consumers, those who deviate from informing and applying best practices, those who helped engineer SEO ‘folklore’ and misunderstandings.
I’m asking you to help us so we can better help Y.O.U. Please participate.
Those of us within the search engine optimization industry are on the “inside,” but we know savvy marketers adopt a number of perspectives to promote success. For instance, when the brand “Google” is mentioned, I automatically think about the company’s search engine and my contribution to clients’ successes regarding SERPs. However, things change, it’s a new year, and as mentioned, it’s beneficial to view things from multiple angles as an SEO practitioner. (On second thought, am I limiting your view of me by branding myself a “search engine optimization” practitioner? An industry source wonders if we should broaden the scope of our appellations.)
In this post, I would like to view Google as a master marketer, not just a service provider. Most of us in the industry have a love/hate relationship with “G” -we even have a cute, nickname for the brand that’s on our minds most workdays and beyond. As we know, Google is more than a search engine, and while we spend time understanding the brand’s search engine, facilitating successes for our own brands and those of clients, the Google brand is becoming an empire. Big “G” offers us a service, but when it comes to running a business, they’re showing us who is master.
Google’s online clout can’t be denied. The search engine and AdWords platform is well utilized; the company has organic and ppc search “under control.” However, Facebook outshined G in 2010; that may have insulted the latter, inciting a need to prove “something” regarding its own social platform. They did, unleashing Google+.
Google may be highly related to the “tech” field, but the company understands how to play on emotions. Ads for Google Chrome and other products are orchestrated to incite emotions, creating visceral ties to the brand. In an article, Google global marketing VP, Lorraine Twohill, offers, “If we don’t make you cry, we fail. It’s about emotion, which is bizarre for a tech company.”
Talk to a Web designer or landing page designer about AB testing; it’s crucial. Google knows. Before showing its 2010 Super Bowl ad, the savvy brand used its own platform, YouTube, to study cold, hard facts to counter its emotional branding techniques, ultimately broadcasting the commercial receiving the most views. Well played, Google.
Google knows it’s about the users; not about them. This is something more brands need to realize; marketing needs to highlight how a service or product attends to a consumer’s issues, how a service or product could better a consumer’s present state rather than adopt a repetitious, our-services-and-products-are-the-best type of message. What is Google’s plan of attack regarding commercials? Twohill admits the brand’s commercials deemphasize product details and description but emphasize curiosity and emotion.
Additionally, Google understands its consumers are segmented. Let’s consider Google Chrome’s advertising. On one layer, ads were displayed online, geared toward frequent browsers, offering information regarding Chrome’s speed and security (things immediately valuable and important to that portion of the market). On another layer, Google understood it had to market Chrome offline, to those who were not online as often and less savvy regarding particular functions and features.
Google knows of its popularity and branding success. Do you want to look something up online? Why don’t you Google it? Oh wait, “Google” is the brand offering the search engine, how did the company intertwine its name with its provided service? This is another nod to its effective branding, and though G has the majority SE market share, it’s not going to get too cocky and forget about the competition, Bing. Google continues to advertise its search engine, facilitating its dominant, SE market share.
Guess who took five of the top ten spots in Ace Metrix’s most effective “offline” TV ads for Web sites last year? Ironically, it’s the brand who dominates the “online” world, our sometimes servant and on and offline marketing master, Google, or “G” for short.
Kenneth C. Wisnefski, founder and CEO of the industry leading search engine optimization firm, announced today that WebiMax has entered in to a strategic partnership with Newzar, the first video news network targeted exclusively at on-line and mobile consumers.
“This partnership is a certain win-win for both companies, who are emerging at the top of their respective industries”, states Wisnefski who founded WebiMax in 2008. “Leveraging strategic partnerships has been a root for our business as it returns tremendous value especially for a fast growing company like WebiMax”.
Newzar (New York, NY), founded in 2010 by Entrepreneur Zev Shalev (former CBS News Executive), provides breaking video news on the go. The company is the first video news network targeted exclusively at on-line and mobile consumers. Industry research indicates that 35% of Americans own a smartphone and 87% access the internet on a daily basis on their mobile device.
“The demand for mobile news video on the go is surging as more and more Americans use their mobile devices each day to access the internet”, states Shalev. “Consumers today want to be in touch with the news wherever they are and Newzar gets video news to them wherever they are. The partnership with WebiMax allows us to leverage their enormous skill as the leading SEO firm to improve our video search rankings and provide our audience unparalleled insight into major internet news”, concludes Shalev.
“I thank Mr. Shalev and look forward to the lasting strategic partnership between WebiMax and Newzar”, states Wisnefski. “Our company continues to thrive in 2011 and we have entered Q4 with the most momentum and success WebiMax has ever had”, concludes Wisnefski.
Kenneth C. Wisnefski, founder and CEO of WebiMax, the top rated online marketing firm specializing in search engine optimization, announced that Google’s “Panda” update is taking on a new strategy in combating unscrupulous website domains. The Panda update is a tweaking of Google’s search algorithm that aims to flag websites who lack original and quality content. Wisnefski, a successful Entrepreneur and expert in search engine marketing, states that the Panda’s new strategy includes targeting keywords that have lost value or have been associated with poor quality web domains in the past.
“There have been reputable sites that have been negatively affected, most likely due to the fact that they rank for specific keywords that have lost value and contain a lack of quality results”, states Wisnefski. “Google continuously evaluates the strength of randomly chosen keywords, thus it is important for all webmasters to constantly evaluate their search rankings and regularly optimize their website”.
For example, websites including TheWeatherSpace and PR Newswire were flagged, while domains including YouTube, Fox News, CNN and AOL.com were rewarded. Those websites that are flagged are sent backward in the search engine results pages and inversely, those rewarded are granted favorable visibility. Although PR Newswire is an example of a reputable site, it could be due to short, irrelevant articles that are heavily entrenched with keywords that red-flagged Google.
“Keyword-density ratios are often mismanaged in order to inflate the search engine value of a website”, stated Wisnefski. “Google’s Panda Update has also targeted these methods and explains why such websites including PR Newswire may have been affected”, concludes Wisnefski.
Due to the fact that the SEO industry is constantly evolving, it is essential for webmasters to consistently evaluate their website to ensure they are in-line with important changes, including those set forth by industry titan Google.
Kenneth C. Wisnefski, founder and CEO of WebiMax, a leader in the search engine optimization space, discusses how a new pitch for companies to change their domain structure will challenge the SEO industry. Wisnefski notes that these changes will “present some hurdles for SEO firms, notably on how we adjust to the changes with indexing current and existing webpages”.
A recent industry research report states that starting in January 2012, corporations and municipalities will be able to buy specific domains (for example, .webimax, versus webimax.com) at a price of $185,000. The purpose of this move is to add personalization specific to the originating source, and help classify genres of websites into consolidated groups.
“This can work well for organizations that embrace this idea and want to characterize their organization by domain name, however search engine optimization firms will be challenged with how a deviation from the norm (.com, .net, and .edu for example) will factor in on ranking webpages”, states Wisnefski. “I suspect search engines, including Google, will address the new structure and discuss what this means for their search algorithms”.
While corporations may see limited benefit from securing their own corporate domain extension, municipalities and specific interest groups could benefit greatly from these scenarios and in turn, it could greatly impact the nature by which people use search engines.
“While it might not have great value for a large company to secure their own dot company name, cities and states could see huge benefit from this” Wisnefski exclaimed. “If you are in New York City and want pizza, you might type in pizza.nyc and be directed to selected establishments. This changes the current search process and in turn will shift focus towards these extensions over time”.
The proposed structure also includes participating parties to complete a thorough filing to prevent domain squatting from taking place.
“Domain squatters have been an issue in the natural search space for some time”, states Wisnefski. “The one secure part of this process is the thorough application that needs to be completed to prevent these people from cashing in on domain-name selling. It is quite clear that we [in the SEO industry] will wait to see how many companies express their intention to take part in the new structure, and if this is something we need to adjust our optimization strategies around”, concludes Wisnefski.
Facebook is now entering the local deals business, much like how Groupon.com works. In November 2010, social media titan Facebook announced “Facebook Deals”. That has evolved over the past few months and in recent announcements, they have begun advertising just what exactly they intend to do. The fundamentals behind this new initiative are that local businesses send Facebook coupons for groups to participate in. This can include, for example, “25% off your dinner for parties of 6 or more”. This new addition is making Groupon.com a bit nervous as Facebook aims to accomplish exactly what Groupon did that rapidly brought them to fame.
In an official Facebook wall post, dated yesterday (Wednesday, March 16, 2011), they said “We’re working to make it easier to find fun things to do with your friends and connect with local businesses.”
They’ve added a tab titled “Deals”, which briefly describes the idea, and where the service is available as of right now. Currently, it is only available in Atlanta, Austin, Dallas, San Diego and San Francisco. Facebook has not clearly stated when it becomes available in other major U.S. cities, only “coming soon”.
It seems as though news breaks every day that confirms the statements of Kenneth C. Wisnefski, Founder and CEO of WebiMax that “social media is emerging as the new era of marketing, beginning to replace traditional marketing tactics”. Companies that haven’t contacted an SEO company that also specializes in Social Media Campaigns perhaps should.
“Much of WebiMax’s success is a result of our ability to continuously evaluate the internet marketing industry (since it is constantly changing and evolving) and find ways to adapt and stay ‘one step ahead’ of the curve’ ”, says Wisnefski.
Businesses may be asking themselves “How can Facebook Deals help me”?
Scott Witwer, Chief Experience Office at WebiMax discusses this question:
“This helps businesses in 2 ways. Customer loyalty and social distribution:”