Remember the movie, Hoosiers? Remember the movie, Rocky? Remember the movie, The Revenge of the Nerds? Remember Napoleon Dynamite? Well, perhaps you’re seeing the pattern here. People are emotionally tied to the underdog, the small-time outfit, those who show character in the face of bigger competitors. We often embrace the smaller entities. Why? Maybe because the success of the biggie, the popular, is pretty typical; we’ve seen ‘that one.’
I read a good post this morning by Dr. Pete at SEOmoz, chronicling the ‘breaks’ of bigger brands. In some regards, the breaks of the ‘biggies’ seem unfair. They have more money for advertising, for outbidding for talent, for underselling competitors, and so on.
However, smaller brands have the luxury of less expectation, less anxiety to ‘live up to a name,’ and going at a patient pace, amongst others. Is your brand of the ‘smalls’ variety? Does your present station bother you? Why? Maybe you need to revisit some of the films above.
Have you ever gone on a diet? I’m lucky enough to be the same waist size as myself in my young twenties (must be all that reading). Have you ever witnessed someone on a crash diet? I have; most bite off more than they can chew, creating a very unrealistic weight and time limit. Are they building their project to an appropriate scale? No.
Small-waist brands don’t have to chase the rotund shape of bigger brands in respective verticals. If yours is a brand, so closely related to another, I think scaling is a secondary issue anyway. For those just starting, scaling to realistic proportions is an advantage you have over the bigger brands that often get caught up in the game of investors and popular-kid expectations. Most big brands already passed the point of no return, where it’s ‘do or die,’ ‘post numbers or shut down.’ A smaller brand has the luxury of patiently rising at the pace of its own ‘genetics.’
Maybe you’ve heard, social is a huge modern-day aspect of marketing. ‘Social’ means a lot of things; but, basically it means a brand can directly relate to its consumers. Let’s consider the dynamic for ‘biggies’ and ‘smalls’ brands.
Let’s say I have a Facebook issue. Let’s say it’s a genuine issue, of the un-fanboy variety; I really want to get a genuine answer from Zuckerberg, the brand’s owner. As a consumer, I really don’t think this is a mind-blowing request. However, Facebook has 800 million (or something like that) users. That’s awesome for Zuck; I get it; he can buy and sell me millions of times over; he doesn’t need to respond to me; chances are my question won’t even reach him.
Let’s consider another owner who makes himself more readily available to his consumers. I can (and do) directly email them with concerns, suggestions, questions about their brand, etc. As a consumer, I deeply value that; I really do. I’m likely to never forget that level of service. I’m no Google search engine; but, if someone treats me well, and someone asks me about my experience with a particular product or service, you can bet your bottom dollar I’m going to suggest those who treat me well. That’s a level of engagement, which is difficult or near impossible for ‘biggies’ to achieve. I vote for ‘Pedro,’ and not the only one.
I spent some time thinking about another cohort’s question on Dr. Pete’s post. John is inquiring about how a smaller brand can really compete with a bigger brand. I addressed his question in the comments; I also want you to read it too because I can’t over-emphasize the real power of branding; it transcends rank; it gets consumers to come straight to you, with no need to search for your brand’s offerings. Guess what? I also think it’ much easier for a smaller brand to effectively and consistently brand.
Business people, I see you out there, checking your personal emails, looking at your sister-in-law’s vacation pictures on Facebook, and trying to figure out Instagram for your Android. Basically, you have some time, spare time. No, I don’t want to hear the excuses, as if I was your personal trainer. But I am going to tell you to work!
How serious are you about online exposure? Is online marketing a fad you heard of, one you would like to ‘try,’ one you would like to wear around your key ring like a scarcely used gym membership? SEO is not a fad. Social media optimization is not a trend. Cultivating online reputation and authority does not ‘sound interesting’; it’s an absolute need. Are you ready to get to work? If not, there’s the door (points away from computer). I don’t think you’re strong enough to survive in here. If so, here are two exercises to consider:
I know you’ve probably heard an SEO practitioner or two say something about engagement. Does your vertical have an online presence? It’s likely. How would you rate your participation? Could you put in more effort? Think about a healthy dose of regular participation. Do you read and comment on other blogs? Doing so is the trademark of a community contributor. The process (like being healthy) has intrinsic value; it’s good for you, expanding your knowledge; but, some people need extrinsic rewards and motivation. I read Bill Slawski’s review of the Google comment patent. It’s thorough and deserves a read; but, in short, participation and ‘who’ one is online may become more important, influencing search results.
“Under an Agent Rank/Author Rank approach, the reputation scores for authors could influence search rankings in social search and Web search. It’s also possible that the reputations of commentors could influence those rankings as well.”
What is further interesting is the notion that the authority of other authors (commenting on ‘your’ blog) may influence the rankings of that Web page:
“In addition, the reputations of particular authors may be used to adjust the reputations of other authors. For example, if Stephen King (who presumably knows his stuff, as the author of On Writing) gives 5 stars or a similar high ranking to another author, the reputation of that other author will increase more than it would if an unknown with a small reputation did the same.”
I also read another great post earlier by Gianluca Fiorelli on content curation. I love reading and gathering content. You should too. It’s good for you. I suggest going through the post because it links to a lot of tools, necessary for identifying, gathering, and producing content.
There are a lot of benefits to exercising with content. For one, you’re learning in the process. You’re learning of authoritative personalities, hot topics, evergreen topics, and best practices in your respective vertical. Additionally, you’re indirectly creating a good reputation for yourself in the process, a keeper of great content.
As Gianluca analogizes, think of the Web as an enormously vast warehouse; consumers enter the warehouse with particular needs in mind. Wouldn’t you like to be known as someone who curates content in your vertical, possibly branding yourself as a ‘source,’ where people go to first rather than look for the resources you already discovered and maintain? I would.
Would you like to learn more about SEO and online marketing strategies? You need to secure a search engine optimization provider first. Please direct your attention to the free white paper to the right-hand side of the screen. Download and start making positive decisions for your brand.
I grew up in the Northeast, where a request for a “hoagie” elicits a number of sandwich choices. If you make a similar request in parts of the American-west hemisphere, people stop for a moment, allowing their brains to pump fists for a few seconds, then ultimately admitting they have no idea what that is. “You mean a submarine sandwich?” When in Rome…
How do you, as a current or potential online marketing /SEO client, search for needs? Do you believe SEO properly represents online needs? When desiring social media optimization, do you search for SEO services? Online marketing? SMO?
Recently, the online marketing industry has gone through evolutions; yet, has it gotten to the point of introducing new terms? Rand Fishkin introduced a debate last week regarding the term, “SEO.” In short, I believe Rand notices the industry evolution, yet how SEO still represents same, former actions; he observes industry tacticians addressing “SEO” as well as other client needs, believing the process warrants new terms which properly represent (new) actions (beyond traditional SEO) taking place (inbound marketing is one term he uses to describe some modern-day actions).
I think the debate is important; in-industry language dictates how online marketing practitioners, and (current) and new clients, refer to needs. A recent WSJ article discusses the birth and death of language. A new field of study, “Culturomics,” dissects language within cultures, tracking how it is used, its popularity, and ultimately, its decline and death. Culture and language definitely influence marketing; view Ryan Buddehagen’s video on culture and ISEO.
Some interesting insights extracted from WSJ article:
- Guesstimate of available English words is more than one million though the 2002 edition of Webster’s only included 348,000
- In English and across other cultures, the death rate of words has increased while the coinage of new terms has slowed down
- It’s estimated, 8,500 new words are introduced into the English language per year
- New words get more popular (because they likely describe something actually new rather than a deviated meaning of an older term)
- Death rates of words are related to similar spellings (ex: Sioux/Sieoux)
More interesting is the notion of editors (bloggers?), spell-check systems, and those who celebrate particular words over others, have a hand in word evolution. How a respected source or community identifies and relates concepts or actions, influences the language of those with less rich experience (influencing the evolution and ‘natural selection’ of words, acronyms, and phrases).
Consider the word, “Roentgenogram.” Have you ever used the term in your life? I haven’t. I’ve used “X-ray” hundreds of times; I was born after 1960, when the shift took place. Are any clients out there trying to rank for the term, “loanmoneys”? If so, I would dismiss the client as a foreigner who doesn’t understand their target market; yet, the term, dying around the 1950′s, regularly represented what we now have come to recognize as “loans.”
In conclusion, I side with Rand. New actions and client-related concerns are arising from the evolution of the Web and digital information. New actions and services need proper lexical representation, especially considering SEO, the practice of leveraging ‘keywords and phrases,’ which represent offered goods and services.
SEO service seekers, are you having difficulty properly describing your needs to service suppliers? Are you having trouble with industry acronyms, unable to wrap your understanding around physical representation? Please provide concerns and comments below.
Thanks for reading the WebiMax SEO blog. Please refer to our contact page for additional assistance. We’d love to hear from you and discuss our range of services.
It’s March 15, the “ides of March.” If I was back instructing writing/English students, I’d prepare something centered upon Shakespeare’s Julius Ceasar. “Beware the ides [middle] of March” is a popular quote from the play. Now, I address a range of online marketing topics, promoting early learning of the industry.
As a teacher, it was highly important to enforce best-practice research. Should students take (any provided) information as authoritative? No, they absolutely should not. In my secondary school years, the Web did not have such an influence on academia, research, and what has become today to reflect the pursuit of news and knowledge, “search.” In modern times, the Web has become a library for those seeking Facebook friend info to those seeking non-fiction facts about any topic. Should you be aware of the “lies” of search? Yes. What can you do to be a better online marketing student? Consider the following suggestions.
Understand How Search Works
My cohort, Chris Countey, wrote an illuminating post on search yesterday, addressing the interplay between search engines (like Google), users (you, me, and everyone using search engines), and those in the SEO industry. Chris includes observations about the definitive-less nature of search, meaning no one really knows for sure how search engines value, weigh, and service results. Though, Google, being the most popular search engine to date, often helps the SEO community, relaying best-practice tips.
I strongly ask you to understand the process of search and the need to differentiate commercialization from…fact. It.Is.Not.Easy…for any of us. Even those in the industry get flabbergasted regarding how search engines deliver information.
Can I give you infallible information (at present) regarding search? No, no one can. To start, it’s good to know what you don’t know.
The Only “Dumb” Question is the One Not Asked
Don’t be dumb. I don’t mean the negative connotation of the word ‘dumb’- I don’t like that one. Dumb also means ‘numb to stimuli,’ meaning there may be something you don’t know at present. Join the club; (shhh) we’re all in it, whether we are brave enough to admit it or not (ask me a question related to algebra; actually, you better not). SEO practitioners are here to help you with SEO-related questions.
When I taught, I would highly celebrate students who raised a hand, prompting an answer to a question. Why? Because I knew (it was a very safe assumption) it was likely someone else wanted to hear the answer too. In short, be a good student. Read blog posts; ask questions; learn about search engine optimization before making a business investment.
DO YOU HAVE AN SEO QUESTION? Raise your hand; do others, with the same question, a favor.
First Isn’t Always Best
I don’t have to tell those in my industry, “first is not always best.” We know; we see it all the time. However, those inexperienced with search may not know such things. When I say ‘best’ I mean ‘best services your query.’ In theory, that’s what the search engines are supposed to do, provide the most authoritative answer to suit your ‘question’ or search. I like listening to music; apparently, a lot of SEOs like music. I often use my Android to recruit desired YouTube videos. Lately, I’ve been observing a trend; it’s hard to find the ‘original’ video; so many others have ‘optimized’ their own versions, mostly for commercial reasons (for company or self-branded purposes). I get the gravitation toward commercialization; I’m a marketer but also a consumer; ‘first’ results are not always what I’m searching for. In this case (and many), ‘first’ is not ‘best.’ Ensure you employ (very) due diligence when searching the Web and searching for answers related to SEO and online marketing.
MOUNT LAUREL, NJ — (Jan. 23, 2012) – Kenneth C. Wisnefski, founder and CEO of WebiMax, announced that the company has launched an enhanced strategic SEO Reseller partnership program, heavily focused on the white label resale of its award winning services. The program is designed to help the partner grow and generate more residual revenue by offering search engine optimization services to their clients either through private label initiatives or direct referrals.
“There are an abundance of reputable advertising and marketing agencies that do not have the proper training or personnel to offer a full suite of search engine optimization services to their clients,” states Wisnefski. “WebiMax now provides the opportunity for these agencies to offer our industry leading services either as private label or a direct referral, generating even greater return on investment for clients.”
Wisnefski founded WebiMax in 2008 and has since grown the company to 150 personnel and over 500 clients worldwide, including several major Fortune 100 companies. The company was recently recognized by Forbes as one of America’s Most Promising Companies due in large part to their growth and projected long-term success in their respective industry of online marketing services. The launch of this program offers a win-win partnership for both WebiMax and their partners.
“The major benefits of our strategic SEO Reseller partnership program are that the agency can earn residual revenue, and can also receive training from WebiMax’s team of industry experts. This allows them to add SEO services to their personal portfolio of products and services,” states Wisnefski.
According to Forrester Research, Inc., the search engine optimization industry is expected to grow to a record $33.3 billion by 2016, signaling that companies both large and small are shifting more advertising resources toward SEO initiatives.