If you’re currently executing an online marketing strategy to get the word out about your business, you’ve probably signed up for a Facebook or Twitter account in order to increase your reach. You’ve no doubt heard from many different sources that you absolutely must have a social media presence these days in order to reach potential customers. And while having a Facebook page and a Twitter account is certainly recommended, it takes a little know-how in order to run an effective social media campaign.

A lot of major brands are making noise of late.  Facebook is expected to release its IPO.  Go Daddy changed company heads and its mind.  Google penalized itself.  Now, Yahoo has made a new pal, Scott Thompson, the president of PayPal, as its chief executive.

I read a good post the other day presenting a copywriting sentiment; great content does not guarantee links and exposure.  It doesn't, unfortunately, despite the time, energy, and hopes of some scribers.  But, solid content is still solid content; there's use for it.  Content production facilitates search engine optimization campaign successes, but you can do more with your information.  If you are a currently discontent with your content, consider composing a strategic plan of attack regarding ongoing production.

Search engine optimization and overall online marketing create exposure for your brand.  As online opportunities increase, savvy brands make appropriate decisions and implementations.  For instance, if this was five to ten years ago, I would be unwaveringly blogging, beseeching EVERY business owner to develop a Web site.  That sentiment is old news; (I hope your brand has the main site!) today, I am passionately asking business owners to consider orchestrating mobile Web sites.

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.)

A couple weeks back, I wrote a post about the changing dynamic between consumers and brands.  It could be the pesky, tenacious "recession," that won't go away like socially-inept relatives after the holiday season, making consumers a bit more perceptive and sensitive in the pocket.  Additionally, it could be the popularity of social media platforms and daily usage by consumers within all business verticals.  Considering a number of major brands have pulled "180s" last year regarding major decisions due to the reception of its consumers, it could be a sign of the times.  Will 2012 be the year of the consumer?

I read a good tweet today by a respected industry source regarding the changing landscape of optimization, relaying the sentiment that optimization involves search, share, and user experience.  I agree; "optimization" is a dynamic process these days, causing a brand to attend to many online aspects.  Brands, hoping to make the most of Web opportunities, arrange Web sites, social accounts, and other brand-related platforms to facilitate the intrigue of target markets.  With the insurgence and popularity of smart phones, mobile phone optimization is just another piece of the whole, optimization pie.

I enjoy reading and writing about branding, how the public perceives a company.  Branding helps a company become "alive," creating associations related to colors, logo formations, slogans, short and long-term objectives, etc.

No, I'm not suggesting spending your local store's dollars in exchange for "protection," but urging local owners to facilitate more inspection by local consumers.  The dynamic of a local owner is interesting.  On one hand, the disadvantage of a limited budget and larger competition is apparent.  However, local owners have the ability to secure lasting relationships with members of their target market, who live in the store's vicinity.

I joined the leagues of late-bloomer shoppers this week at local malls.  I know - what irony, an online marketing person neglecting cyber shopping for brick-and-mortar crowds!  I was standing in line at an electronics store and overheard a conversation taking place between two friends who were purchasing a game system for a third friend.  I thought that was a pretty cool sentiment and shared it with the two gents.  One quipped that the gift "wasn't just for him [the friend]" but for all of them to enjoy.  While it's commendable to be completely selfless this holiday season, small businesses, desiring to give consumers a little something this year, should remember some gifts give back, yielding positive returns.

I found myself traveling this week.  Wanting to maintain appearances for my dear mother, I strolled into a local, haircut chain establishment.  Coincidentally, my "stylist" was the owner, a man who bought into the franchise.  As one must divulge personal matters to hair stylists, I mentioned my interest in all things online marketing and inquired about his stores' efforts.  By the end of the ordeal, I was looking fresh and ready for a "Yelping in my Beemer" video as well as filled with a few thoughts regarding online marketing and tailored, consulting services.  As many marketers but few clients understand, online, one size does not fit all.

What's the broad-term-search competition like in your industry?  In most, it's intense.  Broad terms lose some luster for successful brands that have "made it," though ironically, the more popular a brand within an industry, the more likely it ranks well for broad terms of the industry, at the same time lessening its internal, marketing dependence on broad terms for traffic.  For instance, most, desiring the brand's product, would conduct an "iPhone" or "Apple" search rather than one for "cell phone" (though it's likely the brand's long-term engagement in online marketing has secured it good rankings regarding its respective industry's broad, search terms).

Would it be benefit your brand if consumers traded places with its executives?  I don't literally expect executives to become consumers of their own brand; but, I encourage them to think like customers often and much.  Empathy is the ability to relate to another person as if you're "walking in their shoes."  Ensure your marketing objectives spawn from empathetic sentiments.

Search engine optimization has always attracted outsider interest regarding the dichotomy of black and white-hat SEO specialists, the former party delivering unethical and SE-questionable practices.  As industry literature explains, black-hat practitioners give the industry a bad name, helping clients "game" the search engines.  Black hats help "game" the system; but, I think mutually ethically-questionable brands, using the unethical black hats are ultimately getting gamed and getting well-deserved desserts.

Mark Twain once quipped, "Clothes make the man.  Naked people have little or no influence on society."  Today, the humorous quote came to mind regarding on-site optimization.  Search engine optimization expands all the time; as SEs change algorithms, the definition and scope of search engine optimization services remains malleable.

I read an article yesterday in the NY Times discussing YouTube's new design and the wave of reactions, mostly negative, on the Web.  Relevant to the times and various "occupy" movements established throughout the country, people, specifically online consumers, are finding power in numbers, in some cases, making an influence, getting "heard."  Actually, I believe the amount of information sharing, and the little time needed to do so, changes the way brands make decisions.

Should your local business rely on search engine optimization or engage in social media optimization?  Both are strong, online marketing initiatives, but data released by the Pew Internet & American Life Foundation show this may influence some local businesses to deemphasize SMO.  It seems consumers, interviewed by land and cell phone lines, reported levering social media only 1% of the time to find information about local business, ostensibly making social media an ineffective marketing tool.

Cyrus Shephard posted over at SEOmoz regarding the origins of Google's Freshness Update, providing illustrations of how variations of "fresh" content influence rankings.  The article provides great insights fed in an easy-to-digest fashion.

Today, Todd Wasserman wrote a post upon Twitter's news of launching its new branding pages.  The news ushers more online marketing and branding opportunities for businesses seeking to broaden consumer awareness regarding products, services, and company brands.

A search engine optimization company representative will report Google does a good job playing both sides.  On one hand, search engines are for the public, providing a wealth of information.  Engines facilitate the sentiment by modifying algorithms (read about Panda updates) with an end goal of increasing user experience and convenience.  Google remains the preferred engine of most browsers.  On the other hand, Google knows businesses use the platform to generate revenue, hence paid advertising.  Google also does a sufficient job supplying tools to online businesses through Google Analytics.  Occasional updates make the Analytics tool even better.  However, a novice may not utilize the data to its fullest potential.  That's where a search engine optimization company provides assistance.

The Web has quickly become the go-to resource for products and information. To date, the purpose of search engines is to provide the most germane information relevant to a query. The search engines ‘read’ thousands and thousands of pages of information within seconds in order to render a browser the appropriate information. As a hosted business on the Web, it is important to feature SEO copywriting in order to let potential customers (browsers) and the search engines know what your site, its content, and its associated products and services are about.

Are you considering paying more attention to landing page optimization for your Web site? As referenced in this post’s title, landing page optimization is extremely important in order for search engines to elicit your pages to browsers as well as to entice consumers to make a conversion. A conversion can be a purchase or other behavior, which is described as the main goal for your Web page’s existence.

Do you have a hobby? Depending on the nature of your hobby, you probably notice people with different degrees of experience and talent. I attend Jiu-Jitsu classes in Berlin, New Jersey and observe the varying skill levels.

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