One-Trick Ponies Don’t Win the Race

You know who I mean… those folks that learned a technique a long time ago and seem stuck on using it over and over, ad nauseum. It may have been 6 months ago or 10 years ago – and it may even have worked wonders the first time they tried it. But that was then. And it seems to be the only tool they have in their box.

The question isn’t really just one of “does it still work”, either. Let’s just assume it isn’t the sort of thing that’ll either be a waste of time or will get a client in trouble. Just for the sake of argument, we’ll say it still works.

The real question should be “will it still work the way it used to”. And regardless of which technique we’re talking about, as well as how long ago it was first used, the answer is “almost assuredly not”. Why wouldn’t it, you ask?

one-trick ponies are like bread and water

Like bread and water? It might get old!

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Online Reputation Management – Some Options

Updated May 27, 2015

Doc Sheldon

Reputation management is best handled by never letting your business get in a position where someone goes out of their way to speak badly of it. But sometimes, it happens. What do you do then?

What to Do About it?

Stepping past the obvious first solution, which is to avoid it altogether by being proactive, let’s assume it’s already happened. An irate customer has started posting negative remarks about your business on various social media platforms and review sites. The first step is:

Step up

If you ignore him or delete his comments where possible, you are both adding credence to his claims and painting yourself as an uncaring business entity. So step up. Just as in martial arts, you can use your opponent’s own force against him. Ask about the problem, give honest consideration to a fair solution and make a reasonable offer of reconciliation.

HoneyRemember the old saying about catching more flies with honey than with vinegar? Now is a perfect time to be nice. Treat them like you would want to be treated. [Read more…]

Finding your Sweet Spot with Query Research

Updated March 17, 2015

Doc Sheldon

snowflakesfingerprint

 

 

 

 

 

 

 

Like snowflakes and fingerprints, every website and every search query is different. Two people sitting alongside each other can see different SERPs with the same query. Optimization techniques that are spectacularly effective for one business’s site may accomplish nothing for another. Just as it always has, this makes it imperative to build each site’s optimization strategy according to its specific characteristics.

Factors to be considered include such things as market niche, business model, geographic location, prevalent query types, market demographics, language and cultural aspects and competition, among others. Once these individual factors are taken into consideration, a plan can be built to overcome weaknesses and amplify strengths. Then you simply monitor results and adjust your campaign as necessary.

Of course, we know less today than ever before about precisely what Google’s algorithms take into consideration and how each factor is weighted when ranking pages in the search results. Still, even without precise data, we can pretty well determine how different techniques affect ranking, if we analyze the data carefully. [Read more…]