Article Archive by Andrew Wetzler

August 2 2011

The Google +1 Black Market

by Andrew Wetzler

Relatively speaking, Google’s +1 button is a new feature in search. However, it has already begun to affect searches in a big way. So much so, people have been trying to make, sadly, an unscrupulous business out of it.

Lately, sites have been springing up that offer to sell +1’s for your website. For a fee, you can get any where from 50 to several thousand unique clicks for the +1 button on your site – a practice which goes directly against Google’s quality guidelines. In the biz, its something we refer to as “back hat SEO.”

While tactics like this may be tempting, and can even provide some short term benefit, they can become detrimental or disastrous in the long run. In the case of buying +1’s for your site, there can be a number of ill-effects.

You may receive a penalization at a later date – Google prides itself on providing quality search results, and it doesn’t take kindly to those who try to game the system. If future algorithms can detect your purchased +1’s, you will have wasted your money and seriously harmed your website’s ranking in Google search.

It’s a spamming technique, and lowers quality – Consider what the +1 button is: a relevancy indicator to enhance social search. By paying a few hundred unrelated, non-relevant users to +1 your site, you can hurt your ranking in the long term and obscure your brand’s overall message to consumers.

It can mess up your analytics – The “audience report” in Google Analytics tells you the demographic and geographic information about users who’ve +1’d the pages on your site. It’s a great way to learn about your audience so you can cater to them better. Paying for a large amount of unnatural +1’s will skew this data and ruin your chances to find and target your actual, converting audience.

All of these negative aspects have the potential to harm your site. For long term success, you should always follow the best practices guidelines and stick to “white hat” SEO techniques.

December 2 2010

Market Til The Money Runs Out

by Andrew Wetzler

I haven’t tallied the number of holiday shopping promotions I’ve received via email over the past few weeks, but it seems like many more than in past years. Companies know that consumers have a limited amount of funds that they are going to spend somewhere, so they are pulling out all of the stops early to grab as much of the pie as possible.

The connection I want to highlight in this blog post is that in order to be able to market to prospects (very inexpensively) through email marketing, an investment needs to be made to create the database in the first place. SEO, SEM and Social Media can each play a vital role in developing your list.

Obviously it’s preferred to convert a high percentage of your paid search leads into customers, but it’s equally important to build a database of folks that you can remarket to later on.

Begin investing in your database in a methodical way. Figure out the response rates and average order size you realize from your email blasts and then figure out how large the list needs to grow to in order to attain your sales objectives for 2011 and beyond. Next, determine which marketing channels are most cost effective for your business and begin to grow your list. None of this is easy, but it’s the best way to secure your long term success.

November 16 2010

Find (Or Create) Your Social Media Voice

by Andrew Wetzler

We are taught in school that it’s important to follow your dreams and try to aim toward a scenario whereby you enjoy what you do for a living. I don’t know many people who are successful, but dislike what they do.

With this concept in mind, and being sensitive to the fact that most professions require some degree of marketing push in order to drive new business opportunities, I encourage you to pick a Social Media channel and begin creating content that contributes knowledge to your industry, which in turn will benefit you and your company.

The two methods that top my list of ways to socially engage are Twitter and blogging. Twitter enables you to contribute useful snippets on business related topics that others are (hopefully) interested in. Be mindful though of blurring the line between business and personal tweets. Here’s an article I wrote about that last month.

Blogs, such as this one are an excellent way to communicate with individuals who are looking to learn more about a particular topic or who need the type of product / service that your company delivers. Blogs that are consistently maintained help establish credibility, which can go a long way in driving sales. Interestingly, our four blogs are the most well read sections of our website.

Lastly, as you have probably noticed, both blog posts and Tweets are now showing up in the search results. They are excellent tools to gain organic presence in the engines and drive non-paid traffic to your sites. Invest the time to find the social media channel(s) that best fits your style, post consistently and you will begin to reap the benefits that Social Media is delivering today.

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