In the corporate jungle, there are all kinds of sound. There are sounds which alert for a threat, sounds for an upcoming opportunity and what not? With every entity resonating something or the other, trusting that, what it echoed would bring back benefits in one way or the other. Twitter a little blue bird which keeps hopping to different parts of the jungle tweeting what others have told her to, and she does the needful.
However what one doesn’t realize is that, the bird tweets in whatever you tell her to, an invisible yet conspicuous disclosure is what is tagged to the bird and we need to make sure, whatever we tell it, is making the correct business sense, yet there have been few companies whose tweets have given them more than just a bad review but also a bad industry reputation.
Tagging to the Popular!
When Habitat UK a furniture store made it to twitter, they thought they could rain maximum traffic using that day’s top searched hashtags with their “totally unrelated” tweets as seen above. That caused a lot of foul cry let alone benefit them.
We are going to Dennytheallnightr, but hey! you are not Denny!, and why am I in Taiwan?
Denny’s menu maker thought it was ok to put “twitter.com/Dennys” instead of “twitter.com/DennysAllnightr” as their twitter address on their menu. Denny is a Taiwanese guy and we don’t know if he serves ‘Senior Country-Fried Steak’!
#Cairo #burn @kennethcole
Amidst a revolution in Cairo, where as stated millions were in uproar, Kenneth Cole thought it could leverage on the same to highlight its new spring collection. ‘You know, you are not gonna sell like this, you are just making us mad!’. Kenneth Cole did apologize for his not so funny joke!
Irony unravelled via the F – Bomb!
Seriously, I mean seriously. No words for that fiasco!
Hope there is no twitter in the heaven!
Yes and if there is! Well you are not getting any appreciation Microsoft, from her. Trying to sell something in guise of remembering someone, NO SELL on this Microsoft!
So, we can definitely acknowledge the fact that one needs to guide their tweets in an appropriate manner, for this one needs to be updated, no not just with what are the current happenings! But how are those relating to your tweets, far gone are the days when people thought twitter or any other Social Media Service was trivial or can be just “left to someone” one needs a responsible and creative person who can juxtapose between various elements of social media and is building content to utmost relevance.
For this some business outsource their Social Media needs to specialized Social Media Management agencies who can effectively handle your company’s image in today’s social media centric scenario.
With that being understood, we would like to talk about on a recent update in the digital marketing realm. Before we actually go into the fact of the matter, let us know the primary metric the internet is operating upon, which is Uniqueness of content. To many, uniqueness is a way of life, to many it is a jerk to the mental inertia that they have been equipped with in the better part of their lives. In recent times in their little digital niche they dwell in, cosy and totally unaware of the air around them is changing for sure. With the Search Engine giant Google coming up with its two sentinel algorithm Panda and Penguin which have been gearing themselves up against black hat SEO techniques, as they gather awareness and grow they are fighting against websites which are promoting duplicacy and sloppy content on the internet.
So what is the point? Something which Google is doing for itself or?
With Google’s Page Ranking Algorithm people had found ways to exploit the algorithm to their own benefits. Exploring options such as: Exploiting the concept of Page Ranks and manipulating the same to put sites on top, Keyword stuffing, Link exploit schemes, Cloaking, Intentionally putting duplicate content on their websites.
Coming to picture, the World Wide Web was and is being added with magnum amounts of noise? Noise? If we explain noise pertaining to the web we can say it is simply the content which is not serving its purpose or it is a copy of the content that was originally put elsewhere and has been copied intentionally.
Why is Google doing it? The answer to that lies in our day to day experiences with the internet, imagine yourself performing a search, what you get next are hundreds of links wanting to be explored, going by the usual trend the first five search results are usually the ones where you should find what you are searching, I mean isn’t that what should be happening? Yes that is what it should be, but are we actually getting what we had enquired? Well No and Yes, No in the sense that the search results brings up a lot of pages which are hoarded with the keywords which our query initially included but are of no use to you and yes in the fact that a genuine search result does bubble up but it definitely relies on you patiently discovering it by exploring maximum number of search results.
So in a nutshell, Google wants to give you genuine content, content which is natural, engaging and more essentially it relates to your query to the maximum.
Ok so how are they doing it? , What about the Panda and Penguin?
Panda and Penguin are simply web spam fighting algorithms and have been put to siphon out spam from the internet and an initiative to bring the user genuine and natural content. Though very clearly Google is being very secretive about how the duo operate, but since the time they have been hanging around they surely have caused damage to many sites who are actually not contributing to genuine content growth on the internet.
With Panda Google wishes to target on two aspects, one targeting on Scraper sites, sites which simply pull content off other sites usually through automated means, the latter focuses on the concept of “content farms” which are places with low quality or sloppy content. More on that we would say that a content farm focuses on the popular niche searches and creates content tailored specifically for these searches, which would actually mean they are creating content in accordance to what is trending, which to a great extent negates the purpose of asking a question on the internet.
If we were to analyse the stats of the two spam fighting techniques, we could definitely say that Panda is way more offensive than Penguin for the moment, but the Penguin is catching up.
What about sites? Which are being wrongly penalized or for over optimization?
Though if we go by the survey metric, when Google asked several users to go over through around a million websites and classify them as spam or not? The results they got, shared with the results of the new algorithms were to a great extent common, which in turn confirmed Google that the spam fighting techniques were heading in the right direction, but surely, there are some grey areas which still need to be worked upon and there are websites which have been mistakenly penalized by the search engine giant. To resolve that Google has set up a reconsider link, where you can submit requests if you think your website has been wrongly penalized. Besides this a forum to hear grievances and to get feedback has been setup.
So what does Google want? And is SEO dead?
With a slight modification to this question I answer this question, Let us not ask what Google wants us to put up on the website? Rather focus ourselves and our resources to bring about a great website which the users love, they tell their friends, they book mark, comeback to, and maybe visit over and over again. In short get creative and informative. Web content which creates awareness and enhances quick business transactions. SEO techniques are not dead and they never will be, but techniques which one can classify as black hat SEO techniques are surely to face a setback because primarily they are serving the purpose only for their practitioners and not for users for which they are actually meant.
When Dalai Lama points that “The ultimate authority must always rest with the individual's own reason and critical analysis” we can relate that the decision rests on the pillars of intent, it’s meaning and the corresponding inferences we draw from it.
Google, in a recent event held on the eve of it’s 15th anniversary revealed a new search algorithm Humming bird which focuses on the semantic mode of finding, It relates more to the meaning rather then what has been literally asked for!, Which promises better search results rather than reflecting the key words which your search query consisted.
Semantics put simply is relating to the meaning in the language. Extending the same concept to search results helps you get more in line with what you seek on the internet, with the trends of the queries changing over the last decade one tends to search the web using conversational based queries more than anything else. For a search engine to understand what is being asked for, can be handled in two ways the first one being, to look out for the words which have been used in the query itself. The latter involves the search engine to understand the sense of the question or query that has been put up and bring up results which match likewise.
What was the need? I mean were we not really getting what we wanted from the searches we made? With the traditional methods of searching and sorting Boolean entities played their role well, but what failed them was their incapability to understand conversational based queries, which is a natural way when humans think? For example a query like “where can I get wallets for less than $5?” if put in a traditional search engine it would focus on the keywords used in the query like ”wallets” and “less than $5” which may bring you a lot of results which have those keywords but hardly make sense. Humming bird however would bring you results of websites giving you wallets for less than $5!
I mean isn’t that what we are actually looking for? Eventually discovering something precise helps the industry to get a faster decision and in turn a quicker transaction. So if you are a seller of wallets and you have a range which can be bought under $5 you are sure to get to people wanting to buy it.
So how is it changing? Humming bird highlights a major paradigm shift in the sense how Google senses your intentions behind the query, which in a way gets you something better than what you could actually get using the old methods of searching the web. So is the old way of searching gone forever? Though the Humming bird still uses the Page Ranking Algorithm along with other 199 methods to sort the billions of pages available and provide you with what you actually seek but what one can be sure of is that the “keyword” approach to search and promote is on the decaying trend and short lived. Google with this update shall index content which is more natural, engaging, linkable and sharable.
Google relies on how you think, perceive and relate, Humming bird is tuning more and more to the way human’s question? With Google being all exuberant about the Humming bird, it is all set to find what is seeketh.
Targeting the right audience is the foremost step of social media planning. It helps in better identification of the brand among people. An attractive online profile with good description and pictures can be very helpful. It is best to use easy language and simple words to describe the unique features of your brand on social media platforms - Twitter, Facebook, LinkedIn, etc. People who can relate with your brand would start following; this will help in knowing the likes and dislikes of the consumers regarding your products and services. Once you target the consumers, the second step involves solving consumers’ queries. There will be many consumers who would be asking different types of questions related to your products or services. Some queries might just be related to their own business issues, so it is best to research properly before answering them. After analyzing the situation, you can provide a good reply with full information and details. As a reward, you will get more followers, who trust you for sharing relevant information.
- SEO writing should always be very interesting, with unique and relevant information. Always keep in mind that you are writing for people, so use words which can engage more readers.
- It is very important to look out for the keywords in the site. Make sure that those keywords are used once or twice in the whole article. The search engine would take the content as spam if keywords are used many times.
- The content for the article may range from 400 words to 1000 words. Use different paragraphs, points, headings, etc. to make the article look more interesting and easy to read.
- Use photographs which are relevant to your article. It helps in creating visual interest among the readers. Make sure to tag the keywords in the photo description.
- Use HTML tags for highlighting the keywords, as this helps in creating better search results. Also, try to have back links from other sites as it helps in determining the site's authority and ranking on search engines.