Step One: How to Optimize Your Site
This is a multi-part series written by Lee Schneider about how to be found online using social SEO.
You want your site to be indexed by Google, Bing and other bots. The reason is simple: when people search for the name of your business, your business comes up, and even more importantly, when people search for the market category you're in ('eco-friendly dry cleaners in Jackson Hole') your business comes up at the top of results. Optimizing your sites for search engines is making them machine friendly. But that's only part of the puzzle, because people are your customers and clients, not computers. (Unless you're living in an advanced civilization somewhere, in which case I suggest you just get on your jet pack and fly away now.)
People find what they want online by using search engines, but they also go by recommendations. If they don't have a friend to give them advice, they turn to online proxies, like Facebook, Twitter, Yelp and Google. Activity online like posts, conversation and comments will change rankings. People are calling this conversational approach Social SEO. Let's start with the simple things you need to have going on for your site... Read more
Did you know? Each year, $445 billion is spent on global branding and advertising. Digital marketers understand the ROI and know to invest the necessary resources in designing an effective brand platform.
Whether new or established, every company should have an updated version. Just ask the world's "100 Most Valuable Brands." Thirty percent of them developed their brand platform before 1900 and have stayed true to their original premise today. Why? Because the message (and consistently touting that message) resonates with their target audience and is one that can be served up either offline or online. Kent Huffman, Chief Marketing Officer at BearCom Wireless, believes that "The brand platform is an essential element of your overall marketing strategy, as it reflects the common values throughout your organization and helps define how you deliver value to your customers. And effectively communicating that platform to all stakeholders, external and internal, is just as important."
A brand platform is a business milestone because it outlines how you present yourself to customers, prospects, potential partners, employees, and the community at large. It outlines the unique attributes that define your company and its character, and it communities your brand identity, personality, and positioning.
Still . . . What's... Read more