Goolge Update 'Jagger''
Dealing with the aftermath of Google update JaggerOK I know I?m not the first
to announce this but let?s face it boys and girls SEO (search engine
optimisation) as we currently know it is dead. It?s time to ditch those
antiquated techniques that all SEOs cling on to and focus your online marketing
efforts on 'online brand optimisation' ? OBO for short!So what?s the difference
between SEO and OBO?Think about the searcher not the search engine!From a
strategic perspective online brand optimisation (OBO) is all about optimising
your site and online marketing efforts for the searcher, the end-user that seeks
out your site via whatever means he or she chooses. Whether it is via a search
engine, a content portal or even a forum. Your goal is to deliver what you?ve
promised and help that searcher fulfil his or her online goal. If you don?t do
that then you?ve failed in achieving your key online objective.Ranking?itis!SEO
for most seasoned optimisers is about getting to the top of Google. The vast
majority of SEOs become obsessed with checking their rankings in the SERPS
(search engine results pages) on a daily basis and even across every possible
Google data centre (DC). Checking rankings soon becomes an addiction for many
SEOs and believe you me I know, I have been there. But I did come to my senses
and I?ve realised that there is more to life than being no 1 in Google for a
plethora of key phrases. I?ve also realised that in today?s search environment
you can?t rely on the search engine to always deliver you targeted prospects
that convert.You may have read about the multitude of search marketers that have
recently been hit badly by the Google ?Jagger? update. For many, their site has
completely dropped out of the rankings and as a result they are now in an
extremely vulnerable position. They solely relied on Google to drive visitors to
their site and with no new prospects coming in; their business is starting to
feel the strain of being dumped into the harsh terrain that I like to call the
?Google Desert!? As we all know no one ventures out onto page 127 of the search
results!Build a brand (a bit of a no-brainer!)So what can they do to help
rectify this? The best solution for many of them will be to clean up their site,
create new compelling content, get rid of any unrelated link partners and focus
their strategy on building a respected brand, not on building top positions in
search sites. Don?t get me wrong I?m not saying that good search engine
visibility isn?t an important element of any online marketing campaign. I?m just
saying that it shouldn?t be the only one and it should not drive your overall
strategy, it should just simply support it.For your organic search engine market
efforts to work they need to be interlinked with other non-search related
activity. Search engines like Google are complex beasts and they analyse your
site in so many different ways. They not only look at what content you have and
who you link with but there is also evidence to suggest they measure other
off-site factors such as how many mentions your site gets on other authority
sites, how people interact with your site when they land on it and so on.The
simple fact of the matter is that if you want to do well in Google you need to
build a strong online brand and that involves promoting your site using a
multitude of online and offline channels not just search. Like I said everything
is interlinked and if you have a site with a strong brand behind it then it will
make its way to the top of Google.Don?t get banished to the online
desertBuilding your business model around a search engine is very risky and not
a smart thing to do. Why? Because you have no control over the search engine. If
you solely rely on the search engine to provide you with leads and customers
then you?re doing far worse than putting all your eggs in the one basket ?
you?ll end up in the online desert with tumbleweed blowing through your site.
Remember search engines don?t owe you anything; they don?t care how great your
site looks. What they do care about is what your target audience think and we
all know that weak brands never make it to the top!About the Author: Damon
Lightley is a search engine marketing consultant at Site Visibility Ltd. Site
Visibility is a UK based search engine marketing company >>
http://www.sitevisibility.co.uk - While some marketers struggle for years to
earn enough money to pay the bills, others zoom to the top, their sites
exploding with traffic and their in-boxes flooded with order and payment
statements. Why? How do these marketers differ from the rest? Are they smarter?
Braver? Do they invest more wisely or have more money to invest? Do they know
the right people? No. In fact, there's only one real differencde between them
and the rest of the internet marketing community. In a word: Attitude. They
aren't intimidated by the internet -- they eat it for breakfast. Like ancient
conquerors, they plunge into the vast sea of the internet, heedless of its
tempermental storms, jutting their jaws at the giant terrors that it holds while
the rest of us shiver on the shores, barely daring to get our toes wet. Of
course they've been knocked down, beaten back and have the scars to prove it.
But with each beating, their determination only strengthens and, as the sting of
defeat fades, they learn from their mistakes. Most of all, they never, ever give
up and never question their resolve. They will make it or die trying. Thinking
like a conqueror: THIS is the first and most elemental step to becoming one.
Because of this, they take swift, decisive action, they reach out and grab what
they want and they don't take "no" for an answer. Okay. Great. But what does
this mean to the average person? Can anyone be an internet conqueror or do they
have to be born that way? CONQUERORS ARE MADE, NOT BORN Attitude is everything.
Attitude influences thinking patterns, which decides a course of action which,
ultimately, leads to success or failure. Like the old saying goes, "the only
true failure is the one who gives up." And the ones who give up don't have the
attitude to continue on. So attitude is the #1 secret to conquering the
internet. Below is all 8 secrets, some of which may shock those still cringing
at the shoreline. It's not necessary to do all of them, if indeed that's even
possible since each can become quite demanding. And these are not all-inclusive,
since there are probably new and better ways coming out every day. But each
demonstrates the difference in attitude and thinking of a marketer and an
internet Conqueror. 1. ATTITUDE Marketers follow once the way has been cleared.
Conquerors forge ahead. 2. CREATE A PRESENCE Marketers tend to stay in the
background, creating pages and adding their links, but never making themselves
available to the general public. Conquerors create a specific "presence", a
personality that distinguishes them from others. This attracts attention, which
also attracts sales. They do this by... 3. START AN ORIGINAL NEWSLETTER
Marketers read newsletters; Conquerors write them. If this seems daunting, begin
it as a blog with an RSS Feed. Do NOT use a pre-written system or import other's
content. The key is to create something unique that cannot be duplicated. 4.
PUBLISH AN EBOOK Marketers read ebooks; Conquerors write them. It doesn't have
to be very long, just original and informative. If this seems like too much,
start by publishing articles. Once 10-15 articles have been written, re-write
them into one cohesive collection. 5. START AN ARTICLE SUBMISSION SITE
Marketers submit articles; Conquerors run the submission sites. Again, this
software is available, in some cases, for free. By doing this, both authors and
newsletters come to the Conquerors' site, instead of vise versa. 6. START A
FORUM Marketers go to forums; Conquerors create forums and draw others to them.
The key to this is finding a niche that has no forum and starting one. There are
programs that offer free forum programs on the internet. But be prepared to set
policy and moderate the forum, as well as promote it. 7. CREATE A SEARCH ENGINE
Marketers submit to search engines; Conquerors run them. Again, the software is
available online. There are even some that, to some extent are self-automated.
The only set up involved is writing a simple letter to the submission services,
asking that they include your site in their listings. 8. CREATE A HOMEPAGE
Marketers have a home page; Conquerors provide them. A home page may require a
bit more set up, bandwidth and maintenance than other options but, by creating a
home page, a conqueror draws regular visitors to themselves and a revenue source
for posting ads. There is a recurring theme in each of these examples. That is,
to do something which organically attracts visitors. So the final difference?
Marketers run after visitors; Conquerors attract visitors to them.--moAbout the
Author Marige O'Brien works as a writer, web designer and Internet Marketer.
Visit her Website, Tracker Mo's Den for her latest recommendations in
i-marketing tools and biz opps. New RSS Feed. Currently offering a Special for
TCC sign ups. Copyright ? 2006 By Marige O'Brien. Free Online Reprint With
Byline Inclusion; for offline publication please contact author.
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