MediaVision Blog : Search Engine Marketing

Creating a thriving presence online among an array of social media sites can be taxing on your time and resources. There are so many choices out there that it can become confusing when deciding on which platform/s you want to create your profile, and with which communities you want to get involved. It’s best to keep your number of profiles down to two or three. This is because you want to be able to dedicate your focus, valuable resources and opinions to only a few areas, as opposed to spreading yourself across as many sites as possible.

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If you answered yes to the question, then this is a necessary read that contains some helpful resources for healing the damaging effects of bad press. I came across an article by Jeff Quipp on the Search Engine People Blog, which discussed burying negative posts that may have surfaced online about you or your company. It lists an extensive array of sites that can be used to your advantage when building up profiles on various online platforms in order to detract attention from the actual negative article that is being circulated, and to push it off the first results page. Removing negative press from the first page of the SERPs can be an exhausting process, but it’s worth it in the end as it could well save your reputation.

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I want to talk about monetised destination sites that have fluid user experience, and that reel in the absolute ceiling in conversions. What’s interesting is that even if the site/action/services are complicated, the structure and feel of the site makes short work of them.

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There are many ways in which to promote your brand online, but it is vital that you find the way most beneficial to your site. Ensuring that your brand is being promoted through the right channels, and in a positive light, can make or break your company’s reputation and status. There are many routes you can take in order to spread your brand across the net and get people talking about your company. One of the ways in which to achieve this is to get a free ride in on the tails of the big guns. It’s only free if you do it right though.

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Over the past three weeks I’ve been thinking about how print journalists, advertisers and PRs have made the cross into cyberspace, and wondered about the problems they’re encountering. I read this article (I wish I could say stumbled upon this article, but I think that the phrase is taken), which explores various women’s presence on the Internet. It implies that the online communities run by women resemble their print glossies, with mommy bloggers and weight-loss bloggers and Sex and the City-type chicks attracting generous traffic volumes, and both representing and dictating what women read and think about online. I’d add that in response to these communities, bloggers like Violent Acres, Greta Christina and College Call Girl also attract large volumes of readers who react with antipathy to the latest hairdos-type discourses.

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In order for a particular process or trusted solution to take on a new direction, it is essential that a leader step forward, someone who will guide the necessary changes along a successful course. Online marketing, in particular, often encounters episodes of criticism where participants voice their concerns about the industry. However, instead of making the required effort that is needed to resolve the problem, very few of these participants ever do anything besides complain about the shortcomings they’ve come across.

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A corporate blog can be a potent business tool for many companies, as long as effort is made to keep it up to date and relevant. A corporate blog can act as that vital connection between the organisation and the public (especially if it is an international org.), as well as a portal of views and advice on the particular industry or services offered.

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Online reputation management can be a very hazardous job in its own right. A lot of companies are happy to hand over the reins to outsider management agencies in order to solve their reputation blunders. These days they’re spoilt for choice because there are many ‘qualified’ professionals who claim they can fix all your problems in a jiffy. Cheap, speedy services are easy to offer, but are they that easy to deliver on? When companies find themselves in a rather uncomfortable position with the public, they tend to want to take the quickest and least damaging route out of the limelight. Little do they know that this route could be more damaging than they can afford.

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Many say content is king, but I would like to take it a step further and say content is god. The line between content and advertising is blurring and one of the major ways to be recognised online is to have content that others seek. The days of advertising to create a buzz and receive hits on your site are decreasing, while Web 2.0 is becoming more popular.

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Branding. We all know what it is, yet some still struggle with it. Building a brand for yourself or for your company can be daunting when starting from the ground up. However, to keep up with today’s larger brands like Coca Cola, Google and Paris Hilton, you’ve got to put in a huge amount of time, effort and money. For those of you clever people out there, don’t try and compete with them, unless you have budgets like theirs and are prepared to throw a lot of cash at your market. Sorry folks, but that is the only way you’re going to reach their level, unless of course you’re prepared to distribute explicit home videos and walk around saying “that’s hot” to everything. This route doesn’t come highly recommended.

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