Archives for May 2012

Penguin Update – The Good, The Bad And The Ugly!

Almost a month after the fact, some of the noise has died down, some of the pain has become clear, some of the successes have been celebrated, and a new greater danger has surfaced!

This post describes what I have observed as an SEO consultant based in New Zealand.  I have noticed some major impacts to search results while researching keywords for clients – post Penguin.

Please feel free to share this post via the social buttons at the top or with any business that has a website or has paid an SEO provider in the past or is currently doing so.
Google penguin update
Wow! Firstly, it has been a hell of a big year for Google so far! 

They have clearly signaled their intentions to rid their search results of any spam, any borderline SEO techniques and any “black hat” stuff.

In the last few weeks we have had Blog Networks de-indexed (my post about the massive effects of this one here) and penalities dished out, a free parking  bug, two Panda updates in quick succession and to top it all off Google rolled out the nukes on April 24th…

The Penguin Update!

This one has had a remarkable effect on search as we know it. The idea behind it may have been noble but…

Did it work?

What really happened?

What are some of the shocking repercussions of this update?

Google’s Penguin Update was a direct and aggressive assault on the rise of black hat SEO, manipulative search practices, spam, poor quality websites cluttering the top positions in search…

And who would berate them for cleaning up this frustrating and time consuming (and revenue sapping) annoyance? After all, the success of Google relies on delivering the best possible results for any search query.

But, you know what? Penguin was never only about improving search results. It was a more punitive roll-out.

It was about webspam pure and simple!

So, let’s take a look at who won, who lost, who was destroyed and a major new threat to online business.

Maybe we should start with the positive stuff:

The Good:

White hat SEO

Ever typed a phrase into Google then been frustrated about the results you are getting?

Yes, the first one is a government site, or Wikipedia, or Amazon… not quite right

Then the next couple are not really what you are looking for…

Then you hit position 4 and BAM! It is a crap site with no relevance to what you are searching for and it is a cheap-ass landing page to get you to click on some lousy banner or to purchase something you don’t want!

And that is a mild version of how spam and black hat SEO pollutes search results.
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Social Media Marketing Experts Or Amateurs?

Why should you care about social media?

The rapid rise in social media over the last few years has given business owners some pretty exciting tools to connect with their customers.  Social media presents huge opportunities for dialogue in a global market where discussion, sharing information and exchanging ideas contributes to building better and longer lasting relationships with customers.

Who can you trust?

It has also produced a whole new wave of ‘social media marketing experts’ (SMME) or ‘social media managers’ (SMM) willing to be the voice of your business and take control of your social media strategy.

Social media manager with gag

While some SMM’s will prove themselves adept in managing your business campaigns with social cohesion, it still remains intangible for them to become the ‘voice’ of your business.  There has been a lot of debate over this as business owners scream long and loud “You’re crazy if you think I have time to twitter all day”.

With changes in the Internet happening at the speed of light, finding a SMM today is an interesting proposition. There is no code to follow so you need to be sure when casting your eye around to fill this role that you ask the right questions to ensure you get the right answers.  It is essential you confirm they are fully up to date with the increasing speed of changes in the social media landscape…

Beware the amateurs and the damage they can do!

Take a look at how this ‘voice’ of the business went seriously wrong:

You may be willing to hand over the “voice” and reputation of your business to a SMM company who knows nothing about your business.  Within a matter of hours your business is  let loose in the hands of some rookie sitting somewhere in a room full of thirty or forty people in their early 20’s working on commission and claiming to be versed and trained in the art of social media – its bollocks!

Is it a good idea to outsource social media?

How they can even start to get a handle on how your business or any other business operates is beyond me when you are one of hundreds of companies being offered a monthly package with a ‘one size fits all plan.’   You don’t have to look far on any of the social media platforms to recognise some of the accounts they handle and what a dismal job they are doing.

It may seem like an easy option to hand over the tricky job of understanding and using social media to a SMM company.  However, at best you will be ignored, at worst you will effectively damage your online brand and reputation by looking inept!

So… back to square one then?

You can’t afford to ignore the mighty social media giants because you don’t understand how social media works or because you won’t invest the time to learn this stuff.
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