Darren Woolley discussed recently on the TrinityP3 Blog the poor digital efforts of Strategic Marketing Consultants.
And agencies are as guilty as these consultants with their poor online performance.
It never ceases to amaze me when I am creating keyword competitive analysis projects the woeful Search Optimisation execution of many large advertising agencies.
These same agencies are advising on digital strategy for some of the largest brands in the world yet they consistently fail in SEO basics for their own sites.
Search engine optimisation is no longer simply a technical exercise. It is definitely not an IT task and Design and Development are usually pretty lost as SEO is much more about marketing than code.
There have been some major shifts in the world of search recently.
Google has been extremely aggressive with a number of major updates to its algorithm in 2012. It is critical that any online strategies take into account the intent of updates such as the Panda Update, which is a monthly refresh, and the Penguin update which has had two roll-outs thus far.
Panda targets a number of content based techniques whereas Penguin is related to link profiles and the quality and natural appearance of back-links.
Without going into too much technical detail, Google is indicating what they see as being their core business value proposition. This is to deliver the best possible search results for their customers by eliminating spam or any borderline manipulative techniques including some strategies which were seen to be compliant in the not too distant past. And the jury is out on whether they have improved results or not.
So how do you achieve high page results without resorting to risky strategies?
- Create great content – content that will be shared, linked to as a reference, newsworthy content that will inspire discussion and inspire further new content
- Get social – social signals offer proof of brand authority and popularity and are factored into ranking algorithms. The more active you are socially, the better your SEO results
- Ensure technical compliance – get familiar with Google’s Webmaster Guidelines or at least ensure your digital team have a comprehensive understanding. Conduct a site SEO audit to eliminate any potential search penalties
There seems to be a lot of talk about the value of search strategy, social media implementation and content marketing yet many of the same agencies which are doing the talking are falling down badly when it comes to their own efforts.