We’re very excited to see LinkedIn’s continued growth in popularity as well as the tweaks and redesign of their site and content promotion. As it’s popularity and respect has grown, it presents more and more opportunity to companies and individuals to promote their message.
Here’s a good start it improving your use of LinkedIn:
I had a friend suggest I take a look at a humorous Youtube video they stumbled across. Several of us enjoyed watching it in the office, but it takes a special kind of viewer to enjoy this one. I know I’ve seen clients roll their eyes upward during any conversation about the emotion or imagery created by a…
wait on it…
Particular. Font. Type.
Yeah, I get it. Only professionals really care about the finer points of their jobs. Sure, a Serif by any other treatment is a Sans Serif to another. But, watching this kind of short video can help communicate how font choices may indeed create some indirect emotion or imagery. Plus, if you’re a marketing techno geek, it’s cheeky and fun.
So, without further ado, here’s a peak at the last Font Conference:
The SEO community is all-a- buzz about an SXSW presentation on Search Engine Optimization. Two really interesting items resulted from a panel with “Mr. Google”, Matt Cutts and Bing’s counterpart, Duane Forrester. Both of them discussed interesting aspects to their approach. One that matters for larger businesses, one for smaller businesses.
The SEO blog-o-sphere is chattering about an audio post from SEOLand of the SXSW discussion. Essentially, Matt is pre-announcing an upcoming change that may target websites that are “overly optimized”. He was defensively responding to a question about the increasing frequency of top results being irrelevant to the actual search. They want to stop fluff sites from over-ranking relevant sites, including Mom & Pop shops. Previously, his stance was a site couldn’t be overly optimized, unless using black hat techniques.
Most businesses seem to struggle with doing the basic fundamental best practices across all avenues of their online marketing, so this approach is likely a good thing. Now, don’t misinterpret Matt. Good, solid SEO techniques are still critical to ranking higher on Google’s Search Engine Result Page (SERP) as shown in this video:
The real news for smaller businesses is Duane’s response, just following Matt’s. Because of Bing’s continued relationship with Facebook, their response to this issue is to promote what users on Facebook are sharing and liking. This will help content rise even if no links point to it.
Microsoft also announced more about their deal with Twitter. Duane stressed that products or services from smaller or newer businesses will receive higher search results if social network amplification is occurring. (Meaning, someone sharing or liking something that was exposed to them from someone in their network, which is further shared by someone another degree away.)
Duane’s response exposes Google’s current weakness that Bing could exploit if it can attract enough searchers.
As discussed earlier, Google has begun blending and promoting their Google+ social network skewed results in their traditionally neutral search results, and doing so by default.
This favoritism and skewing of results is garnering tons of negative opinion pieces and articles around the web, such as this excellent overview on VentureBeat.com. It is quite easy for anyone to perform a search using Google and see how results favor Google+ pages and personalities over the much more relevant and frequently used pages or accounts using Twitter and Facebook.
We understand Google’s belief that they must somehow recreate and utilize a similar human network of web indexers such as their potential competitors seem to have achieved using Facebook ‘likes’ or Re-tweets. However, they do seem to be betting the farm with this decision.
It must be really tough making these kind of decisions in a company and industry that didn’t even exist more than a decade ago, give or take a few years. There aren’t any examples or historic events that they can consider when faced with these choices.
Or are there? Why are Search professionals so up in arms about this decision? Shouldn’t Google promote their own properties? Shouldn’t all companies and industries do so?
Turns out, these examples do exist and have been tested time and time again in their very own industry. Because Google is in the Advertising and Publication industry, the same as Sports Illustrated or Style or the New York Times. The content of search results are the articles and Adwords or Adsense are their Ads. Pure and simple.
And this decision? It’s the same one any Publication has faced and turned away from, or likely didn’t survive. Editors and Publishers both understand that the content must bring the consumers and the Ads will follow. When Publications begin promoting their Advertisers as news, it seldom works for long. Content consumers quickly deduce paid infomercials, whether obviously stated or not.
So, Google is breaking the oldest Publication law in the books: Editorial favoritism toward advertisers over unbiased or more relevant information. A huge no-no. Will they succeed and survive? Only time will tell.
Google Search is rolling out “Search Plus Your World”. Basically, they are officially blending in your personal content and related friends’ content into your search results on Google.com. But, even if you aren’t logged into Google+, they are promoting Google+ business and brand pages beyond the obvious relevancy they deserve, especially compared to the content they already index from Twitter and Facebook. Ignoring the impact of unveiling to you how much personal data they have, this decision clearly shows them favoring their properties, content and brand products over the relevancy of the search results.
This means that you can no longer rely on Google as your only search engine. (You shouldn’t anyway, of course). Rome has started burning.
As part of my job, I tend to keep an eye out for interesting viral videos or ones that should go viral. While this next one likely won’t see millions of views, it should.
If you want to feel refreshed in your journey…or merely need a jump start to get going, spend the two and a half minutes to watch this clip. If you don’t have time, there’s a message half way through that could forever change your life, time-wise. Kudo’s go out to the first person commenting how to find more time to do what you love!