Let's Get Local

Google Seeks Patent for Targeting Ads on Wi-Fi Hotspots:
"Location-based search, especially for mobile users, has broad implications for content providers and advertisers. Geographically targeting users at such a precise level could benefit local advertisers especially, or those that have products that might be available locally. Marketers could also use profiles of the neighborhood as a basis for targeting ads. "

Geo-targeting is beginning to play a role in more and more of my client's marketing campaigns. This idea from Google gets the wheels spinning with multiple possibilities. Not only can you geo-target by the access point, having the ability to target someone specifically at a Starbucks or maybe even someone at an airport. This capability really gives you the opportunity to hit primary demographics.

This capability may also encourage more companies to offer free or discounted Wi-Fi. Franchises like McDonald's and BK should maybe consider creating an atmosphere that encourages customers to hang out more and sit a while. Have that second bag of fries and surf the web.

Why You Don't Rank on Search Engines

Why You Don't Rank on Search Engines:
"'Why would anyone want to link to my site?' Be brutal. Write down as many reasons as you can about why other sites should link to you. If you can't convince yourself another site would want to link to you, you seriously need to question what your value proposition is and how your site promotes it (or not, as the case may be)."

As someone responsible for bringing in new business, I find myself conflicted when sitting in front of a prospect who is telling me that they want to rank high in the search engines. This article is really spot on! What do you have on your site that would make someone want to link to you? Just because you sell more widgets than the next company is not compelling. Not only that, it is not a web strategy either. Why don't more organizations build their web sites to contain the same type of information that we all want to find when we surf the web?

How Not to Work With an SEO/SEM Firm

I read this article a while ago and wanted to blog on this topic for some time. I love this part of the article where the prospect actually believes they have the right to be listed on top of the SERP due to their brand strength.

How Not to Work With an SEO/SEM Firm:

"I once asked a prospect if he felt entitled to be on the front page of the Wall Street Journal, New York Times, Chicago Tribune, and Los Angles Times every day -- without the need to follow any publication guidelines. Unfortunately, he said, 'Of course I do. Who wouldn't?' I chose not to work with this person. If he had unrealistic expectations about appearing in major newspapers, he had unrealistic expectations about appearing in major search engines."

Believe it or not, this is extremely common. Some companies actually believe that search engines should rank them first just based purely on their market leadership. While I don't also agree with this author, I do agree with the statement that rankings have to be earned. I also believe that if you are in fact a market leader in your vertical, your behavior in terms of how you represent yourself on the web should reflect as such.

Achieving success in natural search (SEO) continues to be a moving target and requires dedication, especially if you want to stay on the first page. Working closely with your IT department is critical and as a marketing person, you need to have some pull when it comes to getting your SEO recommendations implemented as a priority.

Search engine visibility plays a role in almost all business and consumer buying decisions these days. Marketers need to embrace this and develop a strategy to get on Page 1 and stay there. My company recently won a piece of web development business which all started by appearing on the first page of Google for the key phrase "natural listings".

Never under estimate the power of SEO!!!