Web technology has developed over the past ten years to the point of lowering entry level costs to near zero. Let’s face it, there are even business websites being advertised on TV now. And, in the same way that Word and Powerpoint turned everyone into a designer – these new tools are turning everyone into marketers – no experience required.
The result, is too many web pages, most of which are very low quality.
Ps. Say Goodbye to Guidance
One of the tools that makes online marketing and SEO a more managed discipline is the constant feedback that can be gained from Analytics and keyword research. But with the supposed enforcement of the EU ‘cookie’ law coming into play in May 2012, plus the changing face of data Google is prepared to give you, this data will offer less and less guidance.
For instance, Google Analytics has a useful chart (with data) that shows which words in search engines your website is performing for.
However, back in October 2011, they decided that if you have a Google Account, and are logged in, they would no longer provide this data to the website owner. (Considering the amount of data Google collect about users, this is rather ironic to say the least.)
This graph for one of my websites, shows the growth in the past few months of “Not Provided” as a portion of this keyword data.
There are some clever ways to discover what the Not Provided traffic could pertain to, but ultimately, we have less understanding.
Quality
This points back to the argument that would always be my first…
the need to create quality content that is contextual within its market place.
Having a realistic digital marketing strategy, combined with a managed SEO programme is necessity to rise above the mass of [suppos-ed] competition you may have. Still, lots of people talk a good game but miss having the fundamentals of a good website.
For example, I am having a conversation with a client that the moment that goes along the lines of…
Right, we have created the pages that tell people what you do… Now we have to create the content that proves that you are good at what you do.
Summary
SEO and digital marketing will get harder, especially as Google push their own agenda more and more. The point is, how you continue to find quality and value from SEO focused on unpaid traffic needs to change right now as things adapt.
Is your website moving in the right direction?
If you are based in Hampshire and need digital marketing direction, why not get in touch?
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