Over the past couple of years, Google and the other major search engines have made waves by beginning to integrate what those of us in the industry call “universal search.” Basically, it just means that in addition to webpages, results are starting to show other content as well, like videos, audio clips, pictures, and so on.

You might think that, since you don’t work in the Calgary web design or search engine optimization markets for a living, that this trend doesn’t matter to you all that much. And you would be wrong.

It’s no longer enough to simply optimize your pages

That’s because, by adding more weight to other types of content than they did in the past, the search engines are changing the game in fundamental ways. It’s no longer enough to simply optimize your pages, write a few articles, and watch the web visits come in; now you have to use, and be on the lookout for, all kinds of content that could attract your customer’s eye.

So how will this impact your business online? In two ways: first, it’s going to force business owners like you to pay more attention to where they are showing up in the search results for different terms. But more importantly, it means that all new content that you put online is going to have to be treated a little bit like raw chicken.

Just as you wouldn’t eat a chicken breast or wing that hadn’t been cooked through enough to kill off anything that can hurt you, neither should you upload any piece of content – whether it’s an article, video, e-book, or even a simple blog post – without being sure that you have fully optimized title, keywords, and so on.

Universal search means there’s not any such thing as “non-optimized” business content anymore. Get in the habit of paying attention to everything you add to your company’s website and social media pages, because these days, it all matters.

Search engine optimization is an important part of any online marketing plan. Let me and my team help you bring more buyers to your website.

Social media, for all its wonders and delights, is in danger of becoming the ultimate form of online marketing “busy work.” The reason why is pretty simple: with hundreds of millions of users logging onto Facebook, LinkedIn, and Twitter fairly consistently, companies know they can’t afford to miss out on the opportunity to participate; yet at the same time, few of them have actually figured out how to make any money from their profiles and content.

The result is a game that everyone wants to play, but no one seems to know how to win.

And so, we want to ask you: are you simply “doing” social media, or are you working your social network marketing plan? If you aren’t sure of the answer, just ask yourself a follow-up question – what are you hoping to get, in terms of real-world business results, from setting up your profiles, posting updates, and otherwise tweaking your content? If you don’t know, then there’s a good chance you’re wasting a lot of your time.

Just because social media sites can be a lot of fun, and because everyone is using them, doesn’t automatically make them a great place to spend your marketing time and dollars. That’s not to say we think you should dump your Facebook and Twitter accounts today; there definitely are opportunities to reach new customers through these channels. But if you find yourself just logging in, making a few posts, and then checking up on your friends, then you already know those are wasted minutes.

If you aren’t sure how to turn your social networking contacts into clients, talk with us over at our Calgary web design company to see how we can help turn your online profiles into real-world sales.

Would you do business with a person who didn’t tell you their name or hand you a business card when you met them?

Would you consider requesting a proposal from an online service that does not include a phone number, contact form, or address on their website? It is not difficult to find websites on the internet where there is no information about the owners or key stakeholders.

Does your website have your phone number on the home page? How about a page that has information about your company directors? A detailed contact page is important – it certainly would encourage me to give you a call.

The Social aspects of the Social Networking craze that is sweeping the internet has to have an impact on how you write for your marketing website. Earn some trust by providing good information, make a clear call to action, and identify yourself. The days of doing business with corporations are slipping away… people want to do business with people.

If your marketing website is more than a few years old, it will be missing key elements that a modern website should include. It may be time for a website review with an Internet Consultant.

David A. West

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