Deal In Truth
As an Internet Marketing Professional I am constantly tracking the world of search engines in order to provide the best possible Search Engine Optimization advice for my clients. Keeping up with these changes can be a daunting task, especially when a huge company like Google does not want search results manipulated or optimized and uses their considerable resources to constantly change the game. Yes, they want to provide the most relevant results possible for searchers, the Penguin update and it’s subsequent tweaks (1.1 released last week) are a good example of this but, like any business, they would also like to make more money. With all of your attention on SEO and Penguins, you might miss something else that the Big G is doing. Do you use Google Adwords? If so, you should be aware of this recent change as well.
Google makes the bulk of it’s money with Adwords so, whenever they make changes to the algorithm controlling Adwords you can rest assured that those changes will improve their revenue stream. If you use Adwords in your marketing strategy (usually a effective plan, by the way) then that additional income in the Google coffers could be coming from you. Here is an example of a recent change you may not be aware of yet that could affect YOUR cash flow.
If you have an Adwords campaign with multiple ads and you set your ads to rotate evenly, they will now only do so for 30 days. After that, the ad with the highest click through rate will get preference. If your ad groups have low traffic and you are a careful tester, this could work against you. There are several ways to get around this but perhaps the easiest at this point is to simply pause, then re-start your ads in order to reset the 30 day clock.
My point is that SEO and SEM are most definitely not static and are becoming more specialized fields every year. As a business owner it’s important to understand that what worked well for you last year, or even a few months ago, may be like putting poison in the well today. It’s becoming increasingly difficult to keep your website fresh, your social media involved and engaging, remain in the top of search results, manage your on-line reputation and target your ideal customers. All this while being an industry leader, motivating your employees, sparking innovation and freshness in your business model.
Examine Your Goals
If you add a desire for parenting, having a life, a bit of golf and good health, you should consider seeking the advice of a good marketing consultant to develop a plan for combining what’s needed for business and life success.