With most traditional franchise operations, the idea was simple. Don’t reinvent the wheel. Instead, use a tested and proven business model and rely on the franchisor to handle advertising at the national level. Your only requirement was to put up the capital and cross your fingers. However, the internet changed advertising as we knew it.
Just as the dust seemed to be settling following Google’s original Penguin update, which rolled out about a year ago, the search engine giant has unleashed a major sequel. Penguin 2.0, which is also being called Penguin 4, debuted on May 22. Due to the fact that it’s still in its infancy, its far-reaching implications remain unclear. Still, a few things are apparent. This update seeks to drive home the fact that Google is out for sites that use black-hat SEO techniques. Like its predecessor, Penguin 2.0 is especially touchy about backlinks. Most importantly of all, it appears to have had a huge impact on local search results already.
So last year I promised that no matter what, I’d fine the time to finish the Bright Oak site. But here I sit, it’s 2013, and 27 clients later, I am about in the same spot I was last January. Growth is certainly a good problem to have, but enough is enough. 2013 is going to be the year that I finish the new fluid Bright Oak site, I promise.
The keywords that impact organic search revenues are often as complex as the business itself. Our ability to recognize that each keyword we target requires different tools to identify and different approaches to optimize can mean the difference between a successful SEO campaign and a failed campaign. As you try to visualize annual search volumes for a particular keyword more as one of many possible demand curves rather than a pure number, you’ll gain greater segmentation abilities and better optimization strategies.
One of Internet marketing’s important questions is whether it makes sense to put a marketing budget toward search engine optimization (SEO), pay-per-click advertising (PPC), or both? You’ll find a mix of opinions on the issue. Some feel that adding PPC when a site is already ranking well organically creates unnecessary expensive cannibalism—paying for clicks that would have come for free through an organic ranking. Others believe in a synergistic effect that PPC has on organic traffic. So what is the right answer?