Mike Zammuto
Mike Zammuto
Mike is a dynamic, multi-award winning online and technology executive with a history that spans multiple successful startups, large technology firms, a top 40 web site and a leadership role with Microsoft. Mike's strength is building companies that scale and execute. Mike is an internationally recognized expert in online reputation management appearing regularly in national and international media as the face of the industry.
July 11, 2013 at 12:59 pm |

Brand Building: Marketing vs. SEO

How would you market a website without search engines like Google and Bing? The thought is almost incomprehensible. Thankfully that isn’t the case, though most page ranking and SEO tricks are becoming less feasible every day.

With new search algorithms and an entire ocean of Web content, standing out isn’t easy. If a website sells used cars online, for example, there are most likely thousands of similar services doing the same thing. A recent post on Search Engine Watch dives into link building and how the most successful websites and businesses approach the problem using marketing instead of SEO.

Away from the Old

Until recently, embedding keywords, deep links, and other Web-crawler-friendly techniques was the only way for webpages to rank up on search engines. New algorithms like Google Panda, social media, and the sheer amount of content out there are changing the game.

Saturating a page with keywords is easier, cheaper, and hard to move away from. But search engines are taking on the perspective of searchers and the top-ranked content is usually made up of sponsored pages, organic content, and high-traffic online businesses. Business owners should tackle the brand building problem by making sure their websites are less spammy, more informative, and professional.

E-Professionalism

Picture the world’s worst salesman selling a popular product for a low price — would you recommend the guy to knock on your friend’s door? Appearance is everything for websites. Successful marketing campaigns are professional, concise, and easy to follow. Instead of building websites out of necessity, businesses should take pride in its pages and be proud to show them off.

A link, whether it’s an ad, a search result, or even a QR code, shouldn’t feel like an ad. One of the primary goals of a successful marketing campaign is to educate prospective clients before pitching them a product — why shouldn’t websites do the same?

Quality sites understand the value of design. Imagine a supermarket, for example, that is shuffled around, dirty, and has big yellow price signs labeled “Gotta Go!” and “Sale!” The supermarket is the equivalent to a spammy, easily-forgettable website.

Social Media

“Good-looking” websites are more apt to make it further on social media and actively improve a business’s appearance. Web-based business should look at social media not as another opportunity for link building, but as various channels to reach out to potential customers.

Every post, picture, Tweet, and mention needs a professional, clean approach. Because of how public Facebook is, a lot of people are hesitant to like or share sketchy articles and company information. Like commercials, it’s easy to ignore the bad and passively glance over the good.

What consumers are looking for, according to the article, is information that makes a particular service different from all the others. There are tens of thousands of articles and blogs on the web about credit scores and bank loans, so how does a related company become noticed?

One recommendation is to find an angle that fits a targeted market and the Web offers cheap ways to do this (outside of search results) that yield resounding results (Promoted Tweets, Sponsored Posts, etc.). Another good tactic is to gain authority through guest posts and other websites already high up on the Web totem pole. Whatever a business does, it’s important to do it professionally: Online reputations can stain a business before it starts. Don’t believe me? Check out our case studies.

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Mike Zammuto
Mike is a dynamic, multi-award winning online and technology executive with a history that spans multiple successful startups, large technology firms, a top 40 web site and a leadership role with Microsoft. Mike's strength is building companies that scale and execute. Mike is an internationally recognized expert in online reputation management appearing regularly in national and international media as the face of the industry.
Mike Zammuto
Mike Zammuto
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