Much confusion still abounds within the web-world as to how exactly the recent Google algorithm updates have affected rankings for established and new websites. While great debates over links, content, and keyword strategy still rage – often times contradicting from source to source – one marketing practice has remained virtually unaffected by the updates: promotion.
The bottom line of search engine optimization is, and always has been, increasing visibility. Many websites and pages’ rankings on Google’s search results immediately declined right after the algorithms had been updated. While their placing slipped on Google, placing remained virtually unchanged, or – in some cases – had risen higher on other engines such as Yahoo, Bing, etc.
Increased rankings on other search engines are always a good thing, though Google is still the most widely used search engine, by far.
There still is no 100% effective way of guaranteeing your site a high Google ranking, but promotion is a 100% effective way of gaining visibility to your site. Whether your content is informative, entertaining, or just simply “sought-after,” good content will draw-in traffic, if only it is properly promoted. Guest-blogging on other sites, advertising, social media interaction, and reaching into new forms of media are all very good forms of promotion.
As regular web-users become more savvy and comfortable with delving into new devices, hardware, and software; brands and companies also need to feel comfortable reaching into these media outlets. Pinterest, Google+, Instagram, and other apps/sites are virally becoming more and more popular. With their growing popularity, comes a necessity for businesses and websites to acquire an understanding of and familiarity with these products.
Though promotion within these various sites and applications is a growing necessity, maintaining and creating new and relevant promotional content in numerous locations is requiring more and more time, making it a full-time job for not only one person, but a staff of dozens.
This need for promotion management is boosting business and requiring more employees for marketing and SEO firms alike. While marketing and advertisement agencies had been hit hard by the move from print to web promotion in the past, businesses that embrace classic promotion tactics and implement them into new forms of technology have a wealth of opportunities ahead of them.
“The more things change, the more they stay the same,” was quoted by Alphonse Karr in the 19th Century, but as we are reaching further into the 21st Century, the quote is still relevant. While big changes are afoot within the online community, adaptation and promotion continue to produce great results that allow your brand and company to remain visible, successful, and profitable.