Is it true that the top digital media companies are set up to never stop innovating? Harvard Business Review thinks so.
But let’s venture outside the business world for a moment to the realm of esoterics and philosophy. A very wise man known as Bruce Lee, (you may have heard of him) once said:
心無旁騖, 柔若流水, 無形無相
“Don’t think, feel… Be like water, my friend.”
To be successful in the business world the top digital media companies have to be fluid – like water. Constantly able to change and adapt to a marketplace that can switch gears at lightning speeds. It doesn’t show any chance of slowing down either. As technology continues to make huge jumps forward many of the businesses to steeped in old ways loose footing to younger, more nimble competitors.
Here is a list of traits that Harvard Business Review cites as advantages companies who continually evolve will have over competitors.
These are all traits you can visibly see in today’s top digital media companies – not only here in the US but in the world at large.
Another quality that top digital media companies share is the ability to keep solid ongoing customer relationships. Author Brad Power of HBR puts it like this:
To maintain perpetual customer relationships, they emphasize services over product transactions. Companies that sell physical products such as computers, cars, and refrigerators often lose touch with their customers soon after the purchase — or at least when the warranty period lapses. (“No news from customers is good news,” the thinking can go.) But companies selling online products and services need to regard their customer relationships as continuous ones: “We track how our product is performing for you as long as you own it, and if it’s not performing, it’s our obligation to fix it.”
At the end of the day the argument is that top digital media companies are, like most companies in the digital age, the ones who are constantly evolving and have the ability to pivot quickly. The future of business is online and so the companies able to streamline and be successful in these areas are the ones who will eventually come out on top. As you might guess, Apex Digital Media is one of these companies.
Read the full piece at Harvard Business Review here.
If you doubt the value or effectiveness of content on any level I urge you to read this report by Ascend 2 on “The Most Effective SEO Tactics.” Here you will clearly see how content and SEO work together. For a 57% majority of marketing influencers, on-page content development is effective. This ranks it as the most effective means of SEO.
Organic search is still where the largest amount of traffic is available. Some may argue that the user intent behind search is also the most valuable type of traffic out there. A person who is searching for something is more likely to click through and interact with your brand once they find it. Think about it, if you are optimized for keywords like “buy a car” and you’re an auto dealership – you’re sitting in a great spot. A person searching “buy a car” is more than likely looking to buy a car. This principle gets a bit more dicey once you move to venues like social media or banner advertising. It’s been proven that there isn’t much real intent behind banner clicks. Some studies have even found blank banners actually get more clicks than banners with actual images on them. Go figure.
Knowing what you know now, content – search engine optimized content should be your core discipline when it comes to marketing. Content can take on a variety of forms. It can be blog posts, it can be video shorts, it can be long videos, infographics, etc. Google’s algorithms pay close attention to several factors when ranking web pages. One of them is shelf life. If you have a search optimized piece of content that’s shinier and newer than someone else’s the chances are good you will get some quick visibility from that initial publishing. On the other hand, sites that have been up longer tend to have a larger amount of backlinks as a result. So content is both your long and short game – new content gets you visible quickly, and the proliferation of content day after day spreads your brands tentacles out into the web… making you visible in corners of the web you never even dreamed existed.
While keyword optimized articles like this one are a great way to get your foot in the door don’t forget the future is video. YouTube is also the world’s 2nd largest search engine. So think about this – if you have a keyword optimized article, with a keyword optimized video embedded in it – you’re now double visible in both Google search and YouTube video search.
Images are another area that is heavily overlooked by marketers. Google Image Search gets a huge volume of searches. If you are not optimizing your images with alt tags and making sure they are visible in search you are missing out on another big stream of potential traffic.
A recent comment from Rand Fishkin:
“34% of searches get no clicks at all. If we look at all search queries (not just distinct ones), those numbers shift to a straight 60%/40% split. I wouldn’t be surprised to find that over time, we get closer and closer to Google solving half of search queries without a click.”
Due to mobile use and several other factors click through rates are declining in search. So while SEO can help you be visible how do you get the user to the page? The smart money is on Google Rich Answers – which will allow you to pipe elements of your content directly into the SERP via SEO tactics. Area’s like this are why just knowing how to create content isn’t enough in today’s world. You have to have a little bit of science behind you as well.
So as you can see, content and SEO are very closely linked. Any wise marketer knows how to combine these two disciplines for maximum effectiveness.
If you need help with your digital marketing don’t hesitate to contact us!
We write a lot about enterprise SEO services. The reason being some of our oldest clients happen to be enterprise SEO jobs. One client in particular – we have been working on for almost 3 years now continually.
This client is an e-commerce company. They sell a ton of products and have a huge website with over 70,000 pages. As you can imagine this is a lot of work, there are a ton of images and a whole lot of text to be optimized. That’s where professional enterprise SEO services, from a company such as ours come in to play.
Aside from being a massive sales funnel, this website is also tied to a brick and mortar store. A lot of the inventory and the pages on the site could also be locally optimized if the brand so chose. Instead what they tend to do is use the e-commerce site as a means of selling additional inventory. In some cases items they’re not already selling in their brick and mortar store. Not only does this give them additional channels to liquidate inventory through, it also makes their business much more diverse as a whole.
We have been doing work for this company for going on three years. Their website has over 70,000 pages and is one of the larger jobs we have done. If all goes well, we will probably still be doing it in another couple years as long as the company continues to sell products. We have seen other vendors come and go, but we continue to do what we do best and they continue to give us work.
Let us show you firsthand the value of the work that we are doing for this company. The company itself spends a lot of money not just on our enterprise SEO services but also on other means of advertising themselves. They spend money on pay per click in Google AdWords. So how can we clearly and decisively show the difference between the results of our enterprise SEO services and the advertising the company is doing?
That is where “knives” come in. At the time we started to do SEO for this brand, Google AdWords would not allow you to advertise certain items they had deemed unfit for their ecosystem. Knives were one of those items at that particular time. As a result, our client was not advertising the knives and any increase in traffic on those knives would have to have been from the enterprise SEO services performed by Apex Digital Media.
We started the job in July of 2015. As you can see from the analytics screenshot above, there was clearly an increase in traffic to the brands “knives” page. We can also show direct google search traffic coming to several of the sub-pages underneath this root category. It is safe to assume any increase in traffic to these products is a direct result of the enterprise SEO services performed by Apex. Since these products were not being advertised on Google AdWords and no budget was being spent to advertise them in any other venues.
Additionally, this company is still a client and has been for almost 3 years they obviously see the value of the work that we are doing. If they did not they would have stopped using our services a long time ago.
If you are interested in discussing enterprise SEO services with Apex Digital Media please fill out the form below and someone will get back with you as quickly as possible.
When you search for the keyword Westlake Village SEO A couple of things are apparent. First, there aren’t a lot of SEO companies in Westlake Village. Second, there is no content available about SEO by Westlake Village companies. Apex is based in Beverly Hills but my home office is in this general area so I thought it would be interesting to check the results for Westlake Village. Rather than writing more general SEO tutorial type stuff you can already get from just about anywhere, I thought we would look at the results for this search term and walk through them.
The first area most serious SEO customers are going to look at is Google maps. This is usually a pretty good indicator of which company has an actual location in the area.
We can see right away that there’s a company called Sachs Marketing Group and they have about 8 reviews. I am pretty familiar with the online marketing space so when I see a company like this without any name recognition there are a couple of concerns I have. Usually I will check to see if there is a person’s name on their website and a physical address. In this case they have a physical address but there’s no name or a picture of any individual person on the “contact us” page. There are no pictures of the actual office, nothing to signify the personality of the company. To me this right away makes it look like a lead gen site more than an actual agency style business. The website is sort of an online storefront designed to channel a lead somewhere. I didn’t call them, so I am not attacking them – they obviously know what they’re doing. This is just usually the snap judgment I make when I see this type of a business online without any real names or images.
The next company listed in the map is CJ search. CJ search is a part of Conversant Media, what used to be ValueClick Media it is now owned by a company called Epsilon, which is under the corporate umbrella Alliance Data. CJ Search no longer has a visible website… that’s how thin these results are.
I have several friends and even a family member who worked at CJ search and I worked for ValueClick Media in this exact building where CJ Search is located in Westlake Village. I can definitely say CJ Search was a legitimate company but they are obviously not doing SEO work anymore these days. They are only coming up under the search term westlake village SEO out of historical value and location.
Moving on, the next listing is called “Boost Local” looking at their website it’s very nice and well done it’s a typical marketing industry site. When I click on “About Our Agency” it describes what they do and who they are. The next thing is to look at the “Contact Us” page and see if there are any actual people’s faces or names on the website. There are not, which again doesn’t mean that they’re not a legitimate business but it also gives them less of a personality. The business looks more like a lead-gen site than an actual company with people who are looking to help you meet your marketing needs.
In the search for westlake village seo – the next few listings are for companies that fit a similar description but also who have no reviews. If a company does not have a visible personal presence on their site you can at least fall back on the reviews to give you an idea as to how they operate in their past experience. In the case of these two companies into works one and approach SEO. There are no human beings shown or listed on the website anyone can take a stock photo of an office and throw it on the site with the contact form and a one 800 number. I want to see who you are, what your credentials are and why you are a legitimate SEO company that I should trust with my marketing budget. None of these companies give me that vibe.
A little further down the list we have a company called National Positions. I can say with great confidence that National Positions is NOT a good company. I used to work for them briefly and they are a turn and burn sales organization that focuses solely on getting a sale. While they may have a couple customer success stories to tout, the vast majority of the people I know who have worked for or with National Positions have a lot of bad things to say about them, myself included. I’m sure there are some good, well-meaning people there but they have a very poor track record on the whole as a company. I’ll leave it at that.
The rest of the results for westlake village SEO include companies like SEO Tuners who, once again, have no reference to any actual people on their website. The contact us page is a lead form and a bunch of stuff about how awesome they are.
Even reviews can be loaded so I am skeptical no matter what. Sometimes I’ll go as far as to see who the reviewer’s are and how many actual reviews they’ve done outside of the one that I’m currently looking at. If this is their only review the chances are good that they are loaded or that the company paid or incentivized someone to do it. Whatever the case, Google’s review system is much more trustworthy than Yelp! who fought openly in court to favor merchants who pay them in their results.
Most prospective customers will search wider than just Westlake Village SEO. They may expand to Ventura county or Los Angeles county as a whole. Our goal was to see what the results for SEO services look like for an area like Westlake Village, and to be honest they are not great.
Hopefully we can contribute something of value. 😉
All you have to is ask yourself the question – “when I’m online what do I do most?” the answer is more than likely: watch video content. Sure some people read articles but even articles most likely have a video accompaniment these days (like this one :D)
Did you know that more video content is uploaded to the internet in a single month than network television has produced in three decades? Pretty crazy eh?
You need to put out content to stay visible – just to keep up with everyone else really. Don’t despair though, it’s quite easy. Chances are good all you need to do is turn a camera on. Let me give you an example.
If you’re a popular antique shop you probably have a store full of odd knicknacks and items. Maybe even hundreds – that’s hundreds of videos waiting to be made. A unique video for each item that could be shared each and every day. I’m just using this as a basic example of course but it applies to any business. If you are a maid who cleans houses, every day you have a before / after video to make – provided you have the owners permission and so on.
Internet marketing is constantly changing but video content will always be valuable. Search engine optimization (SEO) is complex and algorithms are always changing. One thing is always true though: Video content is and will continue to be a big driver of traffic. So how can you use video to strengthen your content marketing strategy and SEO? It’s simple really – produce it and share it. That’s really all you need to do.
A great place to start is with existing content you already have. To give you an example our website https://apexdigitalmedia.com has long had articles about social media management. This year though we created a video and embedded it at the top of that page. Not only does this help the user experience giving people in a hurry a way to quickly consume the content – it also helped greatly with the overall organic ranking of the page. Google tends to elevate content that is helpful to users and video is definitely helpful.
Yeah Google has the search game locked down – they invented the first largest search engine and bought the second. With this in mind you need to feed into these searches. If you don’t have video content guess what… you are INVISIBLE in YouTube searches. Creating strong video content not only makes for a better user experience, it also makes you visible in the world’s 2nd largest search engine.
As you can see, digital video content is the most important asset you have at your disposal right now. If you don’t already have a strong video presence, what are you waiting for? Get to work!