Online Marketing and The Minor Details

The devil is in the details. We’ve all heard this saying before and it can relate to online marketing in so many ways. What this idiom means is that it’s the small details that can often make a relatively simple task more difficult and time consuming. As you look closer, there are more things that can be worked on and you’ll understand why an internet marketing campaign can always be changed and made better!

Here are a few minor but important aspects of online marketing that can be easily skipped over or even forgotten:

  • You only focus on optimizing for Google – If you completely skip out on Yahoo and Bing, you’re missing out on a smaller but still very important demographic. Ranking well on these sites will help your business if you’re struggling on Google.
  • You ignore free, local resources – I went kayaking at a local rental place after seeing good reviews on Yelp. However, I was surprised to see a comment by a customer stating that the address in the listing was wrong. This means that the business has not claimed the listing or bothered to correct this mistake. When resources like this are free and you’re already receiving numerous positive reviews, it can only reflect negatively on your business if you choose not to be more involved.
  • You focus too much on organic rankings – Search engine rankings can be volatile and unpredictable depending on competitors, search trends and even holidays. I’ve known people who obsess over their rankings on a day-by-day basis – as in yesterday I was number 2 but today I’m number 3, what happened? This is not an effective way to gauge your progress and your efforts can be more helpful to your long term brand presence in organic searches.
  • You always use exact keyword matches – It can be tempting to always use exact keywords when linking in anchor text. But with the Google Panda updates, Google is on the lookout. This mean that you can be penalized for excessive exact match anchor text. The bottom line is that Google wants more natural linking keywords that are actually helping people instead of just appeasing their Google bots.

These are just a few things I could think of at the top of my head at the moment and the list is never ending. Even if you don’t have time to sit down and digest all the details at once, it’s good to go over what you can from time to time so that you have a clearer view of the bigger picture. Don’t like the minor details overwhelm you!

Why Meta Descriptions are Still Important

meta description

There’s so much talk about meta-this and meta-that. But did you know that search engines don’t use this as a main criteria (if at all) in ranking your site? Meta descriptions are only one of many elements of search engine optimization elements. So why is it still important?

First of all, what are they? Meta descriptions are the short blurb that you’ll see summarizing a web page on search results pages. The purpose of meta descriptions aren’t so much for search engines, but for the actual users who are searching for your business and clicking through to your site.

Meta Description Do’s

An effective meta description should be concise and make use of your most relevant keywords. It should also be an accurate representation of the content on your website. Try to avoid being too long-winded, most search engines only display the first 160 characters of your meta description.

Meta Description Don’ts

Skipping out on a meta description, overstuffing it with keywords or displaying misleading content are all big no-nos. Each page of your website has a section for a unique description. So, the last thing you want to do is to copy and paste that little snippet over and over on each page.

Before you’re tempted to skimp out on those meta descriptions, think again!