Recent Posts

Our Newest Web Project Launches

Aug 21—We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with...Read More

Look Like Who You Really Are

Jul 30— Do you look like who you are? This question is not an “if a tree falls in the woods” Zen kind of question. What we are really asking is: "Do your graphics and other marketing...Read More

Redefining the word Customer

Jul 01—We recently attended the InfoComm trade show in Las Vegas and came away thinking about the meaning of the word “customer” and the way one’s definition influences a brand’s marketing...Read More

Point Of Sale Displays that Sell Product

Jun 17—You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and...Read More

What do your customers think of you

Jun 03—A special guest blog by Wendy Price Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers...Read More

Ten Print Advertising Tips

May 22—In our last blog we made a compelling case that print advertising is relevant and valuable even in this digital age. Now we turn our attention to a handful of basic techniques for making your print advertising...Read More

The Value of Print Advertising

May 07—We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no...Read More

Making Text More Readable

Apr 15—Words. Every marketer needs them. Sometimes you need a lot of words to get your sales message across. (In our imaginations) our readers hunger to fully understand the marketing techniques we...Read More

Retail Reality-Product Demos-and You

Apr 02—Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the...Read More

Ma Mark Marketing or the Importance of Email Subject Lines

Mar 19—Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing...Read More

How to Stay out of the Trashcan or the Lessons Learned from a Parking Lot

Mar 04—Marketers of CE products should count themselves lucky. We have it easy; we’re selling fun stuff – toys that help people enjoy great music and entertaining movies and TV programming. But just...Read More

Five Ways to Make Time for Customer Outreach

Feb 19—“Time keeps everything from happening all at once." - Henri Bergson  If you’ve read our website or spoken with us about marketing you know that we’re absolutely rabid...Read More

Brands that Communicate Win

Feb 05—The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search...Read More

Content is Definitely King since Google Changed Search Algorithms

Jan 28—The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms...Read More

How Pawn Takes Queen

Jan 20—We would like all of our readers to believe we are the source of all marketing wisdom and insight.  While that is largely true, sometimes we stumble upon someone who has written an article that perfectly...Read More

Should High-End CE Companies Bother with Social Media

Dec 11—On several occasions clients have asked us whether it was worth their time and effort to participate in social media outreach. The tone in which the question was asked told us that the answer they wanted...Read More

Rants from the Frozen Tundra

Nov 25—A friend of ours from the land of baby seals* was inspired by our blog Turning Bad Consumer Reviews into Good  to send us a couple of rants regarding Big Mistakes he sees CE manufacturers consistently...Read More

Flying Without Navigation

Nov 13—Or how we learned to stop worrying and love the research bomb* Imagine you are on a jumbo jet for a 15-1/2 hour flight from LA to Australia. Just after takeoff the pilot announces, “Ladies and...Read More

Coal into Diamonds - Turning Bad Consumer Reviews into Good

Oct 26—We often advise our clients to allow consumers to post reviews on the company website. From the looks of horror on their faces you would think we had proposed offing Granny for the insurance money....Read More

Direct to Consumer Sales and Channel Stress

Oct 14—One of the many services we offer our clients is helping develop direct-to-consumer sales programs for their websites and email communications. When we’ve mentioned that option to some potential...Read More

The Top Twelve Things Your Website Needs To Do - Part Three

Oct 02—In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to...Read More

The Top Twelve Things Your Website Needs To Do - Part Two

Sep 17—In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? ...Read More

The Top Twelve Things Your Website Needs To Do - Part One

Aug 28— It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're...Read More

Jan 28

Content is Definitely King since Google Changed Search Algorithms

The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms and how they impact web site design and content. We promise not to say the “A” word again in an effort to keep you awake.

The bottom line is that Google has reduced the importance of links to a site and has promoted the importance of the site’s content.

Google’s own Webmaster Tools article on the subject now says “In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.” Older versions of this same page emphasized page links from other sites and blogs.

So why the change? Evil “Black hat” SEO practitioners found it easy to cheat the system in a variety of ways including creating dummy sites with tons of page links back to their site. Google rightly thinks that sort of link spamming doesn’t serve the web community and that what people really care about is informative content from authoritative sources. We couldn’t agree more.

Matt Cutts the head of Google’s web spamming team recently posted a video in which he explains the changes and gives some dang good advice to webmasters and marketers including:

“I wouldn't put too much of a tunnel vision focus on just links, I would try to think instead about what I can do to market my website to make it more well known within my community, or more broadly, without only thinking about search engines.”

Cutts has also been quoted as saying:

“…make sure that you’ve got high-quality content… that’s compelling…that you might see in a magazine or in a book, and that people would refer back to, or send friends to …”

So what does this mean to you? First, if you have been using an SEO specialist who tries to game the system with phony links, paid links, advertorials disguised as editorial or any other sleazy tricks, you should back away. We are not suggesting that links are no longer important – they are. You should continue to encourage your business partners, news sites, publications and bloggers to link to your site as often as possible for legitimate reasons. Real links will not hurt your SEO rank in any way and will draw traffic to your site.

Most importantly you need to develop web pages, white papers or blog posts that contain objective, actionable information about how your readers can get more utility or enjoyment from your product category.

We recently came across an article by John Terra on Media Shower that resonated with our strongly-held feelings about web content. Mr. Terra said it best:

“What Google wants to see now is original, real content created by original, real people; content that attracts the user's attention because it's well-written, relevant and enjoyable.”

“…site owners should use this as an opportunity to bring in new talent that can generate quality content, not limited just to articles, but also images, video and info-graphics. If your site has engaging content that informs as well as entertains, people will stay longer and are likely to share links with their friends.”

You may be thinking how the heck are you going to be able to generate content like that. You’re a busy executive who needs to drive sales, develop new products, control costs, and manage logistics and a zillion other things every day. You don’t have time to write any more content and you certainly don’t have the budget to hire someone to do it for you! We can feel your pain.

Stay tuned for next week’s CE Marketing Prose Blog for more on this and related topics. Or you can contact us now to learn more.

About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace. 

WE KNOW CE.

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