How has digital marketing changed in last 3 years?
Change #1 – Google Algorithm Updates!
Google commands the majority of US search traffic, at 66.4%, which is why they are a driving force for standardizing and maturing the digital world. Two recent updates to their search algorithm, nicknamed Panda (2011) and Penguin (2012), have sculpted new quality standards for webmasters. Both of these updates focus on quality of inbound traffic and give relevance to highly engaging customer-focused content.
Ben Wood from the Huffington Post said, “The Panda update was the first major algorithm update to focus on the quality of onsite content — pushing sites with rich content and a great user experience to the top of its search rankings, and relegating low-quality sites to the bottom.”
The more recent Penguin update has forced webmasters to create valuable content that customers are willing to share across blogs and social networks. This shift gives us a clear direction for your digital strategy, to capitalize we must focus on implementing a content-focused strategy built around engagement with relevant communities. Key drivers to your success in 2013 will by your ability to…
- understand unique customer segments,
- engage with these customers in the format they feel most comfortable (website content, blogs, video, reviews, email, etc…),
- and build a strong social presence
