The algorithms of search engines are as mysterious as the Force in Star Wars. Some claim to know everything there is and keeps up with the latest updates from Google and Bing, while others know the underhanded tactics that let them squeak by during the updates.
Competition to stay as a top digital marketing professional is rough. The pressure to provide outstanding results for all your marketing efforts is unreal.
Nevertheless, if you fail to provide the results your clients want, no matter how hard you worked, there are thousands of other professionals waiting for their chance. You do all the right things, but if you can’t raise the domain authority of the website or increase their search engine results, your clients will look elsewhere. In the end, the metrics matter the most to clients.
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This is when the Dark Side of SEO will whisper in your ear and tempt you.
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You see a forked path in front of you - Light or Dark methods?
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Just imagine Palpatine whispering to Anakin Skywalker: “Let me help you to know the subtleties of the Force."
In a way, search engine optimization is like the Force – once you choose your techniques, there is no going back! Your clients want the results, but you what you are doing doesn’t provide those results fast enough. Will you uphold the righteous values of quality content and serve the Light Side of SEO, or do you long to be a master of deception on the Dark Side of SEO?
The time will come when you must choose a side during your journey as a digital marketing professional.
Dark Side of SEO
The Dark Side of SEO is commonly called Black Hat techniques, which are used to rank higher in the short-term, but the biggest disadvantage of it is that the results don’t last long. The websites using these techniques are blacklisted by search engines once they are caught and disappear as their punishment for the good of the
When Palpatine is discovered to be the Sith the Jedi have been looking for, Mace Windu takes three Jedi to arrest him. Palpatine already has a plan in mind, and when Windu has him within reach, Palpatine uses that moment to convince Anakin that the Jedi are trying to take over the government. After Windu dies, Palpatine continues using manipulation against Anakin and orders him to wipe out the remaining Jedi because they are a
The marketing industry is rapidly changing, advancing, and adapting to the technology. The industry will continue to be refined as we move from traditional to nontraditional strategies. RPZ Social Media Analytics and Genaflek have experienced these changes first hand, which in turn opened a window of opportunity for RPZ Social Media Analytics to purchase Genaflek Marketing. Since the purchase, RPZ Marketing has had to face many new exciting challenges and obstacles. RPZ struggles with a lack of qualified resources, as the employees from Genaflek used traditional marketing strategies. How will RPZ Marketing continue to be a leading marketing firm offering cutting-edge, innovative solutions specializing in diverse media applications?
Like all things in the Star Wars Universe there is an emphasis on good versus evil. The “light” side of the Force can be used to help others and create harmony within the planets. However, if a Jedi, a “light” side practictioner of the Force follows evil temptations, the Force can be used as a tool for destruction. A famous quote by Yoda in The Phantom Menace to young Luke is, “fear is the path to the dark side…fear leads to anger…anger leads to hate…hate leads to suffering.” Fear to the Jedi is a source of evil which can turn one to the darkside.
The web is a book of countless pages, Google indexes each page and saves a compressed copy on its servers. When a search query is entered is goes through its database of captured material and retrieves matches based on the search query. In addition, to matching the words it also uses other methods to improve the quality of the search results. One of these is page rank. Pages that have more links are ranked higher and assumed to be of greater relevance than those that are less linked. It also looks at link structure and link text to determine relevance of a page. These filtering mechanisms enable it to return search results of greater relevance and higher
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
Search Engine Optimization, which is also known as SEO, is the process of increasing the volume and quality of traffic to a website from search engines via organic or search results. The higher your company's website ranks on Search Engine Result Page (SERP), the more searchers will visit your site.
Digital marketing is a growing field that “promotes products or brands via one or more forms of electronic media.” Examples of “advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels” (businessdictionary.com) This method of advertisement makes a digital marketing analyst necessary to help navigate a company through the proper marketing channels.
During 1998, two search engines were existed before the Direct Hit was introduced, the Alta Vista – author controlled services, and Look Smart – editor-controlled directories. Direct Hit used relevancy, which relied on the hit ratio, and to compute search engine placement. Furthermore, Google and Yahoo were search engines uses page rank which monitors the number of...
There is a lot that digital marketers can learn from the story of “The Little Red Hen,” but the main lesson is that a seed can produce a loaf of bread when given the proper amount of time and care. In this digital age, brands want to see results and success immediately; they want proof that the strategy set into place is actually working and paying off. However, sometimes results take longer time to measure, which is why it is essential to set both short-term and long-term goals for content marketing strategies.
Search engines, specifically Google, have probably contributed more to the distribution of knowledge than any other invention since the creation of the printing press. Google was created by Larry Page and Serge...
Search engines are not very complex in the way that they work. Each search engine sends out spiders to bots into web space going from link to link identifying all pages that it can. After the spiders get to a web page they generally index all the words on that page that are publicly available pages at the site. They then store this information into their databases and when you run a search it matches they key words you searched with the words on the page that the spider indexed. However when you are searching the web using a search engine, you are not searching the entire web as it is presently. You are looking at what the spiders indexed in the past.
Many times it happens that one gets stubborn and decides that it must always appear first for a certain keywords. This attitude can lead you to spend hundreds of euros since the end keywords with higher bids, are precisely constantly increase the price of the bids. It's like the snake that bites its tail.
Kane et al (2015) believe that “develop(ing) effective digital strategies is more important than just technology”. The strategy should focus on integration of digital technologies to transform key business process. Top management should be involved and strong leadership with dynamic culture, flexible and risk taking attitude will also generate new opportunities.
I have been loyal to a small number of search engines, because on the whole they have provided the information I require, albeit after attempting a small number of alternative input words or phrases. This loyalty has stemmed from both my becoming more familiar with these engines, and my acceptance that if my chosen search engines or reference sites cannot find the desired information, then it is unlikely I will have any greater success on entirely different ones. Moreover, having become used to a few search engines, namely ProFusion (Intelliseek) and AltaVista seems to lessen the attraction to try those unfamiliar to me, such as HotBot or GoZilla.
We can’t assume consumers will remain loyal if we don’t adapt and learn and you can’t assume brand strength alone will keep them or attract new consumers. The market will change and new will enter the market. I realized that the 5 D’s (Discovering, Defining, Developing, Doing, and Directing) in the marketing process is a continuous, an ongoing evaluation of the market conditions and the continued adaption. For Digital Channels, that means we must have the best feature rich products and service that our customers value. We can’t assume they will stay with us because they have for years. The moment a company becomes complacent, they become