Google held a major webcast for all Google Partners on March 21st of 2014. As an affiliate we gladly hosted the broadcast at our Louisville offices. Several Google top-level executives participated in the webinar and explained a variety of services to those participating. Much of what they shared can be summed up in one of the last phrases from the webinar… “Agencies already know all of this.” This phrase is completely true for agencies who pay attention to Google’s trends, requirements and platforms. Out of all the concepts and services discussed, I would like to bring up a few highlights from the broadcast.
Google wants us to produce worthwhile completely original content. Google does not want the equivalent of content re-tweets or stolen insights and famous quotes. Google wants the web to be filled with completely unique experiences. This can upset the balance of huge successful companies and small companies alike. It opens the door for abuse as well as hard-earned success. Ultimately, it rewards those who produce consistent original content.
The key word here is ORIGINAL. Google is strongly hinting that it will begin to detract credibility and page-rank for sites which plagiarize. A simple test can be performed within the Google Chrome browser by highlighting any given text on a website, right clicking and hitting “Search Google for…….”. The same test can be run on images and is very helpful to photographers looking to keep tabs on their work. Google is not saying that you need to write in gibberish or makeup your own words (although that would be a very interesting test!), but they are saying they will drop points for unoriginal content syndication. If you are simply taking content someone else has provided publicly, using a featured image that you can find on Google image search, and adding in a few paragraphs in order to make it sound original, then Google will not be giving you much weight.
Remember, Google is the content aggregator. Every business needs to be writing, producing and publishing original content directly related to their customers. Original, relevant, consistent content.
Social media is an offensive phrase to many established companies. Ultimately it is just a modern, instant and far more diverse form of communication than anything available previously. Google now takes into consideration what they call “social search”. In otherwords, we tell you we are a video production company, our site says this, we say this on social.. but what are others saying on social? Google suddenly cares about this information, and for good reason. Time spent on social networks is increasing every year. It is important to keep in mind the following info…
- Myspace was established in 2003
- LinkedIn was established in 2003
- Facebook was established in 2004
- Twitter was established in 2006
- Pinterest was established in 2010
- Instagram was established in 2010
- Google+ was established in 2011
Let that sink in. Not only does Google put weight on your social media presence, they are placing weight on an industry that was nearly non-existent 11 years ago! This explains why so many companies are desperately looking for “Senior Level iOS Developers”. They do not exist! There is no iOS university, and by the time you leave with a 5 year degree, the information would no longer be current. Heck, Livejournal (which is currently undergoing a serious restructuring/re-branding as a WordPress competitor), was established in 1999! 15 years tops worth of new business paradigm!
I point this out to say that this is all cutting-edge science fiction communication. The vast majority of us grew up with limited technology. 1-800-CALLATT (collect calls), pagers, Gameboy, Walkman, Palm Pilots… So many devices are now contained within your phone that it is beyond measurement. A phone, a cell phone network and power will provide an endless array of tools. Google recognizes the weight of this advancement, in particular as a relates to social media. The emphasis here is on COMMUNICATION. We use social media to communicate within our networks, and Google cares about our interests.
Google does not disregard these new forms of communication, but instead embraces them, places weight on them, and delivers top sites based on our online interactivity!
GOOGLE LOVES AGENCIES
Google threw all of the weight back on agencies. Why? The Drudge Report! Regardless of how you feel about politics, Matt Drudge changed the news world by being a content aggregation. Matt Drudge does not create stories, he puts them all together and decides what is important. Google does the exact same thing. Google is a giant content aggregation which understands social, images, video and is able to recognize unique content. Multiple Google experts during this webinar placed for the focus squarely on the shoulders of the agencies hosting the broadcast. Why..? Qualification, responsibility and expertise.
Throughout the webinar Google top-level executives explained the various services Google offers to small businesses. These are not hidden behind a veil where only advertising & marketing agencies have access… These services are clearly available for all to see. DIYers are going to do it themselves; successful businesses will partner with experts. This is a very simple concept which provides a balance for everyone. Small businesses and startups usually have no marketing budget. Not a problem, Google lets you handle all of this on your own. Larger businesses would be better-served to partner with an agency that specializes in organic search optimization and producing unique content.
This is the prime spot for me to make a case on why we should be considered for your marketing needs. I will be glad to make that case, but I prefer to let our work do the talking. Over the coming weeks we will be providing very specific case studies on the work we have completed for our clients. Our goal is to build long-term clients by providing excellent results. We work hard, have a vested interest in the success of our clients, and we understand what Google is demanding of modern businesses. If you are interested in learning more about our company and how we can serve you, please contact us today!
Hatfield Media – Website Design, Development and Search Engine Optimization