Responsive Web Site Design

Responsive design is an approach to web page creation that makes use of flexible layouts, flexible images and cascading style sheet media queries.  The goal of responsive design is to build web pages that detect the visitor’s screen size and orientation and change the layout accordingly.

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Responsive design is a somewhat retro approach to web site design that solves a lot of design problems caused by the proliferation of new types of mobile devices. Responsive design pages use x and y coordinates on a grid for layout and mathematical percentages for images instead of fixed-width parameters. Using percentages instead of fixed-width parameters and a grid layout creates a more fluid layout that will resize itself to fit the size of the display.

Media queries, a feature of cascading style sheets (CSS), allow the developer to specify when a certain style takes effect. With CSS2, for example, a media query will serve printer-friendly style sheets if requested. CSS3 has expanded query capabilities that allow style sheets to be targeted to a device’s display and serve a desktop, tablet or smartphone style sheet depending on the query response.

This capacity means that instead of having to build a special mobile version of a website -- which often requires writing new code from scratch -- developers can simply build multiple style sheets for the same web page and perhaps even associate different images with each of the style sheets. As a result, HTML code can be repurposed instead of having to be rewritten, which saves considerable development time.

As more people are beginning to use mobile devices, like smartphones and tablets, for every task that used to be only capable on desktop, one thing has become clear: mobile is taking over Internet surfing. And, it's not even just surfing. It's everything from browsing social media outlets, checking emails and doing some online shopping.

Because mobile Internet usage is increasing steadily, it's extremely important that your website is mobile friendly. Usually this isn't a major concern. You have a website designed for desktop users and another site specifically developed for mobile users. But, is it possible to have a site that is equally favorable for both desktop and mobile users?

There actually is a design that can handle both types of users. And it's called responsive web design.

In other words, with a responsive website design, you don't have to have worry about having different websites for various devices or making sure that your site runs properly on a mobile device.

But there are some other really important reasons why you should make the switch to responsive design for your website.

How to Start Online Reputation

The best online reputation management strategy is a proactive one. Instead of trying to suppress your past, focus on building your future. By adding new content in the form of new social network accounts, blog posts, articles and forum posts, you can boost your professional identity and tamp down your "drunk college days" identity at the same time. This works because search algorithms like to see new content -- in Google's eyes, an up-to-date blog is far more relevant than a years-old Facebook picture, and therefore gets prime real estate near the top of the search results.

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Here are some ways to build a brand for you:

Start a blog or a personal website. This doesn't have to be a professional blog or website; it can simply be a personal blog with work-safe posts. If you want to write about Los Angeles salad places or restoring arcade cabinets, go for it -- just make sure you do so in a professional manner. Also, it's never a bad idea to purchase your domain name (first+lastname.com)

Spiff up your social networks.Create a separate Facebook account for your professional identity. Add your boss, coworkers and professional colleagues, and post (work-safe but interesting) content to this account frequently. If you're not a member of many social networks, consider joining some under your professional identity; LinkedIn is an obvious choice, but I also like review sites Yelp and Amazon; alumni sites such as Classmates.com; and blogging sites like Tumblr. After all, you want to come across as a well-rounded, totally work-safe person, right?

Be an expert. If you're an expert in your field, try to get your name placed in industry publications or magazines. The quickest way to the top is to ride someone else's coattails, and an industry pub is far more likely to have Google clout than little ol' you. Sites like Help a Reporter out (HARO) and Media Diplomat connect reporters with sources -- you could be that source. If you're not an expert in your field, try to position yourself as one through blog posts, forum posts, and video blogs or on social media.

Then again, remember this: while you might think that a squeaky-clean, ultra-professional online presence is ideal, it's not. If your professional presence is too sterile, you'll raise flags -- it will be obvious you're cultivating it -- and you may prompt your online stalkers to just dig deeper. You want your branded content to reflect someone who's professional, but who also has a personality.

Benefits of Using WordPress

WordPress has been around since 2003 and is the most popular blogging software on the market. Over the last few years, WordPress has also become the content management software of choice for non-blogging websites. Here are the top 10 reasons why WordPress is so popular and why you might want to consider switching to a WordPress platform for your company’s website.

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1. Ease of Use

WordPress is very easy to use and has an intuitive interface.  Adding new pages, blog posts, images, etc. on a regular basis is a breeze and can be done quickly.  Because the technology is so simple, time spent on formatting is greatly reduced.

2. Manage Your Website from Any Computer

WordPress is browser-based. You can login from any Internet connected computer and manage your site.

3. No HTML Editing or FTP Software Required

WordPress is a self-contained system and does not require HTML editing software (such as Adobe Contribute or Dreamweaver). You can create a new page or blog post, format text, upload images (and edit them), upload documents, video files, image galleries, etc. all without the need for additional HTML or FTP software.

4. Search Engines Love WordPress Sites

The code behind WordPress is very clean and simple, making it easy for search engines to read and index a site’s content. In addition, each page, post, and image can have its own meta tag keywords, description, and title, and be optimized for specific keywords, allowing for very precise search engine optimization.  You can also use tags to further enhance your search engine optimization efforts.

5. You Have Control of Your Site

No more waiting for your web designer to make simple updates to your site. With WordPress, you have control of nearly every aspect of your site and can easily make those simple updates yourself.

6. The Design of Your Website is 100% Customizable

WordPress acts as the engine for your website. The look and feel of the site can be 100% customized so your brand can shine through on your site and provide a unique experience to your visitors.

7. A Blog is Built-in and Ready to Go

Since WordPress was originally created as a blogging platform, blogging capabilities are built-in and are easy to integrate, if desired. Setting up RSS / email subscriptions to your blog, commenting capabilities, and automatically adding the most recent blog posts to other pages of the site (your home page, for example) are also very simple to set-up, and help to extend your company’s reach and make your site more dynamic and interactive.

8. Extend the Functionality of Your Site with Plugins

Want to add an event calendar, video gallery, Twitter Feed, Facebook Fan Box, and more to your site? WordPress makes this possible with plugins, most of which are free or very reasonably priced.

9. Your Site Can Grow as Your Business Grows

WordPress sites are very scalable. You can have hundreds of thousands of pages or blog posts on your site and the performance of the site will not be compromised in the least.

10. Have Multiple Users

As an administrator of a WordPress site, you can set-up multiple users for the website and assign access levels and capabilities to each user.

Outsourcing – Advantages and disadvantages

Advantages of Outsourcing

Cost Savings

There can be significant cost savings when a business function is outsourced. Employee compensation costs, office space expenses and other costs associated with providing a work space or manufacturing setup are eliminated and free up resources for other purposes.

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Focus on Core Business

Outsourcing allows organization to focus on their expertise and core business.  When organizations go outside their expertise, they get into business functions and processes that they may not be as knowledgeable about and could potentially take away from their main focus.

An example of this is when a grocery store decides to add a florist to their operation.  If too much focus is put on that part of the business they lose focus of the core business which is grocery.

Improved Quality

Improved quality can be achieved by using vendors with more expertise and more specialized processes.

An example of this would be contracting out a cleaning service. An outside service would have the resources for hiring, proper training and facility inspections that may not be available if the function were kept in-house.

Customer Satisfaction

The advantage of having a vendor contract is they are bound to certain levels of service and quality.

An example of this is if your IT function is outsourced and the technician calls in sick, it is the vendor’s responsibility to find someone to replace them and meet your support needs.

Operational Efficiency

Outsourcing gives an organization exposure to vendor specialized systems.  Specialization provides more efficiency that allows for a quicker turnaround time and higher levels of quality.

Disadvantages of Outsourcing

Quality Risk

Outsourcing can expose an organization to potential risks and legal exposure.

As an example, if a car is recalled for faulty parts and that part was outsourced, the car manufacturer carries the burden of correcting the potentially damaged reputation of the car maker.

While the vendor would need to make good on the faulty product by contract, the manufacturer still has the black eye from the incident and carries the burden of correcting the negative public perception.

Quality Service

Unless a contract specifically identifies a measurable process for quality service reporting, there could be a poor service quality experience.  Some contracts are written to intentionally leave service levels out to save on costs.

Language Barriers

If a customer call center is outsourced to a country that speaks a different language, there may be levels of dissatisfaction for customers dealing with the language barriers of someone with a strong accent.

Reputation Management

Reputation management is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity.

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Reputation management campaigns may be conducted to increase the visibility of positive opinions or to decrease the visibility of negative opinions. One common practice is the creation of positive content pieces about a business to counter negative organic content. A reputation manager posts positive pieces in sufficient numbers to make the negative commentary display less prominently in search results or on social media sites. They might also join conversations, for example responding to tweets complaining about a company with comments that they had only good experiences to report.

For individuals, the first and most essential step of reputation management is limiting what you make available online to information – whether images, video, posts or comments – that you are comfortable sharing with the world for the foreseeable future. For businesses, the most effective approach to reputation management involves promoting your company honestly, implementing customer experience management practices and actively engaging with customers online.

• Connect with your customers via social networking Websites. It's not enough to have a Facebook page or a Twitter account that you post dry, business-related updates to -- you have to engage your customers and help them get to know you, your business, and your brand. Content should be interesting -- now is not the time to pitch your business or products -- and try to encourage feedback from your followers.

• Create original content for the search engines, to displace any negative content that is currently popping up. This may take the form of anything from blog posts to informative articles to contests.

• Never "astroturf" by posting fake reviews, no matter how Web-savvy you are. If you're found out, you'll lose the respect of your customers, and you could also face legal trouble.

• Read the reviews, both negative and positive. People usually spend more time reviewing services they feel strongly about, whether that feeling is love or hate. You can thus use negative online reviews constructively, especially if reviewers bring up legitimate complaints.

• Contact Websites if you encounter any false or unnecessarily vindictive reviews, and request that they be removed.

• Respond to customer complaints by apologizing and offering your side of the story. Then if someone later sees the negative comment about your company, they'll also see that you're committed to fixing and fostering good relationships with your customers. No matter how tempting it is, never trade insults with the customer -- it's harder for potential customers to identify with you than with a fellow consumer.

Social Media Marketing Strategy

Effective social media strategy begins with self-reflection. Ask yourself:

•           What is the core of my business?

•           What differentiates my business?

•           Who is my target audience?

•           Once I get an audience, what messages do I plan on delivering?

•           (Most importantly) how can I turn my audience in revenues?

Once you have clear answers to these questions, you’ll be able to look at a variety of social media platforms and see which ones are best suited to deliver your message.

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There is no single social media platform or combination of platforms that will work for every business. When we work with clients on their social media strategy, we start with a detailed question-and-answer process. The objective of this process is to understand short-term and long-term business goals, to uncover other current marketing and advertising efforts, and to determine what results the client expects from the social media marketing campaign.

Some of the questions we typically ask are:

• What is your commitment to the social media campaign (manpower, time investment, budget and duration)?

• What are the goals of the campaign?

• What are the criteria for measuring the success or failure of the program?

• How do you plan on measuring the success or failure of the campaign?

• Who will be at the “steering wheel” of your social media campaign?

• Does anyone in your company have social media expertise?

• More importantly, does that person(s) have the skills to deliver your key messaging through social media?

• To what extent are you willing to outsource your social media campaigns?

Armed with the answers to these questions, you can build a better social media campaign, either in-house or through an agency such as ours.

Social Media is best described as a series of online conversations. Just like in normal life good conversationalists are great listeners. Listen to what the leading organisations in your field are doing, listen to what your customers are saying online, and keep up-to-date with industry blogs. Luckily there are a myriad of tools available to listen including Google Alerts, Socialmention.com, LinkedIn groups, Twitter search and Open Facebook Search.

As with any communication plan you need to know exactly who you are targeting. Where are they online? How do they communicate? What are they doing online? Why will they listen to and eventually buy from you? You will already know a lot of this about your existing customers. Often sending out a well-structured survey on surveymonkey.com will provide you with more clues as to where and what you should be communicating. Combine this with point 3 and you are on your way.

You’ve done the research, now dive in! Choose your tools and set up your initiatives. You will by now have a feel for which tools; initiatives and type of content best suit your customers. It could be blogs, discussion forums, linkedin, facebook, slideshare etc. Focus on spreading the content that adds the most value to your target market. Ask customers, partners and others that can add further value to contribute a guest post or video. This fosters community and adds value to the people who visit your online community.

Train your team to use the Social Media tools you decide best suit your target market. Train your partners and customers on these tools so they understand how to get the best from the information and value you provide. Oh and finally, train and educate them again, and again and again. - See more at: 

http://www.symphony3.com/Social-Media/Social-Media-approach#sthash.o8To3Cke.dpuf

Why Content Marketing Is So Important

Creating content is extremely important for online brand marketing because done correctly it presents a valuable opportunity to connect with your audiences. Brands that use content marketing effectively use it to help build trust in their brand and generate extra website traffic from organic search results.

Good content marketing can also help businesses generate leads and potentially take prospective clients further down the purchase funnel.

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Key Differences between B2B & B2C Content Marketing

Different types of businesses will have different approaches to content marketing. B2B brands for example are typically harder to produce content for, compared to B2C. This is because they have different audiences, objectives, purchase values, decision makers and time frames.

Content marketing for a consumer brands makes great use of social media profiles to distribute content, within a short content cycle. B2B content in comparison takes a longer time to research, produce and distribute. B2B content marketing also concerns itself with creating link worthy content to gain reputable links from trusted sources. To positively improve online visibility in organic search engine results and by means of referral traffic.

Consumer brands have a much faster turnaround of content and typically need a stack of ideas that are easier to produce more cheaply. B2B content marketing however, targets decision makers for businesses, not decision makers who are acting as consumers. B2B content marketing therefore requires a more thorough detailed approach, to add more value and gain higher levels of trust from the audience and their superiors.

Another reason why B2B content marketing requires a robust approach is because the prospective client/key influencer receiving the content would typically need to involve another decision maker. Likely a technical departmental figure, HR or Purchasing. So B2B content has to also work on multiple department levels, otherwise the content may leave a company exposed to another department not being interested, aware or even willing to sign off.

Planning Your Content Marketing

In order to produce great content that resonates with your target audience, you will need to plan around your specific audience’s personas, their cultural references, preferred social platforms and their time zones.

It is best practice to create a content calendar so you can plan ahead of major events in the year and create a rhythm of content suitable for your audiences. Regular content generally achieves greater results. It is thought that at least 4 articles a week is required to be acknowledged as a news provider and gain additional SEO benefit from major search engines.

Content Marketing

Content marketing is old news by now, so chances are good you've read about its benefits and set up a blog to share your or your company's wisdom. That's great. But after a while, let's be honest, it can also get kind of repetitive.

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Coming up with new ideas for posts week in and week out is challenging (trust me on this one). Plus, if you're bored of your blog posts, your audience is probably less-than-inspired too.

• Stand for something specific – Being focused and opinionated attracts attention. It builds authority and credibility.

• Human recognition – Curate responses to opinions into content that recognizes contributors

• Know your audience – Understand how your blog readers prefer to discover, consume and act on content.

• Look beyond yourself for blog topics and writing – Connect with your community for inspiration – crowd source topics through analysis of blog engagement.

• Review the content type and buying cycle – What is to be accomplished? Who is it for and where in the buying cycle does the focus need to be?

• Examine your objective – The individual pieces of content need to match the objective of the content marketing strategy as a whole.

• Make your audience feel something – Many resources specialize in photography that expresses specific emotions, but the image must mesh with the overall content message

• Draft first – If you’re having trouble creating an outline, do your draft first, then reverse engineer the outline.

• Be conversational – Write as if you’re having a conversation with an old friend. Write the way that you would talk, maybe even exaggerate the tone.

• Forget perfection – When you’re stuck trying to write perfection, turn off your inner editor and just write garbage. Try even typing with your eyes closed so that you’re not tempted to edit. Then look at it and edit and refine it until it’s worth showing.

• Find an ideal time – Everyone’s brain works in different ways. Find the time of day that works best for you to be creative with your copywriting and try to set aside a time slot each day to focus on writing. 

• Repurposing basics – Customize and deconstruct – Take an eBook and structure it to be industry specific so you can create different versions for distinctive industries.

• Make lists – Collect disparate resources relevant to your target audiences and rank them.

• Interview famous and soon to be famous, industry leaders – Create a library of quotes for social shares to a specific audience. Use tips and quotes to create info graphic.

• Capture live or recorded content aka “Live blogging” – Find events offline or online, live or recorded that contain content and influencers relevant to your target audience.

• Defining influence – Take into account their ability and willingness to affect action – not just achievement of high fan, friend and follower counts.

• Don’t get distracted – Don’t be blinded by the prospect of fame by association. Popular influencers won’t necessarily create positive effects for brand marketing and PR goals.

• Validate influencers – Narrow down a short list of influencers by finding correlations across multiple influencer discovery tools and then validating through manual inspection of their work.

• Share a game plan – Provide examples of a thought leader who is already speaking to your target audience. Share steps for how you might attract, engage and partner with those influencers.

• Be the expert – Help your boss & constituents understand what influencer marketing is and isn’t.

• Be mindful of results – Focusing on social shares vs clickthroughs and actions creates fuzzy influencer results.

• Develop and advance the narrative – Strong brand stories are told through anecdotes, strung together to advance the narrative.

• Customer-centric value – Use statistics & percentages. Try sharing customer feedback. Directly.

• Address human needs – B2B content should elevate the product or service to address the human needs of the audience.

• Visualize the message – Convey emotion through visual stimulation, and use a variety of visual elements such as videos, info graphics, memes, comics, Slide Shares and quotes.

Online Reputation Management Tip

Optimize important pages on your site with your company's name.

Without forcing it, try to optimize several pages on your site with your most important search phrase: your company name, Beal advises. Mention your company name on pages that describe your products or services, for instance. Make sure you have a page optimized with the name of your CEO or other top officials as well.

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Use anchor text to boost positive content about you on other sites.

Anchor text is a hyperlinked word or phrase such as SEO Tips that, when clicked, whisks you away to another Web page. The search engines use anchor text as a signal to determine the relevancy of the page being linked to.

Strip personalization out of your search results.

When you perform a Google query, Google is serving you results based on what it knows about you: your location, the content that people in your social network have shared, and so on. In other words, what you see is unlikely to be exactly identical to what a potential customer might see when Googling you. To minimize the effects of personalization, go to Google.com and perform your keyword search. On the first page of results, go to the URL in your browser's address bar.

Audit your search results every month.

Google your company name once a month, Beal suggests. And even though the vast majority of search engine users don't look past the first page of results, that's exactly what you should do. Keep an eye out for any content on the second or third page of results that might be negative content, because that content might work its way to the first page. Consider keeping a record of what you find in a spreadsheet, with columns for the URL, page title, status of the page (do you own it, control it, or have some influence over it?), and the sentiment (is it positive, negative or neutral?)

Find something negative? Contact the creator of the content.

If you do spot something negative on the horizon, or on the first page, contact the blogger, reviewer or other person who created the negative content. See what you can do to switch their sentiment to positive. If it's a no go, leave a comment (if that's an option) explaining your side of the story and the efforts you've taken to satisfy the customer. Always be humble and respectful; sounding arrogant or defensive will only underscore the negative content you're trying to counteract.

Put your other domains to use.

When you bought your company's .com domain name, did you also buy its .info, .net, and .org domain names? If so, consider creating new sites to use those domains (rather than just redirecting them to your .com landing page). This will help you populate the top search results with more content you control, because search engines place a lot of weight on words in URLs.

Don't forget subdomains.

"Subdomains rock," says Beal. "The search engines treat them as separate entities that share the authority of your top-level domain." So if you have a page about a particular product, you might use a URL that follows this formula: productname.yourcompanyname.com.

Blogging platforms are useful, too.

If you need to create new content in a hurry to potentially push down negative content, set up a blog on WordPress.com, Blogger.com, or other easy-to-use blog platforms. Make sure to put your company name in the URL, so that it reads yourcompanyname.wordpress.com or yourcompanyname.blogspot.com, for WordPress.com and Blogger, respectively.

Optimize your social media channels.

Your Twitter, LinkedIn and YouTube profiles as well as your Facebook Page should be optimized with your company name. If your Facebook Page has at least 25 fans, you can change its URL to a custom URL that contains your company name, Beal says.

Pay attention to the Wikipedia page about your company.

Wikipedia entries about companies almost always rank highly. To see how it works in action, just Google the names of a few well-known companies. In most cases, you won't have to look further than the first five search results to find its Wikipedia entry.

Signs of a Bad Online Reputation

• A complete lack of information, or inaccurate results: For people who want to learn more about you, finding nothing may be just as bad as finding something negative. It’s frustrating to discover that there is nothing to learn about someone online — and it can raise suspicion. In fact, many find Facebook abstainers to be suspicious. Searchers may wonder what you’re hiding, or it can also indicate that sadly, no one thinks you’ve done anything worth mentioning.

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• Negative news stories or bad reviews: Having someone talk badly about you online is one of the worst blows to your reputation. It shows that you not only made a mistake, someone thought it was bad enough to share with the world. A news story about being arrested, irate clients, or even a crazy ex writing about your divorce can ruin your good name online in the blink of an eye.

• Hateful or controversial opinions, inappropriate language: The Internet is a great place for discussion, allowing you to connect not just with friends, family, and acquaintances, but with literally the entire world and its opinions. Forums, Facebook, and other outlets for discussion are a popular place to share your opinion and learn from others, but they also have the potential to wreck your online reputation. Search engine results that associate a hateful opinion with your name, or controversial discussions that are divisive may turn others off. It should also go without saying losing your temper or using swear words online will look bad as well.

• Unsavory records: Your single night in jail or decade-old bankruptcy may feel like ancient history to you, but the Internet remembers. It’s a major problem if searches for your name pops up records that show you’ve had run-ins with the law or major financial trouble.

Steps to Assess Your Online Reputation

• Search yourself: This is the first thing anyone will do when researching your reputation online, so it should be your first step, too. Search for “your name” (using quotation marks for accuracy). Remember to use the name others are most likely to search with. What name are you using on your resume? If necessary, add your city, and be sure to click through Google’s tabs to see images, videos, and other links that may be associated with your name. Remember that if you’re signed in to Google services, your results may be customized, so try signing out and searching as well. Don’t stick to Google alone, either. Be sure to check Yahoo! and Bing as well. Concentrate most carefully on the first page of search engine results, as most searchers don’t bother to look beyond the top entries.

• Take a look at your social media accounts: Check out your Twitter, Facebook, Tumbler, and other public accounts. Do you have any embarrassing photos floating around, irate rants, or overly negative posts? They could reflect poorly on your online reputation. Not sure which accounts are still around?

• Consider how many results actually apply to you: Having few or no results that belong to you may be just as bad as having negative ones. People, who search for you may wonder what you’re hiding, or worse, think that there’s simply nothing remarkable about you to find. This is a sure sign that you need to work on building your reputation, as it not only leaves you in the dark, it also leaves you vulnerable, allowing a negative search result to creep to the top if you ever have a problem.

• Assess whether your results are positive, negative, or neutral: How did you do? Remember to save or bookmark any search results that may need your attention; you can work on them later.

• Ask a trusted friend, family member, or colleague to take a look, too: This is your life, after all, and your view may be a bit skewed. You may not consider certain photos or blog posts to be troublesome, while others do. Ask for some outside help to determine whether you should be concerned about what you’ve found.

Social Media Policies and Procedures

Companies should develop and formalize official company policies and procedures for the use of social media and social networking. For purposes of this post, I refer to social media as any usage of Web 2.0 technologies and sites such as blogging, micro blogging (twitter, plurk), photo sharing (Flickr, twit pic), video sharing (YouTube, Vimeo), life casting (blogtv, qik), networking (LinkedIn, Plaxo), and so forth. If you don’t understand what social networking is, refer to the short video in the media box.

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Sample Social Networking Policies

Below are some suggested policies that you can incorporate into an official company policy:

The following is the company’s social media and social networking policy. The absence of, or lack of explicit reference to a specific site does not limit the extent of the application of this policy. Where no policy or guideline exists, employees should use their professional judgment and take the most prudent action possible. Consult with your manager or supervisor if you are uncertain.

1. Personal blogs should have clear disclaimers that the views expressed by the author in the blog is the author’s alone and do not represent the views of the company. Be clear and write in first person. Make your writing clear that you are speaking for yourself and not on behalf of the company.

2. Information published on your blog(s) should comply with the company’s confidentiality and disclosure of proprietary data policies. This also applies to comments posted on other blogs, forums, and social networking sites.

3. be respectful to the company, other employees, customers, partners, and competitors.

4. Social media activities should not interfere with work commitments. Refer to IT resource usage policies.

5. Your online presence reflects the company. Be aware that your actions captured via images, posts, or comments can reflect that of our company.

6. Do not reference or site company clients, partners, or customers without their express consent. In all cases, 

do not publish any information regarding a client during the engagement.

7. Respect copyright laws, and reference or cite sources appropriately. Plagiarism applies online as well.

8. Company logos and trademarks may not be used without written consent.

Remember that this is only a sample and framework for social media policies. In developing policies and procedures for your company, you should tailor the language to reflect the culture and the company environment. Depending on the usage of social media, policies should be more or less explicit, particularly in defining terms.

SEO Management Best Practices

SEO management involves integrating different parts of SEO to accomplish your online goals, including driving more leads, increasing your brand exposure and growing your share of traffic.

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Today, with more than 51% of traffic coming from organic search, doing SEO effectively becomes increasingly important. Search algorithm enhancements have driven the growing complexity of SEO optimization. Increasing competition is pushing many companies to create more content and to make it better quality, more engaging, and mobile-optimized.

SEO Management in 4 Simple Steps

1.         Identify demand

2.         Benchmark competition

3.         Optimize content

4.         Measure Impact

Identify Demand

Targeting demand means learning which topics interest your audience and uncovering the queries your customers use to look for your product or service.

First you want to understand which topics your website already ranks for and what keywords are already driving good traffic and make sure to preserve and defend those results. Second, do keyword research to find new topics to expand your reach and new traffic or further engage your intended audience.

The research and analysis involved in targeting demand makes it one of the most complex stages in the SEO cycle. Competitive pressure pushes companies to create more content and target more keywords. Marketers usually require multiple tools to get the necessary information and insights. High-quality targeting consumes a considerable amount of time. Even with free or inexpensive tools, marketers must find the hours needed to track down the information. That is why scalability remains a major SEO management challenge – doing a due diligence this way on 100s of keywords is possible, but it can hardly be done for 1000s of keywords.

Benchmark Competition

Competition usually presents a challenge for marketers, but it is also a big source of opportunity. Each of your competitors is playing their own SEO game to increase their share of voice, and you can leverage their results for your own benefit. Understanding which keywords and pages worked best for your competitors can guide your own keyword selection and make it easier to create content that will drive traffic.

Key insights for data-driven demand targeting and decision making:

•           Show which keywords drive the most traffic to your competitors’ sites and identify the pages ranking for each keyword

•           Provide keyword gap analysis – the words that your competitors rank for that you do not

•           Show the top-10 pages ranking for a keyword with information on all the important on-page SEO factors, including the H1, title, Meta description and alt tags.

•           Show trended SEO performance of your domain versus your competitors

•           Generate a Keyword Gap Analysis target list vs. each of your competitors

Create & Optimize Content

Creating content is always manual – it requires words and images and sticking to your planned cadence to keep your content fresh and your website breadth expanding. To have enough time for content creation, you need full SEO management platform functionality. As SEO analysis, content creation, optimization, and content measurement become more efficient, you will engender a culture of content in your company. The culture of content means motivating everyone in the content value chain to contribute ideas and assets to content production in their area of expertise. This distributed content creation labor can significantly boost your production capacity and keep the cadence highly competitive without impacting variable or project budget.

Measure content

So how well is SEO working for you? This is the question many marketers fail to answer, resulting in low SEO budgets and limited ROI. The lack of data on how SEO drives revenue makes it hard to influence senior decision-makers and help them see the benefits of SEO.

Report once you have all the right data in place, the next step in SEO management is reporting it to your stakeholders. Reporting usually means telling a story that answers 4 key questions: