2011 has seen some dramatic shifts in the online space. Needless to say, things are changing quickly and businesses need to find a balance between keeping up to date with the latest online development and managing the resources to effectively take advantage of them.
Your company’s online presence is now a digital asset to your business from the content on your site and your social updates.
We’ve collated some of our favourite posts about what’s happened in the online world in 2011.
1: How Google’s Panda Update Changed SEO Best Practices Forever
Google aggressively keeps updating their algorithm in an attempt to favour fresh unique content. In June 2011 they made one of their biggest (controversial) updates to date, which impacted more than 20% of pages on the web.
Google’s algorithm is essentially a huge computer program; the goal of the Panda update was to enable the code to be more ‘human like’ with the ability to continually learn about what pages are relevant to the search users. The ‘new Google’ focuses more on design, website usability and content quality, rather than the traditional 'keyword-driven' SEO.
Leading Seattle based SEO firm, SEOmoz discussed the impacts about the Panda update perfectly in an online video.
2: The NOOB Guide to Online Marketing [Infographic]
The second favourite post of 2011 was the 15,000,000 pixel infograhic that went viral in February. Oli Gardener from Unbounce produced a spectacular infographic about a complete online marketing strategy for a business.
Accompanying this infographic was a series of guides on each aspect of the graphic.
Whilst the content of this post was absolutely amazing, we really enjoyed this example about how a piece of amazing content can go viral and generate so much inbound marketing.
3: 10 Charts About Sex
Okcupid is one of the largest online dating sites in the world, with tens of millions of users they have access to a huge database of social statistics.
Their blog, is one of the largest in the world; yet they only write a blog post every few months. We’d like to share with you one of the posts they created in April that had 300 comments and was shared on Twitter more than 3400 times.
Take a read of this blog post, and you will have a greater understanding that quality trumps quantity every time.
4: Chrysler Fires Social Media Agency Over X-rated Tweet
A gentle reminder to both the agency and client to have formal social media policies in place about what can be expressed online on behalf of a company.
5: We Spent $1,138 On Facebook In 6 Days: Numbers & Lessons Learned
We’ve had several clients express their interest to start advertising on Facebook to try and drive traffic to their website to generate leads or sale. Whilst it’s quite simple to think that Facebook Cost Per Click advertising is comparable to Google Adwords; this is a total myth, they are two different platforms with different user intentions and must be treated differently.
The biggest difference is that Google Advertising is based on search query, whilst Facebook advertising is profile content targeted. Someone searching Google has a fairly specific problem “sony LCD reviews”, “buy coffee machine” etc, on Facebook you target demographics within person’s profile, “Adelaide male aged 20-30”, “Australians that like fishing”.
This is a post from June about a start-up company and their experimentations with Facebook Advertising including their results
6: By The Numbers: How Facebook Says Likes & Social Plugins Help Websites
In our #1 favourite post of 2011 we mentioned a company called SEOmoz, during the year they also conducted one of the largest data analysis test to find out what impacts search rankings the most. The result surprised everyone; a Facebook ‘Like’ about a page’s content heavily influenced its rank in the search results.
That’s right, if you don’t have the ability for your page’s content to be shared on social networks you are missing out heavy signals to Google and the other search engines.
If you don’t believe us, take a look at some of the statistics from this April post!
7) Qantas Twitter Campaign Takes A Nosedive
In what has been a horrible year for Qantas, there were a few days in the social media universe which they would want to forget.
In an effort to take the attention away from the industrial dispute they decided to run a competition on Twitter asking what inflight luxury experience passengers would like. It was horribly timed as it turned into a viral trending parody in the Twitterverse.
8: The 50 Best Websites of 2011
Time created a great piece of online content outlining what they thought were the best websites of 2011. Whilst browsing this list of innovative online companies, it’s hard to imagine that the internet is not even 10,000 days old yet.
9: Social Media and SEO Massively Undervalued
As an online marketing agency, we continually try and produce accurate ROI figures on all our activities. The simplest way is find the cost of a traffic source (Adwords, Facebook marketing) and then use Google Analytics to find the revenue attributed to the source.
Whilst this is a simple calculation, it’s not always accurate and can undervalue the real value of the source. What if the visitor came from Facebook, and then 1 week later Googled the brand name to purchase a product? In this circumstance the sale might be wrongly accredited to an organic keyword rather than the initial source, Facebook.
Econsultancy ran a great study back in March to try and reveal the ‘true value’ of an online channel, the results were surprising.
10: 18 Insightful 2012 Marketing Predictions From the Experts
This post is only a few days old but collates some of the best tips and advice for 2012 from our favourite experts.
Can you spot the overall theme for online marketing in 2012? Ill give you a hint, it’s a combination of content creation & participating on social networks!
Panda image credits to istolethetv
Qantas image credits to jordanvuong