Digital Strategy

Digital Strategy: Despite Google Search algorithm update, SEO’s golden rule lives on

(NOTE: This article was originally posted on the LoSasso blog)

Late last week, Google announced one fairly major update to its search algorithm: that content with a high number of copyright removal notices would be penalized in its search engine results pages (SERPs).

There’s been a healthy debate about what exactly this means, especially in the entertainment industry.  Tim Worstall of Forbes raises the valid point that takedown notices don’t necessarily mean sites with removal notices are violating copyrights.

For a little while now, the search giant has released its algorithm updates each month. (Check out thisfairly comprehensive list from WebProNews. ) While many changes are designed to stay one or two steps ahead of black hat SEO techniques, just as many of the updates are meant to showcase good content that web searchers actually want.

Entertainment and piracy debate aside, this particular set of updates benefits creators of original content, including many artists and musicians, as well as news organizations and – you guessed it – brands.

digital strategy daniel honigmanIn the paid/earned/owned media landscape, many brands are shifting portions of their budget to branded content. According to eMarketer, 39% of companies expect budgets for digital content creation to rise, and the spends are rising to unprecedented levels. (See chart.) This content, in turn, feeds brands’ digital presence – as well as their customer engagement channels – and provides potential fodder for media coverage. It also extends brands’ experiences outside of just a product. (The Red Bull Flugtag and BMW Films’ “The Hire” are just two examples.)

In short, Google’s algorithm changes mean the same thing for brands they always have: brands that create frequent, high-quality content will draw links from high-quality websites. As a result, they will get rewarded with higher search engine rankings, while brands and websites that post infrequently, stuff their content with keywords and generate links from poor-quality sites will not.

Digital Strategy

Digital Strategy Quick-Take: Apple Maps

At the recent WWDC 2012 conference Apple recently announced, among other things, the inclusion of a native maps application in its upcoming iOS 6 release.

According to a recent Comscore study, more than53 percent of iPhone users access their maps, compared with more than 39 percent for Android users.

What does this mean for your business?

Check out the full post over at the LoSasso Blog.

Digital Strategy

Work recognized with two 2011 Bulldog Digital/Social PR Awards

I’m not one to hang on my hat on past projects, but I just found out about this from an old co-worker of mine: Sears Holdings Corporation announced that it had won two 2011 Bulldog Digital/Social PR Awards for projects I created and executed while still a company employee. (NOTE: The awards were likely given to Euro PR because I’m no longer an SHC employee.)

The awards are:

  • Best Use of Digital/Social for a Consumer Technology Campaign (Gold) for the Sears Blue Blogger Crew, which we launched at CES 2011.
  • Best Use of Digital/Social in an Arts/Culture/Entertainment Campaign (Silver) for KmartGamer. We launched KmartGamer in 2010 as a low-rent way of connecting with core gamers, and we expanded our efforts into a blog launch, efforts at the E3 convention and much more.

Once again, thanks to everyone who was associated with getting these efforts off the ground, including Ryan Manning, Andy Flynn, Philip Nowak, Scott Murphy, our crew at Euro PR (Kelly Kaufman + Rory Swikle), and Josh Deane with KmartGamer.

For a full list of Bulldog Award winners, click here.