Pest Management Professional, March 2014

marketing matters Online optimization Harvey F Goldglantz Contributor I n 2013 Google was unrelenting in its pursuit to negate link building in cases in which the intent of the link builder was to manipulate the search giants algorithm rather than add genuine value for users Since February 2011 Google released about 25 significant updates to its website content quality algorithm and it looks like it will continue down that path in 2014 If you want to remain relevant to Google and other search engines focus on cleaning link profiles and creating compelling and textually rich content that includes images video and audio The need for a company to have ongoing and updated optimization is vital for its success 1 Have responsive web design This is website design that adjusts the layout or size of the website according to the screen or window size of whatever device or web browser is used to view it Essentially the main website is the mobile website as well Unite your mobile and main sites content through a responsive web design to improve mobile marketing and strengthen your sites search engine optimization SEO 2 Optimize local online search results for each business location or service area Regardless of whether you hire a third party or do it in house set up local addresses or UPS drop boxes in local areas of operation and or design multiple landing pages one for each local area you service 3 Become comfortable with HTML 5 content This is the future everyday language of website speak Flash is still compatible with regular desktop browsers but HTML 5 content soon will be compatible with every browser on every device Invest in converting your site to everyday web language 4 Social media presence is Buy Marketing Matters by Harvey F Goldglantz from the PMP bookstore at mypmp net vital This year there will be a tipping point from should invest in social media to must invest With everyday time constraints realize the importance of hiring professionals in social media strategy to do the job 5 Start interacting on Pinterest if youre not already If your target markets demographic includes white or Hispanic females age 18 to 64 Pinterest deserves your attention Pinterest users are regularly active If the growth rate of Pinterest continues the way it has it might overtake Twitter in total number of user accounts 6 Be on Google By the end of 2014 Google authorship will become one of the key components to Googles search ranking algorithm If you havent already set up a Google account immediately Google is one of the most powerful social forces on the Internet By the end of 2014 no one will be able to dismiss the potential of Google and people will start to view it as a personalized web experience that integrates all interactions a user has with Google products 7 Build video into your marketing plan One social media marketing trend that will experience particularly significant growth this year is sharing content through image and video rather than text based content If youre not already into the video sharing craze do so If you expect to boost your business this year its time to consider Googles philosophy If you take care of your customers online and offline theyll take care of you PMP You can reach Goldglantz president of Pest Control Marketing Co and author of Marketing Matters at hgpcmcinc@ aol com 140 March 2014 Pest Management Professional www mypmp net