Content | November 15, 2013

Keeping up with online trends – why you need to and how you do it

In the world of business, there’s no such thing as standing still – you’re either looking forward or going backwards. And in the world of online marketing, where seismic shifts can occur in the industry over just a matter of months, the old adage rings very true.

Failing to adapt to an ever-changing industry like online marketing is asking for failure. For instance, if online marketing agencies were still incorporating the SEO tactics they utilised ten years ago, such as keyword-stuffing metas and content and buying hundreds of thousands of links from unsavoury websites, their clients would have sunk without trace in the search engine rankings of 2013.

But wait! My clients are happy; I’m making money – why does my agency need to adapt?

Your business may currently be profitable and your clients may be content with the work that you do for them, but if you neglect to consider where the industry may be going and what your business needs to do in the future, you’re setting yourself up for a fall.

If you are impressing your clients and making good money then you’ve every right to be happy, but you’ve got yourself in this good position by adapting in the face of ever-changing SEO practices in the first place. Therefore, it’s essential to keep moving.

OK, but which way is the industry heading?

Online marketing is a heavily analysed field, with a host of ‘experts’, each with their own point of view on what the next algorithms from Google and other search engines will dictate. The truth is that no-one really knows for sure and many simply adapt their practices once any changes have been launched.

However, specialists agree near-unanimously that the future is all about content, content content – that is, creating interesting and legible articles on and off your website that customers will want to read and share with their friends. Google appears to be heading towards a system that’s as ‘people-friendly’ as possible, so you should be looking to create websites that clearly inform customers and enhance their life.

How can I stay up to date with changes?

Understanding the ins and outs of algorithms and conversions may take time, but the best way to stay on top of the industry is to read, read again and then read some more. The great thing about SEO and internet marketing is that there’s a strong community of like-minded people online, all of who are keen to share their knowledge and help each other out.

Some of the best information  that you can garner occurs naturally as you communicate with other SEO experts on social media and through sharing your experiences online, but there are also a number of essential blogs that can inform your online strategies in a big way. These include:

  •  Moz
  •  SEO Book
  •  Search Engine Land
  •  CopyBlogger
  •  Search Engine Journal
  •  Econsultancy
  •  Matt Cutts

In no way is this an exhaustive list – you will probably find other, more relevant resources available to you – but staying informed is a surefire way of keeping up with online trends and ensuring your marketing agency flourishes in the long term.

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