Welcome to 2013! It’s a fresh year, with fresh opportunities. This can only mean one thing: New Year’s resolutions. Why do we make resolutions? We see areas of our time and effort that we can improve in order to get the most out of life.
As an analytical marketing company, we are no exception. There are things we can improve on for our brands, work and team members. In regards to search engine optimization, here are three areas we’re starting with.
1. Getting all of our web properties up to speed with Authorship and Publisher markup from Google.
2. Enhanced analytics coverage and reporting
3. Expanding our expertise in unpaid link building
Authorship and Publisher Consistency
An emerging website marketing advancement from Google has been authorship. Authorship is a tie in between social network Google+ and its quest to be a holistic knowledge engine. Google Authorship is a way to show search engine users who is writing valuable content on the web. Take a look below as fellow SEO Specialist Terri Stevens and I take on home builder marketing with rich content.
Authorship creates a visual connection that clearly differentiates the authored page from the other search engine results. It’s a powerful development and we may see more activity in this area in the near future.
Getting around to our resolutions, we started connecting all of our brands with authorship: we will finish that process this year.
Pro tip: We’re hearing stirrings of an “Author Rank” where the influence of website authors may be a ranking factor in the future. Stay tuned to the blog for more posts on how to become an authoritative and influential author on the web.
Complete Analytics Coverage
At Forthea, one of our key points of differentiation is accountable marketing. It is our delight to provide our brands with the best return on their investment possible. One element of this accountability is comprehensive analytics. Data is only one tool in the arsenal of a seasoned marketer. However, analytics often provide a starting point from which to gather insights, prioritize actions and affect improvements.
In the early months of 2013, I will be capitalizing on extensive analytics as appropriate. Did you know Quantcast and ComScore have free versions of their analytics products? In addition to these fresh data sources, I will push the envelope on our ability to directly tie marketing efforts to revenue growth for our clients.
Saying Goodbye to Paid Links
If you have been remotely in touch with internet marketing over the past year, the words “Panda” and “Penguin” might cause you to shutter. In accordance with Google’s ongoing battle against web spam, the areas of site content and back link quality have been sharply affected. Thus, the practice of buying links has rapidly shifted and contracted.
Through these changes, the Forthea SEO team has erred on the side of conservatism. Our clients were largely unaffected by the Google updates. However, we have seriously re-evaluated the usage of paid links for referral traffic and refocused link building efforts toward unpaid areas. In 2013, we will continue our industry leadership of connecting brands to eager consumers with minimal to no paid links of any kind.
2012 was yet another banner year at Forthea, with rapid growth and development of both our team and our clients. There’s no easing up now! Through sound marketing fundamentals, data-savvy and creative moxie, we will continue producing outstanding results in 2013.