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8 Reasons Social Media Marketing Is Good for Business

Two-thirds of the online population is active in social media, however, many brands are still uncertain concerning the real return on investment they can get from social media marketing. Major concerns include the rapid pace at which social media has taken off; and the equivocal, sometimes conflicting nature of results disclosed by research studies.

Nevertheless, the 2011 State of Digital Marketing Report revealed that more than 50% of companies closed leads via social media channels. It also disclosed that, whilst the bulk of digital marketing budgets are spent on PPC followed by SEO, most brands have increased their budgets for social media marketing for 2012. But what is the value of this relatively new medium? The list below briefly outlines why engaging with customers through social medial channels can drive improved revenue and/ or brand preference.

1. It increases visibility at a low cost
Buying advertising space on traditional channels such as print, television and radio is expensive, especially relative to the cost of setting up social media pages. Corporate websites are generally stagnant compared to blogs and social media pages. Social media pages, on the other hand, have the potential to generate multiple brand impressions at a very low cost.

2. Customer service is quicker and easier
Customer service teams can listen out for customer issues online, and resolve them. Starbucks takes this a step further by asking its online communities for suggestions on how to improve its business, and then discusses the ideas on the site where others can see. It’s generally good practice for companies’ social media staff to respond to tweets and wall posts.

3. It grows your online community
Increasing a brand’s Twitter following and Facebook fan base is the cornerstone of most social media marketing strategies. This is because it ensures sizeable audiences when the brand promotes new products, services and promotions. Unlike traditional marketing channels, social media generally allows for two-way conversations between the brand and its customers. What’s more, some social media pages are used as forums by loyal customers.

4. It increases organic search rankings
In general, if a brand has a large online community, this means higher levels of conversation about the brand. This gradually leads to more traffic to the brand’s site, more mentions and more links. The cumulative effect is that the brand’s organic search rankings gradually improve. For more information on R.O.I. Media’s social marketing services, click here.

5. It can increase your company’s trustworthiness and goodwill
In a study conducted by Ogilvy and Chat Threads in 2011, findings revealed that social content can change a brand’s image positively. This finding was coupled with a recommendation that brands should incorporate social content into their branding programs and track perception metrics. By doing this, PR managers can also get early warnings of potential PR disasters before they hit mainstream media.

6. It helps the brand to understand the target market better
Generally, the bigger a brand’s social media audience is, the higher the level of conversation. By listening first, a company can be better prepared to join online conversations and be more likeable to its audience.

7. The future is online
There’s already research which suggests that Generation Y (born between 1976 and 1995) is increasingly using social media to research products, find deals and evaluate peer reviews prior to making purchase decisions. The iGeneration (born after 1995) is predicted to be even more highly connected than past generations. Simply put, marketers need an online social presence, because that’s where there customers are and will be.

8. It increases the chances of going viral
Customers may like the content you post for various reasons. Perhaps it’s hilarious, unbelievable, deeply emotional, agrees with their worldview or makes them stop and think. Whatever the reason, social sharing buttons and embed codes prompt people to share content with their circles. Some campaigns even offer incentives for people to share.

Speak to anyone who works in marketing today, and they’ll very likely agree that social media is simply essential at this stage. Contact R.O.I. Media today and find out how we can apply our industry expertise to your expanding brand needs.

Wanted: Senior SEO Consultant

R.O.I. Media is looking for a young dynamic, self-driven extrovert with fantastic communication and organisational skills to join our young and vibrant team as a Senior SEO Consultant. This is a rare opportunity to work in a highly skilled environment and to add value. This position requires an individual who is passionate about search, strategies and delivering results.

Job Specifications:
Responsibilities include but are not limited to:

• Customer needs analysis, strategy, competitor analysis
• Consistently provide excellent customer service to customers (internal and external)
• Onsite and offsite SEO optimisation and customer performance
• In-depth website and SEO analysis on a technical and non-technical basis
• Keyword research
• Website audits and analysis
• Creation and ownership of customer, performance, operational and strategic plans and reports
• Google Analytics analysis and strategy development
• Creation of detailed SEO implementation guidelines for use by external Developers.
• Creation of SEO Developer Best Practices documents.
• Work with cross functional departments to develop strategies for SEO
• Customer, external developers and interdepartmental liaison, communication and project management
• Onsite SEO implementation according to R.O.I. SEO methodology
• Off site Optimisation – Link Building on a monthly basis to reach targets.
• Constant industry related research.
• Content / blog post creation for various industries.
• Provide SEO training for new and existing staff
• Managing small teams to ensure deliverables and client expectations are met
Report weekly to the Head of SEO on the team and clients’ performance against set objectives

Personal Skills/Attributes:

• proven SEO skills, practical hands-on experience and past accomplishments
• problem solving skills
• knowledge on current SEO ranking trends and factors
• Strong administrative and organisational skills
• Strong communication skills – verbal and written
• Strong negotiation, presentation and research skills essential
• Meticulous attention to detail and focus on delivery of projects for clients
• Highly adaptive – industry changes rapidly so ability to learn is critical
• Ability to solve problems quickly and thoroughly
• Must be a team player
• SEO management software experience a must
• Ability to think strategically and commercially and understand real return on investment.
• Prepared to work long hours when necessary and well under pressure
• Must have an inclination towards project management, marketing and other organisational skills.
• Excellent understanding of digital and online
• Analytical with the ability to review campaign results, understand them and identify opportunities for improvement.
• Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organizations.
• Basic knowledge of HTML
• Competent in CMS systems such as WordPress, Joomla and custom CMS’CMS’s
• Ability to develop custom SEO strategies for clients in various industries

QUALIFICATIONS:

• At least three years SEO management experience is a must.
• Proven track record and technical competence in onsite and offsite SEO
• Experience with managing digital projects from brief to results evaluation advantageous.
• At least two years agency experience preferred
• Marketing qualification desirable
• Advanced MS Word, Excel and PowerPoint advantageous
• Must have own transport.

Please note: if you have not been contacted by the 15 February 2012 please consider your application to be unsuccessful.
Only short list candidates will be contacted. Please limit all contact to email correspondence only.

Contact details

Please send your CV and letter of motivation for the position to careers@roimedia.co . Please ensure that you quote the Position Title: Snr SEO Consultant in the subject line of your application email.

White Hatters Launch – Be There!

South Africa’s first initiative White Hatters (http://www.whitehatters.co.za/) has been implemented and is regarded as the first coming together of like-minded people in SA’s SEO industry. Together, the founders have more than 30 years experience. You can find out more about it at the URL provided and register to attend this historic event in the SEO industry of South Africa. White Hatters – SEO Done Right!

Basic SEO Tips – URL Structure

If you look at the top of your browser, in the address bar you will see a URL such as http://www.roimedia.co.za/blog, which is the address of the site you are visiting.

The URL structure, along with other on-page SEO elements, should work to help your search engine visibility and rankings. In this post we are only going look at basic URL structure, to analyse the difference between a good URL and a bad one.

Bad URLs

Take a look at the following URL:

http://www.badurl.com/banana.asp?id=1_&category=234_1

Why is the above URL classified as bad? Well, the main issue is all those weird characters at the end.  As we all know, search engines cannot interpret characters for relevancy. That’s why it is advised to use relevant keywords in your URL, as it facilitates both search engine crawlers and human beings when it comes to navigating and understanding your site. Now let’s take a look at a good URL to see what I mean. You see the difference?

http://www.roimedia.co.za/search-engine-optimisation/

The above URL is clean, descriptive and targets specific keywords that are relevant to the page. There are no weird or funny characters. This type of URL is easily crawled and interpreted for relevancy.

Things to keep in mind when creating URLs

• Try to incorporate targeted keywords in your URL where possible
• Use hyphens/dashes as word separators
• Keep URLs short and descriptive – they will be remembered more
• Stick to lowercase letters
• Create static URLs instead of long dynamic URLs

Having a poor URL structure can result in:

• Lack of indexation by search engines
• Ranking of irrelevant keywords
• Inability for users to remember the URL

The points listed above should be kept in mind when creating or optimising URLs. There are a few other factors involved but I am keeping this very simple. If you have any to add, please do so in the comments section at the bottom of this page.

Google’s Potential for “Freshness” Spam

So it seems that Google has updated its algorithm to improve freshness rankings based on some of the various authority websites out there, but there’s really only one that matters when it comes to this: http://googleblog.blogspot.com/2011/11/giving-you-fresher-more-recent-search.html

So, based on this, it’s obvious why so many webmasters become nervous, especially since the Panda update a few months ago which affected sites’ rankings based on the quality of their content and various other metrics.
So for now, it’s clear that all SEO agencies and companies alike, as well as online business owners, need to direct their attention and focus towards updating their content more frequently. Not only is this often times difficult, but it requires a lot of resources. If you find yourself to be outranked by queries from fresh and new content which you use to rank for, then you’ll obviously have to think about creating new content more often.

What Google said:

“We completed our Caffeine web indexing system last year, which allows us to crawl and index the web for fresh content quickly on an enormous scale. Building upon the momentum from Caffeine, today we’re making a significant improvement to our ranking algorithm that impacts roughly 35 percent of searches and better determines when to give you more up-to-date relevant results for these varying degrees of freshness.”

Now, if you go ahead and think of that 35 percent figure again, what I’m thinking is that, potentially, Google means to say that around 1/3 of search engine related queries involve or relate to fresh and/or updated content.

Freshness ranking is not new, just apparently improved?! So, this pretty much goes to say that 35 percent of the searches in Google are impacted by this. That is larger than the Panda update which impacted 12 percent of the searches conducted.

What type of searches does it impact? Google said:

• Recent events or hot topics.
• Regularly recurring events.
• Frequent updates.

Well here is my concern and my two cents on this situation:

Has competition and online user activity increased so much that there is not enough room for everyone to compete on only one search engine?
If this is true then that means Google obviously has to find a way to create enough virtual business and information trading space by installing a system whereby being found online and making sales comes down to how active and relevant you are.

This definitely takes the field of SEO so much further and directly creates more work for us SEO’s but, for how long and is this also not going to be responsible for creating a lot of potential spammy results through Google cause, let’s face it, it doesn’t take a genius to update your blog or website and there are numerous plugins that you can install on your blogs that pull in data from various feeds etc.

This situation will inevitably spur on software developers to create even more auto content generating tools to automatically update the content on your site. These days it seems that Google is playing the money game and potentially rigging the system to its advantage. Have a look at the posts below and make up your own minds.

Brand VS Affiliate Spam
Google enters Make Money Online Niche

Other factors that have also created concern are the fact that Google has implemented ads at the bottom of search results, (read more here) which, combined with video & image results on the first page of Google, basically means that we are now competing for the first five of the ten spots available on the first page of Google seeing that most users only click on the results in the top fold of their screen which happens to display only between four or five results unless you scroll down of course. Some of this is old news to some but for the uninformed, this stresses a huge area of concern which has pros and cons for online users from all walks of life.

Resources:

http://searchengineland.com/google-search-algorithm-change-for-freshness-to-impact-35-of-searches-99856

http://www.webpronews.com/google-algorithm-update-focuses-on-freshness-and-recency-2011-11

http://socialmediatoday.com/jamesamartin/384642/google-algorithm-update-freshness-counts-even-more-now

http://econsultancy.com/us/blog/8244-google-s-freshness-update-what-s-the-effect-on-websites

SEO Migration – 101

So you have an existing website that is doing well in the search engines. You have quite a few top 10 rankings and things are going well for your business. One day you decide that you would like a website redesign. Before you even think of launching your newly designed website you need to make sure that you do a proper migration. This means the migration of vital parts of the existing website to the new website.

So why is a migration so important? It is important as it will ensure you do not lose the rankings your current site has when you launch your new one.

Vital Steps in a Migration
URL Redirects

Usually, when you are doing a website redesign, you will be changing your CMS. E.g. Plain HTML site to a Joomla platform. This will mean that your URL structure will most probably change. In this case you will need to perform URL redirects. This when you redirect one URL to where its new home will be on the new version of the website.

URL redirects are important for 2 reasons:

1. If you do not redirect the old URLs when you launch your new site they will all appear as broken links. Google, as well as other websites, will have references of your old URLs that users will be clicking on. A URL redirect ensures instead of a broken link, they are swiftly redirected to the new page on the website.

2. In order to maintain the rankings a page has you will need to make sure these pages are redirected to the most appropriate page on the new website. Example:

URL on old website = www.mywebsite.co.za/capetowntours
URL on new website = www.mywebsite.co.za/cape-town-tours.html

You will need to ensure the first URL – /capetowntours is redirected to the new one – /cape-town-tours.html

If a redirect does not take place, search engines will visit this old page, find a broken link and assume this page no longer exists – hence the rankings that page has will also fall away.

Migration of all SEO Elements

When performing a website redesign it is vital to ensure that the new CMS you are building it on is SEO friendly and can accommodate the SEO work that was done on the previous website.
During the building of the new site you will need to ensure that all onsite SEO elements are carried across such as metadata, h1s and content.

Not carrying this across can also lead to the site losing rankings. This is because the site was ranked for the content and SEO elements it had on it. If these are not carried across then the new site will probably not rank as well in the search engines.

It is vital that a website migration is done by SEO experts. As much as your developer can carry the information across from the old to the new website, it is essential that your SEO company steps in to ensure all SEO work is transferred to the new site, as well as ensuring all URL redirects are in place.

R.O.I. Media specializes in website migrations to ensure you don’t lose any of the rankings your site currently has. Contact us today and find out how we can help you migrate your site swiftly and safely.

Launching Google Places Service!

We at R.O.I. Media are pleased to announce the launch of our new Google Places listing value added service, for new and existing clients. The announcement coincides with the company’s ever aggressive adaptation to Google’s shifting algorithms, ensuring that our clients not only gain their desired ranking increase, but maintain it in the face of Google’s continuous evolution.

According to Google itself, “97 percent of consumers search for local businesses online.” This is a staggering figure, and one which has far reaching ramifications for the marketing industry. Gone is the former concept of hit-and-miss marketing through mediums such as junk mail. The internet now allows businesses to promote their company based on the demographics and needs of their specific target market – therefore leading to higher conversions from increasingly valid traffic.

But, what is Google Places really and how can it add value to your business?

In short, Google Places allows a business to display details pertaining to its physical location and services when browsers search for related businesses on Google Maps. Input the words ‘pizza Cape Town’ and see what happens – you’ll quickly note the Google Places entries. This presents a largely untapped potential for, not only increased conversions through relevant searches, but also from carefully placed keywords. As Google Places is, naturally, a Google product the entries get priority during searches – meaning that expert keyword insertion can lead to top rankings for formally near untouchable keywords when pursuing organic methods.

According to Vic Gundotra, Vice President of Engineering for Google Maps mobile division, “more than 100 million people a month are now using Google Maps for mobile”. The rapid expansion of mobile browsing has not gone unnoticed by digital marketing experts like R.O.I. Media, and taking full advantage of this growing trend by adapting mobile compatible apps is certainly one of the top priorities going forward.

In short, your website might have been unable to rank for ‘best pizza Cape Town’, but your Google Places entry just may. While it’s true that Google Places only allows a brief entry in terms of actual information, it’s also true that interested browsers are able to connect to your business site easily enough should they want additional details. The idea here is to catch their attention quickly and direct them to your establishment, rather than leaving quality conversions to your competitors.

Separating fact from fiction

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R.O.I. managing director Allen Jaffe is no stranger to optimisation advancements. Recognised as one of the foremost search engine optimisation (SEO) experts in the global market today, Allen has his finger on the pulse in terms of both currently accepted and contentious advancements within the industry.

“Google has the majority market share with more than 12 billion searches per month, and we’re not likely to see a dip there. Google Places is currently providing results and making companies easily accessible with great summarised reviews” says the R.O.I. founder. “It’s still a controversial topic at this point, but Google Places is consuming organic real estate, and the entries are placed in a highly strategic location. Google is constantly evolving and the latest evidence of this is the Places product, which is providing local listings to great effect.”

“There’s no doubt that Google Places will usurp rankings from organic SEO, and R.O.I. will always evolve with the landscape of search techniques. Another pivotal detail is that 67 percent of Google’s searches on weekends are done via mobile devices, and Google Maps and Google Places have evolved to take advantage of that fact. I’m proud to announce that R.O.I. will now be offering a single free listing as a value added service to all new and existing clients.”

Allen went on to say that the Google product would become another aspect of the company’s overall SEO strategy.

As a client of R.O.I., if you’re interested in taking advantage of the product’s enticing mobile search viability as well as coupon generation, reviews, location details, images and ranking boosts – contact your Account Manager today.

Manage Link Juice Effectively

Why is my site not ranking? Why are pages from my site not being indexed? I’ve got millions of links pointing to my pages, so why am I not seeing fast results? And last but not least, but a very big and serious question from many website owners nonetheless:
Why am I not seeing improved rankings for my pages or keywords after I’ve spent a lot of money and time building links to them?

These are some of the most painful questions asked by many website business owners and although we can completely sympathise with their concerns, it is not uncommon to find that sometimes they are not happy with the answers!

The truth is that the solutions to these problems often look easy on paper but implementing them is another matter entirely. Progress is most often hindered when the onsite implementation of action points can only be done by a third party web-development company.

So what are the biggest loopholes and reasons why website links and juice are lost, diluted or completely blocked from being indexed?

• Links based in JavaScript, Flash or Plug-Ins – Links embedded inside these elements are almost always inaccessible to spiders.
• Overly complex URLs ( e.g. five or more parameters in the query string)
• Session ID’s or user ID’s in the URL
• Temporary 302 Re-directs – This type of re-direct does not pass any link juice whatsoever.
• Links in submission forms – Some forms have certain elements like drop down menus and other complicated elements, like surveys, which make it very difficult for spiders to index.
• Links in internal search boxes – Spiders don’t perform searches to get content and this can result in thousands of pages on the web being completely inaccessible due to being hidden behind internal search box walls.
• Links in frames and I-Frames – these elements present complex structural problems for search engines.
• Links on dedicated pages with thousands of links – On average, the limit for search engines is 150 links per page, so this obviously causes some concerns. Preserve your link juice by using the rel=”nofollow” tag for the less important links and leave the high priority links to pass on link juice to the other pages of your site.
• Links to pages that are blocked by the commands in the Robots.txt file – Robots.txt files allow the webmaster to control and restrict spider access to certain pages that you don’t want to be indexed. Use this effectively to preserve your domain authority.
• Duplication and canonicalisation – Having more than one dedicated URL (e.g.; http://www.example.com/index.html, http://www.example.com/default.aspx etc…) for your site dilutes the amount of link authority and therefore dilutes the overall link juice that could be passed to your ideal domain URL – e.g.; http://www.example.com/
• Static and XML sitemaps – Not implementing these correctly could lead to valuable pages on your site not being indexed and therefore not contributing to the overall domain authority.

The first step in resolving these issues would be to identify the problems and then fix them. Ideally the best practice would be to keep these factors in mind when building your site up from scratch. When it comes to building a brand new site it is best to start out by creating a strong focus on architecture and linking structure. One of the best and most advised site structures, which can preserve both a strong information hierarchy and link structure, is  called a “stacked pyramids structure” as you can see from the image below.

Unfortunately most of us aren’t so lucky and only find these types of problems after the site has been built and running for a while. Lucky for us there is a little tool that is free to use and available to everyone: Google Webmaster Tools.

Google Webmaster Tools allows access to a wonderful variety of tools to troubleshoot the above mentioned problems. Once you have your site verified, navigate your way to the Crawl Errors Report.

The Crawl Errors Report is one of the most helpful tools and one of the primary reasons why Google Webmaster Tools is so helpful. Using this report will allow you to see which of your pages are giving errors and why, as well as solutions to your problems via the Webmasters Help Centre.

Use Google’s Webmaster Tools to spot loopholes that are preventing your site pages and keywords from ranking in the search engines and by doing so, you will successfully manage to preserve as much of your website’s authority and link juice.

Content Speaks 1000 Words

After Google’s “Mayday” update last year, it became apparent once again that content is still king. This was a huge update that Google brought about in their algorithm which caused thousands, maybe even millions, of sites to suffer as a result of their rankings dropping off the radar. This was not an index change, i.e. Google did not remove sites from their index, but rather they changed where they ranked certain sites. Google makes around 500 algorithmic changes a year but this was definitely the one which made the most impact. In basic terms, the change involved Google re-evaluating which sites were ranked highly for long tail keywords, as they wanted to ensure that only very high quality sites are ranked for these long tail terms. This, without a doubt, involved the algorithm sniffing around sites searching for high quality content and another huge factor was, of course, evaluating inbound links.

This is done now and will not be rolled back and long tail searches are now serving higher quality sites in the SERP’s. But, this post isn’t just about the Mayday occurrence, I simply wanted to illustrate that, if Google is still making such huge changes to its algorithm (which involve content evaluation) you should always be analysing your content reports within Google Analytics. Your content might be screaming out for help and you would not even know it. You need to go and actually “listen” to what it is trying to tell you. I will be touching on a few helpful elements, which I always look out for in these content reports.

Top Content Report

The Top Content report is based on PageViews (PV) and basically showcases which of your pages are the most popular. For those of you who are unfamiliar with the term, a PV is registered every time a browser / user loads a page. One user can therefore register multiple PV’s on any given page. This actually says it all.  If a user decides to view a single page multiple times, you can be assured that they are finding the page quite interesting. Sometimes we think a particular page we worked on really hard will be extremely popular, but then it is not and a page which you put little effort into outperforms this page. This is vital feedback which you should be analysing to ensure you are focusing your content efforts in an area which will bring about tangible rewards.

Top Exit Pages Report

In this report I will always check whether the ‘contact us’ page and ‘thank you’ pages are within the top five (ideal) or top 10. If they are not, you should be highly concerned. The reasoning behind this is that if a very low number of people exit from these pages, you can be assured that your content pages are not enticing enough for users to be satisfied. Users will generally scan through your site and see what you have to offer by reading your content, and if they like what they see (conversion elements obviously also play a part) and read they will most likely want to contact you through your ‘contact us’ mediums. They will go off a satisfied user and it’ll be up to you to entice them some more.

Top Landing Pages Report

If you would like users to find you through search, which I sincerely hope you do, you should be very interested in this report. This report will mostly show which users landed directly on any given page on your website from Search Engines. Here, in most cases, you will find your homepage as the most dominant landing page but, if you are seeing a substantial amount of visitors landing on your homepage alone the you could have a problem. It’s likely that you either have very few pages on your site, your site structure might be at fault or your online marketing efforts are not gaining momentum. You need to see a good spread of pages here, and the pages which you are focusing on the most (or your main services / products) in your online marketing efforts should be your  top performing pages. If they are not then you need to relook your strategies, or you will need to raise some serious questions with your online marketing firm.

I believe unique, well written copy will always form a massive part I.T.O – Google’s ranking factors. You should, therefore, analyse your content reports on a regular basis and continue to place a great deal of your resources into creating outstanding content.

Wanted: Online Marketing Intern

Job Title: Online Marketing Intern
Location: Cape Town

Remuneration: Market related
Province: Western Cape
City: Cape Town
Education level: Tertiary
Job level: Junior
Type: Internship

One of the top SEO companies in South Africa is looking for vibrant young interns that have basic understanding of the online world. The candidate should be fresh out of college / university and looking to break into the SEO and digital agency industry.

The selected candidate will have the following responsibilities:

• Assist the SEO and Link building teams in their daily tasks
• Learn and implement search engine optimization techniques.
• To research and write quality and relevant content in a variety of fields and industries
• To research keywords in the target field and write content around these keywords
• Compose optimized web marketing texts, articles and press releases.
• Publish articles to relevant websites
• Social media marketing of content to a targeted audience
• Build and manage relationships with suitable content suppliers
• Communicate to SEO Analyst regarding content and link opportunities
• Interest in developing an understanding of SEO and online publishing
• Generate SEO ranking reports
• Analytical skills to assist in the keyword research and web analytics
• Solid knowledge of Microsoft Word and Excel.

Skills (advantageous)

• Basic knowledge of search engines, websites and social media.
• Basic understanding of how search engines rank pages.
• Basic HTML knowledge
• Basic knowledge of CMS systems such as WordPress and Joomla
• Blogging experience

Benefits:

• Learn from and work alongside leaders in the SEO and Online Marketing Industry
• Get hands on training to further your industry knowledge (3 months on the job training)
• Possibility of permanent position.

Personal Attributes:

• Ability to think out of the box
• A willingness to learn
• Ability to manage multiple tasks and good organizational skills
• Hard working
• Motivated, ambitious, involved
• Team player
• Lateral thinking and creative problem solving.
• Excellent verbal and written communication skills in English

Type: 3 – 6 months
Education: Undergraduate or post graduate in marketing or journalism or communications
Job Level: Junior

Send your CVs to: seocareers@roimedia.co.za