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John Rose's Blog

Is it time for a new SEO strategy?

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Google's new personalized search has changed the rankings game for many companies, forcing them to rethink how they implement and measure Search Engine Optimization for their websites.

Google now ranks site content based on individual search behaviors, preferences, etc. derived from the user's web history. That means your company's website may now rank higher or lower in Google searches based on a person's previous activity. For example, if someone has spent time on, or completed a transaction on your competitor's site in the past, this company will be selected as more relevant to the Google servers and will be ranked higher.
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A New Way To Measure PR Success.

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If your company continues to measure public relations success in volume…only by collecting media clips or by adding up agate lines in newspapers and magazines (or seconds of TV time)…you may be significantly under or overestimating the impact of your communications.

The first step is to evaluate the quality of exposure in conventional media. While quantity of exposure is important; quality is critical. One positive mention in the right publication may be more valuable than 10 mentions in lesser publications. Your measurement system should take this into account.
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The Top Nine Social Media Marketing Myths | Myth No. 9: You can't measure the results of Social Media Marketing

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Sure you can. Another old advertising saying (I’m an old advertising guy), this time from John Wanamaker, founder of the first department store in the United States (now Macy’s) is: “"I know that half my advertising works, I just don’t know which half."
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