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How can a website compete using only white hat techniques?

>> CUTTS: Today's question comes from SurfVoucherin Costa Rica.

SurfVoucher asks, "How can a website compete for high rankings usingonly white hat techniques in industries that are dominated by spammers if Google takesmonths to react to spam reports and by that time new black hat sites are ranking?" Fantasticquestion and I'll try to get a lot of different information in so hope I get it all.

Firstof, you always want to be making a white hat site, something that stand the test of time.

One of the main things that differentiate a white hat site from a black hat site isthat the black hat sites are typically built to sort of succeed for a few days or a fewweeks, maybe a few months and then fail.

People are not investing long term resources in makinga great site.

So one thing you can bear in mind is that if you're making a white hatsite, follow the sort of techniques that stand the test of time because black hat sites willcome and go but as long as your site keeps rising in terms of visibility and viability.

Eventually, the new black hat sites won't be able to compete with the authority andthe reputation that you've built up.

The other thing to bear in mind is that Google is alwayslooking at how to stop the white hat tricks.

So the metabolism of spammers kicks up asthey try to hack sites or do other nasty malicious stuff.

But then Google tries to respond bywriting hack site classifiers and other ways to sort of stop fresh trends or hot trendspam, things like that.

So Google has been developing new tools to try to make sure thatblack hat spammers don't get to stay around for as long as the white hat sites.

So we'llkeep working on our side.

Don't just get discouraged because it might take a while to see the spamreports take in effect.

Sometimes it takes effect all at once.

Sometimes it can get onour radar.

And I think it's totally fine if you're running a white hat site to blog aboutyour niche and say, "Hey, this niche needs to be cleaned up by Google," or "There's toomany black hats in this area.

Google, pay more attention.

" You know, that's just goodlobbying, you know.

Send me a tweet or something like that to say "Pay more attention to thisarea," because we do take that feedback and we act on it.

The other thing is make surethat you're using techniques that have you know either great research or great resourcesor have something that's viral about it.

You don't just want to produce great information.

You also want to think about "How do I market that? How do I let people know about the greatstuff that I've got?" And if you start to do that, then as your site gets to be knownand people start to go to your site deliberately, not just, you know, go to Google and searchand click on whatever's number one or two or three.

Whenever you get to be known asthe resource in that area, you can build up that viability long term and really do a muchbetter job of competing against the black hats.

One last thing to think about is ifyou got the black hats and they're competing against some super, super crazy spammy searchlike, you know, "Buy Viagra online," or something like that.

You don't have to necessarily attackthem head-on.

You can also think about "Let's start making some informational resources,something that's not quite in this space.

And then as I build up my reputation in anarea that's not quite as spammy, I can move in to this more commercial space over time.

So it's the same sort of–I refer to it as the Katamari technique, where you start outwith a small area and you build and you build and you build, and your resources and yourauthority and your reputation just gets bigger and bigger and bigger.

And if you start outin one of those really contested spaces then it might be harder to compete.

But sometimes,you can start out in an area that's sort of adjacent build up until people know you asa resource and then take on more or move in to an area that's a little more commercial,little more contested, sometimes a little more spammy.

So at Google, we'll always continueto be working to sort of find the black hat spam, make sure that those techniques don'twork as long as you're pursuing the white hat techniques that will sort of stand thetest of time.

Then over the passage of time, your site should be doing better than theblack hat sites.

We'll keep working on our side, and hopefully you'll keep working onyour side.

Source: Youtube

How can social media and PR work together? Christer Holloman, digital marketing expert, discusses

How does PR and social media worktogether? In other words, how does it both overlap and how is it different? Yeah, I think the PR industry,sort of, doesn't really know what to do with social media.

Traditionally, social media has been owned by the marketing department and because it's a conversation with consumers,PR agencies say that they should be involved because in the same way theyhelp you get covered on national newspapers, we can help you getcoverage or get your message amplified through social channels.

So that's sort of the pitch the PRcompanies did in beginning, especially.

That this is just another channel of PR.

And then you had specialized socialmedia agencies popping up, which was sort of challenging PR companies, sayingyou're working with a PR company that's good at getting you coverage in a nationalprinted newspaper, or in a national TV station, or something, but they are not digital natives,they don't get this new media, they don't understand that operates in this space or exists in thisspace, you should therefore trust us.

So, because social media was considered to be a side, or a separated isolated type of activity, it was quite easy for marketing people to say you know what we're going to hire this social media agency to do our PR in social media channels.

So the challenge that PR companies now have been facing for a while is that how did they create a credible socialmedia proposition within the PR context, because they still argue thatthey are the best people suited to manage a conversation with the audience.

This is what they've been doing for decades, that's what they will continuedoing, and social media is just a new flavour I suppose.

So some agencies have decided to acquire an existing digital businesses, a digital agency, a PR agency.

Some companies have decided to take a couple of their employees and put them in a separate part of the office and call that the social media task force, or whatever, the kind ofknowledge expert hub or something.

And others have kind of giventhem a brand name, try to launch them as a separate business, still within the within the PR company's walls.

I think that's the challenge, how does a traditional PR company convince yourcustomers that you're suitable to communicate with this new audience or over these new channels, and how do you as a PR company decide,do you buy another existing social media PR company, do you create something internally, do you keep your brand or do you give it a brand new identity to kind of separate out and make it clear in the mind's of the customers that this is actually a separate part ofour company and they have a special skill set and therefore you can trust them, you don't have to go to this external company.

So I think that's the main challenges.

Source: Youtube

Can businesses optimise their digital marketing with social media? Christer Holloman discusses

It's clear that when I've seen and spoke to companies there are, often they work in silos you know you've got marketing here and you've got PR, there you've got financeand then you've got production and so on, what are your thoughts on how that'sgoing to change? How companies should now integrate all these functions in termsof social media activity? What sort of things, what sort of steps should companies take in changing the way they work? So kindof going back a little bit to your previous question you know what other problemsare PR companies facing? Yeah, they've been managing conversations for the company for a long time but social media is not just aboutmanaging conversation, social media is a way of interacting with our staff, ofinteracting with our clients our suppliers, it's a way of empowering ourconsumers, it's about reviews, it's about communities, it's aboutthe processes you talk about and realistically can a PR company doall of that? Can we outsource a component to onecompany, or do we need to as a business recognizethat social media is just something that needs to go across the business.

And, yeah how do you address that? I think looking from a company point-of-view anyways.

I mean lot of my clients, a lot of thepeople that I work with are marketing people and I, you know, speak at marketing conferences, et cetera, and what tell them is that although social media has traditionally beenowned by marketing that can't remain to be the casegoing forward, you as a marketing person needs toempower the rest of your business to get behind this.

So rather than tryingto think of it as losing power or losing that ownership think of it as empowering yourbusiness and being a thought leader and being the ambassador and an enabler of social media as opposedto someone guarding or trying to protect your interest.

So, for example, initiating somesort of Centre for Excellence or some sort ofwork group that pulls in not just marketing resources headed up by yourself, but also peoplethat represent customer service, people that represent product development, or HR even, youknow how can HR leverage social media? And help them to understand about bestpractices in different verticals and show them how you've been using Twitter so they can see how they can replicate that for their objectives within theirbusiness areas.

So back to your question social media definitely needs to filterthrough the entire organization, marketing has a good chance to bethe people kinda advocating that, orenabling that, and then again, how does, what relevancedoes a PR company have in that big scheme? I'm not so sure, I think PR isgood for managing maybe customer relationships but I don'tthink they can own and successfully manage that whole integrated, holistic view, of social media that like to see companies embracing going forward so.

Source: Youtube