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Your Career With (& Without) Digital Marketing Expertise

Expertise in digital marketing may make or break your career today. As for tomorrow however, unless you’re looking to become an avocado farmer, being analogue in a digital world could well prove to not be your smartest career move.
The signs are already clear. What’s the biggest marketing talent shortage today? Senior executives with digital experience.
And it’s going to get worse.
According to the Australian Digital Skills and Salary Survey:
More than half of businesses surveyed anticipated hiring more digital specialists over the coming 12 months. Currently, 30% of the digital talent in Australia are, in fact, expats.
In other words, we’re not growing enough local digital talent to keep up with demand.
Researchers are quick to blame either the education sector for not adequately preparing students or the business community for not developing talent – and skills – to meet industry needs.
Attention marketers looking to advance your career: the same survey saw an increased demand for some very specific digital marketing skills: programmatic advertising, performance media and marketing, social media and content, search engine optimisation (SEO), search engine marketing (SEM) and data analytics.
Digital marketing experience and expertise can help to propel your career forward in ways other than just looking good on your resume. The ability to understand and leverage digital platforms and strategies will help you to justify budgets, quantify customer engagement, improve business processes and boost profits/ROI. Compelling skills for most potential employers.
So, what’s behind this seismic change?
Digital is an essential component of marketing.
According to recruitment company Hays Sales & Marketing, the way digital marketing is evolving is set to keep growing, and employers are set to take notice and prepare for its growth.
Peter Noblet, Senior Regional Director of Hays Sales & Marketing said “As the business landscape shifts, marketers must evolve with the times to fully connect with their customers and drive business growth.”
 “As marketing becomes more technology-based, harnessing and mastering ‘big data’ will be key to achieving competitive advantage. If companies are to remain market front-runners, they need to integrate their digital and social marketing channels into one customer journey. To do this, they require candidates with integrated offline and online channel experience.”
So, you need digital and online channel marketing experience. The downside is that marketing education in Australia tends to be very broad and is still in the process of evolving to meet these digital demands.
Formal education isn’t necessarily the answer, however. Consider further developing your skills in the digital realm through industry conferences, online workshops or through mentorship with another professional who may have more senior experience.
The other option of course is to do what several of our clients have done which is to volunteer to be the ‘digital contact’ within their organisation. There’s no better way to get digital experience than by jumping in at the deep-end; particularly when none of your peers are willing to move out of their own comfort zones.
The bottom line: digital skills aren’t just important for your employer, they’re important for you too. A background in digital marketing will prepare you to connect digital campaign efforts with business revenue and growth, making you an essential member of your team.
To keep up, the business world is looking for talent abroad.
Over the past few years, the education sector in Australian has looked overseas for cues on how to further educate their marketing students. There are reports of institutions looking to the UK for marketing direction.
The good news is that we Australians have a good track record for quickly adapting to new market trends. Australia has one of the highest social media and internet penetrations in the world, but we haven’t been fast to adopt this trend in business—yet.
For a current or future marketing leader looking to shape his or her career, it will be key to build your digital marketing business case from overseas trends and case study success modelling. The research suggests that once you do, you’ll find the support you need:
According to Ethos BeathChapman, compared to other countries across the region, Australian marketers reported stronger support for digital marketing from company leadership. In Australia, 44% of senior managers provided very strong support, which compares to just 29% a year ago.
As leadership becomes more open to adopting digital strategies and programs, a key part of your job is to build the business case for your organisation to implement them, as well as to invest in your education in the digital marketing arena.
The business case for digital is sound; as long as it’s integrated with traditional marketing.
The good news is that integrating digital with traditional marketing means that you don’t need to learn your job all over again; you’re simply adding to your existing skill sets.
As of right now, however not many marketing leaders in Australia feel prepared:
According to an Economist Intelligence Unit survey on digital marketing, most marketers lack the skill sets needed to understand and glean insights from digital data. 82% of marketers state that career skills have changed, with 37% indicating they don’t have the skills required to analyse and understand the vast amount of data available to them.
With data, you can move mountains. You can attribute revenue to certain streams, refine your audience targeting, and reach potential buyers in real-time. Adding an analytical mindset to your arsenal of marketing skills is the most important thing you can do to move your career forward, and ensure the success of digital marketing in your organisation.
Digital marketing will (not) go away if you ignore it
Even now, on the verge of 2017 – some 22 years after the notional start of the commercialised internet – many companies and the people who run them are pretending that the world hasn’t changed.
The problem, of course is that it has. And if you don’t embrace the now not so new digital changes, your career may prove to be very ‘interesting’ in the future.
Having said that, prove me wrong! Perhaps being a digital luddite may just work for you and your career. Just like it worked for the marketers who said that new fangled radio, television and, heck, even computers wouldn’t catch on.
You never know though, you may turn out to be the smart one and prove all of us digital zealots wrong. If not, well, get out the shovel, pull on your boots and start planting those avocado seeds!
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Keep it Simple Part 2 – A Business’ Perspective

The last post discussed the decision making process and the over abundance of information we’re exposed too every day. But what can your company gain from knowing about how people pick and choose?
In Part 1, we discussed how information overload can have a negative impact on the ability to make suitable decisions that will fulfill your needs. Shady companies could probably see all kinds of possibilities in this fact, but your company offers the best product/service out there, right? Not engaging with your company would be the WORST of decisions, wouldn’t it? This is why you need to keep things simple for the sake of your customers (and your business).
So how can you do this? Not only are you competing with other companies, but your information is also competing with other information. Some of it may be correct but a lot of it is, unfortunately, just bias or misinformation. Lesson number 1 – be honest! There, that’s not so hard is it?
There are a number of ways people cope with too much information. They can for example:

        Prioritise; now this one is a no brainer. Organise the information by relevance;
        Limit themselves; set limits for how much information they gather;
        Escape; remove distractions to be able to process the information properly;
        Filter; simply concentrate on the most important information, leaving out the rest.

You may see a pattern here. Relevance is king. In order for your customers to find you, your information needs to be appropriate. This is why “creating quality content” has become a mantra in online marketing; your information needs to be number one at the top of the search results.
For those of you who scrolled back up to the title – yes, you are still reading “Keeping it simple: Part 2”. The thing is; keeping things simple is not simple at all, at least not for companies. The next approach to take when trying to keep things simple for your customers is to make it easy for them to find you, and nowadays, getting on top of Google is a way of doing that.
Right, work away at SEO and content, what else is new? Chances are that customers have already found their way to your website and your next concern is how to keep them coming back. With that in mind, here are some other tactics that you can do to simplify things:
–        Be transparent; your customers know how to get a hold of information about your company. Spare them the extra work by providing it yourself – this way you can set the story straight from the start. Besides, an extra Google search may expose your customers to your competitors or a completely different solution to their problem.
–        Be YOU; your company may not be the market leader, therefore that simply means you have to work a little harder; devising something different about you that can be used to your advantage. Big is scary and we tend to root for the underdog.
–        Make your information easy to understand; this means having a clean website which is easy to get your head around (if you can’t navigate your website how do you expect your customers to?) and having several ways of contact, amongst others. Remember what we said about escaping? People escape distractions in order to process information properly – too many distractions on your website may have them break away from you altogether.
–        Offer the best customer service possible; another mantra and a hard one at that. You get what you put in and great customer service is a key factor to achieving company success. This way YOUR people answer the questions and provide the solutions, not some guy on an online forum (who maybe once fell victim to your BAD customer service). That being said, such online discussions cannot be avoided, therefore it’s important to be proactive and reduce the amount of disappointed customers.
At the very least, we’ve laid the foundations for you. Everything about your field makes perfect sense to you. But this is a reminder that you’re the expert at what you’re doing. It’s possible that your customers don’t have a clue, which is why keeping things simple will make them ever so thankful… and loyal.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Image courtesy: vimeo.com, blog.experts-exchange.com

How to Succeed with Google Search

Google search is the ultimate search engine tool that is widely utilised by consumers to search for products, services and information about anything that could catch their attention. Retailers understand that consumers nowadays are infinitely smarter than their predecessors and can easily utilise search engines to look for what they want on the Internet.
However, to help make their products reach their target audience, they do have to make sure that they show up on those search engines. With the help of search engine optimisation (SEO), all this was fairly easy to achieve, but what will one do now that Google Search is getting a makeover which will make the old SEO tricks null and void. So what do the retailers who depend on Google do? They get in with the times and set their sails to catch the winds of change. With the help of the following tips, you can strategise and successfully utilise the new Google Search.

Be Committed
At first it was easy to fool Google’s SEO system with just a few well placed keywords and other factors that helped the content show up as the main search result for Google. And that was it. The post could be around 3 years old and your blog could have no new content but Google would still show it. You can say goodbye to shortcuts like that now. You’ll have to continuously post new content and ensure that even if you don’t have quality, your quantity can help push you into the results.
Be Interesting
It’s as simple as that. You might think that you are pretty interesting but trust me; it’s something that is easily assumed but harder to accomplish. There are tons of people who are funny, loud and wacky on the Internet, but try to post  things that will distinguish you from the rest of the market. Interesting content gets more hits, more views, more followers and just more of everything.
Don’t do Anything by Halves
Google’s SEO was pretty easy to trick. All you had to do was tweak the right elements a bit and then you were set. However, the new update ensures that you can’t just tweak your way into the search results. You’ll have to start working on producing content and other materials that is not only relevant but is also completely integrated with Google’s search engine for optimal content optimisation.
No More Shortcuts
Long story short, Google just cut off all your shortcuts to get your content to the top of the search results. However, it’s something which is still relevantly new. Give it some time and the faithful interwebs will work out some loopholes for you to manipulate. In the meanwhile, get some content writers and chain them to their desks. Writing new content for every post isn’t easy and it looks like it’ll be a really long night.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Images Courtesy of  Google Images

Social Media Trends for Big Business

Social media has started to make a big impact on the economy. While social media was once considered to be just a place to connect with people, it soon expanded and now encompasses the economy of the world. Once the global reach of social media was realised, it was only a matter of time before businesses started to utilise social media in a big way.
In a very short time, social media has become an integral part of most businesses enabling some to double their revenue over the past few years. Many big businesses seem to favor a few social media practices that have become very popular among other smaller businesses too. Based on popular social media trends, these big businesses utilise them in the following ways:
1. Implementing Marketing Basics in Social Media
Many people believe social media marketing is something pretty simple. All you do is sit at your desk and post stuff. That’s a fine excuse for using Facebook at work all the time!  However, big businesses take their social media as seriously as their marketing. With the help of market research, they take the time to analyse, strategise and produce content that is targeted to capture their audience yet simple to share on social media platforms.
2. Planning the Structure
More and more websites are becoming like social media platforms. While they don’t let you hang around and chat with your friends and family, these websites do showcase easy to navigate features, graphics and even colour combinations that entice you to spend more time on that page. With such pleasing aspects, websites have begun to morph more with social media websites and web pages.
3. Optimising the Structure
Technology has advanced nowadays to include devices like laptops, tablets and smart phones that can easily support internet connections. With the smaller and stronger processors available nowadays, tablets and smart phones function almost like a pocket computer. However, it is now almost a necessity to have various versions of it available in order to make it easier to view on the device your customer is  using. Having mobile friendly websites increase the chances of the user coming back to your mobile site by almost 74%.
4. Building Digital Foot Prints
Many people think all they need to do is add in the right SEO and they’re done. But many businesses, especially big businesses, create digital footprints for their social media and business. It’s pretty simple –  link all your social media websites with your business website and maintain the chain you’ve created. This makes it more likely that your business will appear on all search engines, whether it was YouTube, Facebook, Instagram or Twitter that led them to your business profile.
5. Crisp Content
Nowadays, people are so overloaded with information and so visually enticed that they don’t always have the time or the patience to read through it all. Keep it short, keep it simple and to the point yet be able to impart all that you want to share. It sounds a lot harder than you might think but once you get the hang of it, nothing is simper.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Image Courtesy of Shutterstock

Instagram Joins the Video-posting Trend

What do you call today’s generation? Generation X? Y? Gen Z? The generation of total narcism? The “Me” generation? While there may be some debate as to what this generation should be called, one thing is for sure – it will be something that hints on how self-consumed today’s youth are.
Not to put the young ones down ‘cause they may still be the future of “yesterday’s dream”, but it’s almost a no brainer that today’s youth love themselves… a little too much. Just think of everything that social media has been producing. Think of all the “selfies”, the tweets about what they’re eating, Facebook posts about what they’re doing – everything is all about them.
However, as to how and why we should address this issue is a whole different topic. One thing is for sure, this attitude of the youth is a great social media marketing opportunity.
There’s a range of social media platforms for your brand to take advantage of, and one of the newest additions to that is Instagram video.
Yes, you heard that right! The phenomenal image sharing website now allows its users to post short video clips.
“Some moments, however, need more than a static image to come to life. Until now these stories have been missing from Instagram,” Instagram wrote on its official blog. “Today, we’re thrilled to introduce Video on Instagram and bring you another way to share your stories.”
Now that you know can optimise the use of this new feature to best of your brand, here are a few things you should learn about this new communication platform:
•    You can only post short clips.  If you’re planning to post a movie’s length of video, Youtube is your best bet. But if you just want to capture a short but meaningful clip, Instagram can help your customer engagement.
“We’re excited to see what the community will bring to video, whether it’s your local cafe showing you how they made your latte this morning or an Instagrammer on the other side of the world taking you on a tour of their city, a mother sharing her joys in parenting as her children laugh and play or your favorite athlete taking you behind the scenes,” Instagram noted on its blog.
-    Video filters are also available. Instagram has been a constant part of the any site’s “Best Photo Editing App” list. Since its release in 2010, it has been known for its image filters that help make any boring photo look awesome. Now, it brings this feature to its video-sharing feature as well.
“You’ll also find that we’ve added thirteen filters built specifically for video so you can keep sharing beautiful content on Instagram. When you post a video, you’ll also be able to select your favorite scene from what you’ve recorded as your cover image, so your videos are beautiful even when they’re not playing.”
-    It offers a unique “Cinema Feature”.  Apple users will enjoy an exclusive Instagram Video feature that allows video stabilization.
“If you’re taking videos on the go, you might find that they’re a little shaky. For iPhone 4S and iPhone 5, we’ve built a Cinema feature that lets you stabilize your video after you take it.”
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Why to Invest More on SEO

The age of social media continues to flourish as the different sectors in society take part in this growing network. From what used to be a simple online platform for families and friends to connect, it has grown to become an industry on its own.
Aside from the greater population of mere mortals who use social networking—students, regular employees, parents, junkies and the homeless—both the politics and the business sectors have also adopted the trend. Notably, even schools and the church have taken part in this movement. Now, you can simply follow the Pope and Barrack Obama on Twitter, or be friends with Harvard University and Nike on Facebook.
“You Rock, Barack!” can now be sent straight to the president of the United States, thanks to social networking.
It has also been proven that social media marketing has been very effective not only with businesses and brands, but also with campaigns, movements and even fund raising. As a matter of fact, it’s almost unbelievable how a simple Facebook page or a Twitition can reach so many people, raise millions and make dreams come true. Notably, online ads have also been very effective in boosting brand presence, familiarity and in the long run, revenue.
Facebook Marketing
Advertising through social networking sites like Facebook have been widespread since the site allowed ads. According to International Venture Capital Post, marketing through the site is one of the easiest ways to reach millions of potential customers and clients. Facebook also notes that over one billion people like and comment on an average of 3.2 billion times a day. With these figures, it is almost important for brands—especially with Facebook’s diverse demographic—to have a strong presence on the site.
Notably, with the social networking site’s new “hashtag” feature, your brand will be able to stir public conversation that can help point back to your brand or service. With the help of a social media agency, such services can be used fully to the best of your business.
SEO and You
The International Venture Capital Post also noted that more and more businesses have been using SEO to help bring the limelight on their brands. A report by Econsultancy and Netbooster reveals that a great number of UK companies spend 18% of their marketing budgets on search engine optimization.
While there are a number of reasons why you should also consider using this service, one simple reason would be that it does the dirty work for…well, at least the hard work. In a nutshell, SEO helps your brand pop-up on searches related to your business. With billions of people using Google, Yahoo!, Bing and other search engines every day, it’s almost stupid not to include this service in your digital marketing strategy and just pass up the opportunity for your brand to be seen by billions online.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

#Facebook Incorporates Twitter Features

It’s amazing how social media has become such a big part of our world. Even the simplest of things are now related to our online lives.
You’d be lying if you said you had never told someone to leave you a message on Facebook, or to tweet you rather than to text you, or to post a certain image on Instagram. Sad but true: today’s society relies heavily on different online platforms to communicate with one another, rather than doing it face-to-face. And while this may sound like a growing society of the internet dependent, this also means that social media marketing is the way to go. If you’re rich, or a hell-of-a-genius, you can go for the ultimate: create your own social networking site.
Remember the film “The Social Network”? Remember how the (uncertified) father of social networking Mark Zuckerberg started his little experiment? Yes, it started in his dorm room with a tiny computer and a magnitude of intelligence. Well, that’s how the movie showed it anyway. But look at Zuck now, he’s the bee’s knees! He’s got millions of friends and followers, at least on Facebook, and has billions of dollars in his pocket.
Interestingly however, Mr Facebook himself has also been in the business of copying ideas. Again, remember how he took the idea of the Winklevoss twins and made it his own? Well, Zuck didn’t end the copying there. In an effort to keep the $$ coming his way, he also copied ideas from other sites. His most recent and obvious replication: Twitter’s “Hashtag” feature.
What is a Hashtag?
For the easiest of definitions, a hashtag is a word or a phrase that is affixed with the pound sign “#”. It was first used in IRC (Internet Relay Chat) but has since grown in popularity after being used on Twitter.
Initially used as a form of metadata tag, much like SEO terms, it has now been used to tag and easily search for tweets on the same topic. Try searching for “#Google” on Twitter and you’ll find all tweets related to the subject with the same hashtag. You can also click on the hashtags and it will automatically redirect to a list of tweets that use the same tag.
However, since it grew in popularity, people have started using hashtags for almost everything. From tagging to becoming the word-form of emoticons (e.g. #FeelingHungry, #ForTheWin, #ImDead), to starting a movement or a revolution (e.g. #WeWantJustinBieberinBrazil, #LetsGoMiami). Actually, you can use hashtags for #AlmostEverything!
Facebook has now adapted the hashtag. In an effort to stir user engagement, the site announced to the world that these tags are now clickable on the site.
According to Facebook Project Manager, Greg Lindley “Starting today, hashtags will be clickable on Facebook…when you click on a hashtag in Facebook, you’ll see a feed of what other people and pages are saying about that event or topic.”
Mashable has also revealed that Facebook is working on the concept of Trending Topics, another unique Twitter feature. The networking site also incorporated the “@” mention system to its site, as well as verifying accounts which are all Twitter features.
Who knows what the site will be adapting next.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
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What Pour Grammer Does to You’re Websight

The art of good content relies on how well you say what you’ve got to say…
Good content can present itself in many forms. It doesn’t have to be rigorously planned, nor does it have to use every five-syllable word in the dictionary. One of the most important elements is rhythm. The ability to take a reader on a journey through your content at an enjoyable pace – allowing for pause when both text and reader) would benefit from it – is a skill that is undervalued by many web content producers.
When people pick up a piece of writing – any piece of writing, be it the product blurb on the back of a cereal box or the latest New York Times bestseller – they enter into a fragile bond of trust with the author. This trust is almost always complete when starting to read, but the delicate strands that tie the reader to the content can be irreparably broken when the author’s fallibility shows its face.
Imagine, if you will, that good content is a river that carries a passenger (the reader) downstream in a boat. The journey of the passenger is dependent upon the pace and consistency of the river to take her where she needs to go. Obvious typos, spelling mistakes, poor grammar and awkward syntax can throw a reader off-course in the content stream just as quickly as a rogue log, unseen waterfall or hidden rocks can overturn a boat in a river.
This is not to say good content must adhere strictly to every grammatical rule.
Because sometimes, the rhythm can be enhanced by flouting those rules a little – by starting a sentence with ‘because’, for instance.
Poor grammar and spelling disrupt a reader’s ability to engage with the content. In a website context, this can translate to a drop in readership, ranking and, consequently, sales.

Poor grammar and spelling disrupt a reader’s ability to engage with the content.

In the golden age of Google, where content is king but SEO is its advisor, the need for high-quality, intelligent and error-free copy has never been more important. Your web copy may be keyword-rich, but unless the copy is worth reading in the first place, SEO alone will not secure you high rankings.

Web-design best practice is to create a site that is easy to navigate; a virtual space that gently guides visitors to where they need to be in the shortest amount of time. Content is at the heart of this, which is why it cannot be approached as an afterthought.

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Image sourced from: SEO Copywriting

From Panda to Penguin

What Google’s latest algorithm changes mean for content marketers and creators
Like the crazy but beautiful woman that keeps men guessing by refusing to let them get too comfortable in a relationship, Google has changed things once more, this time by releasing an algorithmic change – yep, another one – to their search product.
While some companies are still reeling from the changes brought in last year with ‘Panda’, it appears that the new version, known as ‘Penguin’, is just as ruthless in terms of penalising websites that don’t cut the search mustard. (It also seems that in the fight between what it has called ‘black hat and white hat SEO’, Google has decided that black-and-white animals are best suited to represent its battle.)
While Panda focused on the quality of written content and aimed to increase the overall relevance and user experience of websites, Penguin focuses on reducing link stuffing and keyword-heavy anchor text.
The Google explanation
Here’s an excerpt from Google’s blog post on the changes:
‘The opposite of “white hat” SEO is something called “black hat webspam” (we say “webspam” to distinguish it from email spam). In the pursuit of higher rankings or traffic, a few sites use techniques that don’t benefit users, where the intent is to look for shortcuts or loopholes that would rank pages higher than they deserve to be ranked. We see all sorts of webspam techniques every day, from keyword stuffing to link schemes that attempt to propel sites higher in rankings.
‘The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfill their information needs. We also want the “good guys” making great sites for users, not just algorithms, to see their effort rewarded. To that end we’ve launched Panda changes that successfully returned higher-quality sites in search results. And earlier this year we launched a page layout algorithm that reduces rankings for sites that don’t make much content available “above the fold.”
In the next few days, we’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. We’ve always targeted webspam in our rankings, and this algorithm represents another improvement in our efforts to reduce webspam and promote high-quality content. While we can’t divulge specific signals because we don’t want to give people a way to game our search results and worsen the experience for users, our advice for webmasters is to focus on creating high quality sites that create a good user experience and employ white hat SEO methods instead of engaging in aggressive webspam tactics.’
What it means for content marketers and creators
Ironically, with every algorithmic change comes an onslaught of fluffy online articles trading in panic that offer advice on ‘The Ten Things You Can Do To Survive Google’s Algorithm Changes’.
But instead of offering bland, predictable advice on how brands and content marketers alike can avoid getting penalised, we will simply reiterate what we have been saying for years. Focus on the user experience. Focus on the content, making it engaging, enriching and worth reading rather than being inane nonsense stuffed with keywords. That way, the end result will take care of itself.
Treat informing, entertaining and enlightening consumers with the same importance as getting their money, and Google’s changes won’t impact negatively on your campaign at all. In fact, they’ll probably help your cause.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Killing keywords

Is Google’s quest for smarter searching a good thing for content creators and marketers?
It seems Google is at it again. Just a couple of months after changing its search algorithm to enable users to ‘personalise’ their search (which critics like Twitter have argued unfairly promote Google+) comes the news that the search engine to rule them all is retooling its search machine ‘to go beyond recognising words in queries and begin understanding what it is people are asking for’.
According to Google fellow Amit Singhal, ‘right now our understanding is pretty darn limited… Ask us for the 10 deepest lakes in the US and we’ll give you decent results based on those keywords, but not necessarily because we understand what depth is or what a lake is.’
AFP reports that ‘Google is tapping into the virtual brain of a Freebase database of knowledge regarding what things are and how they relate to one another’ in a quest to evolve ‘semantic’ search capabilities rather than the traditional – and still current – method of the search engine recognising keywords and delivering links to websites that contain them.
‘Our vision for this knowledge graph [the Freebase database] is as a tool to aid the creation of more knowledge – an endless cycle of creativity and insight,’ says Singhal.
What it means for content marketers
It sounds like a laudable aim, but what will it mean for content creators – and, for that matter, content marketers?
As we know, SEO keywords are a currently a vital component in ensuring content is found. With semantic search, though, their importance is going to be greatly reduced – to the point of ultimately becoming irrelevant.
For creative types who dislike having to work certain words and phrases into their lovingly crafted copy, this may be a blessing. For others, though, it is likely to entail a new approach to content creation and content marketing.
The trick will be to create quality content that users want to find. In a way it represents a return to ‘old school’ marketing and underlines the importance of knowing your target audience and ensuring that you offer what they are looking for, rather than simply including a few keywords and hoping they find you.
Online content marketing is about to change. The question is: are you ready?
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.