Tag Archives: public relations

What is Google Penguin 2.0?

google penguinGoogle has recently implemented their latest algorithm update Google Penguin 2.0 in an effort to further target websites that contain inbound links from sites that are questionable, irrelevant, low-quality, and in general questionable. SEO marketing teams are quickly bringing themselves up to speed with these changes so that they can continue to bring organic search traffic to their clients websites. If you manage your own sites, you’ll need to become familiar with these changes.


For years Google has been telling webmasters to create content that is interesting, relevant, and targets their specific market. However, typically until recently, search engines didn’t do a great job of recognizing the difference between good and bad content. Google Penguin 2.0 does a better job of validating the off page links that separate good content from the rest and marketing companies are ensuring the content of their client sites meets these new expectations.


For online content to gain visibility it needs to be read and shared. If content really is good and visitors really do like what they find the theory is that information should quickly be shared and therefore it should be easily found on relevant third-party authoritative sites.


Penguin 2.0 will specifically target sites that get most of their links from untrustworthy, unauthoritative sites. Generally, this is attributed to average content. Search engine marketing specialists will ensure you do not fall into this trap.


Instead, you should focus on creating SEO content that is more than just average – content that stands out as original, is packed with valuable information that is relevant, and contains content that can drive leads, conversions, referral traffic, email list growth and social buzz. Having a marketing team working for you will ensure that your site content is what Google and other search engines are looking for.


When SEO content is remarkable, there is no question that online media wants to know all about it and to share it. However, as good as the intentions are, not all of the remarkable content that finds its way onto the internet gets mentioned. That’s where a professional marketing company can really shine ensuring you get the exposure you should through a number of sources including the use of digital public relations (PR) techniques to ensure that your content is exposed to large audiences of relevant traffic.

Do You Know the Risks of Social Media?

social media risksFor many companies what’s stopping them from further expanding on their social media campaigns is simply the fear of the risks that associated with such activities. These risks can be larger than most of us realize. When social media is not carried out correctly, it can lead to numerous issues that run the risk of destroying a company. Thankfully, all of these risks are manageable. Let’s look at the most common risk forms and how they can be managed.


The Public Relations Disaster

There is no company that is exempt from a possible public relations disaster. Social media is like putting your PR issues on steroids. This in itself scares off many companies from enjoying the many benefits that social media can offer.


One excellent example of a PR disaster that social media fueled is Netflix. Not only did they receive a tremendous amount of negative publicity from upset customers, their company stock dropped from $291.27 to $52.81 in a short period of time. What caused this? Netflix announced a 60% price increase, their customers took this news to social media and that caused all of Netflix’s troubles. So you can see why companies might be a bit gun shy of social media and what it can do to their business.


Luckily, public relations disasters can be managed. Netflix is an example of doing everything wrong in attempting to manage their disaster, but there other companies like Domino’s and FedEx that have successfully handled public relations nightmares. The type of crisis will define the type of response that is needed. This should be thoroughly thought out and the path clearly defined. This would be a great time to have a marketing team working with you. In fact, having a marketing team working with you early on will allow you to avoid such pitfalls.


The Compliance Disaster

Many companies must worry about the regulatory bodies that they fall under. These companies must follow specific rules on how they handle information. For example, the financial industry falls under SEC regulations, while the healthcare industry falls under FTC and FDA regulation. There are many others.


The fact is that every post on a social media channel has the potential of causing a compliance risk. For the pharmaceutical companies this can be a disaster because each time someone posts about a negative side effect of a drug, the pharmaceutical company must report it to the FDA. This has the potential to cause the drug to be pulled from the shelf.


This is a known risk, which makes it easier to manage. Every company should know what their compliance and regulatory obligations are, relating to social media. One of the most constructive things any company can do to control their social media risks is to hire an experienced marketing company.