Jeb Molony

Today marked the first day an e-vos client indexed in the first non-ad spot on Google.  The law firm of Anderson & Schuster made it to the top of the search engine rankings and did it with no gimmicks, no expensive SEO campaigns, no ad words, and no search engine games.  The law firm made it to the top of the rankings using a well planned and executed social media campaign designed to drive traffic and draw attention to the firm's online presence.

The campaign began with a website designed to index well and adapt to a changing search engine algorithm.  Businesses with websites need to be able to alter certain aspects of the code of the website in order to match their marketing message and branding.  The online branding starts with a clear message which is simple and designed to communicate to the search engine exactly what the content of the site discusses.

The new Penguin algorithm from Google has changed the indexing process and once again thrown many SEO campaigns into a tailspin.  The new algorithm appears to put significant weight on the existence of a YouTube channel and videos associated with a business or brand.  The algorithm also appears to only catalog the first few hundred words of each page rather than the entire page's content.  This has caused many businesses to have to change their keyword packed content to a more concise message.

The future of search engine indexing is not clear, but the tools which exist should not be considered exclusive of one another.  Back linking, keyword rich content, meta tags, keywords, social media, press releases, ad words and other search engine optimization techniques should be incorporated into online branding campaigns with the specific service or product in mind.  Some campaigns have short term goals while others seek more long term goals.  The key to a successful online branding campaign is to create realistic goals with a clear purpose and stick to the plan.