What's A Google Penguin?

There is talk across the blogosphere about the ill effects of Google's latest Panda update called Penguin. Launched on April 27, Penguin plugged some holes in Google's algorithms (again) and it is now tougher to improve your search results(SERPs) using content farms. Just like they reduced the impact of link farms, Google is now reducing the impact on SERPs from sites that simply piled on SEO heavy articles. There are many websites crying foul and a few that saw their SERPs fall off a cliff. But the average site most likely never noticed the change, and that is how it should be. Content farms are churning out articles that are simply cover for keyword-stuffed strings of sentences. Of course they are not all like that, but the ones who were most affected by Penguin were. It should not have come as a surprise that Google would find a way to improve their results. It is what they do, and they do it dozens of times each year. Yes, optimizing your site for keywords is good, but keyword stuffing is just dumb. Your readers want to get good information, not sort through gibberish to find the point. There is no easy way out, no shortcut to the finish line. Marketing is a long, careful process of many variables clicking together in harmony. There is no quick fix that lasts very long and without a sound strategy behind it, no marketing tactic can succeed. All the wailing and gnashing of teeth about Penguin is, I think, scaring some folks. But the thing to remember is that if you are doing the right thing for the right reason and you aren't trying to find the Philosopher's Stone of SEO, then all will be well. Good content that is relevant to your customer base is the gold standard.

Marketing Word of the Day: Consistency!

Today's marketing word is consistency - doing the same thing, over and over. In the marketing world, consistency is what builds your brand, your reputation in the marketplace. It helps your customers, and your future customers, know what to expect from you.

I often use the example of McDonald's when I am talking to groups about branding and consistency. No matter where in the world you go, if there is a Mickey D's there, you know what you are going to find inside. The prices may change, and there may even be a couple things on the menu that are different, but you know that there will be golden arches, Big Macs and french fries. There are no green arches, pink ones or blue ones just because the manager didn't like yellow. They can't change the name to the "Big Jack" just because that's the franchise owner's name. They can't substitute onion rings for french fries. Why? Because the entire brand is built on consistency. It may not be my favorite place to eat, but when I'm traveling and I pull into the drive-through, I know what I am going to get.

Consistency in your own brand is just as important, even if you are a one-person company. Make sure that whatever marketing materials you have look the same, from your business cards to your signage. Choose a color or two to represent your company and stick to it. Pick a font you like, and stick to it. Over time, your "look and feel" will become known to your customers and they will know it is you when they see your materials.

Make sure your customer service is consistent. That includes your operating hours, the way you answer the phone, how you greet customers and the way your employees dress. Make sure the impression you are giving is one of professionalism and that you create trust with the customer. Of course you must deliver on your promises and uphold service levels that will create a positive image for your customers.

Be consistent, even when it feels boring. There is an old saying in our business that just about the time you are getting tired of seeing it, that's when your advertising is beginning to work. Remember that your customers have to "see" something a half dozen times or more before it even really registers. So consistency in your advertising and all your marketing efforts is important if you want to build a strong brand in the mind of your customer.