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Why You Need to Hire a Quality Marketing Firm for Copywriting and SEO Services

10/24/2014

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by R.A. Rowell; Co-owner of Brand Shamans & Write W.A.V.E. Media
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Why do content marketers and web design experts constantly have to fix the mistakes of supposedly professional marketing firms? Not that we mind. It’s more business for us! Still, I can’t tell you how many times I’ve seen businesses pay marketing firms that clearly didn’t know what they were doing.

This is definitely not to disparage those that are trying to earn an honest living doing good SEO and content work for businesses. Anyone can make honest mistakes. Who gives us all a bad name are those that call themselves "experts" and do such a deplorable job - even under contract. Then, others have to come in just to fix those mistakes. Sometimes, it's at a fraction of the original cost, since the marketing budget was blown on low-quality work. Learn how to spot poor marketing firms, so you can save your hard earned money for quality work instead!



Beware of Marketing Firms Who Promise Too Much!

Before I was self-employed, one of my employer’s affiliate companies brought in a marketing firm to overhaul their website. The website, as it was, actually was not ranking too badly in the search engines. The SEO was good enough that it was bringing a fair amount of local organic traffic. But the director of the affiliate wanted more leads from online traffic.

So, a company came in and overhauled the website design to the point that it looked nice, at first. But then, most of the important text was stuck in images or in weird I-frames that the search engines had difficulty reading. The search engines were puzzled and started looking away. There was nothing to keep the creepy-crawly search spiders interested. Then, the site's existing SEO was ruined and content that might have been OK if properly optimized simply wasn't doing its job.


Previously, I had done considerable SEO work on this website. The original design had been clean and simple. The logo was crisp and well-designed – also made in-house. This company threw everything out, and even changed all the page names from .htm to .html. Changing page name extensions in this way without proper redirects is a major no-no in SEO. As you might expect, traffic plummeted. The website dropped off the front page of search results across the board. My boss was furious.


The Website Had to Be Fixed In-House!

So guess what? We tore down the site in-house and rebuilt it from the old version we had. Within a few months, the rankings were back to where they had been before. Of course, the traffic still wasn’t enough for our affiliate. So, they brought in a pair of online marketing “experts.” I was there for the interview with them and found that I knew more than they did. I made the suggestion to not hire them. I could do everything they could already. But, my suggestion went unheard.

I had been absolutely correct. We had no intention of giving them direct access to the site, and it’s a good thing they didn’t get it. They sent me “fixed” HTML pages in emails. Sadly, they were a mess. I would continuously fix the stupid mistakes they had made in both the HTML and the title tags. It seemed as if we were paying them just to annoy me.

The final straw came when they asked me to go out and research inbound links. As the “webmaster,” it was apparently my duty to go and ask for links. Wasn’t that supposed to be part of their job? They didn’t make any good suggestions, either, except for spammy directories which would have actually hurt the rankings rather than helped them. They just told me to go and do it as if I were working for them. I told my boss about this, and fortunately, I was heard this time. They were subsequently fired. Unfortunately, it was only after they were already paid too much to begin with.


The Poor Quality SEO Marketing Firm Still Got Paid Upfront!

In the end, they were paid rather well for such lousy “work.” I ended up undoing everything they did, anyway, besides a couple of useful keyword phrases I was able to use. Unfortunately, a lot of businesses get duped all the time by people acting like they know what they’re doing. Then they simply turn to in-house staff, who are often making a fraction of what they had just paid out, to fix the mistakes.

Businesses need to stop doing this and actually make those doing outside work for them prove their mettle before paying them the big bucks. Otherwise, pay your in-house staff better. You’ll attract much better content writers and web designers into your fold. Then you'll better motivate those that you already have.

Just some friendly advice from someone who's been there and done that as an SEO Consultant!

If you're looking for quality copywriting and SEO services, see what the Brand Shamans can do for you!

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Are Brand Mentions the New Inbound Links for SEO?

10/5/2014

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by Richard Rowell; Co-owner of Brand Shamans & Write W.A.V.E. Media
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There has been a ton of chatter in the content marketing community about the possibility of brand mentions gaining far more power in search engine results than traditional links. The conversation was spurred by the patent filed by Google regarding their “Panda” search algorithm. The part of this patent that stood out is the mention of “implied links” - that is, mentions of a brand not expressly linked.

This means simple mentions on social media or on other pages online are gaining more weight in determining search engine rankings. The idea behind this is so that the most popular sites actually get ranked higher rather than sites with extremely intricate link-building strategies. This doesn’t mean link-building will suddenly become far less important. What it does mean is that Google is apparently refining their algorithm in this way.

It’s obviously too soon to tell, but it’s not a bad idea to make sure your fans and/or customers mention you in a positive light where ever they can. It’s also a good idea to make sure your brand - whether it’s your own name, your website’s name or your company’s name - is mentioned as often as possible in good context. To be fair, this has been a good strategy for a while, but it’s interesting to see that clearly Google is picking up on brand mentions as a new signal for ranking. It could be a very good thing for SEO.

If this patent truly has revealed this future change to the Google algorithm, it should not scare you away from link building. No-follow tagged links are still important and high-quality follow links should still be your bread and butter for building your site’s rankings and SEO. However, keep in mind that simply being mentioned may very suddenly become very important. Those that have picked up on this could suddenly be outranking you. It also makes it more important than ever to use Google Alerts and other social media tools to see how you’re being mentioned.

Overall, this could be a very good change for search results. There are plenty of websites out there that have built their entire online presence around inbound link-building - some with far more quality portfolios than others and Google has taken notice. This could be a really good thing for Search Engine Results Pages (SERPs). It could also lead to a lot of shameless promotion. We shall see.
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