The reality is that the traditional model is changing at a rapid pace and firms that cannot evolve and harness the power of social media will become obsolete. Previously, PR firms could bill clients by the hour for creating, pitching and liaising with reporters as many companies didn’t have the in-house resources or media contacts to do so on their own. Free sites like Facebook and Twitter have allowed companies to bring much of the work in-house, as they no longer need the major media channels to reach their publics. In addition, crisis communications are being played out in a manner of hours through social media instead of days or weeks through traditional channels. Therefore, the same hourly based financial model cannot be applied to PR pros monitoring social media. Firms need to adapt and progress if they want to stay relevant.

Smaller, niche-services communications firms — whether in traditional PR, social media, online marketing, conversion optimization, consulting or email marketing — will have an  advantage as long as they are able to prove the return on investment to the client. The traditional measurement of AVE (Advertising Value Equivalency), where firms can take a press clipping and assign it a value based on the cost of advertising space, cannot be translated in the world of new marketing and PR. Social media and online marketing, however, offer numerous measurement tools, where higher page rankings, web traffic, conversion rates and social media prominence offer tangible results to the client. As such, services can be tailored to a client’s preferences and needs.

As the landscape is continuously evolving, it is important for companies to stay current on emerging trends or they will be left behind. For many businesses the talent does not exist in-house, so companies now have a cost-effective solution to engage communications firms in a la carte services to meet their marketing goals.

While traditional marketing and public relations are not dead — there is still an appetite for newspaper, radio and television coverage — the rise of new communications is forcing companies to layer on additional services to compliment their existing programs. By engaging niche firms — like OutFromTheCrowd.com — companies can leverage the rising power of the internet to gain tangible and measurable results that are directly linked to revenue and the bottom line.

What is Google Instant?

Google instant is a change in Google’s SERP page (Search Engine Results Page) that will instantly change your search results as you type in a search query. Go ahead and try it yourself, it’s amazing at how quickly it will bring up search results based on what you’ve typed in.

Google instant doesn’t change with every character you type into the query box however. Google instant uses the most relevant search query suggestion to pull search results.

What does this mean for your site?

More Long Tail Keyword Searches: This change in Google’s results page will effect a number of factors in your online search engine marketing. First, searchers are going to see results for more long tail keyword terms. If someone is typing in “Find a used car” and instead Google instant suggests “find a used car in my area” then those results will be displayed. This makes the end user’s search more specific, and it also makes it easier to rank for the search terms that are being searched.

This also means that your Adwords campaigns will need to be expanded. Long tail keywords are always recommended in an Adwords campaign, but by expanding your long tail keyword campaigns you will ultimately find even more cheap traffic than before.

More search impressions: As someone is typing in a search query into Google Instant, multiple search results will appear below the search box… and also multiple Adwords ads.  It’s too early to tell, but it seems to me like this will boost the number of impressions you get for your keywords, and drop your CTR (click through rate). This will not only effect your organic search stats, but also effect your PPC (pay per click) campaigns. After all, if you have a significantly lower CTR then your campaigns will drop in quality score, and your campaign cost will go up. As I mentioned, it is too early to tell if Google will take this into account, but if they don’t you can be sure that your impressions will be higher and your clicks lower.

How can you take advantage of this change?

Keyword research: In the past, keyword research could be accomplished using a number of keyword research tools including Google’s Adwords Keyword tool. Now, you have yet another option… Google Instant’s search page itself.

If you look back to all of the keywords that are currently converting for you, and then run them into Google Instant, you should find all sorts of suggestions as you type in your search query that aren’t currently in your search campaigns. These new long tail search terms should give you plenty of cheap clicks to build up your PPC campaigns, and eventually to expand your SEO efforts.

So is this a good thing? Or bad?

Generally I think that if something is good for the end user then it is good for everyone. A better user experience makes it easier to find relevant information, we as website owners just need to make sure that we also provide a good enough user experience to be relevant.

If you change your content, generally you are not changing it one item at a time…. if you did, SEO would take years.

Recently we have run a few tests on a client’s site that is well established. Without making too many on site changes we decided to make hosting changes first and we moved the site to a dedicated IP address.

After the initial bump in service from changing IPs (a loss of about 8% of the visitors on the day the change was made), the search engine results page (SERP) results were very interesting.

3 of the client’s big keywords jumped from the second page in Google to the first, and they are still rising.

So far in one month we’ve seen organic visits in Google jump by over 21% and it is still improving.

Conclusion:

Don’t discount technical changes as good SEO practice. Certain server or technical changes can make big differences in how your site performs in the SERPs and even make your business more money.

With the barrage of stuff that we look at online it’s hard to keep your prospects focused sometimes.

This is where video comes in. Creating videos for your blog, business site or forum can really help to engage your users, get your point across, and help your visitors.

One such method of creating videos for your site is called screen casting. What is screencasting? Basically you use some software to take a video of what is on your screen.Then you save that video onto the web via Youtube, Vimeo etc… broadcasting it to your visitors so that you can

I especially like screencasting for creating tutorials, and I am going to create a bunch of them for this site over the next few weeks (be sure to sign up for the newsletter so you know when they’re released).

Screencasting Software

There are a ton of programs that you can get that will help you out with screencasting, and most of them you have to pay for.

But there is one program that is simple to use, produces great results, and best of all it’s free.

It’s called CamStudio, and you can grab it from this link:

http://camstudio.org/

I use this software exclusively for all of the screencasting that I do, and I think it’s the best free screencasting software out there.

Their site is a little bit hard to search around, so here is the direct link to the download:

http://www.camstudio.org/CamStudio20.exe

Until next time,

~E

For that reason I wanted to see a while back if I could get a website to rank purely using PLR or Private Label Rights content.

What are the problems with using plr? Well, for starters if I’ve downloaded it for free… hundreds of other people have. So that means the content is far from unique.

I would say that unedited PLR content is probably the worst content to put on your site, and everyone who sells PLR recommends that you modify or “spin” the PLR articles before posting them.

However, I still wanted to see if it was possible to actually get a site ranked using PLR and to start getting traffic.

So I setup a blog using wordpress. I dropped it on some shared hosting with no dedicated IP. And I uploaded about 40 PLR articles to the blog.

I then set up the wordpress blog to post every day for 3 months… and it’s still posting.

The results? Well… they’re both good and bad.

First off, I’m absolutely non existent in Google (I might also add that the domain is really great and it STILL is non existent). I mean the site is there, and you can search for it specifically, but none of my keywords show up.

HOWEVER! I am first in Yahoo for a term that gets about 1.5M (yes that’s million) searches per month – according to the big G that is.

What about BING? Also non existent.

Now, granted the terms should be hard to rank for. Any term with that much traffic is going to be a bit of a pain to get on the first page of Google with and it may just take some more time.

It would seem though, that there are still super lazy ways of getting traffic these days… even if it’s few and far between.

Let me know what you think about PLR or if you’ve had any experience with it in the comments…

What’s driving your business?

Out From The Crowd. Online Marketing That Works.

Looking to increase sales and revenue? Of course. You’ve likely created a website and are  looking for that ROI to kick in. Well, truth be told, you might be waiting a while.

A website should not just be a glorified business card. It should be your primary tool to drive sales and leads while building your brand. We can help!