Measure Market Impact ...
The business cards, phone book ads and interruption based marketing of yesterday, have been replaced with; responsive web pages, engaging emails and social media, and permission based cross platform marketing. Structural changes signal search engines that your digital message respects their needs.
Being found by search engines like Google, Yahoo and Bing is critical to any impact.
2011 saw Googles Panda search engine algorithm;
• helped web sites with original content rank more highly
• prevented duplicate poor quality, keyword stuffed, content.
In 2012 Google announced Penguin that;
• benefited web sites which used web master tools
• penalized those using bulk web page links for attention.
In 2013 Google Hummingbird;
• focused on fully formed thoughts and whole sentences for better ranking.
In 2014 Pigeon;
• focused search on local results, opening the door wider for mobile search.
Now Chameleon, in 2015, accepts the massive shift to mobile, tablet and "phablet" search.
Chameleon is about a great user mobile web experience.
• Top of the search will go to mobile friendly web pages.
• Web sites missing mobile and responsive abilities miss ranking higher.
Mobile is more than just changing layout for a smaller screen size or fat user fingers.
• Google and the visitor, want immediate, concise, expected, results.
• Search drives visits to every page, so every page is a landing page.
• Ads and pictures at the top of the page can frustrate visitor expectations.
• Design, implementation and timely measurement bring successful messaging.
The significance of being first and comparing well with already mobile friendly competitors is underlined by Google giving advance notice.
Listen to your community, in the wild and at the water cooler.
Your work and web impact will follow.
• Did web contact convert to the desired action?
• It is about them - who are they?
• Get functional market knowledge.
• Explore trends that need respect.
• See perceptions of the groups involved.
• Understand the fears of change in action.
• Is advertising delivering quick impact?
• Is story telling informing visitors?
• Past perspectives of polls and surveys change.
• Know what makes it to top of mind.
• What folks say, do and think today.
• See jargon, time of day and day of week impact.
• Identify seasonality tipping points.
• Research the current 'understanding cycle' location.
This example of community top of mind shifts in B.C., on May 10th, 2013, shows a 13% bump for women. Delivering their messages and platform, in terms of women, helped select politicians get elected a few days later.