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Saturday, August 21, 2010

I know it sounds incredibly odd, but it seems like a number of my colleagues, friends, and acquaintances all have been complaining about Web site issues as of late.  In fact, last week I experienced the same thing.  The reason that I was unable to make a post last week was because Google decided to ban this blog.  Okay, I know that I'm not the best writer in the world but is it really that bad?

The Google Algorithm
Google is always evaluating the quality of web sites, blogs, and online assets.  And I would argue that their algorithm is one of the best around - but it's not perfect.  That's right.  I'm not afraid to admit it.  Google can ban me if they want, but the reality is that the Internet is a lot like space, continually expanding and something you can never truly get in front of.

As the Web expands so does Google's algorithm.  But they can't necessarily predict the changes or the criteria by which to evaluate quality.  Quality is an ambiguous term.  What defines quality for one person can be largely different than the next.

Marketing Sites
A friend was recently telling me that his Web site was hacked.  He went to log on through his admin control panel (WordPress) and wasn't even able to access his dashboard.  He quickly discovered that his web site was now being redirected to a pharmaceutical promoting web site (which will go unnamed).  WordPress, Blogger, and other programs are not invulnerable and you should consider that when managing your blogs.

The motto of this story is to obviously back up your work when possible.  We take so many things for granted that it's good to remind ourselves that we're dealing with imperfect hosts, web sites, blogs, and so on.  This is one of the reasons that I talk about diversification.  Are you putting all of your eggs into a single blog?  A single web site?  Are you thinking that way when it comes to your Internet marketing?

In marketing we know that individuals need to hear messages multiple times, in different ways.  Treat your online business the same.  Don't focus all of your effort on a single campaign.  Rather, use multiple properties and multiple promotions.  Auto responders, downloads, online Webinars.  These are all great methods for reaching your target audience and building your brand.

Keep Your Marketing Expanding
One thing that I've learned in my thirteen years of marketing is to stick with what works.  I've only heard of a few situations over the years where someone tried a tactic, it didn't work, and then they tried it again and had tremendous success.  What I'm saying is that stick with what you know works and experiment with new promotions or campaigns.  If you want to try something a second time that you think you could have done better - great.  But if it doesn't work in round two, you best move on.

I think that's enough rambling for now.  The take-a-ways, protect your web sites and blogs, back up your work, and make sure your using different campaigns to drive traffic, visitors, and sales!


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