From an online marketing standpoint, a key element of success is unique and compelling content. This means that someone that works for your company website took the time to create content that is unique to your website, and no other website on the internet has the right to put your content on their website. But what happens when someone outside of your website, maybe a competitor, decides to steal your content and put it on theirs? This is an instance of duplicate content, and it can inadvertently affect your website’s search rankings. If two websites have exactly the same content, how much trust do you have in a search engine’s algorithm that it will automatically know that you were the original creator of that content and not penalize you?

Throughout my experience in this constantly evolving industry, I feel that it is the duty of a Search Engine Optimization Specialist to educate a client on realistic goals for their business. There are many online marketing companies out there that (unfortunately) prey on businesses for one simple reason…because they can. A business owner is not expected to know the basic fundamentals of how SEO works and how to measure success. These non-reputable SEO companies know that Mr/Mrs. Business Owner most likely do not understand how this industry works, so they put on a sales pitch to highlight points that really do not matter.

Recently several of our clients have come to us with concerns about how to most effectively deal with their web sites and web presence in uncertain economic times. In most cases, the old adage, “when times are bad, step on the gas” is highly appropriate, especially when it comes to the web.

Over the years, we've helped companies understand the accretive value of their web and web assets bring to their company, and once they get it, their return on investment typically increases dramatically. Since many companies are buttoning down the hatches and preparing for a recession lasting 4 quarters or more, this means that advertising and marketing budgets are the first to go. But historically, this is when most companies lose out to the ones that increase their sales staff, ad and marketing budgets. The silver lining in all this is that yes you can reduce your yellow page, print, TV and radio ad spend, as while these markets are effective in mass communication, they're shot gun blasts at best, with the relevancy of the blast still somewhat nebulous. Where you can increase your visibility AND specifically target qualified, relevant potential clients and customers is on the Internet. In addition, web advertising is immediately scalable, so that it can fit with your budgets on a daily basis, with immediate ROI results quantified.