We all work hard to create a memorable brand. And then we want to tell the world about it. In today's playing field, it's all about using offline media (radio, tv, print) to guide traffic towards your online media to create a conversion (whatever your company defines as a conversion).
Part of that strategy also involves search engine optimizing. We have spent considerable time learning as much as we can for our clients and creative partners to ensure their message has the best opportunity of being found, heard, seen. However learning the rules of optimizing is kind of like kayaking down a winding, wild river. You never know when a rock is going to pop up, or nature throws you a curve.
Google introduced Panda, and then Penguin to try and create a more level playing field. They wanted to penalize companies whose websites were simply loaded up with seo tricks to boost them above their competitors. The objective was and still is to encourage companies and individuals to simply create meaningful content in their area of specialization.
We follow as many experts as possible, as we believe it's difficult to be the best at multi disciplines. In addition to our relationship with Search Engine People in the Toronto area, we also follow SearchEngineLand for their excellent online blog material. Here's an article from earlier this year talking about over optimizing.
The moral of the story is still, create solid content in your area of expertise. (Build it and they will come).
With over 30 years experience, Tim McLarty currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.