Web Marketing Strategy Update

“Chat, flirt, socialize and have fun” is the tagline for the popular social dating site, Badoo. Founder of the site, Andrey Andreev, started Badoo in 2006 when it served only as a photo sharing site. Andrey was living in Spain at the time, and mainly because Spanish girls couldn’t be dated until the male had met her family, he thought it wouldn’t be a good idea to launch the site with a “meet new people” concept.

One year later in 2007 Andrey made an about turn on his initial judgment. He decided to test his views on Spanish women, and repositioned the Badoo as a place to meet new people, rather than just a photo sharing site. This decision came after Andrey observed that even though his site was not earning him revenue, the number of users had grown tremendously within the first year of its launch. The 2007 Google Zeitgeist recorded Badoo as one of the fastest growing search terms, second only to iPhone.
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“Everybody and their dog has a blog.” Many of us have heard of this broad generalization and it’s somewhat true. Blogging has given people a voice, something to get what’s in their mind across to willing readers.

This phenomenon has brought about a blurring of traditional journalism and mass media. What was once unreachable became accessible seemingly overnight. Audiences numbering millions are now easily reached with a laptop and internet connection.

The trouble with this newfound freedom comes in the form of too much information. Every day, countless blogs are created. It’s estimated that more than 1 million blogs are created and abandoned on the same day. Many more are updated only sporadically and a lot of these can be considered trash.
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Link building schemes based on private blog networks appear to be the latest to fall foul of Google’s Panda updates. The recent update released in February comprised of what was at the time a record-setting 40 algorithm changes that aim to improve search quality (another 50 changes were made in March).

I’m not going to detail all the changes, you can find those here, but the February updates appear to subtly improve local search relevancy, personalized search results, and overall, a greater emphasis on weeding out spam and duplication.

Build My Rank Deindexed

Less than a month after the changes have taken effect, the big daddy of private blog networks—Build My Rank (BMR), announces that it is closing its doors to new members. A few days later, BMR admits that most of its websites have been de-indexed by Google. As a result, they have ceased operations.
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While traditional outbound marketing continues to bombard prospects with print advertising, emails, telemarketing, trade shows and more in order to generate leads; inbound marketing concentrates on building longer and more intensive relationships with prospective customers, who are already searching your industry.

The aim of inbound marketing is to find highly targeted prospects and turn them into leads. The idea is to create compelling content which will draw the attention of the prospects who in turn visit the company website for further information about the product.

Inbound Marketing Strategies

How efficient inbound marketing is comes down largely to the quality and variability of your web content. Since the majority of prospects will look for information about your industry using search engines, effective SEO is crucial. Rather than spending a lot of money on paid search advertising, it’s wise to pay more attention to onsite and offsite optimisation techniques. An effective SEO strategy helps generate leads nationally and internationally as well as, crucially, in the local and immediate surrounding areas.
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