Google's Panda Refresh, Facebook's Graph Search and Mobile Marketing
A Marketing article written by Lynne Newbury
Recently announced online – Google revealed their first Panda refresh of 2013, Facebook published Graph Seach and why Mobile Search should be at the top of your list in 2013.
1. Google introduced the Panda update in February 2011 to get more relevant and quality sites higher in the rankings, which keeps their customers happy. This week, they have rolled out a refresh which will only affect 1.2% of English language sites. As an internet user, you will know when searching you want to find your answers as quickly as possible. Google's ultimate goal is to 'give the most relevant answers to their queries'. This means their users will be able to access the content they desire, and it will probably be better for their servers too.
If you're unsure whether your content is relevant, re-check your site's pages and keep in mind:
- Is your content unique and well written?
- Did you write this webpage yourself and does it give customers enough information to get the answers they are searching for?
- Does your article or content include facts without waffling on or duplicating the same thing over and over?
- Does your blog or news provide enough substance compared to other articles on the same topic?
Remember Google thinks of each page as an individual article (much like writing an essay when you were at school, with a title, an introduction, a body and conclusion), so write each page of content with a similar feel; it can also be beneficial to have a page about each individual topic.
2. Facebook announced Graph Search on January 15 using videos to launch and explain what you're likely to find. From friends you used to work with to images that you've liked, you can search anything that's been added to Facebook and get a deeper personalisation than you would using other search engines.
For example, search to find which of your friends likes a particular band, so you can all arrange to get tickets together. Alternatively you could search to find out which bands you would like based on the bands that your friends have 'liked'.
As Mark Zuckerberg says in the launch video 'most people today don't think about Facebook as a place to discover places they could go eat' but now you can, because you can search which restaurants your friends have 'liked'. You'll be able to find people with common interests, or friends of friends with interests the same as you (a bit like a dating site really), and much more.
For businesses, that means getting as many and as varied 'likes' as possible is still a priority, as people will be searching their friends' 'likes'. You should always think about how you can get your customers to like and recommend you. It also means that if people write a negative comment on your wall, you should deal with it and try to use it to improve your business.
3. Review Google's Mobile Playbook to read more about the statistics. Such statistics include 68% of Smartphone users use their Smartphones inside of stores; serving the mobile customer and defining your value proposition; and what you can do to improve your customer's experience. Definitely worth a read.
