“The Hunt for Red October” is one of my all-time favorites, both in book and movie form. It’s about a Russian Naval Commander trying to take a nuclear submarine, the Red October, and its crew to the United States to defect while trying to dodge the pursuit of another Russian submarine. During the pursuit he comes face to face with an American crew trying to ascertain the Red October’s intentions.
“Right full rudder, full reverse!”
When the Russians figure out that Red October has disappeared, they have to coordinate a “rescue effort” with the Americans to find an optimal solution for the Red October’s safe return. As the search continues, the Americans find themselves in a different situation than they anticipated, which causes them to change their strategy. Since the true motive of Captain Ramius is to defect and the Russians want to stop this at all costs, the Americans have to outmaneuver their Russian counterpart in order to help Captain Ramius to safely defect to the US.
This is very similar to the Search Industry in general. You’ve optimized a site but then Google releases another update that forces you to make changes to your online marketing strategy. In the past few weeks Google released the “Penguin” update that was intended to target web spammers. However, many companies have had their sites affected even if they have not been doing “spam” techniques. It has caused them to make changes in their strategy in order to avoid Google’s ongoing changes. And Google will continue to make changes to their search algorithm so companies need to continue to be flexible and ready to adjust their online marketing strategies to stay up to date with the latest changes as needed.
“All Back full!”
Major algorithm changes like this cause some businesses to realize that their online marketing strategy is outdated, not only in their search techniques but also in their overall Internet approach. When that happens, they may need to simply begin again. That can include a new comprehensive SEO strategy that is optimized for the most recent search engine changes.
In addition, they should look at a market demand analysis for their business, their value proposition, lead optimization, and conversion optimization on their website to increase overall leads and sales once a visitor arrives at their site. When the online marketing strategy is reviewed as a whole instead of simply looking at search, the end product will truly reflect the quality of services their business provides and, more importantly, customers will be able to find and do business with them in a faster more efficient way.
“I would like to live in Montana”
After many twists and turns, the Red October enters United States waters safely and Captain Ramius is able to start his new life in the U.S. Their trip was not as easy as simply setting sail and stopping once they reached America. They had to navigate and battle their way around several obstacles. For a business to succeed online, you must also develop a comprehensive strategy that can adapt to the constant changes in the search engines and in how visitors respond to your message once they land on your site.
Xcellimark works with clients on comprehensive online marketing plans designed to make you successful. That way you can more easily dodge the Google bombs as they continue to make algorithm changes and you will be able to close more business once visitors reach your website.