Google Bug Fix Highlights Importance of Updates

Scott Lambert

Last week there was widespread panic in the world of internet marketing after keyword information disappeared from Google. Rumors flew around about the possible cause – was it related to the search engine’s professed concerns with privacy? Was it an attempt to reduce the power of marketers?

Yesterday Google revealed the answer: it was just a bug all along. What the bug has done is to highlight the importance of regularly updating keywords, which is something that many businesses have never devoted enough time to.

Now that the bug has been fixed, it is possible to access updated information using Google Webmaster Tools. This makes it possible for businesses to find out how people found their sites, meaning that they can focus their marketing efforts on popular search terms. Using this information properly is not just about search engine optimization. It is also about identifying customer interests and concerns; for instance, if a lot of people searching for two products end up on a site that only sells one of them, it might be worth the site owner’s while to start stocking the other.

The importance of using keywords in marketing is generally quite well understood, and most people keep track of the need to adjust them to cope with changes in search engine filters. What is less well understood is the importance of changing and updating them on a regular basis. While it is wise to structure a site around a few key messages and use that approach to build up a brand, it is important to recognize that the dynamics of the marketplace are constantly shifting and search engine users are looking for different things in different ways. Viral marketing successes and news events can change the way a product or service is commonly described overnight, and those sites that adjust most quickly will often find themselves moving up in the rankings.

Despite this, there are many sites out there that have been set up with strong basic keywording and then just left. Over time, these risk losing their power to attract new customers. Even if other aspects of their internet marketing campaigns are strong, the businesses that own them will be wasting opportunities by failing to fully capitalize on their search engine optimization potential. Ideally, keywords should be monitored on at least a weekly basis and more frequently if the area of business is a news topic at the time. For advice on how to manage this effectively, call Xcellimark at 888-318-3950 ext 211 to speak with an internet marketing consultant today.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: SEO

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