The Gervais Group Announces Two Presentations Covering the Best Practices in Social Media for Businesses at Nationwide Marketing Group’s PrimeTime! Show in March, 2013

The Gervais Group, a recognized leader in the execution of web development, internet marketing and reputation management strategies, is pleased to announce that it will be presenting two informative sessions covering the best practices in social media for businesses during Nationwide Marketing Group's "Prime Time" conference and trade show, which starts on March 3rd and runs through March 6th, 2013 in Las Vegas. The presentations, titled "Establish your R.E.I.G.N. over Social Media" will provide insight and information on how companies can successfully Reach out to their target market, Engage with customers, Interact, Get feedback, and Note progress.

 

Topics will include:
An Introduction to Social Media – This discussion will cover how social media works, popular misconceptions, benefits, and risks of participating on social media platforms.
How to Develop and Execute a Customized Social Media Strategy – This section of the presentation will help businesses in their preparation, building and execution of strategies that can build their brand, improve rankings on search engine results pages, engage with new and existing customers, and more.
Metrics and Tools to Measure Social Media Initiatives – Information presented here will provide insights on the ways in which companies can keep their finger on the pulse of their social media initiatives.
The next opportunities in social media – The presentation will close with a discussion of the ongoing evolution of social media and where the next opportunities for businesses will arise.

 

The Gervais Group, founded in 2001 and a strategic partner of the Nationwide Marketing Group, has built its industry leading reputation by delivering cost-effective and result oriented internet marketing solutions for companies across the full spectrum of business. Strategies are customized to each client company based on industry, products/services, related keywords, and a host of additional factors. Initiatives typically target the optimization of rankings on search engine results pages (SERPs), participation across a variety of social media platforms, distribution of high value content, and website design.

 

Nationwide Marketing Group's PrimeTime! Conference is held semi-annually and is attended by thousands of business owners, vendors, and dealers from across the country seeking updates on best practices, the latest industry trends, and networking. Nationwide Marketing Group members now total over 3,000 in number and generate an aggregate of $12 billion in revenues annually.

 

Said Jason Gervais, Senior Project Manager of the Gervais Group, "The entire team at Gervais Group is very excited about our participation with Nationwide Marketing Group at the PrimeTime event in Las Vegas". He added, "Being asked by Nationwide to speak at the event is quite an honor and we are looking forward to presenting high value information that can take the social media initiatives of those in attendance to the next level".

 

Presentations by the Gervais Group at the conference are scheduled for Monday, March 4th from 7:30am to 8:45am and Tuesday, March 5th from 9:00am to 10:15.

Featured News

  • User Experience and SEO

    SEO

     

    Prior to Google’s implementation of the Hummingbird algorithm in the second half of 2013, search engine optimization and delivering a positive user experience with published content were distinctly different practices. Despite Google’s mission to surface high value content, its algorithms were easily manipulated with SEO tricks that didn’t necessarily deliver the information that the search engine users were looking for. At the same time, content that delivered relevant information often earned lower rankings than poorly written articles that prioritized packing in keywords over adding value.

     

    Hand it to Google, the search engine has stayed true to its commitment to deliver improved user experiences and is now far less vulnerable to manipulative practices. Its ranking algorithm now factors a variety of signals that result from positive user experiences, including:        

            

            Links from authority sites – Content that contains valuable source material, topic-relevant information or delivers a positive user experience in general can earn links from authority sites to provide additional information or to be cited as a reference. These links carry an increasing amount of weight in the ranking algorithms due to the quasi-vetting process from originating authority sites. This is a completely different ranking methodology than the one which rewarded web pages that had thousands of spammy backlinks purchased for a few pennies each.       

            Social actions – When content is posted to social media platforms such as Twitter and Facebook, user can elect to share that material with their friends and/or followers. Sharing or liking posted content is referred to as a social action, which is an indication that the content delivers a positive user experience, whether it’s entertaining, informative or a combination of the two. Steady and/or increasing social actions with specific web pages can then boost rankings due to the implied legitimacy of independent referrals.    

             Active and positive comment threads – Quality content draws engagement in the form of active commentary threads. Content that is generating shares and likes will also elicit commentary, with the actions reinforcing each other when being weighed by search algorithms. While these reinforcing actions are great for SEO campaigns, they are equally capable of driving higher rankings for negative content, such as news stories.    

     

    In today’s SEO campaigns, manipulating the algorithms has become increasingly difficult. This is due in part to the growing sophistication in algorithm methodology that can detect spammy links and content. It is also due to the evolution in the way people communicate and share information on the web. The paradigm change now forces SEO and content distribution campaigns to focus on the same primary goal; delivering a positive user experience. 

  • One SEO Change to Implement Now

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    As the sophistication of search algorithms continues to increase, search engines are improving their understanding of what their users are looking for with their inquiries. Prior to replacing its search methodology with the Hummingbird algorithm in 2013, search results typically showed results that had a high percentage of the same keywords included in users’ inquiries. While the pages that were returned based on keyword matches generally reflected some relevance to the search, there were also results that had nothing to do with the nature of the inquiry.

     

    Two of the primary reasons for these unrelated results were black hat techniques that were used to trick the early algorithms into granting high ratings, as well as words that were spelled the same but had different meanings, known as homonyms. An example of a homonym is the word “lead”, which can either be a noun as in the metal or a verb as in “to guide”. An inquiry such as “lead dog” could list sculptures of dogs made of the metal as well as dog teams in the Iditarod race. Refining the search to “what is a lead dog Iditarod” could still return mixed results. With the implementation of the Hummingbird algorithm, searches provided results based on the context of the inquiry, rather than trying to find pages with identical keywords.

     

    The change to contextual search, in addition to providing a higher percentage of relevant results for all users, was also influenced by the more conversational nature of inquiries from mobile device users. When voice commands are used, it’s more natural to ask a question than limiting inquiries to a few key words. As the search phrases became longer, keyword-based algorithms struggled to return listings that answered the questions that were being posed, which required follow-on searches and lead to a less than optimal user experience.

     

    For businesses that have not changed the foundation of their SEO initiatives to the new search methodology, previously high rankings are likely to start falling, if they haven’t already. The key to success in context-based search is to modify content so that it answers the questions posed verbally by mobile users. As a simple example, a searcher may pose the question “Where is a pizza place in Anytown?” Content that answers that question, which would earn a higher search listing, would include something like “Jack’s Pizza is located at 123 Main Street in Anytown.”

     

    As Google and the rest of the search engines try to deliver the best user experience possible, the focus is on eliminating listings that don’t deliver the answers sought by searchers. To that end, the listings that are presented will increasingly address the full context of inquiries with the delivery of specific answers. In this environment the SEO campaigns that are modified to answer questions, rather than match keywords to searches, will deliver website and storefront visits which will drive revenues.  

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