Guest Blog post by Terry Boddie, Agency Liaison Director at Marketing Media Management

For those working in online marketing, it is clear to see that Google changes a lot. This has a way of getting on some people’s last nerve. Many small businesses lost big the last time Google dropped them from a position in the top sites in search results. This was all because Google changes its algorithms periodically. This had the effect of making Google appear as if it was the bad guy, but there is more than chance when it comes to rankings.

Google looks at more than 200 different criteria when they are giving a webpage its rank. Those companies that use black-hat SEO practices are ever engaging in a war against a formidable foe. Eventually, they can expect to be found out by Google, and during the next change in algorithms, these particular businesses are sure to lose out to those that use only white-hat SEO methods.

The primary goal of Google is to put a stop to these black-hat SEO practices which artificially inflate a site’s rankings. It also wants to reward credible sites that follow the good SEO rules. Online marketing businesses that learn what these rules are and use them will rank high and continue to stay there no matter what.

One very effective technique for increasing the Google ranking of a site is the use of well-written, properly optimized content. This makes it crucial that one create a site which will provide a good customer experience. Another tactic is to include headline tags, place appropriate keywords within articles, use correct URL structure, and include information about the articles through your social media platforms.

It is essential for building traffic to show up high on Google searches. This provides the sales needed to prosper. However, using incorrect methods of getting there will only cause damage in the long run.

Blog post by Farrah Holder, CEO of ThinkNXT Marketing Group

In this fast-paced business world it is often easy to get caught up in trying to sell quickly through online marketing, and only focus on the short-term.  After all, the point of a business is to create more sales and a higher profit, right?

 Well, perhaps the real goal for a business is to sell trust, and even if it doesn’t immediately provide the quick results you look for, selling with the customer’s best interests in mind will lead to steady long term growth.  You may have the option to tell your customers not to buy a product because you know it’s not right for their needs.  Or, you might have to teach customers how to get more out of what they already have instead of buying more.  These are situations where there is a choice between a larger quick sale or creating a loyal and committed customer willing to tell the world about your company.

Of course, this doesn’t mean to just go with a mentality of “the Customer is Always Right”.  You should try to get to the bottom of what each customer wants, and then do what you can to deliver that product or service. However, sometimes customers are simply wrong and their best interests are at stake.  This is when it’s your responsibility to say so and offer a solution; over time this will be beneficial to both of you.

Are your online marketing decisions based on what is best for your customer, or what is best for your business?