Love it. Hate it. You can’t ignore it. The behemoth that is Google. In its efforts to make it search algorithms more dynamic and stringent, it has been doing regular updates on Panda and Penguin. No, do not mistake them to be and animal or a bird. They are code names for Google’s algorithm that police websites which violate Google’s Webmaster Guidelines.
What are the Panda & Penguin Updates?
For Panda, Google said, “This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on”. And for Penguin 2.0, Google said “Important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines.”
Impacts of the Panda & Penguin Updates:
In our efforts to assess the impact of this new-age Panda and Penguin on websites and blogs, we deciphered the following:
• Panda comes in to slap poor quality content that are published with a lot of spam-like keywords. It is up against those ‘authors’ who spam numerous blogs, websites with one blog link, often without any relation.
• Penguin targets indiscriminate use of black hat tactics like keyword stuffing, inorganic advertorials. With these, it becomes imperative on the part of website owners and bloggers to publish content that is original, has quality and which doesn’t spam.
How then can we find our way through this wilderness created by Google Panda and Penguin?
Big question for by now it is obvious that Panda and Penguin penalizes the ‘quick-buck’ seeker in the world of content. Let’s see what options we have in order to promote content in the online world then:
i. Plough in your friends, family, colleagues and social networks using the ever-friendly and popular Facebook, Twitter, Google+ and LinkedIn. Most people definitely more than one of these in their daily life.
ii. Try building an audience in YouTube too by transforming your content, especially product description and services differentiation, at video sites like YouTube.
iii. Project yourself as a thought-leader by uploading whitepapers or slides in document upload sites like SlideShare, AuthorStream
iv. How about transforming snippets of your content into informative creatives and use these infographices on Pinterest?
v. And finally, consider guest blogging. This will give you and your company a lot of visibility thereby helping you to carry the word.
The words ‘Big Data’ seemed to be an alien word, surely from the world of Star Trek and Star Wars. Up until now though. For this ‘alien’ has now come out of the exclusive tech walls, to stay and haunt the world of the humans!! Forgive us for painting such a grim picture, for while the online and offline world is abuzz with the chatter of ‘big data’, no one seems to know with certainty how to tackle the new devil.
Come to the digital world, and the problem seems to be magnified. What with the millions of Facebook likes, tweets, posts, photos, blogs shared everyday. Take a look at this interesting infographics from DOMO. As they rightly said, “With no signs of slowing, the data keeps growing”.
How To Decipher The Big Data In The Digital World?
You would have been ploughing all sorts of data on customer behaviour and preferences through their buying patterns, queries, footprints in the digital media, web server logs, mobile phone call detail records, various analytical tools both from the online and traditional world. And now you are faced with a bigger question – how do you decipher all the data that you have gathered?
Your primary goal is to make better business decisions with the help of this data. Remember, not only the unstructured data constitute big data, but also data generated from transactions and other structured processes.
The need to make ‘sense of it all’ stares you on the face. We help you with a few pointers:
1. First, use the data to analyse which aspect of your product or service you customers are more hooked with.
2. Next, find out where improvements/changes are sought and get them changed accordingly
3. Assess which marketing campaign get you maximum results and document the learnings
4. In the same way, assess which marketing campaign failed and attempt a root-cause analysis.
5. Try to hear what new your customers expect. This can be a good sounding board for you to get into the research mode for a new product.
McKinsey says that Big Data is “The next frontier for innovation, competition, and productivity”. True.It will also be the harbinger of a lot more changes in the way organisations operates, strategizes and communicates.
In the days ahead, the explosion of Big Data will just get bigger. Your state of preparedness to handle this explosion proactively for the benefit of your operations and strategies will be a key game-changer in the competitive market. How well you are prepared will contribute significantly to your success or otherwise.
Image Courtesy: Domo
The past half-decade has witnessed a massive change in the way companies (even countries) do business. Global recession coupled with liquidity crisis, the fall of iconic institutions, collapse of investor-customer confidence, increased regulatory compliance requirements in the aftermath, have left organisations to grapple with stiffer competition, tighter budgets and higher targets. Nowhere perhaps the pressure is so acutely felt than in the sales teams across companies who have to overcome lengthened sales cycles, reduced spending and increased quotas. The direness of the situation has forced many companies to embrace Sales Intelligence programs in a big way. Sales teams are increasingly contextualizing business opportunities by unearthing relevant industry, corporate and personal information to improve the quality and quantity of sales leads. But question is, “How much time can you, or rather, should you devote to research on prospective customers”?
A vital question, since too much time spent on researching could be a waste, while too little may lead to awkwardness in the meeting or the call as the case may be. How do you arrive at the optimal time then? Difficult to pin-point, for it will depend on a variety of factors such as:
• The size of the company under consideration
• The penetration of its brands, particularly, the brand you are vying for
• The history of its marketing strategies
• The prospect you are engaging with
Having said this, the following points will help you to take a call on how much time should be spent on researching about your prospects.
What is the quantum of information available in the public domain? Despite the age of the internet and social-media, you may come across many prospects who do not have much information about their company in the public domain. In most of these cases, you will at best get their basic contact details upon searching. Why then, waste time and resources scouting for what is unavailable? Make sure you advise your sales intelligence team to spend minimal time researching about such prospects.
What is your anticipated deal size? This should be, by far, your most important consideration. It is advisable to have a questionnaire ready, such that the basic details and information are quickly filled in before the team member moves on to the next prospect.
What if you are vying for a large account? An account that could change the dynamics of your business? Suggest you elaborate the essentials to your team emphasising the importance and stakes involved. Give them decent time to draw up an informative list of the prospects footprints across interest areas. Monitor the progress personally so that you get the desired results with minimal waste and rework
Finally, weigh your options of setting up a highly digitised gear or a big sales intelligence team for your prospects research function, ascertain if you really need that kind of infrastructure and an internal 360 Degree monitoring function. Check if you could benefit by outsourcing your sales-intelligence requirements to an expert research agency for monetary consideration, scale and time. A cost-benefit analysis against the above-mentioned parameters should be your path-finder.
For a free sample report on one of your prospects, Click Here.