Archive for September, 2010

Inbound Marketing and Power

September 10th, 2010 by Nils Vinje

It is not always easy to get a client, external or internal, to do what you need them to do.

The world of Inbound Marketing necessitates involvement from many different entities within an organization and one group often has overall responsibility.  The responsibility of this group is greater than just to produce instructions for others to implement, their responsibility is to develop power to get things done.  I define Power as the ability to get things done through other people.  This does not mean that the group is anointed as powerful and everyone must follow what they say.  Instead, the group must develop power in their own way regardless of what title/authority has been formally given to them.

Sometimes, other groups will put up barriers and make it difficult to get changes made to a site or other inbound marketing material.  In these situations, it is important to think about the following:

1)   What kind of power does this group have in the organization?
2)   What other groups are closely aligned with this group?
3)   Who in the organization supports this group?
4)   How can your group become more closely aligned with this group or those that support the group?

If you or your group is responsible for any portion of your company’s Inbound Marketing strategy, try thinking about the way you work with other people from an organizational behavior perspective and see what kind of power you can develop to get things done.

How do you develop power to get things done?

Thoughts on Google Instant

September 9th, 2010 by Joe Lucas

We’ve been getting a lot of questions today about our thoughts around the launch of Google Instant and what this ultimately means for search.  Overall, I think this was a positive change because it makes search more accessible to a wider audience and in my opinion, it’s a killer feature.  I see a few big effects of Google’s new feature.

First, predicative queries should allow users to get to a more varied set of information than they otherwise would have.  Why?  Because Google now makes it easier to construct longer, more specific queries.  When a user starts typing in what they are looking for, google will not only predict what that is, but will also provide the user with other alternatives.  For example, typing in “San Francisco “ provides a user with some suggestions of what to search for.  The user can easily filter through that and then combine them with other suggestions to really explore the results of what they are looking for.

The second effect is the auto refreshing of results.  This really allows the user to explore the results of a query and then easily refine them.  This can be done right from the search box without having to wait for a full page refresh.  This makes refining queries and exploring results much quicker and easier.

The overall effect of these major features will be to put more of an emphasis on long tail queries.  We’ve done some research in the past on query length and I expect a trend to form placing more volume on longer, more specific queries.  Obviously, we’ll be monitoring this to see if it comes true.

SEO Implications

From a pure SEO standpoint, I don’t think this really shifts anything in the overall strategy.  There are already people calling this the end of SEO and other non-sensical claims.  I don’t want to re-iterate counter arguments to this, especially since Danny Sullivan has already done so in a very eloquent fashion.  In short, it’s not and likely it’s probably a good thing for SEO.

What are your thoughts on Google Instant?  Have you started doing anything different because of it?  Leave us some comments below and let the discussion continue.