Posts Tagged ‘communication’

SEO must embrace brand principles

In order for SEO to become a fully integrated part of the marketing mix, it must pay more attention to how it fits itself in with overall marketing strategy.

A main element that is currently neglected by SEO is brand.

SEO can no longer simply be about achieving brand awareness, as the methods it uses to achieve brand awareness encompass a far broader spectrum of brand components. Does our SEO strategy fit in with the brand values – is it fun, forward thinking or environmental, for example? What about our interaction with others? And which links will support the brand image?

At present, these questions are ignored by many in the SEO community, but it could be the missing piece in the jigsaw. Thinking about these questions will allow you to work with bigger brands – brands that have developed beyond a mere logo and into a philosophy. A philosophy that you must become part of…or at the very least, compromise with!

It may blur the lines between SEO and other marketing functions, but Google dictates this must be so in order to be successful in the rankings. Buying or reciprocating links will not work for the bigger clients with the popular keywords.

As such, marketing is beginning to realise that SEO is no longer the little brother that can survive off pocket money – it has grown up and must be invited to the party. But to make sure it’s invited back, it must behave appropriately! And this means paying attention to the needs of the brand it’s working with.

What is Ruby On Rails?

Ruby on Rails is a full stack framework that enables the creation of database driven websites and applications. Ruby on Rails is revolutionising the web industry. It enables programmers to create web applications in a better structured, highly productive environment and one that lends itself to agile practices (small iterations, great customer communication, and evolving software) and full application testing (you know your website works before you release it!).

One of the great aspects of rails is that it is open source software. This means to the developer that there is a great active community providing support, additional plug ins, and bug fixes very quickly. To the business owner it means no licence fees to pay, low setup costs and hosting is kept to a minimal as Ruby on Rails applications are usually hosted on Linux (an open source operating system).

The Ruby on Rails community is fast expanding and Rails itself is in a stage of maturity now where it is seeing widespread adoption across the board, from start-ups to large blue chip organisations and governmental departments.

One of the more well known sites on Rails is twitter, which was originally written on Ruby on Rails. Many of the top 10 facebook applications were written in Rails, and companies in the UK using rails include the BBC, Sun Microsystems, JP Morgan, CapGemini, Amazon to name a few.

Whatever you may need to do, from making a facebook application to creating a social network, to an e-commerce site, to Software as a Service, or corporate internal applications, the Ruby on Rails framework is a very solid and robust interface to build on.

Guest post from Jason Green of Dynamic50 - Boutique Web Design and Development in Ruby on Rails

Is Google too awkward?

It‘s understandable that Google doesn’t like to offer too much help to those mystified by its algorithm. If it let all the details out then providing users with a valued list of results will become almost impossible. But is it just sometimes too…awkward? And could this be a chink in its armour in the future?

Its ‘awkwardness’ stems from its lack of communication and facelessness. This has not gone unnoticed though – right from the beginning it has changed their logo to reflect current events in an attempt to connect with its audience. And it has wheeled out Matt Cutts in order to give the organisation a human outlet for problem solving for those attempting to maximise the opportunities that the Google search model presents. Plus, those within the realm of Google Adwords can access a representative for help.

To Tweet or Not To Tweet?

To Tweet or Not to Tweet ? That is the question. Or…is it? In the constantly evolving world of modern communication, can we even afford to question whether or not to plunge ourselves wholeheartedly into the online community?

Web-communication’s most recent development is Twitter; taking the simplest part of Facebook – the status update – and doing-away with all the excess nonsense that normally comes with it. Instead of making a long-winded profile about yourself, complete with all the useless information that nobody is interested to read – birth town, political views, religious beliefs and favourite quotations for example – Twitter asks of us only that we answer one simple question; “What are you doing?”

A couple of years ago, I would probably have phoned the police in a panic if a website asked me such a question, but today I feel almost empowered to respond with a cheeky “What aren’t I doing…” or maybe an ironic “Writing about what I am doing…”. Regarding our actual Tweets (since both those responses are terribly lame), there is something very ego-soothing about typing your daily activities into the internet, in the firm belief that SOMEBODY is out there and is interested. It’s a classically human trait to crave attention - even justification - and it makes me wonder; has the internet actually become the new God? It knows everything, we turn to it in times of need and, most importantly, it provides us with that comforting feeling that there is always somebody out there that cares. In the absence of a God that created us, have we gone ahead created a God for ourselves - in the form of one another?

Perhaps, but I digress. So, blasphemous thoughts aside, I wonder; at the rate at which technology is advancing, how much longer before even Twitter is made redundant? How long before even the need to physically type out our thoughts is eradicated? Would it really be such a huge step forwards to have everybody wired into one massive, extelligent mind, wherein all our mental chemical balances are monitored to provide an accurate representation of our emotional state and mental functioning at any time? Hell, combined with GPS chips in our necks, microphone implants beneath the tongues and tiny speakers in our auditory canals and we may as well be in The Sims! We could even wear hats that display our current needs to allow other people to treat in the most appropriate manner; when “Toilet” starts flashing red, for example, everybody can run for cover!

One might ask the question; would that really be such a bad thing? We, as humans, rarely know what is right for us at the best of times – need some evidence? Just look outside! The world is dying and what is our solution? Biodegradable shopping bags; woooo! A small step in the right direction for sure but, in a race to save the entire world, I get the feeling we should try running. But then again we, the little people, need leaders. So what can we expect when the government that we put in power to protect and serve us, steal our money and send us to war when we explicitly say no? The fact that we haven’t rebelled and overthrown these people already is probably a decent indication that we are in no position to take control of our own existence, let alone that of the planet!

But maybe that is the point; have we become so engrossed in documenting our own little lives in Facebook pictures and Twitter updates that we have lost sight of the bigger issues? I know for a fact that I spend many more hours updating my band’s Facebook group than I do applying for jobs; I also spend many more evenings on my Xbox, increasing the stats of my created wrestlers on WWE Raw vs. Smackdown than I do in the gym. Somehow, somewhere I have become utterly disengaged with the real world…and I don’t know to what extent documenting my every lack of movement in Twitter will help…

Clearly I am exaggerating the issue; I may be able to accurately relate my feelings to appropriate emoticons, but I haven’t yet got as far as using “lol” in spoken conversation – that would be ridiculous. The question I am raising though is just that; how far is too far? Meeting your future wife online also seems acceptable, but what about falling in love with another person’s World of Warcraft character? Clearly it is not up to me to judge these things; I’m just thinking that maybe we should pay attention to just how much of our lives we commit to the web.

So, to Tweet or not to Tweet? In my opinion, it depends who you are; if you have a lot of interesting things to say and show people – go for it! If you, like me, are rather uninteresting – leave it to Jonathon Ross yeah? But, whatever you do, remeber that one day even Twitter will be redundant; don’t pour so much of your life into it that, when this day comes around, you are left with nothing but a lot of updates about your eating and sleeping habits.

And that concludes my first Blueclaw post. Huzzah and hooray! Keep reading :)