Google Introduces Rank Brain Element To Search Engine Algorithm

Two Hundred Factors

For a long time now it has been widely known and understood that Google uses an algorithm called: 'Page Rank' that uses over 200 elements that help Google determine the comparative value of any given webpage against other webpages and by inference, its' legitimate organic ranking position within the Google search engine.

Speculative Value For Each Element

Although the actual elements are  fairly well known Google has continued to be very evasive and non committal about what the value of each element is in the bigger scheme of the overall Humingbird algorithm, probably because of their concern that someone may eventually find a way to fully understand and potentially manipulate the ranking for certain sites.

 RankBrain

Now against this background of secrecy and cloak and dagger, Google has revealed in recent days the arrival of its new RankBrain which is an Artificial Intelligence which now contributes around  a staggering 15% of the overall ranking search result. This means the RankBrain is the third most important of all the two hundred plus elements and the most important of the ones we know about as Google still refuse to confirm which two factors rank above it.

Better Outcomes Against Humans

In a recent interview done with Bloomberg, Google senior research scientist Greg Corrado said that:
"Google search engineers, who spend their days crafting the algorithms that underpin the search software, were asked to eyeball some pages and guess which they thought Google’s search engine technology would rank on top. While the humans guessed correctly 70 percent of the time, RankBrain had an 80 percent success rate.”

 Key Takeout

As Google continues to evolve its ever increasing level of sophistication  with its algorithm and ranking processes, the key take out is simply that all website owners and managers need to have a singular view to not only meet the various know requirements Google insist on but perhaps more importantly ensure first and foremost that the webpage be it a website, blog or business page consistently provides genuine value and quality content that will be appreciated and used by the target audience.

Further Study

To learn more about Google's algorithm and all things digital and social media sign up now for a one day course and book at:
http://www.vecci.org.au/business-solutions/training/short-courses/marketing-sales-and-service/social-media-fundamentals

So until next time, good luck and good marketing.
Regards,
Daniele.

The Rise And Rise Of Wikis

A Quick Way To Influence

The word wiki is a Hawaiian word that means ‘quick’. However in its more common usage the word wiki typically defined as a website or database developed in a collaborative way by a community of users, professionals or general enthusiasts on any general or specific topic, where any or all of the users are able to add and edit content within the database.

I.M.D.B.

Over the last twenty to thirty years we have seen the development and growth of some of the most impressive and powerful of the wikis.   This last week has seen the twenty fifth anniversary of the launch of one of the world’s great wikis in IMDB i.e. The Internet Movie Data Base.

Perhaps as you read this post you can remember twenty years ago when you were buying your home computer you would always ask for a copy of Cinemania thrown in. Well these days of course there is no longer a Cinemania option and what you’ll find is that in the same way Wikipedia (the world’s biggest and best known wiki) put Encarta out of business by the end of 2009.

Cloud Based

The reason for the inevitable demise of these other, formally highly sought after products is simple. When you bought the product you would get a CD or DVD that would from the moment of its release, start to become more and more out of date.  Whereas these remarkable wikis being cloud based are able to be update and refined perpetually and on an ongoing basis, ensuring that the users are always being provided with the most important, relevant and timely information available on that topic and not something that is up to a year out of date.

Editorial Standards

Over time there has also been a pleasing and steady improvement over time that has also been seen in regards to the editorial standards of wikis as well that for me was highlighted by the recent announcement that Wikipedia is now though to be as accurate in its content accuracy as The doyen of encyclopaedia, The Encyclopaedia Britannica. This progressive development has then meant that not only is the information updated and more relevant than other more traditional options but now with a comparable level of accuracy and therefore reliability.

Commercial Applications

The commercial applications for a wiki have only really began to be explored and what is clear is that over time, such a data base can become a key focal point for a specific market or sub market and can have the power to attract, educate and ultimately influence in a positive way thousands and perhaps even millions of target audience members that require some remedy related to your businesses’ are of expertise and focus.

 To learn more about Wikis or any other aspect of social media please join me in any of the upcoming VECCI business courses with a full listing at:
 http://www.vecci.org.au/business-solutions/training/short-courses/marketing-sales-and-service/social-media-fundamentals

So until next time we meet, good luck and good marketing.
Regards,
Daniele.

Competitior Research Using Social Media

The Need For Market Research

By now most if not all businesses are very much aware of the need for robust, regular and relevant market research that an organisation routinely conducts against a competitive landscape to more fully understand the nature of the competition they face in the market place and how their business or brand stacks up against the key rivals they are competing against. This research naturally is a direct source of information for the SWOT analysis and is the key tool from which analysis and subsequent strategy is built and refined over time.

NameChk

One of the very best tools available to all is the incredibly useful and free social media platform: NameChk found at www.nameck.com (as pictured above). This great tool allow you place the business or brand name of any rival firm or product and it will immediately highlight all the key platforms with that name that are taken or available and by inference, not being used as a current marketing platform by the competitior.

 

Brand Specific 

This of course will allow you to save a lot of time and effort by helping you to identify and focus on the key channels that are currently being used to see how the rival is using each and what strategy if any exists the various platforms for them. In the example below for Road Scholars you can clearly see the platforms that are currently being used and those that are not making it a simple task to review current activity with the social media marketing realm.

Greater Insight

Ultimately this tool will allow you to gain a greater insight into a number of key elements including:

• The likely target market the organisation or brand is primarily targeting
• The core message that they are wanting to share with their target market
• Ant secondary messages that are also being  pushed out to the market
• Target audience reactions to content and initiatives by way of comments  
• Other forms of customer engagement such as: Follows, Likes and Shares
• Range of products and services being sold
• Where relevant price points for key product lines, etc. 
  These research findings in many cases may prove to be quite revealing and contrary to what you believed to be the case as a result of shifting positioning and strategy by the rival or perhaps incomplete or flawed earlier research by your business.
  

To learn more about NameCk.com or any other aspect of social media please join me in any of the upcoming VECCI business courses with a full listing at: 
 http://www.vecci.org.au/business-solutions/training/short-courses/marketing-sales-and-service/social-media-fundamentals

So until next time, good luck and good marketing.
Regards,
Daniele.

Ribbonlee: A Classic Case Of Clever Differentiation

Classic Differentiation

Enter: Ribbonlee. Recently during my travels as a consultant with The Digital Enterprise Program I was fortunate enough to come across Jenny McFarlane who is the Founder and Managing Director of Ribbonlee. Ribbonlee is a young business that has certainly me the two criteria mentioned above and as a result has produced a simple yet elegant example of products can be effectively differentiated to great effect.

An Old Favorite

In her case Jenny has taken a much used and loved item namely ribbon and understanding the need to be able to personalise the message on ribbons has used a practical methodology which allows her to write key messages on the ribbon.

 Commercial Applications

The example below of the Passat dealer that uses Jenny's product to personalise the sale for their customers is a great example of adding some wow factor that again allows him to stand out amongst their competitors as well.

 Contact Details

To see more of Jenny's wonderful range of product ideas and applications you can visit her Facebook Page on:

https://www.blogger.com/blogger.g?blogID=1054861230719713709#editor/target=post;postID=5511776103478508315

Or you can contact her directly on:  0404 773 559 or email on: ribbonlee@outlook.com to inquire about how Jenny can add some additional wow factor to your brand or event.

So until next time, good marketing and good luck.

Regards,

Daniele.