Cover Your Assets

Do you know how and where you business domain name ( is controlled.  Many times the business owner, or their administrative assistants have no idea.

Your domain name is a key business asset and needs to be protected.

In the olden days (five years ago in Internet time), when you wanted to buy your domain name, someone on your behalf would contact a domain registry (such as Network Solutions, GoDaddy,, etc.) and fill out all the application information for you.  Since it was technical in nature, you passively went along with what they recommended.  Whoever filled out your registration form (typically your web site developer or hosting company) usually became the technical contact and the administrative contact responsible for the management of your web domain.

You Don't Need One Web Site. You Need Five.

Virtually every company today has a presence on the Internet - most have only their primary web site. Very few companies today really understand the Internet, content marketing and social media. Most limit their web presence to a cookie-cutter web site, with a few dozen content pages (which never change), and looks like dozens of other sites. The result basically is a “web billboard” that has no uniqueness or authority. With so many web sites out there, the question begs to be asked: What is your company doing differently on the web to attract new customers?

The Internet has changed the way we communicate and interact with each other. We all turn to Google,  Bing, Yelp, Tripadvisor, etc. as the first step in the purchasing process. It’s the norm for today. The individual does his or her own research for quality, value, cost and has 80% of the shopping decision complete when they make the call.

That’s why it’s critical to the success of your company to have a Web marketing strategy designed for this behavior. You have to be found on the web, and then your story and product and value has to be compelling enough to get the phone call or email.

Is your site visually interesting and does it get your message across quickly enough? Web design is in the midst of a huge change right now. Tied together with responsive (mobile) design requirements, web site design is now moving toward large “in-your-face” graphics, short quick tag lines, contact forms and calls to action. Flash is out, JavaScript “sliders" are in.

At the same time, Google has changed how it ranks site. It’s now all based on trust and authority, which really means “quality content”. So, if your site is being designed for a quick, powerful message and call to action, where do you put the story and all the quality content?

The answer is in your blog and your social media outlets. If you don’t have a blog now, get one. Internal to your site, or external to your site (opinions differ) but in the long run, it really doesn’t matter. You just need a place to tell the world all the smart things your company has done, and how to solve problems your targeted audience may encounter.

So, today, you no longer need one web site. You need five.

You need your primary site to be visually attractive and informative. It needs to be easy to see what your business does better than your competition. And it needs to be easy to get in touch with you.

The other four sites are made up of your YouTube channel, your Facebook page, your LinkedIn company page, and your Twitter presence. These are just the basics. You can add many more social outlets, online document sites, press release sites and industry associations. It takes a lot of time and it requires good quality content with a common message of your value proposition to drive all these pieces.

If you need help, drop us an email at

What's All This Panda and Penguin Stuff?

If you've been interested in better Google rankings, chances are you've heard of Panda and Penguin. You're asking yourself what in the world do these two cute animals have to do with Internet Marketing and Search Engine Optimization.

Well, turns out Panda's and Penguin's have a huge impact on web marketing. Before I explain, let me lay a little foundation.

Google has always used a complex search algorithm to evaluate a web site's relevancy in respect to search terms. In the early days it was easy. Pretty much just the number of key words on a site. But that was too easy to fool, as the spammers soon learned. 

Keep in mind though, Google's product is the "search result". The quality of their search result is very important. If you get nothing but spammy sites returned from a search, you'd soon stop using that search engine. So, in order to provide the highest quality results, Google has always had to manipulate their algorithm to stay ahead of the spammers. As Google got more sophisticated, so did the spammers. New, legitimate SEO companies appeared on the scene to provide "white hat" SEO techniques that were effective and legal (with Google). But soon good SEO companies figured out how to use "proper" SEO techniques to their advantage. The system became gamed.