Do You Have an Agile Online Marketing Plan?

October 14th, 2012 by | Print

If you’ve paid any attention to the changes within the marketing world, especially online, you’ve seen ongoing stories of new and emerging social media networks and new and updated search engine algorithms. How are you adjusting your marketing strategies and tactics to take advantage of these changes?


Google Updates

Google continues to update its algorithms, Panda and Penguin. The Panda algorithm primarily focuses on filtering low quality content, while its cousin the Penguin algorithm focuses on reducing web spam. On September 27th, Google announced its 20th update to Panda to reduce the number of low-quality exact domain matches. What does this mean? Let’s say that you offer SEO services and your domain name was If someone were to enter “SEO services” into Google your website should rank highly. Google looks to filter out sites that purchase domain names using keywords that have little page content matching the domain or reduce the number of other organic listing returns on URLs that don’t match the user’s search intent. Then on October 5th, Google announced its third update to Penguin having little impact on English language sites. Additionally, on October 9th, Google made changes to further impact spammy ‘top heavy’ sites. Basically, any sites that have a significant amount of ads above the fold will have their rankings penalized.

How should these updates impact your marketing?

You have to pay attention to your tactics. If you are purchasing keyword rich domains to drive people towards sites that offer little of valuable content that matches the keywords, stop. If you are loading the above-the-fold portion of your website (the section viewers see when landing on the page without having to scroll down), make some changes.


YouTube Updates

YouTube, the Google owned online video directory, has evolved from ranking videos by clicks to length of video viewings and engagement. While we all want viewers, there are various marketing strategies and tactics you can use to just get your views for your YouTube videos and thus improving your popularity ranking. However, ultimately, you need viewers who find value in your videos and take a predetermined action after they finishing watching.

What changes should you make to your YouTube videos based upon this update?

First, make videos with content that is of interest and value for a specific audience. Second, consider the length of time of each video. It’s best to record videos that are 5 minutes or less, with 2 minutes or less being optimal. If you have content that last longer, break up your content into a series. This will give you shorter videos that more people are likely to view until the end, plus it gives you a reason to market the other videos in the series bringing viewers back to your YouTube channel more frequently and increasing the likelihood of engagement. Third, market your video to a specific market. You can create enticing marketing to bring viewers to your videos, but if they are the wrong audience, you will increase the number of people who bounce back out of the video quickly, diminishing your rankings on YouTube.


Stay Focused

If you don’t have an online marketing plan, you should. And if you do, it needs to be a flexible, living plan like any business plan. There are going to be changes in the marketplace. You need addresses how your marketing team will stay abreast of these updates and how they will react to them while remaining dedicated to your goals.

If you need help developing and managing an online marketing plan, contact me at

All the Best,

Doug Dolan
The Solopreneur’s Guide


Leave a Reply

Security Code: