The EFI Experiment . . .

How many times a day do you use Google to search for something, entering a particular word or combination of words to get the results that you want? In digital marketing, search-engine optimization (SEO) allows marketers to get their message to those people searching for information relevant to their product, reaching a larger audience and hopefully gaining some of that audience as new clients.

Part of search-engine optimization is using a unique phrase that you and you alone can claim as yours. Due to intense competition for the top spots, it isn’t uncommon to see millions of results when searching for a particular phrase (try googling Britney Spears if you don’t believe me). The goal of SEO is making sure that when a phrase is searched, your phrase is one of the top results.

Last week at Ingenex Digital Marketing we decided to conduct a small experiment and see if each of us could dominate the number one spot on Google. We each chose a phrase that we felt represented ourselves and our internships, and used that in our individual blogs, as well as using the phrases to link to each others’ blogs. My phrase of choice is ‘Digital Eco Fusion‘ and I believe that it truly does define both my internship and who I would like to be upon completing my internship. You can see a snapshot of the Google search results for ‘Digital Eco Fusion’ below; this is before I wrote using the term.

Before Experiment

Before Experiment

Once we wrote our blog posts, making sure to link back to each other, you can see the effect it had on my popularity:

After Experiment

After Experiment

Pretty cool right? Nice to see that SEO really works! This experiment has shown me that successful digital marketing requires both innovation and cooperation, and that I too can be as cool as Britney.

Eco-Savvy Marketing in Ann Arbor: The Google Experiment

If you’re anything like me, anytime you find yourself uncertain about anything, you simply open your browser and ‘Google it.’ I do this literally dozens of times a day (I know, I know…) but until fairly recently had little awareness that I could actually have an influence on what results show at the top of the page. Enter the “Google Experiment.” Creating a more easily searchable online presence is one of Ingenex‘s many specialties. So, one of our assignments for this week was to pick several search terms, weave them into the title and body of our personal blog entries, cross-link everyone’s keywords to our blogs, and watch our chosen terms rise on Google’s search rank. We took two screen shots of our Googled our words pre-blog and post-blog to demonstrate the efficiency that cross linking blogs and blog entries can have. As I am interested in the environmental side of digital marketing, my chosen search keywords were Eco-Savvy Marketing Ann Arbor

 

 

Eco-Savvy Marketing Ann Arbor Before Picture

Eco-Savvy Marketing Ann Arbor Before Picture

Eco-Savvy Marketing Ann Arbor After Picture

As you can see, this experiment proved to be quite successful for my search terms. The rest of the Ingenex team’s blog entries and keywords proved to be similarly successful. Derek wrote on Digital Marketing Education, Pedro chose Experimental Marketing Michigan, Amanda did Marketing an Eco-Friendly Expansion, Nick chose Online Publishing Marketing, and Jennifer worked on Digital Eco Fusion. For more insights regarding keyword and search engine optimization, I suggest you check out their blog posts. Although my personal blog entry was not the first result, it was in the top four. Prior to my blog entry and my fellow interns cross-links, there was no one such thing as ‘eco-savvy marketing in Ann Arbor;’ rather it was a mishmash of vaguely relevant isolated words. Hopefully, after Derek and all interns have posted their weekly eco-friendly blog entry detailing their keywords and linking back to mine, I will see an even higher rank for ‘Eco-Savvy Marketing Ann Arbor’ on Google. This phenomenon, or keyword optimization as the digital pros call it, is extremely important when trying to digitally publicize a product, blog, person or website. Therefore, one’s keyword choice is something that deserves a special degree of thoughtfulness regarding the desired outcomes. As you could imagine, it is important to have several words that are more common and popular. However, if all of your keywords are fairly commonplace, it will be quite difficult for Google to return your desired page with a high rank, as these words are competitive and used frequently on many pages. If in 2-3 words you can carefully describe what it is offered on your site, then you are far more likely to achieve successful results. In the blogosphere, cross-linking to blogs using keywords can achieve similar results to running an online search. As our intern experiment proves, keyword optimization serves as a useful tool to spread the word about your product, blog or website. It can also be an effective tool for the consumer; I can’t tell you how many times I have chosen the higher ranked websites returned from my search. Keyword optimization will prove to be exceptionally useful, especially as we are actively expanding the eco-friendly internship across the midwest and using a variety of different types of media.

So until next time, keep Googling (thoughtfully, of course.)