Organic Search Rankings and Social Media

Today in my blog we will once again be taking another look at the Microsoft Corporation. Specifically, I will be talking about how high their organic search rankings are through a real search engine on the web. Seeing how a company ranks in a search engine is a good way to determine their effectiveness at SEM or Search engine marketing.  Having impeccable SEM is an extremely crucial step for a business in this day in age to run at an optimal level.  Since we live in a digital era having this high ranking is great search engine marketing because a higher ranking gives more potential consumers a chance to see that company first. So in theory having people view that company first when searching for products related to that company can lead to higher sales and overall market share.  In addition to their SEM, finding and analyzing their social media presence on the web will be covered. Social media is just as important to companies such as Microsoft because of the exposure and interactivity it creates with consumers.    

               The search engine I am currently using to analyze Microsoft in this blog is google. In order for a Microsoft to get their name on the web they first develop a strategy designed to show the consumers what they are about. They then start a campaign where they create a website full of information and key words that are meant to be pulled up once searched in an engine. In order to have these words highlighted in a search engine Microsoft writes HTML code that links the searched word or words to their website. After using google to search Microsoft it is apparent that Microsoft’s organic ranking works pretty well for one big reason. Like every other huge corporation they created a SEO campaign and followed the process used by many marketers that is comprised of 5 to 6 steps. They begin this process by knowing for sure who their target market is, which means they know exactly what their customers are searching online. Knowing who their market is makes it a lot easier on a marketer when it comes to placing keywords. This intimate knowledge of who wants to buy Microsoft products helps the company narrow down the keywords needed to register with a search engine company. Altogether this ensures that Microsoft is one of the first companies to appear once chosen keywords are searched relating to them or their products. When it comes to keys words they uses a variety of them for their products. Being a tech company words such as tablet, computer, and windows are what they focus a bulk of their key wording around. These are some very important words since if any of these are typed into a search engine than Microsoft is the first if not one of the first companies to appear from the search. As said before being one the first companies to appear is great for business since people more than likely will click on some of the first links provided to them.

                Another key aspect of Microsoft maintaining a strong presence on the web is through their use of Social media. As stated earlier in my blog Social media is a great tool that Microsoft uses in order to increase popularity amongst existing and future consumers. Still just like their search engine ranking, Microsoft also has to develop a strategy when using social media to best address the consumer. The strategy that many companies follow like Microsoft uses social media in four different ways. These manipulations of social media include using it to listen, communicate, engage, and collaborate with consumers. So to check their presence within social media I started by checking to see if they were on Twitter and Facebook, which I consider to be the big 2 in SM. As far as I can tell they use these two different Medias to mainly listen, and communicate. Through both Twitter and Facebook Microsoft can listen very well to their consumers providing them the information or feedback they are seeking. These sites allow them to become much more active with consumers since SM helps Microsoft extend its ability to reach their target market. In addition the immediacy provided by the internet lets the company listen and communicate back to their market in a real time response that otherwise would not be as quick or open for other to see.

             Personally I think that Microsoft’s organic search ranking has covered all the basic steps of having a good SEO campaign. They know who they are selling to, what they want, and they know keywords associated with their products that will be put in a search engine. I can only really see them improving in the field of Social Media. I say this because they only utilize 2 of the 4 steps seen in any SMM strategy. If they could somehow incorporate more engagement and collaboration amongst their customers than it would not be impossible to think that total value as a company will increase.

The use of Google Alerts

Earlier in the semester I set up a google alerts account to help keep in close touch with the three companies I am following. This helpful little tool send me updates when anything comes across the web that deal directly with my companies, and what they are currently doing to increase value to their individual companies. So far every email I have gotten from google alerts has given me great information about my companies.

They also follow great email design principles. The formatting is very simple with a good bit of concise information which isn’t too long but gives the reader the gist of what is being said.  In addition the articles provide pictures that give the articles a much more personal touch, and help give a better understanding of what is happening. These updates also do a great job of separating articles in categories. Such as distinguishing between what htmls are news relates and which ones are product related. The design over all works because of how easy and instant it is to get the information off the internet. As far as I can tell they all are in compliance with the CAN-SPAM act. There might be a couple of changes needed in the design but nothing major. If I could change anything it would be the amount information given to the reader. As of now it is short and sweet, but I feel that to engage the reader better, than a little bit more information explaining the article is needed. Conducting an A/B testing would be a great way in determining what does and does not work with these notifications. So for the A/B testing I would incorporate my idea of using longer text rather than shorter text in the alerts. I also think testing whether or not the use of pictures is effective in captivating the reader.

                  After taking a look at fenders company website it is evident they make great use of internet marketing. Fender stays interactive by allowing people to have the chance to winning special promotions for fender products. They also have great customer service and contact departments meant to help inform customers about their products. Their response time is almost instant whether it be through helpful information put on their site, or even a simple phone call with a fender company representative. The company also keeps huge banners of their finest products embedded in their website with the option to learn more about the products. These banners are meant to show the quality of the company’s inventory, and are also meant to entice the customer into making a purchase. The Fender Company also uses good direct marketing tactics on those who actually sign up for a Fender account. Once signed up someone is able to receive updates of fender promotions and events. This keeps the customer engaged and more personally in touch with the company. It also allows for their current customers to give feedback, which could prove very beneficial in determining how operations will be conducted in the future.

Official Fender company website

http://www.fender.com/