Why Too Much SEO Will Hurt Your Page Rank

Not only are websites with excessive keyword repetition in the copy annoying to read, but after a certain number of instances they can sometimes do more harm than good. In the past Google has denied allegations that they will lower a website's page rank based on over-optimized SEO.

This practice has been benign until now but things are about to change. During a panel on SEO at the Southwest Music Conference and Festival (SXSW) in mid-March, Google’s Matt Cutts let slip that “over-optimized” or “overly SEOed” websites will be penalized in the future.

“We are trying to make GoogleBot smarter, make our relevance better, and we are also looking for those who abuse it, like too many keywords on a page, or exchange way too many links or go well beyond what you normally expect. We have several engineers on my team working on this right now.”

Why strictly focus on digital?

Why focus on digital marketing and communications? The answer seems obvious to me, but the question keeps coming up in its various forms. Why don't we create print campaigns? Why don't we provide traditional advertising? I've got a few answers for you, but first let me explain what falls into the category of digital.

What is Digital?

To us, digital means anything you will view and interact with on a screen. This includes websites, apps, video, social media, e-commerce, SEO, digital identity and presentations. For the most part, our services are summed up on the offerings page on our website, but of course every project is unique and there's a good chance we're working on a digital project right now that doesn't fit into that list. By choosing to be a full-service integrated digital agency, we are committing to have various digital media work together seamlessly with one another.

Now for the reasons behind a strict digital focus...

An Introduction to Responsive Web Design

The insane explosion of web-enabled devices has created an epic mind-shift for web designers and developers alike. Looking back, 2011 has been described as "The Year of the Mobile" by Headscape's Paul Boag. It's only natural then that designers and developers were forced to rethink their approach and rethink the web as a medium in general. What emerged was, in my opinion and in the opinion of many experts, the biggest industry advancement of 2011: Responsive Design.

Without getting into the geeky details of CSS3 media queries (God bless you, by the way), here's a pretty basic video demonstration of how our responsively designed website adapts to changing screen resolutions and device orientations.

(I just noticed that I'm wearing the same sweater in this video as my profile pic embarrassing.)



Starting Place for an Investor Relations Sitemap

Here we provide a starting point to create a sitemap that suits your investor relations website for a publicly-traded company. From the sample sitemap below, you can add or remove pages as it makes sense to your company. A best-practices approach to online investor relations will require a larger sitemap, with more interactive pages and functionality included as well as videos, online reports, and social media engagement.

If your company actively markets a product or service at the corporate level, then the investor relations website may need to be a separate micro-site for your company. However, if your marketing is done under different brand names or if your business is resource extraction such as mining or oil and gas, then this may also be your main corporate website.

Investor Relations Home Page

The IR home page inventory should include the following:

A Logo That Changes Colours? Is That Allowed?

Technically speaking, a visual identity is going to gain strength with consistency. In many cases, brand standards would dictate sticking to the exact same colour or colours whenever a logo is used.

We're consciously breaking this rule of visual branding. Instead our logo usage guidelines specify that our logo is presented in six different colors. The colour of each logo reproduction should be decided based on what works best with the surroundings, or if it doesn't matter, the choice should be random, with no single color used more than the others. This would be a bit of a nightmare if we were producing a lot of print materials, but since we're a digital firm embracing screen communications, we can get away with it.


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