Week 4: A Conversation with Guest Speaker Tony Adam

Ran Aubrey Frazier

Ran Aubrey Frazier

By UCLA X425 Student Ran Aubrey Frazier

EventUp.com Founder and CEO Tony Adam offered some sage advice on improving a company’s digital visibility.
First and foremost, Adam suggested that a company learn to truly know its audience and think as they think. For example, people do not search for “automobiles” — they search for “cars.” Using inappropriate keywords undercuts your searchability. Google’s Keyword Planner is a current tool that Adam recommended.

Tony Adam

Tony Adam

Another tip to keep in mind is that companies that blog 15 or more times per month receive five times the traffic of companies that do not blog at all. Adam explained that Google rewards unique, original content. As such, those companies that post regularly about certain subjects are rewarded with primacy in searches, as Google gives them authority around specific content.

As the evening progressed, the discussion turned to “Google bombs,” whereby others associate a website with two or three keywords, so as to elevate or undermine the site’s credibility and impact. A prime example of a Google bomb intended to undermine credibility involved the phrase “miserable failure”; during the George W. Bush presidency, a Google search of these terms directed users to the President’s biography on the White House website. In contrast, the phrase “download here” is an example of an unintended Google bomb that elevated a company’s credibility, as Google learned to associate “download here” with a page where Adobe Acrobat software could be downloaded.

With respect to titles and keywords, Adam recommended inserting keywords in the URL and title of each page. For title tags on YouTube, he explained that the first words in the title are given more weight than those at the end of a title. By this logic, brands and names should always come first in a title.

On the subject of images, Adam stated that larger image files in Google image searches are given more weight than smaller files. This is because the algorithm assumes that people do not want to view small thumbnail images. When naming images, Adam suggested describing the content within the image — for example, “Lebron-James-free-throw-shot.” Google does not know what an image depicts unless the image title provides an explanation.

The evening ended with a discussion of guest blogging. By offering to write a guest post for a blog with credibility, you can get the blog’s imprimatur of your company and they will give you a link, thereby boosting your placement among search results.



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