6 Big Changes in Online Marketing Since Its Inception

6 Big Changes in Online Marketing Since Its Inception

Programmers, web-designers, and online marketers remind me of Wall Street brokers — forever glued to the screen, watching the scene like a hawk, ready to make its move when the time is right. That takes dedication and is truly admirable.

Today, these online marketers the world over rely, heavily, on SEO for ensuring the websites they are responsible for reach first page search engine results. Without high-level rankings, businesses flounder, and they are unable to gain new clientele.

2015 was Doomsday for a lot of businesses. Google, the top search engine, changed the way it ranked websites as well as their algorithms. This change eliminated keyword stuffers, article spinners, and marketers who put page ranks above their users and hits.

Let’s take a look at some of those changes that seem likely to take place later this year and how you can protect yourself against future algorithm changes.

How Valuable Is Your Content?

I, for one, am not complaining about value being king. The algorithm change spurred writers to develop substantial content that reflected the humanity of our everyday lives.

Search engines use backlinks to help determine the ranking on search engines. There was a time when all you needed was other websites linking to your website. Now, Google has changed; they want backlinks from credible platforms.

They want to see content that changed the way we think, how we thought about situations, and helped us learn just a bit more about each other. Content is the future of online marketing.


If you want to get that higher ranking now, backlinks still are important. Make sure they are coming from trustworthy websites. Don’t index them if they aren’t. Try writing some guest posts on blogs in your niche area.

Remember: quality content is now the key!

Video Killed the Radio Star

This is why it is important for business owners to put all of their information online. Your address needs to be on Google, so customers can find you. Another important step is to utilize social media.

Social media marketing is a huge player in the game now. Make a Facebook and Twitter page for your business. Google even links people to your accounts.

Now, it seems like videos are moving ahead of text. More people around the world are digging their eyes into video content, more than text.

Text, these days, is so and so. In fact, it’s considered standard nowadays to the point of just being there.

Google itself experimented with this earlier on in the year — showing video ads on their search pages. There’s no denying that webinars and online courses are taking online marketing by storm.


Could this be because we, more than ever before, put more value into seeing who’s on the other side of the screen? It’s important to establish that human connection that the internet and desktop/mobile world sometimes chew up and spit out.

To benefit from this change, add videos and images to your articles. Google will rank your website higher when it has videos. Search engines know viewers love videos. So, pair them together!

More “Local” Than “Global”

Smartphones and tablets aren’t going anywhere. Some site owners are lagging on mobile optimization. Maybe it is that they are lazy or they view that business is done on a laptop, but it is crucial in today’s world.

Businesses that don’t make their site mobile-friendly will lose money, plain and simple.

Over 80 percent of the world’s population has a mobile phone which means that more people are searching through mobile on search engines. Google shows results of nearest location which it determines through mobile’s GPS. It is better to evolve with search engines to get your site first ranked on local searches than global searches.

Google counts now if users search for your business. Take advantage of this; it will generate you more business.

The Quality of Your Website

Your SEO success depends largely on what aim your website is used for. What kind of services do you offer? Is your brand “in?”  Do other professionals in your industry feel strongly about your business?


The type of market you’re in determines the quality of SEO content people will pick up. Just like the little kid and the lemonade stand, your stand might say all the right things to entice people. However, unless your lemonade hits the bull’s-eye, nobody stays.

Start with adding eye-catching headlines. This is what will catch the attention of your readers. Don’t write a novel. Most website viewers will click away if they see huge blocks of text.

Instead, focus on small paragraphs with superb content. Use bullet points and headlines for easy scanning. Pictures and videos are great ways to break up articles, and it drives your viewers in.

Most importantly, make sure your website is mobile optimized. Remember, we said that 80 percent of people have smartphones. If they view your website on their phone, it has to look just as good!

Keywords Don’t Matter (as Much)

Yes, the days of keywords have taken a back seat to good, original content. BUT! They still play their part. Earlier in this article, I mentioned the quality of your content — the better value you provide, the better your site will end up in the ranking.

But don’t forego all keywords — heavens no! They’re still a crucial (albeit hidden in the shadows) part of your SEO. All I’m saying is don’t rely on them too much. Let them be an afterthought.

The density of your keywords should be no more than 1–2 percent of your article. Seamlessly hiding them into your work is important. Some writers add keywords into their work, but they do so at the expense of the readability. Focus on a few, important keywords to make a difference.


Build Relationships

Your site isn’t the only one in your niche — start a group with your colleagues! Building friendships with other site owners (and marketers) opens you up to a pathway of opportunities.

Having a friendly informational post on their site with a back-link can help increase link-juice. Guest posting is a common and important way to market your website, while gaining authority.

They spread the word to their friends and talk about you on their own site. Google notices this stuff and pays attention to the traffic certain sites draw.

I’m sure other search engines do, as well. My point is: if you want people to visit your site, strike up a conversation and welcome them to your home — as you would if you were face to face. Ask to guest post and then offer them the same opportunity on your website.

Make comments on other websites and make your presence known. Stay connected on social media with other websites, as well as your viewers. We live in a new age where people the world over can connect with each other at the press of a button.

Featured photo credit: Online Marketing Success via

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Last Updated on April 17, 2019

10 Essential Soft Skills That Will Help Advance Your Career

10 Essential Soft Skills That Will Help Advance Your Career

What’s the secret of professional success? Some of it lies in the mastery of your discipline and all the technical skills you have to carry out your job; but a much bigger part lies in the soft skills list you possess.

Soft skills are your people or relationship skills—how well you get along with others and your ability to communicate and collaborate—as well as the personal characteristics you bring to the job, such as optimism, a can-do attitude and the motivation to work hard. These skills are not always easy to point out, but their absence can cause serious problems and negatively affect the whole work atmosphere.

They say that hard skills will help you get the job, but soft skills will help you get along—and get ahead. With that in mind, here’s the top-10 essential soft skills list to help you advance your career.

1. Communication Skills

Communication skills are hands-down the most sought-after soft skill that bosses want, and this one ability covers a lot of ground.

To communicate well, you have to listen carefully, interpret the context of the conversation, express yourself clearly, persuade others of your point of view, check your body language and use an engaging presentation style that won’t intimidate or bore your audience. That’s a big ask!

Your personality traits can influence the way you communicate with others. For instance, some people get straight to the point and center their arguments around facts and logic; others are cooperative and sensitive to how others feel. Both these approaches are equally valuable but there can be misunderstandings if you don’t understand where the other person is coming from.

Taking a comprehensive personality test can help you understand why you communicate the way you do and where your blind spots are. It can also help you understand other communication styles is so you can tailor your communication to the person you’re dealing with.

After all, connecting with your conversation partner is the hallmark of good communication.

2. Flexibility

Change is an essential part of any business. Companies need employees who are flexible enough to work with new initiatives, open to new ideas, and generally are able to tough it out when things don’t go as planned.

Research has found a link between job performance and flexibility over the long term because there will be times when you have to step outside your routine and rise to fresh challenges that didn’t exist before.

Being flexible doesn’t mean you have to hop into a new task or job role like an expert. Rather, it’s about showing you’re willing to accept new responsibility and learn different things.


Bosses look for people who are prepared to step outside their comfort zones and are open to alternative solutions when their first idea doesn’t work.

3. Being a Team Player

Working on a team can be challenging but learning to do it well can definitely help you get ahead in your career. Employers look for people who can negotiate, cooperate and manage conflicts with other people to achieve a common goal. That includes the ability to build lasting relationships with customers and clients.

What makes a good team player? Essentially, it’s someone who knows the goal and knows her role. Employers look for evidence that you know your strengths, your responsibilities and how you can best contribute to the team, then put those skills into action by sharing ideas and communicating in a respectful manner. That’s the definition of being a good team player.

This is another area where taking a personality test can help you get ahead. When teams work together, each member brings a unique set of skills and qualities to the group. Research has shown that different combinations of personalities affect how teams collaborate and how productive they are.

Knowing who you are, and how you work on a team, can drive new insights and open the door to better teamwork.

4. Positive Mental Attitude

There are plenty of things you can’t change at work, like the people you work with or the fact that the printer is broken again. The one thing you can change is how much you let these things bother you.

Bosses like people who are calm, rational and upbeat—those who diffuse tensions in the workplace, not get all grouchy and go around slamming doors.

Studies show that people who maintain a sunny disposition have better relationships at work, are happier in their jobs and make better decisions than those who whine and complain. Some suggest that a positive mental attitude can also make you live longer—which means it’s beneficial for every area of your life![1]

It’s not always easy to keep a “glass half full” mentality when work is stressful and the deadlines are piling up. But there are some things you can do to help maintain a positive attitude. Laughing at your unfortunate circumstances keeps the work environment positive, and taking “sanity” breaks can help you keep your cool in high-pressure situations.

Managers look for positive mental attitude in a team member that is ready for a promotion, so it really does pay to keep your cool in challenging situations.

5. A Strong Work Ethic

People with a strong work ethic are committed to the role, persevere when things get tough and are inspired by challenge. These people are ambassadors for the organization, and will always be seen as top talent and ideal candidates.


If you can exhibit this skill, then expect to be seen as a great candidate, eligible for new opportunities and positions throughout your career.

Since a strong work ethic can mean different things to different people, it helps to show specific examples of your exceptional work ethic during a performance appraisal or interview. For instance, you might talk about:

  • A time when you persisted in the face of challenges and did not shy away from hard work.
  • How you volunteered to help with projects even though these tasks did not form part of your job description.
  • The networking, workplace learning and skills betterment you’ve undertaken, which shows ambition and drive (people with a strong work ethic have those qualities in spades).
  • How you own your mistakes and never, ever point the finger of blame at others.

For help with building a strong work ethic, check out these tips: How to Build a Reliable Work Ethic

6. Public Speaking

Who’s terrified of public speaking? Pretty much everyone, since public speaking is America’s number one fear, ahead of death at number five and loneliness at number seven.

Yet, according to Warren Buffett, mastering this one skill you could increase your personal value by 50 percent.[2] That’s huge!

If you’re not natural at public speaking, you’re in good company. Buffett had to work hard to overcome his stage fright and once dropped out of a public-speaking course before it started—because he was afraid of public speaking! He eventually realized that he needed to build up his confidence by just doing it; over and over in front of small groups.

For a more structured approach, Toastmasters International teaches public speaking and leadership skills through a variety of pathways. Membership of this non-profit looks good on your resume but the real payoff will come when you can put your newfound skills to use on the job or in the interview room.

Or, you can check out this advice: The Ultimate Public Speaking Tips to Hook and Impress Any Audience

7. Integrity

From a manager’s point of view, the two integrity skills that will set you apart are:

  • Always doing what you say you will do
  • Owning an error instead of minimizing or hiding it

…even when no one is around to check up on you.

There are lots of people who have climbed the ladder without scruples, but they are not the people who others trust, respect and support when promotion time comes around.


Behaving with integrity is a safe and consistent way to enhance your reputation and achieve your professional goals.

8. Managing Your Time

Phone calls, texts, Slack pings, meetings, huddles, side projects, multitasking—we are busier today than any generation before us. There’s no denying the workplace is an incredibly distracting place to be.

A lot of us have traded effectiveness for busyness which we wear as a badge of honor, both as a proxy for productivity and to show our value to the company. But what bosses want, what they really, really want, is someone who actually gets stuff done on time.

Time management is not merely the art of being on time, but of managing your time so you focus on the projects that really matter and add value to the business. This means prioritizing well, sticking to schedules, delegating, and not getting distracted by tasks that are easier to perform or less important. It means planning ahead and learning when it’s appropriate to say no.

Time management can be a tough skill to maintain, but not a difficult one to pick up. Monitor your actions for a few days—how long do your tasks take to finish? What’s interrupting you? What causes you to lose focus? Once you have the answers to these questions, you can set a schedule for yourself to make sure you’re spending your time wisely and this valuable asset is never wasted.

These 20 Quick Time Management Tips to Super Boost Your Productivity are also great to try.

9. Assertiveness

In any workplace, you typically will find people with the following conflict styles:

  • Passive: Those who go out of their way to avoid conflict.
  • Passive-aggressive: Those who express their negative feelings through actions rather than words.
  • Aggressive: Those who respond to conflict in a hostile and rude manner. These people get their opinion heard but they won’t make any friends in the process.
  • Assertive: People who stick up for their rights while still respecting the rights of others.

Managers look for assertiveness above all other styles because it allows decisions to be made without conflict or alienating people.

How do you use this information for yourself?

It starts with understanding your personality so you can anticipate how you will react when conflict arises and address your own shortcomings. Then, you can start influencing the team for top results, and securing your own career advancement in the process.

Learn how to be assertive and gain respect:


How to Be Assertive and Stand up for Yourself the Smart Way

10. Creative Thinking

LinkedIn recently analyzed over 50,000 skills that employers search for when looking for candidates to find out what skills are currently in demand.[3] Taking the number-one slot on the 2019 soft skills list was creativity: the ability to solve problems and think outside the box.

Creativity is about bringing fresh, and sometimes unorthodox, ideas to the table. This helps companies to innovate, and companies that do not innovate will not survive very long.

How do you showcase your creative thinking skills? The golden rule is to participate.

Be brave and share your ideas during group brainstorming sessions. Volunteer to run a society, networking event or recruitment drive. Ask “what if” questions: “What if we add this information to the client welcome pack?” “What if we eliminate step 3 from the process?”

These activities demonstrate that you’re prepared to go beyond “business as usual” towards creative problem solving—an ability that will serve you every day, all throughout your career.

You can learn to unleash your creativity power:

What Is Creativity? We All Have It, and Need It

Final Thoughts

The good news? Every item on this soft skills list can be learned. Although you may feel lacking in certain areas, taking an inventory of your strengths and weaknesses will allow you to focus in on the areas that you’ll benefit from developing.

So take an inventory of your personality, skills, and talents. This will give you a baseline for your communication style, attitude to change, conscientiousness and more. You can then identify your weak areas and develop strategies for improving your team-building, assertiveness and conflict skills.

The better news? The effort is worth it. Developing your soft skills opens the door to a new job or a promotion, and helps you succeed once you get there.

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Featured photo credit: Rachael Gorjestani via


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