Do you know why I hate going to the doctor? Because it feels like becoming a human jigsaw puzzle. Take my one of my most recent visits as an example.
Today, I’m 35 weeks and two days pregnant with my third (dear lord I am certifiable) child. Just a few weeks ago, I spent four hours plus travel time sitting around for a glucose test – two to be exact.
Having been through two pregnancies, I am by no means dumb. Every pregnancy is different. Glucose intolerance is normal. However, if it gets out of hand, it can cause complications. But the test used to determine the gestational diabetes diagnosis is like snake oil.
First, the lab forces 8oz. of liquid with 50g of glucose down my gullet in five minutes or less. But here’s the thing: In my day-to-day, I rarely drink anything with more than 40g of sugar, and it takes me well over an hour and a half to drink it – usually with water in between. How is this test relevant to my normal routine?
Second is the second test. It lasts for three torturous hours.
It starts by forcing down a 10oz. bottle of liquid with 100g of glucose in five minutes or less. Then, blood is drawn and tested every hour while you are instructed not to move, drink, or eat; all of which takes place after 8 hours of fasting (including NO water).
What the fuck? Unless I’m wheelchair bound, or in a hostage situation, this is an unrealistic scenario from all angles!
For most of us gals, both tests are “fails” because our blood sugar is over whatever limit the doctor sets, which varies doctor to doctor and practice to practice and is still a fail if you’re one freaking point over the cutoff.
We are then shipped off to a dietician and put through hula-hoop after hula-hoop of this test and that test. We’re sent home to prick our fingers four times a day.
And you know what?
Most of us have sugar readings under the freaking goal because, in our natural environment, we aren’t stupid enough to guzzle tons of sugar and not move as if under a death threat!
The tests are merely a piece of the puzzle, not an accurate look at the big picture.
Online marketing and SEO are a lot like the scenario I just described. Search engine optimization, domain authority, analytics, these are all just pieces of a much bigger puzzle. And when standing alone they are like those two glucose tests – inaccurate.
DA’s Drop as Moz Updates
If you eye your domain authority with the MozBar (free or paid), then chances are you’ve seen fluctuations. In fact, for many folks around the Internet, their DA number has dropped.
According to the Moz forums, the drop is due to a link index update. For each update, folks tend to see a decrease in rank.
In the past six to eight months, our website has gone from a hard earned 25 to an 18. Some of our clients have seen a 5 to 10 point drop. And after spying on our competition, we saw many of them had a drop comparable to ours.
Should You Be Concerned?
Your domain authority is only one of several SEO players. Before worrying, take a look at the bigger picture:
- Is your website ranking well in search for the keywords you are targeting?
- Did your ranking change, and was it for the better?
- Are you still producing a steady flow of traffic from the top search engines?
- How is your link building progressing, and can you step it up?
- Is your audience still engaging with your content?
Online marketing is a beast made of arms, legs, feet, hands, and other appendages. Domain authority is just one part of its anatomy.
So a drop, when explained by an algorithmic update, is not the end of the world. It’s a blip, a recalibration, a statement of, “Yo! We here at [Insert Company] want you to work a little harder to [Insert Achievement].”
The 5 Parts of Online Marketing
Marketing online can be confusing. It’s a combination of presence, search engine optimization elements, high-quality content, social media, promotion, and audience engagement.
A thousand different gurus will sell (or give) you a thousand different formulas for content marketing, digital marking, online marketing…you get the idea. But ultimately, it’s your target audience that determines which combination of marketing elements work best for you.
Online marketing can essentially be broken down into five parts:
#1: An Optimized Website
The digital nature of shopping makes an optimized and responsive website important. But creating this type of Web presence isn’t science. It’s almost as random as splattering paint; it wherever.
You can successfully optimize a website, but the thing to remember is today’s SEO changed today. Unless you’re one of these big, well-established websites, you will continually evolve in the area of search engine optimization and all of its intricate elements, including domain authority.
#2: High-Quality Content
While SEO is a major player in digital marketing because it helps determine where your website displays on search engines like Google, high-quality content is still king.
Content attracts traffic. It’s read by search engines and potential customers. It’s shared around the WWW and serves as its own form of advertising.
The best content marketing strategies are built around copywriting and nailing high quality, audience appealing content. Skimp in this department and your entire online presence will suffer.
#3: A Social Media Presence
According to Forbes, social media is rapidly becoming the new face of customer service.
Most people go to social media when shopping for a service or product. They use it to research companies. They share their experiences – good or bad – via their personal profiles.
You cannot ignore social media and expect your online marketing plan to work.
#4: Targeted Promotion
For any marketing plan to succeed, promotion is critical.
You can promote your website and its content by regularly sharing on social media. A subscriber list is also a way of promoting specific content to a select group. In addition, you can invest in targeted promotion via paid promotion through Google, Bing, Facebook, Twitter, LinkedIn – virtually any platform used to gain exposure and handle customer service.
The sign that your marketing is working comes in the form of engagement. If your social media and blog are lighting up with followers, conversations, likes, and shares, then chances are you’re doing something right.
Consumer activity is the ultimate sign of a successful marketing strategy. You should see increasing sales coupled with favorable chatter. You should see your brand becoming a thought leader or thought engine that people engage with. If this isn’t happening, then one (or more) of your beast’s parts needs attention.
Reviewing the Big Picture
Before a fluctuation in domain authority or any other aspect of your search engine optimize spooks you, stop and think! Review the bigger picture and perform an in-depth checkup.
Jigsaw puzzles are fun, but focusing on limited pieces of the puzzle can result in expending energy and resources in inefficient ways.
In December, we’ll be posting our SEO, content marketing, and copywriting predictions for 2016. We’ll talk more about the different factors that contribute to a strong online presence and just how you can cut through the junk.