Your company has an online presence whether you like it or not.
Whether or not you play an active role in building or maintaining an online presence for your brand, it exists. Someone, somewhere, has probably left a review of your products, services or staff. They might have just uploaded a picture with your logo in the background. Regardless, today everything is digitised, social and accessible – and if you’re not, your business is at a loss. Public discourse and perception is the difference between a positive or negative brand image. And your brand image is everything.
Companies with established sales and marketing processes all have one thing in common. A significant amount of their research and resources go towards developing brand guidelines for a seamless media strategy. These rules set visual and communicative standards that are consistent across platforms to streamline your message, tone, values and personality. They connect with your audience based on proven results and research into relevant demographics, psycho-graphics and trends. Ultimately, this asset acts as an essential blueprint for your company’s identity, laying the groundwork for a positive reputation and increased brand awareness.
When it comes to creating a dynamic digital space, you want to build an empire, not a landing page. Herein lies the difference between hosting a website and hosting a community. Simply attracting people to your page will not guarantee leads, conversions or sales. Nor will it create customer loyalty. For that, you need to demonstrate an interest in engaging with your audience and adapting your services or processes to their feedback. In other words, you need to establish a relationship with your viewers and create opportunities for them to identify with your company values. This, in turn, results in the organic growth of brand ambassadors that are willing to vouch for you.
Business accounts do this by adapting their online profiles to relevant social networking sites and by making themselves transparently accessible to the public. Adhering to tailor-made brand guidelines and a cultural understanding of social media etiquette, their marketing teams work across the board to be at the forefront of trends, industry updates and to be a source of information for their audiences.
Investing in your online presence is not an additional marketing expense but rather an essential tool for managing your brand’s reputation. Like public relations, it empowers members of your team to promote positive conversation around your services, minimise unwanted publicity and reinforce who you are in the digital landscape.
Our team is readily available to support you in digitizing your brand and curating creative brand guidelines. Get in touch today to find out how our services can solidify your brand identity and boost your online performance.
Cybersecurity breaches have become an ever-growing threat, with more types of attacks cropping up as the years pass by. With this increase of attack methods comes an increase in the kinds of cybersecurity procedures that are available to fight these attacks.
It’s certainly likely that the sorts of attacks that will occur in 2020 and later will be ones that could be recognized by current cybersecurity experts. This means that companies should exert their security-related resources towards working on security vulnerabilities that they have already assessed and accounted for.
These companies should keep track of the following 10 cybersecurity trends that are expected to occur in 2020.
1. A Rise in Automated Cyber Security
Automation is quickly becoming a staple of business modernization and is widely recognized as an advantageous factor in a company’s quest for improved cybersecurity.
Palo Alto Networks reports that many Information Technology (IT) security professionals and specialists actively use automated platforms and products within their companies or plan to use automation soon. The movement towards greater automation is meant to relieve some of the stress faced by low-staffed cybersecurity teams.
At present, the move to automation poses its issues that will need to be addressed by organizations in the future. Specifically, organizations implementing automation security solutions will have to seek out knowledgeable automation experts to properly and efficiently utilize those platforms.
2. The Advent of 5G
5G is continuing to develop network infrastructure and has done so since 2018.
With this increased development, there have been a rise in Internet-of-Things (IoT) devices that utilize 5G networks rather than merely relying on Wi-Fi networks.
Over time, these IoT devices will become completely defenseless from sophisticated hacking attempts, as the devices will not receive their internet connection through an encrypted router signal. The ability of a 5G network to reach cloud-based storage platforms will also create new, valuable targets for future attackers to breach and exploit.
3. Public Utility Development
Public utilities and infrastructure are crucial elements of an advanced economy and society.
Their importance makes them significant targets of cyber hackers and terrorists.
Utilities such as roadways, electricity, waste management and telecommunication provide vital services for the vast majority of people and governments across the world.
In spite of this, these individuals and agencies typically work with outdated and less efficient infrastructure models. Attempts to rectify these infrastructure issues and correct cybersecurity problems can create undesirable periods of service interruptions or downtimes.
The utilities of some countries are also tied up with private contractors and private utility providers, who typically are not capable of effectively handling a major cybersecurity threat.
The development of the public utilities to prevent exploitation by cybercriminals will certainly be something to watch for in 2020.
4. AI Attack Mobilization
Malicious hackers and cyber attackers will not be satisfied with merely attacking the artificial intelligence (AI) systems and platforms of organizations.
Cyber attackers will begin to mobilize AI, exploiting the increased efficiency and versatility of AI-enhanced automation to their data breaching exploits.
AI-powered automated systems could evaluate organizational systems and networks, noting previously unforeseen vulnerabilities and taking advantage of them.
AI can be incorporated into social engineering and phishing attacks, creating seemingly credible emails and videos that can scam unfortunate individuals of information, resources or money. Malevolently used AI could even be used to carry out believable misinformation campaigns.
5. AI Defense Mobilization
Machine learning technologies are already being used to identify and protect networks and companies against cyber threats. AI can be mobilized for the protection of IT networks and frameworks as well as for attacks. AI platforms can track and correct vulnerabilities, strengthening networks against future attacks.
An AI platform could be used to simulate progressively challenging attacks to identify a previously unknown vulnerability that can be corrected before a malicious force finds the same issue.
6. Shadow IT Assets
According to McAfee MVISION Cloud – Skyhigh Networks, Shadow IT is a suite of IT applications or functions that are operated outside of the IT department without their explicit knowledge. Shadow IT is increasingly raising non-IT technology expenditures, as it has made organizations more productive.
However, the increased use of Shadow IT will also make it a prime target for cyber attackers in 2020. Organizations will have to address their organizational culture’s use and protection of Shadow IT assets to safeguard themselves from Shadow IT vulnerabilities.
7. Software Supply Chain Exploitation
Software supply chains are a regular target of cyber-attacks, with malware being sent along with legitimate software bundles. Cybersecurity experts from vpnAlert note that many organizations lack processes for fully vetting all of the vendors and third-parties that they work with.
The attacks can be orchestrated during the software generation stage at a vendor’s facility or when the software is being handled by a third-party. The software exploitation usually involves the attacker including malware into a legitimate software update, granting the attacker access to data connected to the computer network once the update is accepted by an end-user.
8. Capturing Online Data Traffic
In 2020, cyber attackers will target IoT applications, home routers and other data centers to gain access to some of the data going through these technologies.
Malware affecting these applications could record credit card numbers, spam a victim with malicious websites, steal secure banking information or access personal and proprietary information. Organizations are implementing methods to prevent these data breaches, such as not storing credit card CVV numbers to better protect eCommerce databases.
Cyber attackers will certainly seek out new ways to gain unauthorized access to sensitive data and buyer information while it is in transit.
9. Cloud-Based Security
In 2020, the majority of deals involving CASBs, cloud-based access security brokers, will be bundled together with web application firewalls (WAFs), secure web gateways (SWGs) and network firewall technologies. As clients and organizations move their data and services to the cloud and consider bundled cloud services, they should investigate each bundle’s application deployment guide.
10. Increased Cyber Security Spending
Expect cybersecurity spending to rise in 2020. Spending on cybersecurity solutions across the globe has increased steadily each year, with spending on software and hardware for cybersecurity spending growing past $100 billion in just 2019.
This increased spending is expected as organizations put higher amounts of resources into their cybersecurity solutions. The US is expected to be the largest individual cybersecurity market, with spending estimated to reach somewhere close to $45 billion by the end of 2019.
“Every country in the world has seen at least one COVID-19 themed attack,” said Rob Lefferts, corporate vice president for Microsoft 365 Security. These attacks, however, account for less than 2% of all attacks analyzed by Microsoft on a daily basis.
“Our data shows that these COVID-19 themed threats are retreads of existing attacks that have been slightly altered to tie to this pandemic,” Lefferts added. “This means we’re seeing a changing of lures, not a surge in attacks.”
1 — Mobile Malware
Check Point Research uncovered at least 16 different mobile apps, which claimed to offer information related to the outbreak but instead contained malware, including adware (Hiddad) and banker Trojans (Cerberus), that stole users’ personal information or generated fraudulent revenues from premium-rate services.
“Skilled threat actors are exploiting people’s concerns about coronavirus to spread mobile malware, including Mobile Remote Access Trojans (MRATs), banker trojans, and premium dialers, via apps which claim to offer Coronavirus-related information and help for users,”
2 — Email Phishing
In a separate report published today and shared with Salam Digital, cybersecurity firm Group-IB claims to have found that most COVOD-19 related phishing emails came with AgentTesla (45%), NetWire (30%), and LokiBot (8%) embedded as attachments, thereby allowing the attacker to steal personal and financial data.
The emails, which were sent between February 13 and April 1, 2020, masqueraded as health advisories from the World Health Organization, UNICEF, and other international agencies and companies such as Maersk, Pekos Valves, and CISCO.
3 — Discounted off-the-shelf Malware
Group-IB’s research also found more than 500 posts on underground forums where users offered coronavirus discounts and promotional codes on DDoS, spamming, and other malware services.
This is consistent with Check Point Research’s earlier findings of hackers promoting their exploit tools on the darknet with ‘COVID19’ or ‘coronavirus’ as discount codes.
4 — SMS Phishing
The US Cybersecurity and Infrastructure Security Agency (CISA) and the UK’s National Cyber Security Centre (NCSC) also issued a joint advisory about fake SMS messages from senders such as “COVID” and “UKGOV” which contain a link to phishing sites.
“In addition to SMS, possible channels include WhatsApp and other messaging services,” CISA cautioned.
5 — Face Mask and Hand Sanitizer Scams
Europol recently arrested a 39-year-old man from Singapore for allegedly attempting to launder cash generated from a business email scam (BEC) by posing as a legitimate company that advertised the fast delivery of FFP2 surgical masks and hand sanitizers.
An unnamed pharmaceutical company, based in Europe, was defrauded out of €6.64 million after the items were never delivered, and the supplier became uncontactable. Europol had previously seized €13 million in potentially dangerous drugs as part of a counterfeit medicine trafficking operation.
6 — Malicious Software
As people increasingly work from home and online communication platforms such as Zoom and Microsoft Teams become crucial, threat actors are sending phishing emails that include malicious files with names such as “zoom-us-zoom_##########.exe” and “microsoft-teams_V#mu#D_##########.exe” in a bid to trick people into downloading malware on their devices.
7 — Ransomware Attacks
The International Criminal Police Organization (Interpol) warned member countries that cybercriminals are attempting to target major hospitals and other institutions on the front lines of the fight against COVID-19 with ransomware.
“Cybercriminals are using ransomware to hold hospitals and medical services digitally hostage, preventing them from accessing vital files and systems until a ransom is paid,” Interpol said.
Protecting Yourself from Coronavirus Threats Online
“Malicious cyber actors are continually adjusting their tactics to take advantage of new situations, and the COVID-19 pandemic is no exception,” CISA said.
“Malicious cyber actors are using the high appetite for COVID-19-related information as an opportunity to deliver malware and ransomware, and to steal user credentials. Individuals and organizations should remain vigilant.”
The NCSC has offered guidance on what to look out for when opening coronavirus-themed emails and text messages that contain links to such fake websites.
In general, avoid clicking on links in unsolicited emails and be wary of email attachments, and do not make meetings public and ensure they are protected by passwords to prevent videoconferencing hijacking.
If you’re reading this article, chances are that
your website is feeling lonely and you’re in search of a solution to increase
traffic from SEO. Whilst likely that you are doing something wrong;
do not fear as you are not alone! In fact, according to a recent search traffic AHREFs study, over 91% of all content on
the internet gets no traffic at all!
From simple fixes to on-going medication for your
website, we’ve compiled an infographic with the top 15 reasons why your website
is getting no traffic from Google. Time to put your website in the top 9%.
Why
You Don’t Get Traffic From Google
At times Google can be a fickle creature. Although
most of the time it operates exactly as it’s designed to, with businesses
either too inflexible or uninterested in learning and leveraging the world’s
most powerful platform. The reason why you get no traffic from Google will stem
from issues surrounding SEO, content or technical flaws. For more businesses
than not, it may just be all three that are holding you back. If you’re looking
at another month of dismal web traffic numbers, stop wondering where it is all
going wrong and start diagnosing and correcting those issues.
TECHNICAL ISSUES
We’ve all been the bearer of our fair share of
404’s, but these issues should hopefully be quite infrequent. The goods news?
Correcting these issues will have an immediate benefit to your website, setting
yourself up to facilitate traffic and house your content. The bad news? If you
are not deep in the detail or hanging out in the backend, some of these
technical issues might not readily present themselves and can continue to wreak
havoc undetected.
Technical issues that may be causing no
traffic from Google are:
Poor code structure
Your website is set to ‘no index’
Your website has been hacked
Your hosting server is down
You are using ‘free hosting’ or a free domain
–
SEO CHALLENGES
Second only to the technical running of your
website is your SEO. SEO is the gatekeeper to traffic from Google, with many
businesses underestimating the three letter acronym. If your website is SEO
challenged then Google will not deem it to be an authoritative source in its
field. What that means for you, is that even the sleekest web
design and greatest content will not assist with visibility or
allow your website to climb the ranks. Resist SEO compliance at your own risk,
or choose to optimise your website to a position where Google is working with
you to put your page and business in front of the right customers.
SEO challenges that may be causing no
traffic from Google are:
Bad SEO practices from a provider in the past
There’s a problem with your backlink profile
You have multiple websites for the same business
You have not set up google analytics
Broken 301 redirects
–
MISSED CONTENT OPPORTUNITIES
Content failures are particularly painful for
businesses as there shouldn’t be any excuse for it. While an SEO agency will
advise on a superior content strategy, there is nothing stopping internal
resources from transforming a website with relevant and keyword-rich content.
With unrivalled knowledge of your business landscape and the ins and outs of
customer pain points, your team should set about designing a content narrative
that will support your SEO outlook.
Missed content opportunities that may be
causing no traffic from Google are:
Your site doesn’t have any information
Your Google Business page is vacant and not
optimised
All your content is plagiarized
Your website is hard to navigate
Your on-page is not optimised
Less head scratching and more optimisation will see
a significant shift in the traffic you generate from Google. Each technical,
SEO and content issues can be approached in tandem so that you make incremental
improvements as time goes on. Finding an SEO agency that has mastered these areas
will allow for a faster diagnosis and recovery plan, getting you competing
again for the top spot.
Predictive solutions are a necessity for today’s markets. Machine learning, Deep learning, Big Data and Artificial Analysis (AI) are all part of solutions that can predict consumer behavior.
How to predict consumer behavior with Big Data and AI Over the years, companies have made use of effective marketing strategies such as monitoring social media and other online platforms to reach out to consumers and find out how best to serve them. Now that more than enough data has been collected from these sources, there arises the need to make use of it, for instance, to predict consumer behavior days and even months from now. Anticipating consumer needs is made possible through Big Data and advancements in Artificial Intelligence (AI).
Forecasting consumer behavior is realized through merging Big Data with AI. According to predictions from Forrester, there will be increased adoption of Big Data and AI among 70% of businesses globally; this is a 51% increase than in 2017. Let’s get into how Big Data and AI can predict consumer behavior.
Levels of Predictions
Emotional and Intent Analysis
It refers to a solution that can identify the
emotion behind the experience and the intent behind consumer actions
Segment Patterns
Segmenting customers into
small groups based on actual behaviors instead of only looking at aggregate
data;
Tacking customer
on how they move among different segments over
time including different customer lifecycle context instead of looking just at
the actual segment do not considering how they arrived there.
Future Actions
This enables a company to predict that if a
particular experience occurs, the client will act in a certain manner
Decision making is no longer based on guessing or inaccurate surveys and studies conducted on selected groups of people. The progress made in Big Data analytics using AI simplifies companies’ decision making processes in real time. Big Data can be structured, unstructured, or semi-structured, and in these forms, it can be difficult to interpret effectively by the human mind. AI systems use algorithms to break down and make sense of Big Data into actionable insight which contributes to a more mature decision-making process by businesses.
Social media is growing into a significant tool for monitoring customer needs, satisfaction, dissatisfaction, and overall behavior. Big Data and AI better customer experience by predicting what they will want in the near future. Companies can easily enhance a product or service, do away with it, or introduce a new and better one altogether all based on the information gathered from AI analytics. Big Data and AI yield more relevant and creative solutions for consumers before they even know it. They are certainly a must-have for modern businesses today.
Your website is an important part of your business and you
need to develop trust and integrity for the search engines to like you.
Many SEO agencies in Ontario try to convince business owners
and brands that SEO is important for their potential customers to be able to find
them.
It’s important for customers who hire digital agencies to
run their marketing to learn about the importance and benefits of getting their
assets SEOed – optimised for search engines. It’s not just about your organic
visibility on search engines, there is more to SEO than just that. As I’ve been
running SEO campaigns for years through various digital marketing agencies, in
this post I’ll be explaining my vision towards SEO.
1: Traffic
Source
Have a quick look
into your Google Analytics property, you’ll probably need that organic traffic
is the top traffic source (unless your SEO company is doing a really bad job).
Organic traffic is super powerful when it comes to returning visitors looking
to complete a conversion, and most often it is one of the most seen in the
client’s path to conversion when looking at Multi-Channel Funnels. In Ontario,
many small businesses refer to SEO as “I want my website to show first on
Google”, ignoring other search engines, but it’s honestly fair since Google
owns the majority of market share in Ontario. Other search engines though
should be considered in SEO campaigns, as they will definitely have a
contribution (it could be minimal though). When you think Google, think about
the most visited website globally, so you definitely don’t want to miss out.
Being listed there is definitely a good trust signal for potential customers
looking online, which is a great benefit to the brand’s recognition.
2: Trust
and Credibility
Experienced SEO specialists work on establishing trust
signals to search engines, but there is an important fact that explains why
quick SEO doesn’t just work: authority is earned and built over time, it just
doesn’t happen instantly by starting to engage an SEO company to work on your
website. Agencies offering quality SEO services will work on optimising the
website to provide a better user experience, adding quality content, needing
relevant backlinks and many other tasks on an SEO setup program. SEO simply
requires commitment, patience and definitely a good SEO provider.
3: UX
(User Experience)
We have touched on user experience before, but many
customers don’t realise how a good UX can push their organic rankings higher.
Google is all-in when it comes to providing a better user experience, so having
a website that provides a positive experience is a pivotal factor to achieve
good rankings. A website should ideally provide what customers are looking for
without their having to keep looking for it! It’s just like when you search
online on Google – it does its best to offer the answers readily on SERPs
without having to click any further. Better user experience doesn’t just mean
good SEO; it means your website’s conversion rate is optimised.
4: Local
SEO
With many customers searching from mobile, they are
expecting local businesses to show up first, especially for SMBs providing a
local service. From a simple optimised Google Maps listing to optimising
websites for specific locations, your SEO company will work to get you in front
of your customers when they are searching. A local campaign could be from as
small as focusing on a specific suburb, up to a region, town or state. Getting
online citations from local directories definitely helps the overall local SEO
strategy, especially on websites like Yellow Pages, White Pages, Pink Pages,
Yelp and others. It’s also a trust signal for customers that this company is
not a scam, but rather a well-established business.
5: SEO Is
Not a One-o Service
The SEO best practices that were in place in 2000 are not
the same as 2015 or 2019. With the ever-changing SEO algorithms employed by the
search engines, what worked last year might not work so well this year. If your
SEO provider is not pro-actively working on maintaining the rankings you’ve
achieved, those rankings are not guaranteed to remain there for long. We need
that many customers take their rankings for granted so they can stop paying for
an SEO package. Google makes thousands of algorithms updated every year, so
your SEO is never future-proofed.
6: Think
ROI
SEO is a relatively cheap service. It costs money just like
everything else in our world, but when you think about the return on investment
it really does pay o very well. Your monthly SEO payment is a great investment
as it’s not simply a marketing cost, but rather a true business investment.
Many business owners sell their businesses at a higher price because they can
see guaranteed leads coming through that are not affected by the auction model
of PPC campaigns like Google Ads.
You can easily measure the success of your SEO campaigns as
it is measurable, just like everything digital is. Your SEO company should be
sending you ranking reports on a regular basis, as well as organic traffic
reports with analysis and insights.
The
Bottom Line
If you’re not on page
one for the search terms your audience would use, you’re not winning the click.
Remember that the first three organic search ranking positions result in nearly
40 percent of all click-throughs.