Working in a company moving deeper into digital publishing as the market for printed publications declines has highlighted the difference in available competitive data to me.
In print, you find out about how your competitors are doing through knowing their ‘circulation’. You can pay to have your circulation figures audited by an organisation which verifies how many units of your publication are ‘out there’ each month or year, on the shelves or being sold.
In the digital world, it’s much easier, quicker and cheaper to check competitor website traffic, equivalent to circulation’. And yet, not many people who’ve been used to working in the print world know how to check competitor website traffic. They know their own website’s traffic, but not their competitors’ visitor numbers.
If you are not comfortable with learning about the importance of ‘data about data’ or metadata, then I will understand if you would rather go and watch TV.
But, the success of your website relies on it to bring new visitors and customers.
It’s a question a client asked me recently.
PageRank is no longer a public measure of the quality of a web page on your site.PageRank was a public measure of how much Google thought of pages on your website. The higher your score, the better.
If you had a PageRank (PR) of 10 for a web page, you were at the top of the pile, as far as Google was concerned. If you your site a PR of 0, well, you needed to work to improve your website to increase the score.
However, you had no direct control over your PageRank. The score was dependent upon a number of measures which Google did not make open to the public. Nonetheless, the higher the quality of your web pages, the more high quality backlinks to your site, and the longer your site had been around, the more likely it was that your PR was high.
There's no doubt that online media is taking over the world of PR. SEO is a skill which most PR people have to have today. Without SEO skills, you are going to struggle.
However, there is still a lot more to know about PR in the online world. Here's a very good video by Lexi Mills about how she gets coverage for her clients.
If there's one thing that salespeople in most organisations know about, it's their customers. Salespeople are good at relationships, on the whole, and those relationships are often what differentiates them from their competitors.
And yet, as a salesperson, you are always having to find new customers to replace those that inevitably stop being your clients. It's a natural occurrence. Businesses want to keep existing customers because it costs a lot of money to find new ones.
Here's another great set of rules for presentation design: