David Henderson is a search marketing expert in Canada.
During a recent speaking engagement David spoke about Search Engine Optimization, Social Media & Reputation management. David spoke at length on how businesses in Canada need to invest time in understanding how the online space has changed along with consumer behaviour and how these changes have impacted most every purchase decision that happens on or offline.
Business owners in Canada need to understand how search engines take information & present it to consumers that are searching for the products & services they offer. Further to that it's critical to understand the relationship between the content that appears on your website & how that content is used by search engines. David Henderson can take the complex search marketing world and break it down into simple components that help business owners see the online potential & then work toward implementing a plan for their websites.
Search Engine Optimization is the process of ensuring a businesses website appears in the search engine rankings for the words that consumers search for when looking for products & services that businesses offer. There are techniques that need to be implemented architecturally on your website that makes it easier for the search engines to understand what each page on the website is about.
David also points out that the way businesses interact with their potential & existing clients has changed significantly in the last 5 years. Previously a consumer who had a bad experience would tell 10-12 of their friends. With social media today a consumer who feels they have been wronged can immediately let their entire circle of friends know in a matter of seconds. If they feel they've been wronged even more they can go further & let Google know through reviews & other portals. David Henderson has experience in helping manage through those negative reviews. Conversely, business owners are turning to David Henderson to understand how to take advantage of the great work that they do & how they can use satisfied clients to talk about their positive experiences with their circle of friends.
The consumers' search for products & services has changed - the way businesses market themselves online needs to change too.