WHAT WE LEARNED THIS WEEK: Beware the ghost of Christmas scams

Online scams are prevalent during any time of year but it’s during holidays when the worst seem to come out hiding. And with Christmas just six weeks away, businesses need to be on the lookout for any digital scams or malware attacks that could potentially expose customer information and credit card data.

McAfee released a statement last week detailing 12 scams businesses need to watch out for, including scams promoting cheap products, fake malware software and phishing scams, where hackers send emails in an attempt to gain personal information in the disguise of something legitimate, like a bill for a domain name or piece of advertising.

Be extra careful. This is a busy time of year so you can’t let your guard down. Be on alert, and don’t let scammers get the better of you.

Keep on top of Google’s algorithm changes

Google makes hundreds of changes to its infamous algorithm every year, and multiple ones happen every day. These can be tiny tweaks that change back-end procedures you would never know about, and others shift the very foundation of how the company searches for results.

In a blog post this week Google showed off a number of changes it made to its algorithm, including a number of detailed changes such as focusing more on content within a website to produce a link, along with ignoring more boiler plate content.

However, as SEO experts have told SmartCompany numerous times, these changes are made all the time. What’s important is that you make sure you consistently rank higher for your particular search terms.

Keep checking your terms regularly. If you don’t, all the changes to the algorithm will catch up with you and you may fall behind. Keep on top of the changes, ensure you’re ranking for your particular terms, and you’ll be fine.

Follow Bonds’ online retail example

Pacific Brands launched a new online store for its Bonds products this week, responding to lower sales over the past year. It’s a solid site, and the company has clearly put a lot of effort into making sure the buying experience is as pleasant as possible.

But as group manager of underwear and hosiery Colette Garnsey told the Australian Financial Review, the move is simply about responding to customers’ needs.

“That is the way brands have evolved globally,” she said. “Brand positioning is a key focus for the underwear group. Product innovation is a big focus for us.”

Innovation is key. If you aren’t looking at your product and thinking about how you can respond to digital demand, then there is something wrong. Take a hint from PacBrands and start thinking about digital delivery strategies for your business.

Focus on the world stage

This week two separate news stories have broken focusing on Australian tech companies that have sold their products to American companies – both Trunk.ly and Grabble have made similar deals in a short amount of time.

While Trunkl.ly sold to AVOS Systems, Grabble saw it strike a deal with international retailing giant Wal-Mart.

It isn’t the first time Australian start-ups have been sold to American companies, but it definitely solidifies the trend – the technology world is a global one. Businesses can market their product to any company over the world and have a good chance of getting acquired.

Businesses shouldn’t limit themselves to local markets. Tech companies all over the world are looking for good deals – design your product for a global audience, not a local one.

Prepare for the mobile revolution

Google released figures this week showing a 220% increase in the number of mobile retail queries, and noted that according to its research, Australia has the second-highest smartphone penetration in the world.

The message is clear that if you aren’t preparing for a mobile audience this Christmas, then you’re going to be left behind.

It doesn’t have to be fancy – just enough to keep users on your site. If you don’t at least make your site mobile friendly then a lot of users will click away and find something else to look at.

Mobile is now becoming a necessity. Do the hard work and make sure your site is ready for the onslaught of mobile traffic this Christmas.