ionadas local Blog

Local Marketing, WordPress and SEO
  • The Streisand Effect in England

    Business owners, if you receive a negative review, the last thing you want to do is threaten to sue. Here’s an example of why:

    High Rocks, a wedding-venue/restaurant in Kent, England, was not happy with a review they received from a customer, and threatened to sue the 44-year-old mother. They also informed her that she could be imprisoned if she did not submit to them the dates and receipts of when she ate there.

    Now, I’m no legal scholar, especially of British law, but that doesn’t sound likely to me.

    But dubious legal threats aside, this letter has done much more damage to High Rocks than any review in TripAdvisor might have done. Their threats, and other aggressive actions, have now received coverage in The DailyMail, Mirror, The Sun, The Independent, and Newser.

    The Streisand Effect is when a powerful person or organization attempts to suppress a piece of information, and instead shines a huge spotlight on it.

    Going legal against a review is going to do this. Just about every time.


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  • How Not to Respond to Reviews

    There’s a school of thought in local SEO that all reviews should be responded to. While that’s great in theory, it doesn’t always hold up in practice.

    In many cases, the social media of a small company might be handled by the company’s owner. With all the things on the owner’s plate, it may not be possible to respond to each and every review.

    Or, the owner may not be able to respond in a way that is helpful. For instance, a bar in Austin, Texas, Unbarlievable, has created quite the kerfuffle with their mysogynist, racist, and objectively crude responses to reviews.

    While the reviews have since been deleted, a Facebook group has been created to maintain them in perpetuity.

    Here’s an example of their fine responses:

    Obviously, this is an extreme example, and whoever was responding to reviews for Unbarlievable (the owner, I would assume) seems to have some issues (IMHO), but it raises a valid point:

    If you can’t respond to a negative review in a way that will make things better rather than worse, you’re better off not responding at all.


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  • Basics of Securing WordPress

    We here at ionadas local LLC absolutely love WordPress. It puts the power of managing a company website within the company, rather than having every little change made by a website design firm.

    But WordPress is not without its challenges.

    Most notable, perhaps, is security. The growing popularity of WordPress means more and more hackers are targeting sites that use it. And in it’s default configuration, WordPress definitely has some security vulnerabilities.

    With that in mind (and having had to work on some hacked sites recently), I’d like to walk you through some of the ways you can harden WordPress against hackers.

    Real Passwords
    The biggest vulnerability is no fault of the WordPress system. Simple passwords will eventually be guessed.

    No, your daughter’s nickname plus four random characters is not a secure password. You need a truly random password that includes uppercase and lowercase characters, numbers, and symbols. I like to use a site like Password Generator to create them.

    You need secure passwords for all WordPress logins as well as any FTP or cPanel accounts.

    Then use a password manager to keep track of the passwords and to handle logins. There are countless of these for both desktop and mobile devices.

    Keep Things Up to Date
    WordPress, all plugins, and your theme need to be kept on their most recent versions. Vulnerabilities are discovered and patched regularly, so the older your install are, the more likely they are to have a security flaw.

    At least once per month, you should update everything on your site. If you read about a particular security vulnerability, you might want to update more often.

    Sucuri
    Sucuri is a free plugin that handles malware monitoring, security scanning, and incident detection. In other words, it lets you know what’s going on with your site and when hackers are attempting to do bad things to it.

    Install the plugin, sign up for the free API, and set the alerts to be sent to an email account you watch closely. I use a specific Gmail account for this. Anything that comes to that account needs to be looked at quickly (and closely).

    WordFence
    The last (for now) step you need to take is to install and configure WordFence, a WordPress firewall plugin. They offer a free version that hardens a site quite nicely.

    If you need an even more secure site, their premium version is only $8.25 per month.

    These steps above will do a great deal to harden your site. While no site on the internet can ever be called perfectly secure, following this advice will make you a much less attractive target, and will likely result in hackers looking for easier pickings elsewhere.

    And, if you need help setting any of this us, please give us a call at (512) 501-1875.


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  • Interesting Facebook Ads Connection

    After finishing up my lunch, I decided to peruse Facebook for pictures of my friends’ children and pets. To my surprise, the following ad came up in my feed:

    I’ve not visited the Royal Caribbean website in at least five years. I’ve got a daughter still in single digits, so I only ever look at Disney Cruises.

    I haven’t even searched a meta-travel site that might spark something like this.

    What has happened is that my wife is looking at going on a Royal Caribbean cruise with her sisters and mother next year. Very recently looking at it, in fact, such as within the last week.

    But, she did that from her own computer. She never uses mine.

    I sometimes access her computer to provide IT support, but I never log onto Facebook there.

    We’re connected on Facebook, she was almost certainly logged into Facebook when accessing the Royal Caribbean site, and we regularly both access Facebook from the same IP address (e.g. home).

    It seems that Royal Caribbean was able to connect my wife’s browsing history to my Facebook interests for remarketing purposes. As it happens, it wasn’t well targeted (I’m not going on a cruise), but I can see how it might be. Advertising doesn’t bother me at all, as long as it’s reasonably well targeted.

    But there are real privacy concerns to this. Any site I go to might trigger a Facebook cookie without my even knowing.

    What if I’m searching for a birthday present? I might come up with the greatest idea for a present, something she would never think of, and have an ad for it appear in her Facebook stream.

    Certainly there are more bothersome things that might pop up on a significant other’s Facebook feed.

    Facebook might want to think through this one a bit more, but then, privacy has never seemed to be high on their priority list.


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  • Requesting Reviews for Podcasts

    Anyone involved in podcasting knows that reviews drive new listeners. While it’s possible that downloads are a stronger signal for iTunes, there’s no question that reviews placed there play a large part.

    Most podcasters are losing money on the venture, and do it because they enjoy it. Kudos coming in may be the only renumeration they receive. More listeners means more kudos, all else equal.

    So, it’s perfectly understandable that podcasters will ask their listeners to review their podcast. I see no problem with that.

    Where I do see a problem is that all too many podcasters ask for a “five star review”. This is highly problematic.

    According to the FTC:

    Endorsements must reflect the honest opinions or experiences of the endorser, and your plan could cause people to make up positive reviews…

    Instead, they should ask for honest feedback via the review mechanism. If they are putting out a quality production, most of the reviews will be positive.

    If they’re serious about their craft, they should want to hear about any areas in which they will improve

    Unfortunately, at least among the podcasts I listen to (history and business podcasts, mostly), I almost never hear a request for an honest review.

    Lastly, if you are a podcaster who gets a negative review, fix the problem if you can, and keep encouraging reviews. The negative review will be buried in positive ones soon enough.

    If you’re unable to fix the problem, maybe you need to give more thought to what you’re putting out.


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