Recently, the FCC cast a vote resulting in the repeal of net neutrality. Here’s a quick synopsis of net neutrality. Net neutrality is the principle that internet service providers have to allow all content, applications, products, and general traffic across their platforms to your device on a first-come-first-serve basis, without any discrimination or censorship.1 This block against censorship helps to create an even playing field for all web traffic, from small businesses to large corporations.
Up until now, the internet has been recognized as a public utility, but with the internet now able to be monetized based on business contribution, we are getting asked how this may affect digital marketing.
Here are our top 3 things you need to know about how the repeal of net neutrality may affect your business:
SEO is more important than ever
Have you ever tried Googling your company or the services you provide just to see what comes up? Analytics are vital to a good digital marketing strategy; knowing how to get more traffic to your site is the best way to compete with big business and get more customers to visit your website and view your content. Unfortunately, with the end of net neutrality comes the advent of big companies being able to pay internet service providers to make their content more prevalent, so having a solid strategy is more important than ever for making your business stand out.
Speaking of Content…
With the end of net neutrality, your content is even more critical than in the past. With larger corporations able to pay to have their names pop up first in the internet service providers’ caches, it is important to decrease your bounce rate as much as possible. A bounce rate is the rate of people who look at only one page of your site, then quickly hit either the “back” button or close button. Bounces are sometimes due to a faulty first impression, either the customer viewed your content and didn’t like what they saw, or felt misled about what how your descriptions matched the product or services on your site. Either way, better-tailored content helps facilitate a lower bounce rate, and in turn more customer engagement with your business.
A lot of the talk about the repeal of net neutrality has been that it will kill small business and further boost big corporations. While parts of that are correct, it’s a little more doomsday than we can predict. With the addition of some censorship on the parts of the Internet Service Providers can come the reduction of fraud and scams, which can ultimately also lead customers to your business, and a better internet marketplace culture. Internet providers such as AT&T have also made public statements maintaining that they will uphold many of the principles found in net neutrality statements as well. AT&T’s senior executive vice president even said in a post in November that “We will not block websites, we will not throttle or degrade internet traffic based on content, and we will not unfairly discriminate in our treatment of internet traffic.”2
There is a lot of heated debate on the idea of net neutrality. Sometimes change is scary, but it also can provide new and exciting challenges. Here at Squishy Peanut, we look forward to a new year of tackling any of these challenges with you and your business head on. Contact us for more information or to schedule a strategy session today!