And with the consistently changing search engine algorithms it’s hard to keep up with what really is important and what isn’t. Am I wrong?
Over the past years we’ve all been conditioned to look at metrics like “page ranking”, “page views”, “site visits”, and “clicks” to measure whether or not our potential customers are finding our websites. Search Engine Optimization (SEO) companies promised to get us on the first page of a search engine for specific keywords using automated techniques for “backlinks”, “keyword density”, and automated content generation.
But, the true test is, and always has been, are people visiting your website becoming customers?
Google announced in February 2016 the big change to the Adwords pay-per-click advertising set up. In October 2015, Google announced the use of their machine-learning system, RankBrain, which will learn and update the search algorithm dynamically. Pundits are still wondering about and writing about the impacts of RankBrain. Some speculate that hyperlink backlinks will take on less and less importance and the “linkless” backlinks, which build links based on contextual references, will be what you need to improve search results. With mobile device users outpacing desktop users using search engines, Google will be placing more importance on websites being mobile-friendly starting April 21, 2016.
With all that being said, what does a business owner need to focus on to keep pace with these changes?
The magic formula is simply this – focus on providing your customers the most complete in-depth information regarding your products and services as possible. Make content specific and dig deep. Search engines are looking for the absolute best content available to present related to the search requested.
That’s the number one priority. Content. Content. Content.
- Make sure you do your research on what your customer’s interests are when searching for you and address those topics.
- Make sure you provide your content not only on your website, but also on your social media outlets and in press releases.
- Get information out by writing content for your related business partner websites.
- Make sure your advertising targets customer benefits gained by using your products and services.
Whether you’re working with an internet marketing company or you’re tracking your online reputation building yourself, remember that your business situation is unique to your environment.
There is not an automated cook book recipe that you can apply that will guarantee results.
There certainly are best practices. But, these practices need to be tailored to your application. To ensure you’re getting the best possible results you need to:
- Watch out for automatically generated content. If you outsource for original content writing services, make sure the content is written first for how you would communicate to you clients (written for humans!) and second what you need for search engine keywords.
- Get detailed customized reports that can provide you the insight you need on how well your website and your marketing strategy are performing. Always ask yourself the question of whether or not this data and information is truly an indicator of performance.
- Be prepared to change up your strategy. Too often with websites, we take the same actions over and over regardless of the changes being made outside of our control on the internet. Examining the reports, identifying weak areas, and adjusting your customized online strategy to fill gaps and shortfalls will definitely increase your opportunities for success.
Front Range Marketeer is a full spectrum online internet marketing company integrating mobile-friendly rich digital content website design with a robust social media strategy and search engine optimization. Our singular goal is to help local businesses grow. http://frontrangemarketeer.com