Beating the SEO game

SEO is a hot-button topic. Ever since Google started opening its platform for ads, keywords, and other search parameters, businesses have been chasing after the top listing relative to their industries. Search Engine Optimization (SEO) seems to be cloaked in mystery. Google’s ever-changing algorithm leaves businesses frustrated in trying to manufacture ways to stay caught up in the game. In fact, our client list for SEO-type services has increased this year due in part to the growing impact Google’s search results has on users. With more and more businesses looking to Google for a leg up in the marketplace, it’s imperative to understand a few unwritten rules to help you compete in the SEO game more effectively.

REMEMBER GOOGLE’S INTENT

It’s helpful to remember that Google is a business… a business that is built entirely on providing information. The industry giant became the top echelon for the most relevant and thorough search results and continues to lead the pack in search engine go-tos. If Google dropped the ball and started delivering out-of-date or irrelevant content, the user would get frustrated and look to other ways to get the results they need. Therefore, Google keeps its status by continuing to develop technology that brings the best in search results. And that leads to algorithm changes and platform updates that keep us all trying to learn the SEO “tricks” that will get us to the top of that coveted search list.

HELPFUL, NOT HYPE-FULL

If you’re hoping to land on Google’s search results for a particular solution you provide or a need you fulfill, your best bet is to back up your marketing efforts with helpful blog writing. As Google’s technology has evolved in recent years, the search-results giant is depending more on quality versus quantity. Meaning, it is less about the number of keywords used throughout your website and other online platforms and more about helpful content that provides users with solutions and information. If an article is perceived to have more substance, Google is more likely to lean on that post more than one that is just “fluff” or a landing page that is primarily sales-focused. Now more than ever it’s critical for companies to start using their websites as a means to house helpful articles and blog posts that educate their audience, leverage their expertise in that industry, and establish trust through value-based content. Google now chooses to present articles intended to help people. Developing content for usefulness is more likely to generate traction and results and will benefit your business further.

YOUR OVERALL DIGITAL FOOTPRINT

Correct SEO tactics include an overall approach to a company’s digital footprint. While Facebook likes and follows don’t necessarily influence Google results for profiles, content shared throughout social media platforms, that receive engagement, does influence that particular piece and its likelihood to show up in a Google search. That being said, a correct online strategy should include custom, helpful content consisting of online resources, articles, and videos held on a company’s website. Those resources, articles, and videos should be shared throughout social media where users can engage with the post. The end goal is that users will click links to access this material transitioning to that company’s website where the user can go deeper into the site and with that particular service provider.

Want more? Here’s a real example:

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Company #1

Company #2

Both of these companies are ones we serve at Content By Request. Company #1 uses a keyword approach only. Per the client’s request, there are little-to-no updates on their website and certainly no blogging strategy. Additionally, this company does not leverage social media for online marketing. Company #2 has an aggressive blogging strategy that includes a blog post each week on a topic that is helpful, informative, and value-based. This strategy is supported by a social media campaign that works to promote these same articles. You can see that the results of a month’s SEO numbers are incredibly different.

Company #2 has eight times as much growth in its website visits, almost double the growth in views, and more than 12 times the growth in search results. This is just in one month!! These two companies are getting grossly different results in their SEO efforts simply due to a complete strategy rather than a simple keyword approach.

SEO IS NOT FOR EVERYONE

It may be an unpopular opinion, but SEO isn’t appropriate for every business. High-volume food retailers would do better by having an advertising focus over an SEO and content strategy, for example. Some companies need to consider what marketing activities are best to bring in the business they most desire. Certain companies that lead with education should consider if an SEO strategy is the pinnacle of marketing efforts or if it’s more supportive. This determination can help filter and prioritize marketing options and budgets, especially in the realm of SEO. For example, a wellness center may receive its best clientele through referrals from other providers and current clients. While a content strategy may not be at the top of the list for marketing efforts, it is a supportive one that dials in referrals that want to get to know this practice before committing to a visit or consultation. In this situation, SEO strategies aren’t important, but the same tools can help elevate a referral marketing strategy.

When looking at SEO for your business, it’s not enough to know how SEO works. It’s vital to know if it’s the right strategy for you. Considering how your ideal clients and customers “find” you, what your geographic reach is, as well as what answers your audience is searching for are key indicators of how important SEO is to your marketing plan. One key factor remains whether it’s SEO, social media, email marketing, or other digital means…. quality, educational content sells.