When I was younger (that’s me on the left), marketing was easier.
Businesses (maybe) had a website which was basically an online version of their corporate brochure.
They took Ads out in key publications, online banners on specialist websites and their sales guys knocked on doors or met clients at trade shows they attended.
They knew all of their competitors and the guys with the biggest marketing budgets usually won the day.
But technology has changed this. It’s helped level the playing field allowing smaller agile companies to compete with the big boys but it’s also opened up markets to unknown competitors.
Today more than 90% of people turn to Google when they have an issue
And many buyers can be 60 to 70% of the way through the buying decision before engaging with a company.
The 3 things any business wants is to:
- Get found by their desired audience
- Get chosen over the competition
- Get repeat business from returning visitors
If 90% of people are turning to the search engines to find solutions to their problems then it’s critical to get your business found online or else you miss out on opportunities without even knowing
How you get found online has also changed. Generally, SEO is about:
- On-page factors
- Off-page factors
But Google changed the rules and the emphasis with their algorithm changes:
- Panda (low quality sites)
- Penguin (black hat SEO)
- Hummingbird (Mobile)
- Pigeon (Local SEO)
- Rank Brain (for Semantic search)
- Fred (Quality)
And Google continues to make changes, putting quality, relevant content at the heart of search
Because in order to get found online you need to be creating quality, relevant content, optimized for search and distributed and promoted across the internet.
From an SEO perspective you still need to ensure:
- Your web pages are set up and optimized properly.
- You also need to consider page load time and moving to https
- You still need to think about inbound links but how you get those links is related to your content
- And you really need to have a content marketing plan to include different types of content and to cover all areas of the buying cycle
Google wants to trust your website and content. Having great content on your website will encourage visitors to return, encourage people to link to and share that content through their own social networks. This is a key route to gaining inbound links and authority.
If you want to get to grips with how to get your copy read and improve sales engagement and conversions then sign up for my Content Marketing Training. Get in touch, call 01803 413481 or email [email protected]