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Today’s SEO: The New Frontier

Posted on October 21, 2013 in SEO by cmblogger

glasses-small

We’ve talked about the importance of good keywords for strong organic rankings and brand messaging, and yet, they’re not the end of the story when it comes to today’s SEO. With Google’s increasing sophistication, in fact, search queries will no longer be limited to the often awkward, always highly structured keyword phrases of the past. With the emergence of author rank and topical authority as important factors for the SERPs, any digital marketing campaign should focus on developing quality content, along with the right keywords, as the best way to achieve success.

Make your brand and your website the best place for information on a particular product, subject or service area. In doing so, think about what your target audience might be interested in-and go after those topics. Do you provide document shredding services? Consider a blog that addresses privacy concerns for 2014 as well as best practices to maintain a data-secure workplace. Sell bifocals? Focus your website content, social media campaigns and search campaigns on eye health, eyesight information and related safety issues.

Remember though, the answers aren’t in bombarding the customer (or Google) with endless pages of long winded, useless information that is difficult to even navigate. Make your website attractive, visually appealing and a fun place to be-and you’ll reap the benefits not just with the search engines but your customers as well. Going into 2014, “holistic” is a new catchphrase for SEO. Create something of value for your customers, and good rankings are sure to follow.

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Going All Natural: Content Marketing for Google Hummingbird

Posted on October 7, 2013 in SEO by cmblogger

Google Hummingbird Update

With Google’s recent algorithm change, the shift towards semantic search is upon us. While search queries previously had to sound truncated and awkward to work, now it’s all about natural language and Google’s quick assessments of user intent from long strings of search words. The days of stilted keyword phrasing is over.

Hopefully, your content already reflects this. However, the news will be a wake up call to some, underscoring the necessity of fresh, interesting and sharable content throughout your website in order to rank successfully with the search engines. If you don’t have it, you’ll need to get it, and soon.

But how? Consider going to the source: your customer base. What problems are they looking to solve? What interests them-and what doesn’t? Reflect those answers in both your keywords and the content you generate for your website, blogs and social media posts. It’s this visually appealing, useful copy upon which an effective SEO strategy is built, not to mention a successful digital marketing campaign.

If you don’t have a lot of copy on your website, or a thriving social media campaign yet, it’s time. Both are essential to any online presence, no matter what your industry.

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Effective Content Provides Emotional Benefits

Posted on October 4, 2013 in Uncategorized, Web Design by cmblogger

A little Website Love

Photo Credit:
andreyutzu

In deciding on the content for your new website, it’s easy to focus on what undoubtedly you know the most about: your company’s goods and services. And yet, when it comes to creating hard working content that really gets conversions, the answer lies in addressing what any consumer wants, quite naturally, to talk about instead: themselves.

Effective copy focuses on the benefits of your services, not the services themselves. What problems confront your typical consumer-and how does your product solve them? Only by demonstrating you first understand their personal challenges and have a way for them to overcome them will you generate the kind of solid return on your website design that you deserve.

“Benefits” too can be a murky term. Consider the difference between real benefits and “fake” benefits-and their impact on the consumer. Let’s assume you sell motor oil. Its use results in better engine functioning, and in turn, lower costs for the car owner as a result of needing fewer repairs. In generating the copy for your website, it might seem appropriate to tout “Better Engine Functioning!” as your headline. And yet…consider the emotional impact of selling this motor oil instead as a way to save time and money. In the end, unless you’re a car buff, you’re not going to connect with a phrase like “better engine functioning” on an emotional level. Time and money, on the other hand, are precious commodities we all have feelings about.

Remember, as much as we’d like to assume otherwise, most, if not all of our buying decisions are made from an emotional rather than rational vantage point. Make sure your new website design answers those questions, and ensure your success within the marketplace.

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Frequent SEO Mistakes

Posted on July 23, 2013 in SEO by cmblogger

Distinguished Google Engineer and search optimization expert Matt Cutts is around the web a lot these days, with concerned businesses and marketing strategists asking plenty of questions about the effects of the new Google Penguin algorithm and other updates on their SEO campaigns. The good news? Google’s search engine is better than ever, with fewer spammy results and more sensitivity to naturalistic searches (providing quality results to search phrases that sound the way real people talk, rather than the way computers do).

Recently, he described some of the most common mistakes webmasters are making when it comes to their SEO programs:

1.) Not having a good, navigable website. Did you build your website a decade ago? Unlike fine wines and some spouses, websites do not get better with age. You must ensure your website is easy for consumers to navigate, and without the obvious technical problems that can stop an SEO program in its tracks. The good news? Investing in a fast, intuitive, well designed site pays off not just in terms of good search engine rankings, but in getting more customers, too.

2.) Not including good content. Is your website all pictures? Do you have meaningless strings of keywords or just a video on your homepage? You not only need good, easy to read copy on your pages for the search engine bots, but phrases within them that people might actually use to search for your goods and services. For example, if you’re offering Niagara Falls vacations for your consumers, don’t just write about “Niagara Falls tours.” Add the phrase “trips to Niagara Falls” and “Niagara honeymoons” to your copy. Those are also terms people search for-and need to be on your site.

We found this brief summary very instructive-and helpful for any business wanting to ensure their optimization campaign works as it’s supposed to. See your website in these descriptions? Call us for help in fixing them, and finally get the SEO rankings you deserve.

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Don’t Press the “Snooze” for Your SEO Content

Posted on October 23, 2012 in Search Engine Optimization, SEO by cmblogger

  “Content marketing” has seemingly been designated as the catchphrase of 2012,  as the new algorithm behind Google’s Penguin update continues to affect the search engine rankings of so many small to midsize businesses. Clearly, the loudest wake up call is for those companies with simple “brochure” websites that used to rely on developing inbound links and a few pretty pictures, a simple call to action and a phone number to drive conversions and great rankings.  Without a social media presence, a Places page, and most importantly, significant website content, these businesses have been left reeling, as Google moves away from link building and towards link earning through relevant content. For the small to midsize business, great SEO is now a mix of links and development of keyword- seeded content that appears directly on the homepage and throughout the website.  

Tag Archives: content marketing