Post

Keywords: Enjoy In Moderation

Posted on November 26, 2013 in Uncategorized by cmblogger

pastels-confetti-1396243-m

Up until the not so distant past, any real search engine strategy was all about keywords. As

in, what are yours and how often are they appearing on your landing pages? Sprinkled like so

much pumpkin spice in everyone’s holiday snacks and beverages, a hefty dose was seen as

the quick fix by which we’d all rank well in the SERPs.

 

Those days are gone. Like the ubiquitous pumpkin spice, too much of a good thing only goes

so far, and in fact, is kind of gross when overused. While keywords will always be important,

the larger issue is content authority and relevance. Do you have meaningful copy that

addresses the needs and interests of your site visitors?

 

To rank well, your website should be written for the people searching for the topics in which

you specialize. Rather than just creating stilted prose designed for Google Search bots, make

your landing pages the best information out there to answer a particular query. At the risk of

sounding too hipsterish, be a thought leader in your field, not just a follower.

 

For today’s search, quality matters over quantity. Create real value for your potential

customers with a website that says something and adds to your field. Blog or post regular

updates that your users can read and share with others. For 2014, that’s good SEO, and the

holiday treat to last throughout the year.

Post

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.

Post

Google Hummingbird: New Directions for Search

Posted on October 1, 2013 in Uncategorized by cmblogger

Google just turned 15 last week, with 70% of the market share for search on desktops and a reputation as one of the world’s biggest brands. Founded by Larry Page and Sergey Brin, two PhD students, their idea turned out to be a necessary component of any business marketing plan in 2013. Along with a party, Google also introduced a new search algorithm a few days ago to further refine their ability to answer user queries effectively. What do you need to know?

Hummingbird Update

First, PageRank isn’t entirely dead-but now it is only one of about 200 factors the search engine considers before assigning a ranking. What else matters? As we’ve explained in other posts, Google now also notices things like plenty of good content, keywords, the frequency by which copy is updated, etc. as ways of deciding which results are most relevant to a particular query.

The term “conversational search” is going to be an important phrase for Google users in coming months with Hummingbird. It refers to the new emphasis Google is placing on the meaning behind search words, rather than just the way they are phrased. In the past, a user had to type in “cheese brands” to get a range of quality answers. With Hummingbird, a searcher can now even enter, “what are the best kinds of cheese?” into the search bar and get responses.

What this means for any business hoping for good SEO is again, the continued importance of quality content over simple keyword seeded copy. Web pages with lots of relevant, descriptive paragraphs will do far better with their rankings than sites who ignore the new algorithm. The best news about the new search? Stay engaging, and you’ll also stay well ahead of your competitors.

Tag Archives: content