Achieving a higher ranking in Google should be any company’s goal. This popular search engine is what most Internet users turn to when researching new information, new businesses, and new products and services that they are hoping to invest in. Unfortunately for many businesses, their websites do not contain enough thoughtfully created content to rank themselves to the top of a customer’s Google search. Fortunately, there are a few easy fixes that top SEO experts recommend.
To begin with, make sure that the company’s content is unique. Google appreciates contagious content. In other words, Google likes content that is so original that other websites link back to the company’s site. The more backlinks a website has, the more likely it is to be featured in Google search results. However, some of these backlinks could be fraudulent or lead users to third-party websites that are less than friendly to their computers. To rectify that situation, Google now offers a “Disavow” button that website owners can use to remove such links, popups and advertisements from their sites. If this is not done, then Google might misidentify the company’s own website as a fraudulent one, and stop sponsoring it on their search engine. While this is an easy mistake to prevent, it is often much harder to correct once that step has been taken.
The website should, however, continue to build healthy links by expanding the site and linking to its various social media platforms. It should also connect with other companies to form partnerships that could be beneficial for clients. Those backlinks will encourage traffic from other websites to migrate over to the business’s platform and perhaps compare products or services. Another great way to accomplish the same goal is to ensure that all content is shareable. Give users the option to download and share content, or even simply to print, email, or save the information as a PDF. Include downloadable content and information, and ensure that all promotional materials, at the very minimum, have these capabilities.
Additionally, to rank higher on Google the website should contain common keywords that users might search for when researching a product that the company offers. These keywords should include adjectives and other descriptors that reiterate the reliability of the product and the various benefits or uses it offers. Place such keywords near the top of the page and insert them into informational sentences so that the caption Google searchers see will tell them even more about the product than they were looking for. Then, to give potential customers a boost of confidence once they have clicked on the website, include testimonials from previous customers. Whether those testimonials are small blurbs or larger paragraphs of information, the more prevalent they are on the company’s website, the more likely they are to bring the website to the top of a Google search.
However, while keywords are a good start to capturing user attention, they are not enough to keep them engaged. Instead, focus on longer content and optimize the website for the user experience. Both computer and mobile versions of the site should work seamlessly so as not to frustrate the customer. Then, make sure that the site is easy to navigate. No user will remain on the page if they have a hard time reading the text, understanding its message, or having difficulty navigating through the site. The different sections of the website should be clear and communicative, but not redundant or wordy. Consider writing the content in the form of question and answer prose, which will allow readers to relate more closely to the product or service. Furthermore, the company will demonstrate thoughtfulness and care by taking the time to answer client questions immediately.
Ultimately, all of these tips and tricks, when put into practice, will ensure that the webpage will rise up in the Google search window, but this is only half of the battle. Once users are on the website, make sure that they remain there for a while. Accomplish this through creative content and insightful writing that engages users and makes them more likely to share, download, or otherwise act on that information. The more frequently that this goal is accomplished, the more likely it will be that the website will gain in popularity and appear higher up in the Google results.
To learn more about the best ways to rank higher on Google, contact a team of content marketing experts today to schedule a consultation.
Top content marketing experts will say that the right content is engineered to capture the audience’s attention and keep them coming back for more. The best content is concise, informational, engaging, and never redundant. However, as more and more businesses turn to content marketing to promote their companies, they often ignore these requirements. Instead, they produce content simply to have something new to say, or to fill up space on a webpage. In short, they do it for all the wrong reasons. And with misguided intentions, any content marketing campaign will fail. So, here are a few examples not to follow, as well as a few tips and tricks to try for the most effective content marketing strategy ever.
Ultimately, writing quality content for a marketing campaign is a balancing act. The information should be concise, interesting, insightful, and, most importantly, necessary. Readers should be interested and engaged, and should always end their reading experience wanting to know more about the products and services the company has to offer. That is the hallmark of quality content writing. Keeping the reader interested is what it’s all about. So, ensure their engagement by avoiding the potential pitfalls that many companies encounter through their content marketing efforts.
To learn more about content marketing, contact a team of top SEO experts today who understand the ins and outs of content marketing.
Although social media marketing campaigns are considered free and virtually foolproof, this could not be any further from the truth. The truth is that mismanaged accounts could end up costing a business thousands, if not hundreds of thousands of dollars in lost revenue. Social media marketing requires careful planning and precision in order for it to produce the best results. Yet, many companies are missing the mark when it comes to their social media marketing efforts. Here are some of the top reasons why a social media marketing campaign may fail and why a team of social media marketing professionals may be the solution that many organizations are searching for.
Social media posts must be consistent. For example, the company’s page could be very active for a week, and then go static for a month or two. Unfortunately, any customer interest gained during that period of frenzied activity will be lost as soon as the account becomes stagnant. The best approach is to come up with a social media posting schedule that includes routine posts on certain days or times of the week. This will ensure consistency and it will prevent follower disappointment.
The Wrong Keywords
Another way to quickly lose followers comes from improper keyword usage. Perhaps the company is promoting a specific product, but they have not included any hashtags or keywords that will make the product rank highly in a search results list. Fortunately, this is an easy fix that can be corrected immediately with proper research, time, and effort. The right keywords can attract the right customers for noticeable social media results. This could include increased followers, likes, or shares of the company’s posted material.
Wrong Target Audience
The posts might not be targeted to the right audience. Consider, for example, a doctor’s office. The office just received new equipment that will turn what used to be an in-patient procedure into an outpatient appointment with reduced recovery times. How should they promote this new procedure? Rather than spreading themselves thin over several different social media platforms, the office should instead consider their exact approach when it comes to content marketing through their social media accounts. In order to create the best content, they must fully understand who their core audience is. This will be a critical point to clarify because not only should they market to patients who may need this procedure, but they should market to other doctors and clinics as well.
Wrong Platform Choice
Another reason why a company’s social media marketing campaign may fail could be due to an improperly chosen platform. In the previous example, consider what might have happened if the doctor’s office had marketed their services on Twitter only. They probably would not have seen many results, as it is practically impossible to explain a complicated new procedure in 140 characters alone. This is why companies should carefully decide on which platform(s) they will utilize. While Facebook, Twitter, LinkedIn, YouTube, Instagram, Google+, and other popular choices are all viable options, the company must carefully consider which one is the best fit for their precise marketing needs.
Poor Platform Design
Improperly designed social media platforms may also be misguided in that they do not match up with the company’s core values and objectives. The layout of the page, including the header design and other customizable features should be designed to attract the right customers. Social media pages might be used to communicate what a company stands for, to raise awareness about a certain product or service, or to find clients with similar interests. If the page is not visually appealing or is confusing, ultimately it will generate little business interest. Keep this in mind when creating or updating social media pages, and the company’s social media strategy will be less likely to fail.
Poor Quality Posts
Each post should be carefully written and designed. These posts should be grammatically sound, relevant, and original. They should also be branded so that the name of the company stays on the mind of the customer or others with whom they share the content with. Poor quality posts will turn off customers who may come to view the company as one that is not concerned about its public image.
Similarly, if the company does not engage with or interact with its followers by asking and answering questions, customers might turn to a company with a more client-friendly focus. Social media users, aka potential new clients, like to be entertained by the companies they choose to follow. Businesses would do well to keep this in mind when creating new posts. Likewise, to maximize exposure, websites should work to keep the client engaged, and should also include links to every social media platform. Those platforms should in turn link back to the website, allowing readers and users to interact with the business in the way that is most convenient for them.
Hire a Team of Professionals
Many companies make the costly mistake of not hiring social media marketing experts to run their social media pages. Instead, they rely on the most tech-savvy person in the office, who may not know much about social media marketing at all. To remedy this, consult with a team of social media marketing professionals who work on social media marketing strategies exclusively. Their insight will be invaluable when it comes to attracting the right customers with compelling social media content that converts.
Eugene Aronsky is an SEO specialist with over 10 years of experience in SEO. Eugene enjoys writing and doing research.