Social Media and Site Performance: Here’s How and Why Your Search Marketing Strategy Needs to Include Social and Quality Content, Despite what Google and Others Claim

Social Media and Site Performance: Here’s How and Why Your Search Marketing Strategy Needs to Include Social and Quality Content, Despite what Google and Others Claim

It’s true that search engine optimisation is just one piece of the internet marketing pie and that there’s much more required for online domination than rising to the top of the search engine rankings.  Social media plays a vital role, allowing businesses to interact with existing and prospective customers, popularising their brands and presenting the ‘human element’ that’s necessary for building trust and authority in an industry.

But, as Google and others have claimed, social media activity doesn’t actually have a direct influence on rankings, meaning  their algorithms don’t use social to determine a site’s position in the search rankings. Now, before you jump up and down with excitement, thinking that your days of tweeting and Facebook posting are over,  social media combined with quality content can and will affect your site’s performance. Here’s how:

Social Activity: the Bull’s-Eye Your Search Engine Marketing Strategy Needs to Stand Out

Even though Google and Bing representatives recently reiterated at SMX London that their search algorithms don’t use social media activity, or a lack there of, to determine a site’s place in the rankings, they did say that when content receives several Facebook Likes, is pinned repeatedly or shared in any other way through available social media channels, search engine bots are drawn to the activity like bees to honey. This, in effect, can cause a page on a site to be indexed faster than a page that lacks social media ‘buzz.’  

But that’s not all. If a page is shared repeatedly through social media, it’s not a stretch to assume that people who find the content valuable will link to it from their own sites or make other references to it online. This, in effect, adds to the web of links leading to the site where the content originated. Google and Bing representatives alluded to the fact that the search engines actually use the number of social references to determine if such links are quality, something which is beneficial to a site’s overall performance, especially in a post-Penguin world.

What this Means for Your Search Marketing Efforts

In short, continuing to produce high quality content that’s worthy of being shared with people’s followers and connections  in places like Google+, LinkedIn, Facebook, Twitter and Pinterest will enhance your search engine marketing efforts and help position your website for success online. If you haven’t added a social media component to your search marketing strategy, you’re already behind the eight ball, at least  as far as establishing trust and authority. With confirmation from the search engines that social matters in more ways than one for your site’s online performance, the need for a tailor-made social campaign is just that much more urgent.

For information on how to turbo-boost your search engine marketing strategy with a cutting-edge social strategy, call us on 1300 88 55 57.

A Recent Video from Google’s Matt Cutts Proves that Ranking Well Requires a Multifaceted Search Engine Marketing Strategy

A Recent Video from Google’s Matt Cutts Proves that Ranking Well Requires a Multifaceted Search Engine Marketing Strategy

“If you build it, they will come.” Wouldn’t it be nice if all you had to do to drive more traffic and boost your site’s rankings was write and publish quality content? When we tell our clients, over and over, that they’ve got to be producing good quality content on a regular basis if they want a hope in hell of reaching those top spots in the search engine results, I sometimes think a general lack of search marketing knowledge prevents them from seeing the big picture and expectations are misinterpreted.

Yes, you’ve got to write information-packed blog posts and ensure your site has a wealth of good quality, relevant content, but it’s not enough to stop there. Successful search engine marketing is a carefully designed and executed, multifaceted approach. One of the most recent videos put out by Google’s Matt Cutts only supports this claim and demonstrates that without having a finger on the pulse of the search marketing world at all times, writing interesting blog posts or producing the odd video and just crossing your fingers won’t be enough to achieve the types of search marketing results you want and your business needs.

Cutts Explains how Google ‘Judges’ the Quality of Pages that Don’t Have Links

Even though some would still argue that link building is dead, the fact that Cutts recently explained that Google’s bots would have difficulty determining the quality of a page that didn’t have links demonstrates there is still a place for link building in search engine marketing. Yes, the old way of building a web of links to and from any site, no matter how dodgy is dead, but Google still relies on the  presence of links to determine a page’s relevancy for searches using specific terms.

Without links, Cutts explained, Google resorts to the keyword term(s) used in the copy, and the frequency with which those terms appears signifies whether or not the page is about a particular term. The problem, however, is that unless the terms you target, and those appearing in the link-less page of content, are actually being searched by someone, ranking number one for that word or phrase will mean squat.

Solution to the Link-less Page and Other Search Marketing Conundrums

While Cutts tries to explain that the solution for preventing pages without links from being utterly ignored by Google is to produce content on topics so original that your site will rank in first place for those terms by default alone, this type of search engine marketing approach will more than likely deliver little in the way of traffic and even less still in the way of targeted buyers.

Just think about it: Sure, a blog post on why koala shaped napkin rings would make a nice hostess gift might rank well for terms like ‘koala’ and ‘napkins,’ but I doubt few people are looking for such products or that the kid searching for information on koalas for his school project will find your kitchen supply store useful.

The solution to this quandary, which is a common challenge for new websites, is taking a multifaceted search engine marketing approach that includes the following:

  • the building of quality links, according to a natural link profile
  • careful keyword research
  • quality content that uses the right number of a specific set of keyword terms in order to convey a theme to Google, produced and published regularly
  • sharing content and interacting via social media platforms like Facebook, Twitter, LinkedIn and Pinterest.

Still think you can take your site to the top without a search engine marketing strategy? Google and others have made it virtually impossible for people to take the ‘cross your fingers and wait’ approach, even if they try to claim that the way to rank well is to produce quality content and wait for the ‘flood’ of people who will naturally stumble upon the page.

If your business doesn’t have the luxury of waiting around or taking a chance, call us to learn more about the calculated search engine marketing strategy that will take you to the top: 1300 88 55 57.

Duplicate Content Can Derail Search Engine Optimisation–Here’s How

Duplicate Content Can Derail Search Engine Optimisation–Here’s How

When providing services that include search engine optimisation and internet marketing, you find websites that are in different states of need. What one site requires to be more conducive to successful search marketing will be different from the next.

Duplicate content is something we find fairly regularly on clients’ websites, and although having the same copy in more than one place (URL) isn’t an offense that’s going to get you punished by the web’s equivalent of the firing squad, it does have the potential to derail you from achieving the high rankings and improved traffic you’re working toward with search engine optimisation. Because of this, we always recommend that our clients avoid duplicate content on their sites.

The following is a brief explanation of how duplicate content can affect a search engine optimisation campaign, and specifically, why it’s best not to have the same copy in more than one place on your website, or to even include large sections of text from another’s site (even if referenced properly), on your own website.

Duplicate Content & Search Marketing

Last July, Google’s Matt Cutts said duplicate content won’t get your website penalised unless the content is spammy. By ‘spammy,’ he meant stuffed with keywords, for instance. The problem duplicate content presents is that it forces search engines like Google to choose which URL they rank.  Search engines want to provide their customers (searchers) with the best possible experience, and they don’t think that search results where the same information can be found at more than one URL will satisfy searchers.

Let me break it down for you:

  • Your goal is to achieve the highest rankings possible through search engine optimisation
  • You have the same copy in more than one place on your website, or your site contains a body of text which you have copied and pasted from another website (even if you cited it properly)
  • When Google and other search engines find copy that is the same, they choose which URL they think is the original source for the text and rank that page in their results for specific keyword terms

Where this isn’t compatible with your overall goal for search engine optimisation is that Google doesn’t know which URL they should reward with rankings for the trust, authority and relevance the content exhibits; should it all go to one URL or be split between the two? If you took the time to write content so that it would rank well and bring new visitors to your page, why risk diverting traffic someplace else, right?

Duplicate Content that’s Unavoidable

Sometimes, there will be places on a website where duplicate content is unavoidable. Your site’s ‘Terms and Conditions’ policy could appear in more than one place, for instance. In these cases, our search marketing team would canonicalize the duplicate content with a 301 redirect. SAY WHAT?! This is precisely the sort of instance where working with a professional search engine optimisation company, who knows how to make your website as compatible for search marketing success as possible, is a worthwhile business move.

So even if Matt Cutts says your site will be ‘safe’ as long as you don’t publish spammy duplicate content, we think it’s best to avoid having multiple versions of the same text, all together. When it comes to search engine optimisation, the difference between what’s ‘safe’ and what’s ‘smart’ is high rankings and big traffic.

For more on this or any other search marketing query, call The SEO Company on 1300 88 55 57.

These Common Search Engine Marketing Misconceptions are Holding Your Business Back

These Common Search Engine Marketing Misconceptions are Holding Your Business Back

When I meet with clients for the first time, it’s always interesting to hear what it is that they think they should or should not be doing to rank well and succeed online. Often, what these business owners think is important to search marketing and their online presence is based on such outdated information that they’d never get anywhere if they were to put it into practise or continue to use these strategies.

It makes sense that few business owners would be at all up to speed on the latest trends and best practises for web marketing. They’re busy enough trying to keep up with what’s changing in their own industries, it would be impossible to stay on top of Google’s daily rule-changing. This is precisely why it’s imperative for business owners to hire professionals to manage their search marketing.

Especially among local business owners, there are a series of common search engine marketing misconceptions floating about. Unless these misconceptions are identified and the search marketing practises that are based on these myths are discarded, organisations risk missing out on valuable business.

The following is just a handful of the many search engine marketing misconceptions you yourself may still believe to be relevant:

1) All I need is a ‘quick fix’ of SEO

Whether it’s the owner of a long-standing business who has just decided to do something about their search rankings, or someone launching a new company, I hear this one all the time: “I just want to do search marketing for a couple of months, until I get some rankings, and then I’m going to stop.” Let me put it to you this way, the terms ‘search engine marketing’ and ‘short-term’ are like oil and water; they just don’t mix.

Because Google changes the game each and every single day, the rankings you achieve in just a couple of months from doing search marketing will never last. You could rank on page one for a couple of terms one day and then not rank in the top 10 pages of search rankings the next. Plus, if you consider the level of competition in your market, or if you’re a newcomer to the industry, it becomes even more evident that you need long-term web marketing to give you a solid leg-up in the rankings.

2) Mobile-friendliness isn’t necessary for search engine marketing because my target customer doesn’t use a smart phone

I don’t care if you sell a solution for cleaning dentures, your site has to be mobile-friendly if you want to compete on the web today. The number of smart phone users in the world grows every day. Heck, grey-haired grannies are face timing with their grandkids via their iPhones, right now. Search engine marketing without a plan to optimise for mobile is just plain stupid. Google knows it too, and in an effort to provide their customers (search users) with the best possible experience, the search engine now penalises those who aren’t mobile-friendly by burying their sites in the search rankings.

3) Social isn’t a must for search marketing

Just like the old ‘my clients don’t search from smart phones’ excuse, business owners often claim they don’t need to do social because their customers aren’t in Facebook, Twitter or LinkedIn. Even if you’re partly right, social media is a necessary component of every web marketing campaign today. Here’s why: whenever you share content with your followers or connections, comment on someone else’s work, or network, you’re building the authority you need to show Google you and your business are major players in your industry. Social benefits your search engine marketing efforts because every little bit you do contributes to the good impression you need to make on Google in order to get ranked, but it also benefits conversions, by demonstrating to potential customers that you know you’re stuff, inside and out.

4) A bad review will affect my rankings!

Just because someone didn’t like the burrito you served them doesn’t mean you’re going to see a downward shift in your search rankings. In fact, even a bad review can benefit your business because it demonstrates to those who read it that you are, in fact, a real company. Business owners often panic when they read a negative review, and instead should consider the criticism as a clue for how to improve their offering. Many have gone to the extent of posting fake perfect reviews, which is a major no-no and could get you penalised if you’re found out.

Instead, encourage people to review or rate your business online. The more reviews you have that are positive, the less likely one or two negative reviews is going to make an impression on prospective customers.

Maybe you, too, are still using some of the above misconceptions or myths as an excuse to drag your heels on getting serious about search engine marketing. Putting your trust in a team of search marketing experts who eat, sleep and breathe SEO is the best way to guarantee your success online.

Get in the game and we’ll bring you and your site up to speed and in-line with what works online today. Call The SEO Company on 1300 88 55 57 to learn more.

Google’s Gone and Done It; Guest Blogging as a Search Engine Optimisation Tactic is Dead

Google’s Gone and Done It; Guest Blogging as a Search Engine Optimisation Tactic is Dead

In the not-so-distant past, guest blogging was widely used and encouraged by search marketing and online marketing experts. While it was considered somewhat of an honour to be the ‘special guest’ on another site’s blog, guest blogging was also a rather effective search engine optimisation tactic whereby you could write a post for someone else and build a quality link back to your website.

Of course, Google wouldn’t like us to blatantly say this was a search engine optimisation strategy, but when legitimately good quality content was posted on another’s site, a link to the author’s site was like a token of appreciation, which simultaneously benefited their search marketing.

But, overtime, people started to use and abuse guest blogging and it increasingly became yet another medium for spam marketing, a practice viewed as a major no-no by any search engine optimisation team that’s worth its weight. Eventually, people started imbedding spammy links in guest posts on others’ blogs or gave up writing the posts all together and just offered cold hard cash to take advantage of another’s page rank. And, as it always does, Google noticed. Really, the writing has been on the wall for some time.

It’s a shame some bad apples have nearly torched guest blogging as a way for the rest of us to gain credibility in our markets and niches, something which only benefits the marketing we do online. Notice I said ‘nearly torched,’ because this doesn’t mean any guest blogging you do will have detrimental effects for your marketing campaign. As Google’s Matt Cutts said, the search engine’s webspam team will further scrutinise guest blogging going forward, but it doesn’t mean you can’t still use this marketing tactic as a way to popularise your brand and demonstrate your authority through quality content–in fact, you should.

Here’s how to approach guest blogging, going forward:

  • Never offer another site money to be their guest blogger and don’t accept similar offers from others. You’ve probably received emails from spammers wanting to be your guest blogger in the past–just don’t accept guest blogging offers from strangers!
  • If you do decide to accept a guest blog post, be wary of the author. If it’s someone you know well and trust, their opinion or knowledge could be of benefit to your site and add value, something which is a must for sound online marketing, today. Look for opportunities to be a guest blogger for reputable sites, whose owners are your colleagues, friends, etc.

In a nutshell, reserve your guest blogging as a way to provide expert insight on the topics you know best and you’ll be fine. If you’d like to learn more about Google-approved guest blogging or how regular blogging for your own site will benefit any marketing and search engine optimisation you do, call us on 1300 88 55 57.

Dominate Local Search Marketing while Stepping-Up Social Media Efforts & Improving Your Website’s Overall Visibility

Dominate Local Search Marketing while Stepping-Up Social Media Efforts & Improving Your Website’s Overall Visibility

What if you could kill a few birds with one stone by stepping-up your local search marketing efforts? I don’t know many local businesses who aren’t interested in saving time and/or money, and the following shows you how to take care of three search marketing tasks in an efficient and effective manner. Take note of these local search marketing tips, implement them and position yourself to be the local business customers find first.

Start by Optimising Your Website for Local Search Marketing

While moving your site up the search rankings for any search terms may give you the visibility you think you want, ranking well for local search is what you need. After all, it’s those local people who are searching for the goods and services your business sells who will be the most likely to visit your location and buy.

Start by targeting the right list of keyword terms, some of which include the names of the places in your local service area, and optimising your site’s title tags, meta descriptions and content with those terms. It’s not enough to slap ‘Brisbane’ on the end of a long-tail keyword term and call it a day, either. You need to target location-specific keyword terms that have buyer’s intent. When you write about your local area, you’ll not only be providing content that resonates with your local customers, but the keyword optimisation will give your local search marketing efforts a boost, as well.

Don’t forget to include your local address and phone number on every page of your site; the easier it is for people to find you, the more likely they are to visit. Plus, it conveys to Google that you are one of the local businesses their customers want to find through search.

Local Businesses with Profiles in Local Directories Get Found

I know, this is a dead horse I’ve flogged repeatedly, but I can’t stress it enough: Local businesses that want to do wonders for their local search marketing need to create and claim listings for their companies in local directories. To rank well in these directories, complete your profiles, use your keyword terms and ensure your business’ address and phone number are consistent with the information provided on your website and across every other listing on the web. Share pictures and videos and encourage people to write reviews of your goods and services. Just like social media, this local search strategy gives your business the credibility it needs to succeed online.

Don’t Underestimate the Good Social Media Signalling Can Do for Your Local Search Marketing

Having a strong presence in social media goes hand in hand with great rankings in local search. The more content you share, questions you answer, followers you have and buzz you create around your business in Facebook, Twitter, LinkedIn and the like, the more likely yours will be the business Google chooses to display up top in search results. Be sure to share any business news or updates your local followers may find interesting, especially information on the in-store promotions and sales local customers will want to get in on.

Other Local Search Marketing Tips for Local Businesses

  • Responding to good and negative reviews in local directories gives your business more credibility
  • Search results for media sites almost always rank at the top. Create some business buzz the local media will want to cover and get a leg-up in the rankings. Invite food critics to your restaurant, host a special event for charity or anything else that will get your business a media mention
  • Quality link-building from the content you share with your followers in social media sites to your website will also help catch Google’s attention

With the popularity of mobile search growing by leaps and bounds every day, local businesses have really got to step-up their game on the local search marketing front or get left in the dust. Attract and convert more of the local business you need with a web presence that’s optimised and properly executed for local search.

To learn more about becoming an authority in your local market, call us on 1300 88 55 57.

What Hummingbird Means for Your Website, Going Forward

What Hummingbird Means for Your Website, Going Forward

Last week, we talked about Google’s most recent major update, Hummingbird, and explained that the aim of this critter, according to the search engine, is for Google to better understand the searches that their users perform.

So, for instance, rather than pulling up all of the websites that in years previous may have been the ‘best’ matches for the search ‘thin crust pizza AND Brisbane,’ simply because they contain all of the individual search terms, Google is now taking semantic or themed search to a whole new level. With Hummingbird, Google hopes to take a search like the one above for thin crust pizza in Brisbane and understand that a local resident who searches ‘where’s the best place to go for true Italian style pizza downtown’ could also be satisfied with a website for a pizza joint that’s located in the heart of Brisbane.

Although Google claims the update will affect their infrastructure more than it will change the way website owners should approach search engine marketing, this latest update tells us two major things about the world of search engine marketing going forward.

What Hummingbird Means for Your Site’s Content

With every update, Google’s ultimate goal is to better satisfy their users’ needs. With Hummingbird, the search engine seeks to understand users’ searches so that they can provide search results that best satisfy their queries. This has significant implications for content. Not only does it tell us that the content we produce for our websites needs to be high quality, but we also need to better tailor our content to meet searchers’ needs.

How can we do this? With a deep understanding of who our prospective customers are and what it is that they want and need. When it comes to the quality of the content we write and the search terms we use, we’ve got to convey our expertise and convince those site visitors that we are the authority in the industry.

Many of you are probably wondering about the relevancy of the keyword terms you’ve been targeting. While you should have stopped stuffing individual keyword terms into your content eons ago, writing content with terms selected according to a particular theme and implementing them in a way that’s natural is the best course of action. If you’re one of The SEO Company’s search marketing clients, rest easy because we’ve been choosing keyword terms based on their ability to convey specific themes to Google for some time now.

Websites Compatible with Mobile Devices are Now a Must. Google Knows it, so Why Don’t You?

The changes made by Google’s Hummingbird were brought about so that they could provide better, more accurate search results for customers using conversational search—that is performing a search from their mobile devices. Because Google recognises that more and more people are going to be performing searches by speaking into their smart phones, the search engine wants to ensure they continue to provide their users with the best possible results, even though the conversational searches, which employ more long-tail keyword terms, differ significantly from those most often used when a search is performed from a computer keyboard.

Beyond possibly re-evaluating the keyword terms you’ve been targeting in your search marketing strategy, what this should also tell you is that mobile-compatibility is not something to be taken lightly. If Google’s changing the way they provide search results because a growing number of people are speaking their searches into their smart phones, the best thing you can do is have a mobile-friendly website so that Google deems your site worthy of a place in the search results they provide.

If you would like to know how your current search engine marketing strategy measures up in a post-Hummingbird world, get in touch with us at 1300 88 55 57. This definitely won’t be the last major update brought about by Google, but it’s one that changes the search marketing ‘game’ significantly—get your site up to speed or get left behind!

Time for a Website Re-Design? Give Your Website SEO Efforts the Best Start with These Web Design Tips

Time for a Website Re-Design? Give Your Website SEO Efforts the Best Start with These Web Design Tips

Sometimes, it’s better to toss in the towel and start fresh, from scratch. Nothing could be closer to the truth for some website owners whose marketing efforts, and specifically their search marketing efforts, are doomed before they’re even launched because of poor website designs and structures.

It’s not uncommon for us to see the types of sites that are more like electronic brochures and not at all like the powerful marketing tools their owners need them to be, let alone the sites that get blasted to the top of the search rankings quickly when an SEO campaign is launched and that remain at these top search spots.

Business owners are always shocked when they come to us looking for a website SEO solution only to discover that their website lacks all search and/or marketing capabilities and that no amount of optimisation will get them the results they want and need through SEO. The truth hurts; your site is about as useful as an ashtray on a surfboard and it’s time to build a new one that will make your search marketing and website optimisation efforts a breeze, not a painfully slow and expensive exercise that will only prove just how impatient you are.

Today, in 2013, there are some top trends shaping the SEO world that can and will have bearing for a website re-design. Our advice? Pay attention to what it is that’s relevant with Google and search today and plan your website re-design around the latest best practices.

Improve User Experience

Website optimisation isn’t the only thing determining to whom Google will award top spots in search. More and more, user experiences, and specifically the quality of a user’s experience while visiting and using a website, will determine where it is that Google ranks a site. Google wants those who search to be satisfied with the results they find, and a website that’s slow to load isn’t going to cut it with Google. Make sure your new site loads quickly so as to not frustrate users.

This Year, Content & Keywords are More Important than Ever

With website optimisation and SEO, content has always been king, but now, for top rankings, content and the keywords you use should take top priority in as far as your new site are concerned. The right keywords, discovered through deep market and keyword research, combined with high-quality, informative and fresh content will ensure a website is the fully-functioning tool you need it to be. Regardless of whom it is that’s doing your website re-build, content and keywords had better be a major focus in all your strategy discussions.

Not only do the right keywords need to be chosen for your new site, but website optimisation, according to a careful formula that sets out the frequency and location in which those keywords are used, will be a major factor in how your new site performs both in search and its ability to convert website visitors.

Structure & Compatibility Count

Algorithm updates and consumer trends have changed what’s now considered acceptable when it comes to your site’s structure and whether or not it’s compatible with the smart phones and tablets that a huge percentage of the population now use to search the web. Flash and scripting are also big no-no’s because search engines can’t read the pages of a website on which they’re used. If URL canonicalization and mobile sites aren’t something with which you’re familiar, you’d better ensure the people handling your website re-design are in-tune with what will fly in the world of website and search marketing today and what won’t.

This is just a small snippet of the factors that are not only being used to judge and rank websites today but that also have a big affect on the way people use and engage with websites, right now. The SEO Company is unique in that we provide website SEO but we also offer custom web design services tailored specifically according to a website and SEO blueprint that’s created for your business and designed to achieve best results—right away. With a website that’s firing on all cylinders, right from the start, you will be able to generate the traffic, leads and sales you need to dominate your industry online. Call us at 1300 88 55 57 to learn more about our custom web design services and website SEO solutions.

A Valuable Small Business Marketing Strategy: How to Build an Engaged Social Community

A Valuable Small Business Marketing Strategy: How to Build an Engaged Social Community

One of the reasons people make social a key part of their web marketing strategy is because they want to make their business and their brand more widely known on and off the web. The fact that social media provide free platforms for marketing helps, too.

The thing is, even if your Facebook and LinkedIn pages have thousands of followers, if you fail to tap into and exploit the passion or interests you share with those followers, you won’t truly engage your current and prospective customers and your social media activities will do little for your overall web or search marketing efforts. Your small business might be able to add a lot of value for your followers in the way of information, but how can you reach out to those in search of what it is that you have to offer and have them join in the conversation? How can you create the type of social media profile that people want to check out every morning over coffee or share with their friends? Most importantly, how can you do all this without spending dozens of hours each week, babying your social profiles with new discussion threads, constantly posting new content or answering questions?

Focus on Your Shared Interests. The Rest Will Follow

You’re probably thinking, “Well, duh, of course I’d focus my interaction with my social followers on what it is that they’re interested in—my products and services!” While it’s true that people make the choice to follow a business on a social media site because they have some interest, big or small, in what it is that you do, you’re missing the point: by tapping into the overarching passion that drives people to your social media profiles, you have a much greater chance of achieving word of mouth marketing.

Forest Research found that more than 90% of those surveyed trusted recommendations given to them word of mouth, while only 14% said they trust the ads they see on and off of the web. This goes to show just how vital it is that your social interactions be geared toward achieving the type of followers that are excited to tell others about your brand.

Finding Your Shared Passion Involves Tapping into What Motivated Your Followers to Seek out Your Business in the First Place

In order to find and exploit your shared passion, you need to determine what or why it is that your followers were motivated to find your business via social media in the first place. So, while they may have done a search for a biodegradable shampoo and landed on the Facebook page for your natural health and beauty products, your shared passion is likely environmental consciousness, not just your line of lavender-infused, biodegradable cleansers.

By allowing the people who find your small business on Facebook, Twitter or some other social media site to engage on topics related to the passion they share, your business suddenly becomes the brand with which they associate and trust, and most importantly, are ready to recommend to their friends who also share that same passion.

So, instead of posting about how your biodegradable lavender shampoo makes hair smell great or is cheaper than competing brands, consider sharing information about a study that documented how non-biodegradable shampoos and soaps have contaminated lakes and rivers.  You will find you’re able to reach a much larger group of people who are keen to join in the conversation, give and get advice, recommend you to others and even become your customers.

So sit down with a pen and pad and give some thought as to what the possible passions are that form the foundation of your business. Start conversations about those passions in your social media profiles and watch as your followers do the marketing for you.

To learn more about the many benefits a small business can derive from having a powerful social media presence, call us at 1300 88 55 57.

Does Your Website ‘Stick?’

Does Your Website ‘Stick?’

From a search marketing standpoint, one of the most important things you need to focus on when it comes to your website is whether or not your site ‘sticks.’ Now, sticky sites are important in more ways than one. Not only does Google use visitor satisfaction to determine where it is that your site deserves to be ranked, but sticky sites are also those that tend to do the best job at marketing a product or service and, therefore, convert the most site visitors into paying customers. When we perform search engine optimisation, or website SEO, for clients, we’re always thinking about the stick factor. Here are some things to keep in mind when evaluating your website and its stickiness:

Google likes Sticky Sites

When it comes to search engine optimisation, it’s a continuous effort to stay ahead of the search engine giant that is Google to determine how it is that websites will be evaluated and ranked from one day to the next. Despite all of the search engine algorithm changes, one thing holds true: Google loves sticky sites. In other words, if few people who select your website from the search engine results hit the back button, go back to the search results and try to find what they’re looking for elsewhere, Google sees this as a good thing, determines that you’re satisfying their ‘customers’ and rewards you with good rankings. If people fail to stick when they land on your website, however, a high bounce rate will work against you.

Search Engine Optimisation Tactics that Stick  

So how can you develop one of these coveted sticky sites? Website SEO or search marketing always comes back to the quality of the keyword terms you’re targeting for your niche. So, for instance, if you’re not optimising your site with the right keyword terms, the wrong people will land on your website, hit the back button and exit. Perhaps one of the most important things you can do is invest in high-level keyword research, because the right keyword terms will produce the targeted traffic that will stick to your site.

Marketing Your Brand

Sticky sites not only employ the right keyword terms in the right ratios, but their search engine optimisation tactics also include quality content that immediately persuades visitors into thinking they’ve found the best option to satisfy their wants and needs. Successful search marketing includes landing pages that inform, persuade and prompt visitors to take an action, whether it’s to call for more information, sign-up for a newsletter or buy a product or service. You’ve got about 30 seconds to convince visitors that you are the authority in your industry. The longer you can get visitors to stay on your site, the better it will be for your search engine optimisation campaign and, more importantly, your business’ sales.

A website that doesn’t satisfy visitors is about as useful as an ashtray on a motorbike. There’s no point owning a site and doing search engine optimisation if it isn’t tailored in a way that will most efficiently achieve your end goal: get more customers and make more money. If you’re a small business owner, you owe it to yourself and the future of your business to invest in the best possible search engine optimisation strategy. Owning a sticky site is the way to success both on and offline. Call us to learn more: 1300 88 55 57.