Guess what you have in common with your competitor? You both want to rank higher in the search results for the same keywords! You’re both reading articles about How to Improve Search Ranking, or How to Rank on Page 1 of Google, or How to Dominate for your Keywords. Yep; this is of great interest and import to all of us, and it’s why I’ve decided to give you some simple, clear advice, and to even offer a guarantee: follow these tips, and I guarantee Improved Search Rank for your keywords.
But first: an important recent change in Google’s article about ranking:
Last month, Google made a change in their Webmaster Tools’ article about ranking. Take a look at a very important difference:
Original: In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.
In June: In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.
This change is right in line with Google’s ongoing efforts to reward the most helpful, accurate search results. They’re not saying that links are not important. They’re saying that links will be shared organically (and highly rewarded!) when your site provides something that real visitors want to USE AND SHARE. (Thanks to Search Engine RoundTable for sharing this!)
OK, so here are my tips for Improved Search Rank (Guaranteed)
#1. Create Content that Answers Their Questions
You have to write content that genuinely provides what your visitors need. They are looking for an answer, some entertainment or the right product or service for their specific challenge. Does your content (or your list of services) actually answer that need? Are you the best option? Do you have what they’re honestly looking for? Then make sure your content points that out! Write in such a way that the visitor can easily (no work involved!) find the answer to their question and the solution to their problem.
On the other hand…if you DON’T have the best product or the best service or the best answer for their problem, then I don’t care how many articles you write, how many Ads you pay for, and how many Twitter followers receive a link to your stuff. Go ahead and absolutely FLOOD the internet with Tweets, Shares, Pins, low-quality content and bookmarks (and hey, while you’re at it, bang out a few Press Releases, put it in a SlideShare, make an Infographic and create a cool video!!) It won’t matter! People that tell you that you can improve search ranking by just doing these things are misleading you. Get better advice!
#2. Make it easy for Search Engines to find your stuff
Yes, SEO remains a very important SUPPORTIVE TECHNOLOGY in the digital marketing industry. Your onsite issues (intuitive user interface, good page titles and page descriptions, tags for images, proper use of relevant keywords) make it easy for people to find your content through organic search. Great content can end up lonely and hidden if you don’t optimize the content and the site for easy “findability”. So once you have created great content pieces (posts, SlideShares, Vids, images, etc.) make sure you’ve properly optimized it so the right people (i.e. those that are typing in the expected queries) can be led to your page!
#3. Share your content with the communities that care about it
Organic search is fine, but not enough. You also have to be building a connection with the particular set (or sub-set) of people that are interested and looking for the product or service that you provide. This is the off-site Social Media effort that has to be going on day-in and day-out, before, during and after publishing new content. Twitter, Facebook, LinkedIn, Google+ and Pinterest would be the most important places to become PART of a community, to READ that community (i.e. figure out how they search and what they really want), and to CONNECT with that community so that they see you’re someone who is relevant and trustworthy.
Integrated Digital Marketing
In case you didn’t notice, I have basically outlined an integrated approach to marketing, that brings Content Marketing, Social Media Marketing, SEO and Web Design all together for the purpose of shining the spotlight on the best your company has to offer. I’m not offering silver bullet, fluff-n-bluff techniques to game the search engines and get a ranking that you really don’t deserve. Nope. What I’m doing is more along the lines of what I call “Reality Marketing”, urging you to see marketing as an effort to increase the visibility of the great stuff you’re already providing. Google loves supporting this type of effort, and they are all geared to supporting you if you’ll work accordingly. You WILL experience an improved ranking in the search results if you’re providing relevant content that people actually USE and want to SHARE. If there’s a “trick” to integrated, Reality Marketing, it’s this: provide stuff that people USE and SHARE (then let Google do the rest). If you can’t do that, then I can’t guarantee improved search rankings.
Maybe you need some help with your marketing
If you’ve been using the obsolete methods of “fluff-n-bluff” gaming of Google, and you’re starting to see your results shrink and your competitors grow, then you probably need the help of some people with experience. We can help you transition AWAY from those old games, and help you to:
- Identify your strongest suit: the product or service that your Brand does with excellence!
- Connect with your target audience: find the community that NEEDS and WANTS your particular service/product.
- Get your site and your content tuned up to make it easy for visitors to FIND you, and then compelling enough to make them STAY with you.
Just get in touch with us at Shift Digital Media!