If you have had a website online for any amount of time you will be able to attest to the fact that online marketing is, and for that matter always will be, prone to change. A website that is attracting targeted traffic and converting one day may suddenly disappear from the search engine pages overnight and leave you wracking your brain to come up with a reason why.
Or maybe one of the social media sites decides to change the rules slightly and as a result your targeted lead generation campaign no longer complies with the terms of service. This puts your lead generation on stop and sales go into free fall.
This is the reality of the internet, the largest marketplace on the planet. When change happens it happens fast, wiping away months of hard work and leaving many business owners out in the cold.
There are however certain things that you can do in order to protect yourself and your business on the internet and in this post I will reveal to you the three new, most important and significant things that you can do to keep on top.
In fact the headline is a ruse! It’s a lie, I have cheated you! There are no “NEW Rules”, there is no new push button technology or new killer strategy. To succeed you have to do what has always worked; you have to earn the right to be at the top.
3 Ways for Your Online Marketing to Earn the Right to Be Number 1.
1. Create Killer Content
Google receives several hundred million search requests every single day. People are on the internet for a reason: that reason is to find information. It could be to solve a problem, it could be to learn how to fix a dishwasher or mend a leaking fuel pipe, it could be to locate a business service in their local area. It could simply be to connect with friends and find out what they have been doing and share photos or videos of where they have been.
That information has to be there to found. So make sure it is you who is putting that information out there. Why? Because if it is your information that’s gets found in relation to your niche then a percentage of people will take note of who wrote it and want to learn more about you, resulting in a growing interest in your business.
What problems do people in your niche have?
- Research a number of different ways to solve the problem.
- Present your findings in a clear and logical fashion.
- Give the reader exactly what it says on the tin.
Make it a habit to create content on a regular basis and you will soon find that you will have a variety of ideas that you can use to create further content. Try writing a series, a whitepaper or an eBook, the idea being to further increase your online reputation and your position as a thought leader.
2. Keyword Research
Your content is created with the end user in mind, much like when you start a business you do so with the intention of solving a particular problem experienced by individuals. Your content is the supporting material to answer the question, “why you”?
You know the problem and you have addressed it in a human fashion, but how exactly are people searching for that problem? What I mean is this: if you are providing advice on the best company providing SEO in Altrincham, then pitching that information to teenage girls who only have eyes for Justin Bieber and live in Idaho is not going to win you any plaudits!
You need to make sure that you present your valuable content to the correct audience at the right time. To do that you need to conduct proper keyword research. You need to know how many people are searching for the information, you need to know who you are targeting the information at and what level of competition there is. How many authoritative websites are trying to rank for the same information?
Keywords, and therefore keyword research, are fundamental to the success or failure of your online presence. When keywords are done right and optimised in the correct manner so as to be visible to both human and non human readers your pages stand a great chance of being indexed where they can be found.
One of the best tools to use for keyword research is Google’s keyword tool. This allows you to find out how many people are entering specific search queries amongst a whole host of further metrics.
3. Promote Promote Promote.
Let me repeat that one more time: promote!
Unless you are Oprah Winfrey, Donald Trump, or Sir Richard Branson, even your best written, search optimised copy will remain unread.
Contrary to popular belief, uploading content to the internet does not result in a windfall of traffic and sales. The right to drive traffic, leads and sales is earned. Yes, you can pay for advertising via search engines or other paid media and at the very beginning of developing an online presence that is by far the quickest way to get traffic.
If paying for advertising is not within your budget then you will have to really work hard to get that content in front of as many people as possible by sharing it through social media and asking the people you know to also share it for you.
- Send an email out to your email list
- Find blogs or websites in your niche and contribute on them (Guest blogging)
- Write an article and submit to article directories
- Produce a video and distribute internet wide.
This list is not exhaustive, there are hundreds, if not thousands of ways to promote your content but they all come back to having the quality content to promote in the first place.
Get your thinking cap on and start creating content today. The sooner you start creating content the more references and links that are on the internet pointing back to your website therefore increasing your authority on that specific topic.
Online marketing is much, much more than just having a website; it is about feeding that website with content that is recognised by search engines and desired by human readers then distributing that content far and wide so it gets in front of as many eye balls as possible.
Then all you have to worry about is conversions……