Five things you can do right now to improve your search position
Marketing is the most fundamental thing a company can do to improve their position in the search engines yet few do it very well. In this brief article I am going to go over the five “very” most important areas of marketing for this century. Again this is very brief but when you are done you will have the fundamental tools needed to make your website more successful and that is the goal of this post.
The Big Five
Here are the five most important things you can do to make your company a success on the Internet.
- Create an attractive website that has visual, audio, and/or interactive appeal.
- Create specialized content using the Schema mark-up languages search engines understand
- Buy Pay Per Click Advertising (PPDC) it is an investment, not an expense
- Participate in Social Media
Let me explain
#1 When people arrive at your site they will make a judgement about it. If it looks good then they will stay long enough to click a few links. So “looking good” allows the reader to “judge a book by its cover.” This is where you want to use attention grabbing headlines, sliders, colors, and anything else that LOOKS good and interesting. Once these visitors are on your website it is your job to offer them an easy way to find what it is they are looking for.
Looking good is important, that is why the pretty people get all the perks in life. Think of your site in that way and you will be on the right track. One note of interest is not to load audio on someone unless they ask for it. A lot of people surf the web at work and audio gives away the fact they are surfing and not working. Don’t squeal on your guests! If they want audio let them click a link for it. So rule #1 is to look good with good interaction (something moving on a page helps) and easy navigation.
#2 Schema is a way of organizing content so search engines provide relevant search results. You might not think you need to do this but you do. Soon all content will be organized by value to the end-user. Both Google and Bing have pages devoted to helping you learn about schema for Internet Content. For Google the link is https://support.google.com/webmasters/answer/1211158?hl=en and Bing is http://www.bing.com/webmaster/help/marking-up-your-site-with-structured-data-3a93e731. If you publish a website make sure you apply this information to it or at least to specialized pages. This may be beyond what do-it-yourself websites can accomplish without the help of a professional. There are many aspects in preparing content and if you do it wrong, believe me I know, it can be costly.
Why this is important is the billions of web pages all clambering for first page placement on the Internet. Quite frankly the lady searching for information doesn’t give a damn that you want to be on the first page of results, she only cares about finding what she wants in the most expedient way. The people that manage search engines know this too and they don’t care about you being on the first page either. What they do care about is not being the next Yahoo that had all the market share back in the 1990’s and now is a thing of the past. Think about it for a second, how often do you use Yahoo for search over Google? Google and Bing want to stay on top and how it will be done is by returning the most relevant search results. And that is why you must use the Schema Mark-up Language in addition to HTML5, CSS3, and rule #1 to have a successful website.
Here is an excellent article that shows how using Superman as an example: http://www.nivedya.net/articles/structured-data-example-supermans-bio/ and I cannot say it any better than Indu Reddy did in this article. I have also included a PDF with a basic format to download, just right click on the link: article page template Example then you simply will replace the highlighted text with your ad copy, titles, phone numbers, and such as needed.
#3 Blogging is about teaching and persuading people that your company is the right choice for them. There may be millions of blogs so make yours stand out and blog often. Repetition is the key to building a loyal readership and to attracting customers. Remember to apply your Schema tags to your blog and under no circumstance use the product tag if your blog is hosted on a public blog. Products are for shopping carts, not for your blog. Instead use the article tags instead of product tags within your blog. I know this for a fact because I used products on a well established blog and it was deleted by Google. So learn from my mistake and use any tag except “product” on your blog.
Remember that blogging has been the go to method for many years and thinking about it as if it wasn’t important will eventually make your website unimportant. It is important, necessary, required, and the most basic thing you can do to bring business in the front door or over the telephone. Blog often and include every event, job, customer, or otherwise noteworthy scribble you can.
#4 Pay per click advertising is guaranteed to get you on the first page of results. This isn’t always an option for people with no money or sales people who earn a commission instead of the entire profit. However, there are reasons you should consider paying for advertising such as position in search results and building your brand name.
#5 Social media is important as it not only exposes your brand to many people but it also provides links to your site. You should join as many media outlets as you can and post every blog article you write to them. My experience has taught me Google Plus provides the best results but all are important. At a minimum you need to have Google Plus, Twitter, Facebook, and Pinterest.
Give me a call and let’s take a look at your website together. You can get better results and I know how to do that for you.
Havre de Grace means Haven of Grace in English