Search Engine Optimisation is a hot topic. Even if you are not an e-commerce business, it’s certain that your customers are doing their research online. They’re actively searching for services and products, before making purchases offline. So it’s more important than ever before to be found online, whether you are a local business or a large corporation.
A few years ago, search engine optimisation was widely considered a specialist area employing secret tactics and hiding behind smoke and mirrors.
Since then search engine optimisation has evolved, and Google is becoming more and more accountable every day for supplying its end user, with what they want… Valuable information.
To that end the days of Black Hat search engine optimisation tricks that focus on search engines rather than a human audience are long gone. Stuffing a website full of key words, that don’t make contextual sense, or buying and/or exchanging inbound links will no longer cut the mustard in terms of search engine optimisation. Google has become much more clever than the black hatters, (or as I like to refer to them the mad hatters), those little spiders that trawl through web content can now read the content rather than just recognise the content.
At Kate Coote. we don’t profess to be search engine optimisation experts, but we are expert digital marketers. We believe your main focus for any inbound marketing campaign should be great content. Content can be a blog post, an ebook, a video, an email newsletter, a social media status update, or pretty much anything that’s going to be seen by your audience, liked by your audience and shared by your audience. This is a focus we have employed for ourselves and we can certainly attest to its success. Our online referrals have grown exponentially over the last 9 months since we committed to a weekly blogging programme.
So if you would like to improve your search engine rankings the key lies in building your brand through delivering excellent content.
Here are 3 tips to help you do exactly that.
- Understand who your audience is and find them. You have probably defined your target market in your overall; business plan. Do you know where to find them online? Do your research and once you have found them, work out what questions they may have about your product or service and make it your job to answer them.
- Start blogging on a regular basis. If your website doesn’t include a blog page that you can update regularly, speak to your webmaster about having one added. You can use an off site blogging platform, but you will never really reap the rewards, because you need the inbound traffic coming to your website. In terms of posting regularly, we post once a week, and ideally you should be too. We understand that you have other things to do in your business, so we’ve come up with a solution for you, take a look at our sister company CopyKate. We have a team of freelance copywriters who will craft creative content that your audience will want to read and share.
- Promote your content. Writing the blog is just the beginning. You may have created the best article in the world but if nobody’s reading it, you have wasted your time. This is where all your other digital channels come in to play. Share that article everywhere you can. When we create a digital marketing plan for our clients we ensure that they have the right channels in place to reach their audience far and wide, be it Facebook, Twitter, Instagram, an email marketing programme, or guest blogging channels. There are so many ways to make your content go further, and the wheels need to work together.
If you would like to talk to us about a digital marketing plan that can help you with your search engine optimisation and therefore your Google ranking, give us a call, we’d love to hear from you.