Former British Prime Minister Margaret Thatcher once said: “If you just set out to be liked, you would be prepared to compromise on anything at any time, and you would achieve nothing”.
Being liked and being respected are two different things when it comes to business.
When it comes to SEO, many companies focus on the customer service they deliver, signaling proximity, while others highlight more practical aspects of the business.
So, what do you want your SEO to say about your brand? That you can provide a fast and reliable service? Or that you care deeply about every single on your customers.
Maybe a bit of both?
Understanding which approach to take when it comes to marketing your business can lead to a more effective SEO strategy.
EMPATHY AND SEO
The key to successful website optimization is offering value to people who are searching for information online.
Google’s primary purpose is to connect an individual with the exact answers they are looking for.
And in order for YOUR website to rank highly, you will need to be the ANSWER that an individual is looking for.
Regardless of your niche, if you can answer a question BETTER than your contemporaries, search engines are more likely to notice your pages and place you at the TOP of their search results for that particular query.
Ask yourself this when creating content for your pages: What question is this single post answering?
You will need to understand your customers better than your competition in order to succeed in this game.
How can you do this?
Photo by Jean-Pierre Dalbéra
This is a guest article from Brian Spero, an Internet marketer and contributor who writes about social media, SEO, and content marketing.
Rome wasn’t built in a day, and neither were the rules and best practices of SEO. In fact, the art and science of search engine optimization is continually evolving with new technologies and innovative techniques as SEOs adjust and respond to the ever-changing and deeply complex algorithms of the Google search engine.
While it is often difficult to predict which cutting edge techniques will lift businesses to the top of the search pages, we do know from experience that doing the little things that make good sense on a comprehensive, consistent basis can achieve sustainable, cost-effective results.
The good news for businesses looking to generate traffic from organic search rankings by utilizing social media as part of a multi-channel campaign is that there are certain tenets that not only naturally support SEO, but never seem to fall from favor. If you wish to utilize social media campaigns to boost your SEO, consider these tips that are sure to help your business achieve more fruitful search results.
When it comes to live music, some artists never go out of style.
Take U2, Bruce Springsteen, and Madonna. All three ranked as the top-grossing touring acts of the last five years, playing to bigger audiences than newer artists HALF their age.
When it comes to your web pages, newer isn’t ALWAYS better.
In fact, you don’t need to put your old pages out to pasture if they can still command an audience and OUTRANK the newbies.
Google will often prefer older articles to fresh content, especially if they are jam-packed with on-point information relevant to your niche.
However, you may need to re-purpose some of your older content to see better results in the long term.
Here are 5 ways you can ensure that your older pages outrank your new ones
Oh, how things can change in 10 years.
A decade ago, Bush was in office, Friends was still on the air, and Facebook was little more than an online playground for college students to post photos of their drunken weekend exploits.
Today, the social media monolith is one of the most powerful platforms for ANY business. And it’s one that could see a better ROI than conventional SEO – leaving the likes of Google and co. quaking in their boots.
Incorporating Facebook (as well as Twitter, Pinterest, Instagram and the like) into your marketing strategy can pay off BIG TIME – especially when it comes to targeting your readers more effectively, advertising your services in real-time, and encouraging users to share your content.
Here are a few tips on how to get the BEST returns on your social media content…
October 30, 1974. Undefeated world champion George Foreman is about to take on Muhammad Ali in Rumble in the Jungle – quite possibly the most historic fight in boxing history.
But before the first punch is even thrown, Ali has ALREADY sized up his competition. Despite his opponent being younger and heavier, his strategy involved purposely placing himself in a losing position before obliterating his competitor. Against the odds, Ali eventually toppled Foreman in the eighth round.
How Does This Apply To SEO?
Well, understanding your competition, the TACTICS they are using, and what moves they might make can give you a BIGGER piece of the market.
Search competitive analysis provides you with the information you need to re-strategize and knockout your competitors. Even if you’re a small company punching above your weight, competitive analysis can lead to HIGHER conversions and more cold hard cash.
What Are The Benefits Of Competitive Analysis?
What do Hollywood A-listers, billionaire entrepreneurs, and the world’s biggest pop stars all have in common?
They’re all shameless self-promoters – seizing every opportunity they can to PLUG their products. Talk shows, press junkets, infomercials… in fact, all publicity is good publicity, right?
When it comes to increasing the visibility of a business brand online, we could all learn a thing or to from these masters of self-promotion. After all, they manage to promote a new movie, single, or their latest perfume without doing damage to their brand.
How do they do it? By relating to their audience, networking with the most powerful people in the industry, and never appearing desperate – well, most of the time (yeah, I’m looking at you, Miley).
Here are six sure-fire ways to publicize your content without cheapening your brand.
SIR Paul McCartney, DR. Phil, DAME Julie Andrews, PROFESSOR Stephen Hawking…
Titles bring instant prestige, power, and credibility. They MEAN SOMETHING.
But what about SEO titles?
A title tag is the text that describes your webpage. It appears in browser tabs, on search engine results pages, and on external social media websites.
So, you can assume it’s pretty important for SEO as well.
In fact, when you use keywords in your title and someone searches using those keywords, search engines will HIGHLIGHT those very same words on the results pages. What’s more, many social media platforms will use your title tag as its link anchor text.
It’s easy to adjust your title tags, and can prove to be a high-impact SEO strategy that increases click-throughs.
Here are six tips for better title tags:
There’s nothing wrong with being a LOCAL STAR.
Just ask the Naked Cowboy.
He’s the guy who stands in Times Square wearing only boots, a hat, and a guitar to strategically protect his modesty. And although national and international fame still beckon, he’s a GENUINE New York City icon.
Everyone in New York knows who he is – his brand is on-point and people know where to find him. Just like the best local SEO, he’s VISIBLE, location-specific, and happy to engage with the public.
To become the local star in your part of the world, you need to re-strategize your SEO.
Ask yourself: how is your business perceived on the web? And how can you make it EASIER for people to find you?
It’s the age-old question that has had mankind scratching their heads for centuries.
…Okay, maybe Columbus wasn’t too concerned with it, but it HAS puzzled SEO specialists for quite some time…
Long or short copy, which one works best?
Well, to cut a long story SHORT (see what I did there?!), BOTH have their benefits. And like always, SEO is a little bit more complicated than the length of your blog posts.
LONG VS. SHORT
To move forward, we need to look to the past.
Some websites are bland, boring, and just…bleh—at least, that’s the perception.
Unless you sell multi-fluorescent James Bond-esque space jetpacks, you might wonder whether anyone REALLY cares about your products or services.
And when someone suggests the importance of creating high-quality, unique content, you probably think: “But my niche is pretty dull, no-one cares!”
Stop kidding yourself.
A so-called “boring” niche can play to your advantage. You’ve heard it before—what you focus on, expands. Perception is everything.
If you don’t fit the bill as you’re ‘ideal’ customer, your perception doesn’t matter anyway. It’s in the eyes of the beholder, and the beholder is that ever-so-sweet ideal customer.
Think of it like this – if you have a product that at least ONE person has bought before, you already have a market.
But now you need to TRANSFORM your marketing strategy and attract more of those people. You’ll need to present your product or service in a new and exciting way, as well as increase the VISIBILITY of your business online.