Kennebunk, Maine (PRWEB) May 24, 2013
Getting the top of the search engine results can be a daunting task, especially for small and medium local companies. Content has always been important. These days, with recent and upcoming changes to search engine algorithms—the complex series of analytical and mathematical equations that determine a website’s importance based on search queries—the importance of fresh, quality content continues to be magnified.
My Local Leads, a Maine marketing firm specializing in local search marketing, provides a wide variety of services to clients around the US including search engine optimization, content creation, social media marketing, and more. There is a lot of information spread around the internet providing information on what works and what does not work when it comes to gaining prominence on the search engine results page, SERP. The power of content cannot be denied. However, many struggle to find how to win organic traffic with their own original content.
First of all, business owners need to have a goal with their content generation. The end goal is, of course, to win customers, but it has to be more than that. How will the content win customers? Will the business move to inform or entertain? Those are the key techniques of content that works.
The brand can be built and should be reflected through the content. Whether a business owner wants to write their own content or bring on a professional to write content for the business, it is important to have that content be reflective of the brand. If the company has a fun, energetic brand than the content should be fun and energetic. That goes for website copy, images, and social media posts. If the brand is a professional, reserved character than that should be carried throughout online content.
Many businesses and even SEO professionals are still caught up with SEO marketing techniques. While original content is important, it is rare and professional search engine marketing methods will often beat out simple organic content. The argument made is that the search engines have been programmed to look for key items when it comes on where to rank pages and sites. Those who study those patterns can make an educated guess and even develop successful programs to have their sites favored by the algorithm. What many fail to grasp, however, is not only how frequently these algorithms are tweaked and new changes are tested, but the human interaction that goes on with search engine results. Companies such as Google and Microsoft hire staff members to go through and surf the web. They use the search engines of their company to find websites and review them. Those employees then report back on everything from the visual organization and ease of navigation of the site to the usefulness of the content, potential security concerns, and more. These reports get worked into the search engine algorithms. Then, as time goes on more and more of those reports are going to be entered and have an effect on how the importance of a site is rated.
Knowing the patterns that work with the search engines to have a site noticed is important. Combining that with truly useful or entertaining information that is going to draw customers in is what is going to set one business apart from another. This is true whether the company is a national chain of landscapers or a local contractor looking for catering leads.
These few tips will help local businesses turn around their local search marketing campaigns for the better:
- Always provide fresh, original, insightful content
- Maintain the tone of the brand throughout all content
- Content includes website copy, blog posts, social media comments, images, and video
- Online content may not win conversions, but it will win customers
- Content should be written with the consumer in mind, not the search engines
- Content should be useful or entertaining, not merely an attempt to sell
- Combining solid SEO tactics with good content creation methods amounts to a strategy for success
My Local Leads assists local companies throughout the US with their online marketing campaigns. Combining tried and true methods with modern techniques and technologies, they provide highly specialized services to help businesses succeed in a highly competitive world.