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If you’ve got a website you rely on, that one sentence comes close to telling you everything you need to know about succeeding in 2014. Close… but not quite everything. So I will explain a little more.
Of Course, It Starts with Google’s Functionality
If you’ve been reading these blogs, you know that Google has adjusted the way their search engine works many times in the last few years. Some changes were more significant than others and resulted in websites that had previously been successful suddenly disappearing from sight.
Online marketing experts have scrambled to keep up with the changes. Since some changes were unannounced and unexplained by Google. Some modifications had to be laboriously deduced from the way search results changed.
The upshot of all these changes and what they mean for 2014? Be informative. Provide useful relevant content. And no stuffing the content with the keywords you think people are looking for. Google has eliminated the service that used to help you do keyword research anyway. So I’m afraid you just have to focus on adding relevant, useful content to your site.
These days, your content CAN be more concise and still work for you. Google (and other search engines, too) used to assign more value to long articles. Not so much any more. You don’t need to write any more words that are necessary when you offer that informative content.
There are new ways of testing how far down a page your readers are getting before they jump off your page. Those long pages we were all writing for our web pages? Most of them, people only get half way down them anyway. So the days of writing long content for Google have been replaced by writing more concise content for readers. Remember, just like always, you only have a few seconds to capture someone’s attention before they click out of that window. So get to the point fast, eliminate wordiness, and stop as soon as you have provided that useful information.
For Social Media, “Engaging” is Key
If you have any idea of working in the realm of social media, you need to think in terms of engaging your readers. If you simply post information YOU want people to have, you are not likely to engage many people. But let’s assume for the moment that you sell paint for indoor and outdoor uses. The more you engage people in your topic, the more you will win. So what about ideas like these:
- Search for and post pictures of the wackiest home painting jobs you’ve ever seen.
- Ask readers to submit their unusual color combinations, no matter whose paint is used.
- Run articles on famous artists who used house paint in their creations.
- Post a few pictures of rooms with paint jobs designed by professional decorators and ask people to vote on the color combination they like best. Give a few gallons of paint away as a reward for voting (choose winners at random).
- Offer tips on cleaning up paint spills, keeping a paint job looking good, or making painting a room fast and easy.
- The more you offer content that people will forward or respond to, the more you have engaged them. Social media is not about direct selling. It’s about getting the community spreading the word.
Following guidelines like these or choosing Visual Edge Design to take on these tasks for you, you can see a growth in the number of people interested in you and your product and not have to worry about the future of Google updates. You’ll do just fine in the future as well as the present.