Tag: marketing

Google SEO & Content Marketing

Written By: Giselle Aguiar, AZ Social Media Wiz (Updated 9/16/14)

Google SEO & Content MarketingAbout a year ago, Google came out with its Penguin update and changed their algorithm in attempts to get more relevant results for searches. Everything you ever knew about Search Engine Optimization will no longer work. If you were on page one of a Google search, now you may be on page six. Nobody looks at page six.

Before, the more keywords you had on a webpage, the higher it would rank in the Google search results. Not anymore.

Google now looks for and recognizes relevant content

What’s Relevant Content?

Relevant content is basically informative articles related to the topic or industry of the website. For instance, if you’re a landscaper in Phoenix, you’re going to have content on desert landscaping and gardening tips. If you start writing about tax tips, Google is going to demote your site.

Why should you care?

Google Owns Search in 2014Google share of all Internet searches is 86% with Bing and Yahoo struggling to even exist. Now Google has closer to 90% of all searches. Bing and Yahoo will never catch up no matter how hard they try.

It’s now about Content Marketing

The old way of doing SEO is referred to as “black hat” tactics and if you continue to do things the old way, Google will demote you. They may even flag you as a spammer. You do not want that to happen.

You need to provide Google with fresh, relevant content on a regular basis written for the human reader. That’s where blogging comes in. (I’ll get into the specifics of blogging in my next article.) You need to blog at least once a week.

Think like a searcher. What will a potential customer enter in the Google search box to get to your site? Do some keyword research. Google has a keyword tool to help you choose the best keywords pertaining to your site. Choose the ones that have a high number of search requests with less competition.

Once you have your keywords, use them carefully within your blog. Have a thesaurus handy so you don’t repeat the same keyword or phrase over an over again.

Do not duplicate content. Google will demote your site for that also. If you need to “repurpose” an old article, rewrite it. If identical content exists on another site that is no longer working, delete it from there.

Don’t over advertise or sell. Be educational. Don’t have more than 25% of advertising on your site.

Have “back links” to your content from recognized sites like the social media networks, StumbledUpon, Digg, Reddit, and other sharing sites. Don’t “exchange links” with sites that are not relevant to yours in some way. For example, if you’re a contractor, exchanging links with interior decorators or Realtors makes sense. Having links on a food site doesn’t.

Promote your blog on the social networks especially Google+. Google indexes it immediately in the search engine. (I’ll get into detail about Google+ and the other networks in future articles.)

If you don’t consider yourself a good writer, hire someone who is or at least have someone edit your articles before posting.

About the Author:

Giselle Aguiar, AZ Social Media WizGiselle Aguiar, founder of AZ Social Media Wiz is a social media, inbound and content marketing strategist & trainer helping small to mid-sized business owners learn how to leverage the power of social media marketing, increase traffic to their websites, generate leads, increase brand awareness and establish themselves as experts in their fields. As with anything in business, using the right tools in the right way and at the right time are critical parts to your success. Learn from someone who’s known the Internet since it’s infancy. Official Social Media, Newsletter and Blog Manager for Greater Phoenix SCORE and Adjunct Faculty at Phoenix College. Social media training – 1-on-1 or for groups. WordPress sites and blogs. http://azsocialmediawiz.com 602-738-1700. You can connect with Giselle online at LinkedIn or on Google+.

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5 Mar

Outbound vs. Inbound Marketing

Written By: Giselle Aguiar

The Social Media Paradigm Shift

If you’re not taking social media seriously to promote your business, you are missing out on powerful, free marketing tools to reach your target market.

Marketing is not what it used to be.

Once upon a time, advertising messages were broadcasted out via TV, newspapers, magazines, radio, direct mail, telemarketing and the yellow pages. (Yes, remember them? When was the last time you used the yellow pages?) Before, it used to be if you weren’t in the yellow pages, your business didn’t exist. Then it was the World Wide Web. If you didn’t have a website, your business didn’t exist.

Now, if you don’t have a presence in the top networks: Facebook, LinkedIn, Twitter, Google+, YouTube and Pinterest, your business doesn’t exist.

Inbound Marketing 

 Why the shift? Consumers don’t want to look at advertising. They DVR shows and fast forward through the commercials. They block pop-ups. Direct mail is junk mail and there’s the “do not call” list.

People search online for what they want when they want it. “Google” is a verb.

Online search, combined with social media, drives people to your product or service.

You can’t ignore where your customers and potential customers are and they are “hanging out” in social media. 

There is No More “Box”

You’ve heard the expression, “Think Outside the Box”? Well, there is no more box. The box is gone. The old “marketing mix” with a percentage of broadcast and print media, direct mail, yellow pages – is no more. It’s basically “anything goes.” The more creative, witty and clever you are, the better your results will be. If you’re not creative, hire someone who is.

Social Media has become an integral part of the marketing mix. Though it does not completely replace traditional methods, it has to be included in your marketing plan.

Google used to have 60% of the searches. It’s now closer to 90%. Bing and Yahoo will never catch up. Last year Google changed their search algorithm to give searchers content that is more relevant to their searches. It seeks fresh, relevant content written for the human reader.

It used to be that the more times a search keyword showed up in a page the higher it would rank in the search results. Not any more. Customers search for information and find you by the content you provide on your website and blog.

You must think like the searcher. Figure out what they will enter in the Google search box to find what you have to offer and integrate those phrases and keywords in the content.

It’s all about Content Marketing 

Content is King! How do you give Google fresh content? By blogging. Blogging at least once a week will increase your Search Engine Optimization (SEO) and lead people to your website. Can’t write? Hire someone who can.

It’s not all about you! It’s about what you can do for your customer. Solve their problems. Educate and inform them. Make life easier for them.

Social Sharing for Promotion and Visibility

But the blog is not enough. You then need to promote the blog with social media. That, in turn, helps SEO and build relationships with your potential and current customers – something traditional advertising and marketing never did.

Social media is not a magic pill that will immediately drive sales. Though that is the ultimate goal of your business, social media’s job, when used correctly, is to increase awareness and establish you or your company as an expert in your field and increase traffic to your website. It takes time and effort, but it will be worthwhile in the long run.

In my next post I’ll be covering Google+ and how Google is making search social and changing SEO.

With over 18 years of Internet Marketing and web design experience under her belt, Giselle Aguiar, the AZ Social Media Wiz, and award-winning writer, can help a business grow and increase visibility by leveraging the power of social media and content marketing. She specialized in assisting small businesses improve brand recognition, SEO and website traffic through social media marketing strategies, training, set-up, implementation, coaching & ghost-blogging. For more information visit: http://azsocialmediawiz.com 602-738-1700

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