searchenginemarketing-cloudpotentialAs we analyze our clients’ current online marketing efforts, in terms of how well they are meeting the needs of customers and Google, we find a common problem: their blogs are written for readers but ignoring what Google needs. (Yes, I could say “search engines,” but Google currently dominates almost completely, as we all know and as statistics confirm.)

This problem is especially acute when the business is a small one, owned by a single person or a mom and pop. A blog topic will occur to a business owner – based on something that happened that day, or an experience that made a new concept super clear. “I should blog about that!” is the thought.

The business owner writes the blog. He or she may even use a tool like Yoast, a WordPress plug-in that helps us all make our posts more search-friendly, and may even manage to get that Yoast dot to go from red to orange to green, by making slight adjustments in the title, headline, and meta description. All seems logical and harmless.

Sadly, it’s not.

Writing content for Google

Over time, as the business owner continues to generate content this way (and this is exactly what I used to do, don’t feel bad), the company’s search engine rankings don’t improve very much. All that content, written at the expense of “doing other things that seem to matter more,” doesn’t seem to make the SEO or revenue needle move in the right direction.

Why not? Because these things need to happen before Google starts to pay attention.

Analysis. Apart from our daily experiences with our customers, or perhaps in addition to our daily experiences, there is an entire universe of search activity going on out there. Every day billions of searches are conducted by people, and some of those people are looking for you. Unfortunately our assumptions about how they search for us are always wrong. Yep, always.

Not only do we need to analyze and identify the phrases people are using to search for our product or service, we also need to see 1) which phrases they use to find your competition and 2) which phrases are more likely to lead to helping you, because they’re not too highly contested.

Phrases that have an “SEO difficulty” over 50 (on a scale of 1 to 100) are being used by big-budget companies that are spending millions on SEO. If you are a small or medium-sized business, you’re better off going after the more specific and less-contested keyword phrases. There are still plenty of people using those terms, and your chances of ranking on the first Google page are much greater if you target those terms.

Defining your “identity” for Google. We have created a tool that makes this possible and not too difficult. We figure out and document what your value elevator pitch should be; what makes you special; what other sites or organizations or customers you’re associated with that lend credibility to your company; and, finally, the keyword concepts (under which there are dozens of keyword phrases) that people would use when searching for a company like yours.

As someone who manages dozens of writers, I find this tool is invaluable for keeping us on track with Google. You don’t want to confuse Google. Google is one of the most powerful applications on the planet, but it’s also still a “robot,” and subtleties are lost on robots. Everything we write reinforces these basics, so even a dumb robot gets the Big Fat Hint and knows when and how to present you to searchers.

read more at Cloud Potential

 

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