I recently watched a video from an SEO expert who stated that, for certain organizations, regular blogging may no longer be an effective SEO strategy.
The above is not what I’ve seen in the past and what I continue to see. My clients who make and take the time to write and post new blog posts on topics that their particular target audiences are interested in and need to better understand, continue to drive traffic to their website from audiences who have great potential to buy their products or use their services. And, they are driving those relevant audiences because they are ranking well on Google for desirable search terms (known as keywords) because Google is indexing their blog content and serving it up in search results in relevant geographies.
How To Blog Effectively
Anyone can “blog,” but how do you blog effectively to support SEO and actual sales?
Employ a keyword planner tool, like Google Ads’, to determine on which high-volume keywords your target audiences are searching
Use tools like Ubersuggest, Google Trends, and Answer The Public to see what questions your audiences has or what they are searching most about, and create blog posts that speak to those searches and questions
Use Google Analytics and Google Search Console to determine what new, or long-time, blog posts on your site individuals are visiting most and make sure that you:
include strong calls-to-actions and call-outs on those blog posts to other main pages of your site
add updates regularly to those older, frequently-visited blog posts, so that Google indexes that new content and also makes note of the fact that you are regularly updating and refreshing your content. As we explained in our “How Not To Let Your SEO Strategy Slide When You’re Short On Time” blog post, the aforementioned is an approach that will help you to continue to succeed in the game of SEO.
Need Ideas About What To Blog About?
Our team can help you develop a blogging strategy that would include research to determine what you should be blogging about. Depending on the complexity of the products and services you offer, we can even write and post your blog posts for you and make sure they get crawled/indexed by Google.
Reach Out To Our Boston SEO Company Today!
We love a good complimentary discussion about any organization’s marketing challenges or opportunities — whether the organization be a nonprofit or for-profit. To-date, we’ve supported approximately 125 different brands, so there’s very few industries, products, or services for which we don’t have at least some relevant marketing experience; plus, we’re quick to learn new industries, products, and services. So, schedule your free call with our team of SEO experts today!
As I shared with entrepreneur attendees of a recent webinar I gave with a colleague on “ensuring your website is your workhorse,” search engine optimization (SEO) is not a one and done activity. SEO should be viewed as an activity that continues as long as your business or organization does. That said, there are steps you can take to stockpile some SEO work, while knowing that you can’t fully stockpile SEO because of needing to respond to yet-unknown industry, life, world, and personal events that may impact your organization and the products, services, and solutions you offer. Think about the onset of the 2020 pandemic. None of us really saw that coming, right? And, we had to pivot and put out new information, and/or add or tweak products and services to better serve our customers in a new world/business landscape.
How You Can Stockpile SEO
Google continues to reward websites who provide fresh/current “helpful content.” This was reinforced by their August 2023 algorithm update that indicated having “helpful content” was a key factor “the king of search engines” would continue to take into consideration when deciding which websites to serve high up in search results for relevant terms.
By creating an editorial calendar that documents future blog post topics for the next quarter, or more, and then, actually writing the posts and creating or identify images for use along with the posts, you can certainly get ahead of the SEO game — by doing all you can to have content that your target audience will value queued up for several or many months. The aforementioned is particularly true if your content management system (CMS)/website platform allows you to schedule posts to be published at a future date.
Why You Can’t Completely Stockpile SEO
As expressed in our blog post intro., there will always be unforeseen circumstances that arise that will cause you to want or need to put out new unanticipated content, or to add or change product, service, and solution offerings. Here’s an example: a blog post I wrote with a colleague about how to best employ social media during the pandemic. Could I have foreseen a need for this post months in advance, and therefore, created and scheduled this, i.e., stockpiled it? No. I don’t think anyone could have anticipated the severity and length of COVID’s impact on organizations and businesses many months in advance.
In sum, you can and should take time to create an editorial calendar detailing future blog post topics and publish dates, and you can and should write those in advance; plus, use CMS capabilities to schedule them to publish on your website at the right time. But, there will always be times when you’ll need to respond immediately to unexpected events that occur — either ones that may pose a challenge to you and your customers, or provide an opportunity for you and your customers that you’ll want to capitalize on quickly.
Need Help Building OutA Blog Post Editorial Calendar?
Not sure where to begin to figure out topics for future blog posts that will provide meaningful, beneficial information to prospective and existing clients?
The topic of this blog post wasn’t the one I planned to write about next. But, it’s particularly busy at Results Communications & Research, and that’s a good thing and blessing, right? It does mean, though, that the longer, more-detailed post topic I had on my radar will have to wait.
Right before posting this, I was faced with this challenge. I’ve been so busy helping clients with their paid SEO and organic SEO this spring and summer, I haven’t had the physical bandwidth to employ SEO tactics related to my own site that I encourage all my clients to implement — particularly the tactic I wrote about in my “Why It’s Time To Get Back To Internet and SEO Basics” blog post about being “fresh” by adding new content to, or updating existing content on your website.
So, I asked myself, “since I don’t have time to effectively write and post a really informative blog post, what small revisions can I make to my website to let Google know that my business, Results Communications & Research, is still alive & well? That we haven’t abandoned ship or shop? That we’re still open for business? That were not neglectful?
Small Website “Freshening-Ups” Support SEO
I landed on making a couple of simple tweaks. I recently had new, professional headshots taken. So, I added those to the About and Contact pages of my site, and wrote an image alt-tag for both of the photos. Alt-tags support being found on Google since Google will crawl and index such tags. They also make it clear to Google that your site is accessible to visually impaired individuals since alt-tags can be read by screen readers. It’s unknown if Google favors accessible sites over inaccessible ones, but Google does love sites that provide for a good user experience.
In addition to the above photo and tag additions, I added a new client name to the Google Nonprofit Ad Grant Services page of my site. And, I submitted all three revised pages of my site for indexing, using my Google Search Console account, so I and my site don’t have to wait for Google to find my revisions.
None of the above was a big lift, but it should support my site ranking well for relevant terms vs. it sliding as far as where in search results listings Google serves it up for desirable, high-volume search terms, known as keywords.
What small revisions can you make today to your site to support your SEO strategy?
As we’ve shared many times on the main pages of our website and in blog posts, our Boston SEO company and digital marketing agency works with a very diverse client base, including for-profit organizations and nonprofit organizations, and organizations that offer tangible, consumer goods, as well as ones that offer services. Included in the aforementioned client mix, are organizations that offer “experiences.” To us, experiences, such as events, shows, and classes are sort of a hybrid between a service and a tangible good. You certainly take something home with you — lots of great priceless memories!
What do all of these organizations have in common beyond offering “experiences,” great memories, and valuable opportunities for bonding with friends and family? They all want and need to be found in search engines by searchers searching on “xyz things to do in their particular town/city/state region.” Why? Because both residents of, or individuals planning a business trip or vacation to, their area, often don’t know they and their fabulous experiences exist. Appropriate audiences for their particular experiences may not be searching on their name or even the particular experience they offer such as “live music,” but they definitely will be searching on “things list” terms such as the following:
fun things to do in Boston MA
unique things to do in Harvard Square
best things to do on Cape Cod
romantic things to do in New Orleans
special things to do in Boston Metrowest area
We think you get the picture!
Highlighting The “Things List” You Want To Be Found For On Google
There are two ways you can call out to Google, and other search engines, the “things list” terms you want your website to be found and rank well for:
Be creative about including in your public-facing website content those things lists you think your website/organization deserves to be found for. Let’s say you offer dinner and live music in an intimate, cozy atmosphere, why not include a sentence like the following in your website content? “We’re often told by visitors (or customers) that attending one of our dinner shows should be at the top of the list of romantic things to do in Boston.”
Include the things list term you want to be found for in your behind-the-scenes SEO/meta page or SEO/post title tag along with a geographic trigger like “MA” or “Copley Place” or “Braintree.”
If you don’t know what things lists your particular target audiences are searching on most frequently and/or how to compose a post or page title tag (or where to enter them on your website), reach out to our SEO services company for help.
Highlighting Solutions To Problems To Support SEO
Being found for right things list terms, is just one of many examples of how your organization needs to think beyond the exact names of your particular products and services, and about the solutions to problems you offer. As we always call out in any informal or more-formal SEO training class we facilitate, many people who conduct a search engine search, are looking to identify an organization or individual who can solve their problem. So, as we recommended above related to appearing for the right things lists, you need to incorporate these solutions to problems in your website content and page title tags. For example, nutritionists might include phrases in content and tags like “how to lose weight,” or “how to have more energy.”
Recently, as the owner of a digital marketing agency with an SEO (search engine optimization) specialty who is always looking to improve on the SEO services we offer our clients, I signed up for a subscription to “Answer The Public.” I had learned about the tool via a free webinar offered by Neil Patel, a digital marketing expert I greatly admire and follow on LinkedIn, and one of Neil’s colleagues. The aforementioned tool allows you to see what questions individuals are asking related to the products, services, and solutions to problems that your organization offers, and to see how frequently, for a particular geography, individuals are searching Google for answers to those questions.
I’ve already used the tool numerous times with various clients to inform FAQs (frequently asked questions) on their websites, as well as topics for future blog posts. And, of course, I plan to use the tool to inform future blog posts for Results C & R too.
The data available via “Answer The Public” is so in keeping with the blog post we wrote last year about the algorithm change Google shared about placing greater emphasis on “helpful content” when determining which organizations’ websites to serve up high in search results for relevant queries.
When thinking about what to write about “Answer The Public,” the song below came to mind because isn’t that what helpful content, and answering the questions people want answered, all about? Giving people what they want and need?
Reach Out To Talk About Your Marketing Challenges and Opportunities and How Our SEO Services Might Address Them
I always love a great marketing and communications brainstorm, so reach out today to talk about your awareness-, sales-, and service-engagement- challenges. I’ll always give you an honest evaluation of whether I believe your organization would benefit from pull marketing tactics (like organic and paid SEO), push marketing tactics (like social media advertising), or both. Use my calendar app to schedule a complimentary discussion at a day and time that’s convenient for you, or e-mail me at firstname.lastname@example.org.
While our Boston digital marketing agency doesn’t normally build websites for clients, we regularly advise our clients about what content management systems (CMS)/website platforms they should consider when launching a new website. We’ve also project managed the RFP/RFI process for several clients to arrive at the best-fit web developer and platform for a new site build. In addition, we often provide recommendations to clients for expert developers in various CMS with whom we’ve had the good fortunate to collaborate. One such collaborator and true partner is Robin Clapp at Web Design by Robin.
By working closely and collaboratively with Robin on the execution of SEO tactics on numerous mutual clients’ Joomla websites, we’ve gotten to know the many benefits to an organization of building and managing their website on Joomla. We’ve found it easy ourselves to use the tool to add new posts to resource/blog/news/articles sections of sites; plus, enter post title tags that support websites being found on Google for relevant high-volume keywords.
And, thru the results of SEO audits we conduct, we’ve become confident that, like WordPress and other sites built on non-drag-n-drop platforms, Joomla sites tend to rank well in Google when the proper SEO tactics are put in place. But, we’re letting Robin take it from here by sharing her thoughts below about why it’s a mistake not to consider Joomla as a website platform option when launching a new site.
From Guest Blogger, Robin Clapp, Web Design By Robin
While networking lately, I’ve been asked repeatedly, “What platform do you design websites on?” The reaction to my answer is confusion. They had never heard of Joomla. That’s okay! I don’t necessarily expect business owners to know all about website technology. So I put together these highlights to help them understand what Joomla is and why it is an excellent choice for a business website.
What Is Joomla and Why Should I Choose It For My Business Website?
What is Joomla and why should I choose it for my business website?
Joomla is the ideal Content Management System (CMS) platform for businesses and companies with websites with numerous pages and continuous content updates and additions.
At Web Design by Robin we have been designing custom websites in Joomla for 15+ years. Using extensive website development knowledge and years of experience developing websites in Joomla, each design is a custom experience tailored to your specific needs. Joomla provides a secure login and the ability to add, change, and remove content.
Benefits Of Using the Joomla Platform For Your New Website Include:
Joomla is a free, open-source content management system for publishing web content. Joomla is free and open-source because a community, not a company, owns it. The nonprofit organization, Open Source Matters, Inc. and the Joomla community develop the Joomla platform code where skilled Joomla specialists can design top-of-the-line websites.
Website content is template-agnostic. In the Joomla platform, content is created natively as individual elements. The template, in our case, a custom-designed template, is independent of the content, allowing for a design change while keeping the content as is.
Joomla has powerful role management and permissions built-in. This is useful if you have a variety of staff roles and responsibilities or tasks that they need to perform in relation to the website.
Content can be customized using custom fields. Custom fields include content and options such as video, audio, links, and images. Content can be categorized, tagged, searched, and sorted. All this is native to Joomla, making it an excellent solution for resource-heavy websites.
SEO metadata is easy to access and maintain in Joomla. Add your titles, descriptions, and alt tags in the same place you add your content. Joomla makes it easy.
Joomla is the leading platform when it comes to accessibility. If you choose accessibility for your website design, maintaining accessible content is easy going forward using Joomla’s built-in accessibility checker.
Regardless of the nature of the search engine — Google, Yahoo, Bing, etc. — search engines do not yet have the Artificial Intelligence (AI) that they would need to have to be bestowed the title of “interpreter.” We’ve found at our Boston SEO company that many people who aren’t digital marketers, or particularly who aren’t SEO experts, don’t truly understand that search engines still don’t take a lot of leaps of faith. They don’t make a lot of assumptions either.
Per this “Search Engine Land” article, the above scenario will certainly change over time as search engines continue to add more AI knowledge and capabilities to their tools. But, for now, we think what have recently been considered to be SEO best practices, are still best SEO practices, including the one discussed directly below.
Why You Need To Tell Search Engines What Problems Your Organization Solves And In What Geography
Let’s say your organization offers “nutrition counseling.” Most people understand that there is a very diverse set of reasons why people who engage a nutrition counselor may do so. Some may be looking for help losing weight, others may have food allergies and are looking for food substitution ideas, still others may be looking for a diet that helps them manage their digestive issues or one that provides more energy.
In the above case, if an organization offering nutrition counseling does not specifically call out in their website content and/or behind-the-scenes meta page and post title tags that their services provide solutions to the aforementioned problems/challenges, search engines, like Google, will be unlikely to serve up their website in organic search results to people searching on terms like “how to lose weight, “help for losing weight,” “weight loss programs,” “weight loss counselor,” “help for food allergies,” “diet to manage my digestive issues,” etc. You get the picture.
As discussed above, our belief is that, while AI models/tools like ChatGPT may interpret, assume, and take some leaps of faith, standard search engines don’t and won’t to any significant degree. At least not in the near future. As this website content by the developer of the ChatGPT model openly reveals (scroll to “Limitations” section of page), there are still numerous limitations with AI models, and we think both consumers and businesses will continue to pose questions to search engines via voice or typed queries (vs. a tool like ChatGPT) for quite some time. Therefore, we think search engines will continue to be around for a long, long time, and website content and tags will still need to spell out to them exactly what services, products, and solutions an organization offers and in what geography it does so.
Reach Out To Our Team Of SEO Experts For Help
As stated above, we believe current SEO best practices will remain so for the foreseeable future. By visiting the Ponderings section of our website. and scrolling down to the “Categories” section, you can search on blog posts about SEO to learn just what some of those best practices are, but our team is always here to help you understand and implement them.
Regardless of the size of your organization, it can be confusing to figure out what type of marketing agency or marketing consultant to hire to help you create awareness, and ultimately cause sales of your products, services, and solutions. The ability to market digitally/electronically — that came with wide-spread adoption of the internet — brought with it the following changes when it came to organizations engaging outside help for their marketing (outsourcing their marketing), whether it be for one-off/one-time work or ongoing work.
How Digital Marketing Leveled The Playing Field For Both Advertisers and Ad Agencies
Organizations who couldn’t afford the high costs associated with producing TV, radio, transit, or outdoors (billboards or other) advertising, found new, more affordable marketing activities were now available to them in the form of social media posting and advertising, tactics that support websites being found on Google and other search engines for desirable search phrases (organic search tactics/SEO tactics), paid search engine ads/marketing (SEM), e-blast and e-mail marketing, and more.
Since many organizations looking for marketing help no longer required the infrastructure and diverse skillsets associated with marketing tactics that involved large production activities and costs, some realized they no longer needed to hire a full-service large advertising agency — think the type of agency featured in the acclaimed TV series, “Mad Men,” or on “BeWitched,” as smaller marketing shops, like ours, could meet their digital marketing needs and/or traditional marketing needs related to activities that don’t require a lot of production, such as Public Relations (PR), or print advertising.
How To Figure Out What Type Of Marketing Firm To Hire And Questions To Ask
Branding and Design Firm. A firm that refers to themselves as a branding/brand and design firm primarily focuses on helping you figure out the look and feel of your brand, including the logo, colors, and graphic elements that will be associated with your brand. They usually offer website design services, but not always. And, some do offer other digital marketing or traditional marketing services thru collaborations or partnerships with digital marketing agencies, advertising agencies, or marketing consultants, or marketing freelancers. So, if you know you will need particular digital and/or traditional marketing services after working with the branding firm to develop or execute a new brand identify for you, ask in advance if they offer those services, so you will know whether you will have the burden of hunting around after for someone to help with traditional and digital marketing services — particularly to drive traffic to any new site you engage them to design for you.
Digital Marketing Agency. Digital marketing agencies tend to offer both higher-level strategic planning services, as well as hands-on/execution services, related to any marketing tactic that is digital or electronic related, including: e-blast/e-mail strategy and execution services, social media strategy and voice (actually writing and scheduling of social media posts), online advertising (social media/display advertising, Google Ads or other search engine advertising), blog strategy and voice work (actually writing and posting of blogs to your website), and search engine optimization (SEO) strategies. Most will offer content marketing services as well to help you figure out what content your target audiences are most interested in, and an editorial calendar for serving up such content on your website. Website content writing services likely will be available as well.
Marketing Consultant. In the almost nine years since we launched Results C & R, we’ve met a large number of marketing consultants. The degree to which they offer hands-on/execution work vs. developing high-level strategic plans tends to really vary. Some offer a number of hands-on services, in addition to helping you develop a strategic marketing plan, while others don’t do the actual marketing tactic execution work. If your organization has a number of internal marketing people who can actually oversee or execute the marketing plan developed by a consultant, a marketing consultant may be just what and all that you need.
Public Relations Firm/PR Firm. The focus of public relations firms is to get your organization unpaid-for-advertising/marketing. By helping your organization develop a strategy for causing various reporters and media to cover your story, they help your organization get mentions and attention without the cost of an expensive advertising campaign. PR firms also tend to offer event planning services since an event may be the perfect way to create awareness of your organization and/or create good will among your target audiences. Keep in mind that if you only need help with putting on an event vs. getting regular/ongoing press coverage, you could consider hiring an event planning firm. Many event planning firms also have experience getting media/reporter coverage for an event as well.
In general, the biggest overlap between a digital marketing agency and a Public Relations firm is that they both tend to offer social media services, since social media posts — particularly organic vs. paid/boosted social media posts — can help to generate good will and create awareness of an organization’s products, services, and solutions.
Advertising Agency. Nowadays, when people think of, or decide to hire an advertising agency vs. a digital marketing agency, it’s related to the fact that advertising agencies can pull in the right team members or hire the right contractors for a marketing campaign that requires heavy-duty production. As we mentioned above, scripting and executing a radio, TV (network or cable) or streaming advertisement requires the collaboration of a bunch of individuals with diverse skillsets, the renting of studios and/or locations in which to film, the hiring of “talent” for the broadcast spot — whether it be aired on the radio or TV. Activities like the aforementioned are often the reason why, in our current day and age, an organization would look to hire an advertising agency vs. a digital marketing agency. Although, most advertising agencies offer digital marketing services, in addition to traditional ones.
Web Design/Web Development Firm. Web design and web development firms are exactly what their name indicates — firms who help design and develop websites for clients. Many also offer logo design or other graphic design services because of their web designers’ ability to successfully complete such work. All web design/web development firms DO NOT offer SEO services nor do they always understand SEO, so if you expect or want to receive SEO services as part of your new website launch, be sure to ask any firms you are considering to design and develop your site, what knowledge they have of SEO and/or who they have on their team that has an SEO background. Otherwise, as we explain in this blog post, you’ll end up with a website that is not easily found via search engine searches.
Unfortunately, we regularly interact with prospective clients who had someone develop a beautiful, effective site for them, but the site is not being visited/found by target audiences because SEO tactics weren’t put in place by the web design/web development firm as part of the site development and design engagement.
What Should I Expect To Pay A Marketing Agency Or A Marketing Consultant?
Based, again, on our 9 years of marketing agency and marketing consulting experience at the time of writing this post, we’ve found that, in general, the bigger the agency/marketing shop, the more expensive their hourly rate and marketing project fees are. Why? It mainly comes down to overhead and the costs of maintaining and marketing a larger organization, offering a large number of employees benefits, etc.
We’re A Boston Digital Marketing Agency, Boston SEO Company, Boston Marketing Consultant, and Boston PR Firm All In One!
Due to our Principal’s more than 30 years of corporate marketing and consulting experience, we offer all the services called out in the heading directly above! We regularly meet with both start-ups and long-standing organizations — both for-profit and non-profit — for complimentary discussions about their marketing challenges and opportunities, so feel free to use our calendar app to schedule a FREE initial consultation https://calendly.com/gail-moraski.
Regardless of whether your organization has a small or large marketing budget and staff, you still want to spend your time and money on marketing judiciously. Who wants to throw either valuable dollars or time out the window, right?
Why not make this the year you ensure you’re maximizing your marketing efforts by revisiting your marketing plans based on the information shared below about what marketing tactics make sense based on available data.
What Is Pull Marketing?
Each marketing expert probably has their own thoughts on what they consider marketing tactics that fall in the “pull” category. But, at our Boston digital marketing agency and Boston SEO company, we think of “pull marketing” tactics as those to be employed if evidence shows that individuals are actively searching to identify someone in your geography who offers the products, services, and solutions to problems that your organization offers.
So how do you know if people are actively searching in the geography you serve for the products, services, and solutions you offer? The best way to ascertain the aforementioned is by conducting keyword research. As we explain in this previous blog post, keyword research helps you identify the average # of monthly Google searches that are conducted on search terms (known as keywords) relevant to your products, services, and solutions. Because of the tools to which you’ll need access and the challenges of figuring out how to structure your research, you’ll likely fare better by hiring an SEO company or a team of SEO experts, like ours, to conduct meaningful and accurate keyword research.
If keyword research does indicate a large volume of individuals are regularly searching to identify an organization like yours, then pull marketing tactics, such as optimizing your website to be found on Google via organic search engine optimization (SEO) tactics and/or paid search tactics (think Google Ads) make great marketing sense. You’ll still need to have an effective website (one with appropriate calls-to-actions and that provides for a strong user experience) to cause site visitors to take desired actions on your site (convert), but the two aforementioned tactics should definitely cause individuals who are “warm leads,” i.e., likely interested in your products because they are actively searching, to visit your website.
What Is Push Marketing?
We always like to say “push marketing” is about the putting the idea in the heads of individuals and organizations who might be a good fit for the product, service, or solution you offer. Push marketing tactics are all about serving up/providing information about your products or services to individuals who, based on various demographics and characteristics, such as age, gender, income level, job/career/industry, etc., might likely be interested in buying your product or engaging you for your service.
Examples of both digital and traditional push marketing tactics include: display advertising (both social media advertising and Google display advertising), banner advertising (ad purchased on a website that serves individuals and orgs. who might be a good fit for your product), and print advertising in a newspaper or magazine. The aforementioned list is not exclusive, but we think you get the picture.
So, when is push marketing warranted? Push marketing makes great sense if keyword research indicates that individuals aren’t actively searching in your geography to identify someone like your organization. Particularly when a product or service offered is a brand new one that your target audiences are not likely familiar with/don’t know exist, then focusing on executing effective push marketing tactics will be the most efficient use of your marketing time and dollars.
When To Employ Both Push and Pull Marketing
Organizations with particularly large marketing budgets and teams tend to employ both push and pull marketing tactics, and therefore, both pursue people that are “warmer” leads for their products and services, i.e., those who are actively searching AND people who are less warm but still might be a good fit for their products and services. A key reason they may employ both push and pull marketing tactics is that pull alone doesn’t bring in the volume of leads and sales they need to meet their sales objectives.
For smaller organizations who have fewer in-house individuals devoted to marketing and a limited marketing budget, the majority of marketing dollars and time should definitely be earmarked for the type of tactics — push vs. pull — that make the most sense for the organization, based on what keyword research and any other appropriate available data indicates. But, it’s likely still worth investing a small amount of time and dollars in push marketing tactics, like Google Display or Instagram/Facebook advertising, just to see what such tactics yield in results.
Our Team Of Marketing Experts And SEO Experts Is Here To Help
We always say our Boston SEO company and Boston digital marketing agency “never encourages clients or prospective clients to continue with or start with a marketing tactic that doesn’t make sense for them.” In fact, our company’s tagline since we launched our marketing agency in 2014 has been “maximizing results thru research-supported marketing.” We’ll never suggest a client employ a particular tactic, based on whether or not we offer a service related to it. If we don’t offer a marketing service from which research indicates a client would benefit, we’ll refer the work to a one of our fellow marketing collaborators. But, the very first step is holding a complimentary discussion to learn about your particular organization’s marketing challenges and opportunities, so please use our calendar app to select a convenient day and time for you if you’d like to chat!
As we’ve shared on social media and with our SEO company’s clients, Google announced in September 2022 a key revision to their search algorithm (the algorithm they use to decide which websites to serve up, and in which order, for search terms entered in their search engine) to which each and every website owner should pay close attention. And, that is that they, as the #1 search engine used by individuals (92% or more of individuals use Google as their primary search engine), will be paying greater consideration to whether or not a website’s content is “helpful” or “unhelpful” when making search engine results listing ranking decisions. As you would expect, sites with “helpful content” are more likely to be served up and rank well in search results for relevant terms.
Impact of Google’s September 2022 “Helpful Content” Algorithm Change
We know first-hand how much of a shift in ranking can take place when Google views your site as one that shares “helpful content.” Our site now rank approx. 50 spots higher in Google search results for a high-volume, relevant keyword and that shift happened almost overnight. We believe that the positive shift was due to Google recognizing that our Boston digital marketing agency consistently publishes blog posts that are easily understood by a “lay person,” but also provide enough instruction to implement some of the marketing tactics we describe and recommend in our posts.
Shared below in Google’s “own words” is information from Google’s Search Central blog about how to ensure your website content is “helpful.” We’ve highlighted (via bold italics) what we consider to be the most critical policies to apply when making decisions about what topics to write about — and how to write about them — to make sure your content is beneficial to the various audiences who visit your site. All of their recommendations should improve your website’s “bounce rate,” i.e., the percentage of people who land/start on your site without interacting it in any way, such as clicking on a link or call-out, or visiting another page of your site. When prospective clients or clients are bouncing too quickly from your site, it’s an opportunity for a competitor to win them over on their site, right?
Unhelpful Website Content And How It Impacts SEO
The flip side of the positive practice of regular production and posting of “helpful content” is to eliminate content that Google may deem as “unhelpful (which could negatively impact how your website ranks for “desirable” search terms).” Such “unhelpful” content includes:
Short content that is “stuffed” with keywords and was primarily loaded to your site to support your site being found on Google for those keywords.
Content that is outdated — think events that have already passed or information that is no longer relevant or accurate, particularly pre-pandemic information since the pandemic greatly changed both business and consumer behavior.
Content that is all “about you,”, i.e., too focused on selling your products and singing your praises or sharing your differentiators without explaining how your prospective clients or clients would benefit from your products, services, and solutions, i.e., explaining what pain points of clients they would address.
Our team is here to help you interpret this most recent Google algorithm change, and put the right steps in place to make sure you respond to, and take advantage of, this recent Google algorithm change appropriately, promptly, and effectively. It’s very much in keeping with what we shared years ago in one of our very first SEO blog posts about making sure your website is “authentic.” So, please reach out if we can help you effectively navigation this change in algorithm — one we think makes is warranted, was a long-time-in-coming, and will provide for a far better user experience on all websites.
The helpful content update aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well.
How can you ensure you’re creating content that will be successful with our new update? By following our long-standing advice and guidelines to create content for people, not for search engines. People-first content creators focus first on creating satisfying content, while also utilizing SEO best practices to bring searchers additional value. Answering yes to the questions below means you’re probably on the right track with a people-first approach:
Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
Does your site have a primary purpose or focus?
After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?
Will someone reading your content leave feeling like they’ve had a satisfying experience?
Our advice about having a people-first approach does not invalidate following SEO best practices, such as those covered in Google’s own SEO guide. SEO is a helpful activity when it’s applied to people-first content. However, content created primarily for search engine traffic is strongly correlated with content that searchers find unsatisfying.
How do you avoid taking a search engine-first approach? Answering yes to some or all of the questions is a warning sign that you should reevaluate how you’re creating content across your site:
Is the content primarily to attract people from search engines, rather than made for humans?
Are you producing lots of content on different topics in hopes that some of it might perform well in search results?
Are you using extensive automation to produce content on many topics?
Are you mainly summarizing what others have to say without adding much value?
Are you writing about things simply because they seem trending and not because you’d write about them otherwise for your existing audience?
Does your content leave readers feeling like they need to search again to get better information from other sources?
Are you writing to a particular word count because you’ve heard or read that Google has a preferred word count? (No, we don’t).
Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you’d get search traffic?
Does your content promise to answer a question that actually has no answer, such as suggesting there’s a release date for a product, movie, or TV show when one isn’t confirmed?