What is with all these updates from Google? Google Hummingbird, Google Panda 4.0, Google Penguin. Are they branching out and opening a zoo? Nope. Google is just updating its search engine, and that can have a big effect on your online presence. I need to rank well on Google search for my business, and it is just one more task on my plate to keep up with all of the updates and change my business SEO (Search Engine Optimization) strategy accordingly. Thankfully, there is a simple answer, and it aligns nicely with the inbound marketing methodology!
First, it is important to understand why Google is constantly updating its algorithm. Google's whole goal is to continue to be the most useful and trustworthy online tool available. It has been pretty successful so far, but improvements can always be made. As such, Google updates its algorithm constantly to ensure that you find exactly what you're looking for when you make a search query. Great, right?
It can be great, but when a company has built their online strategy around old updates, such as keyword optimization and quantity over quality, new updates can serve as a huge blow.
Well the concept of inbound marketing was created to avoid those problems. It is a way to use online marketing to become a tool, a friend, and a trusted resource to your potential customers. Why does this matter? Because that is exactly what Google wants you to be!
What does this mean for you? That inbound is the key, of course! In other words, it is important to focus on buyer personas and engaging content, while still keeping in mind the SEO functions behind the work, such as keyword strategy.
When you publish content, from your company website pages, to the blog, to even other media, such as videos, images, and locations, it is important to keep your customer in mind. To write content that Google will deem fitting for your customers, you first need to know who they are and what they want from you. That might not be simply explaining the products or services you offer, it could also mean engaging and educating readers on your topic of expertise.
Sound like giving away your secrets? Sometimes that is just what you need to convince potential customers that you are the expert they need for the job. By educating customers you are reaching them in every part of the buyer's journey and hopefully through their Google searches, as well as creating leads.
Recap: creating engaging and educational content can be key to establishing the quality presence that will help Google recommend you to their users. And the best part? With Google's goal in mind, new algorithm changes won't negate your efforts but enhance them! Who could ask for more?
Follow these steps to get to the front page of Google like we did for more than one search query!
To learn more about inbound marketing and how it can make your business more successful, download our free infographic. Any questions? Don't hesitate to reach out to Responsive Inbound Marketing today. We are here to help you find success!
