It’s Time to Stop Ignoring Bing, Part 2

Bing SEO, introduce your website to an entirely new – and profitable – demographic

In part one of our series, we talked about why Bing should be taken seriously. It may not be as big as Google, but it is utilized by some very valuable target markets. Check out our blog here if you missed it.

If you believe that Bing could help you reach your audience, you’re not alone. A thoughtful Bing Search Engine Optimization (SEO) strategy can introduce your website to an entirely new – and profitable – demographic. Don’t expect to copy your Google approach, though; Bing is a completely different animal when it comes to SEO. In fact, in many ways, it is much easier to predict than its ever-changing counterpart.

How to Make Bing Happy

There is no perfect formula when it comes to SEO. Your strategy must continually be monitored, tweaked, and reimagined. With that said, though, we do know a few things that Bing likes.

Eight Tips for Bing SEO

  1. Focus on your homepage – and the top of each page. Bing only caches somewhere around the first 100k of each webpage. If you don’t have keywords and relevant content in this space, you won’t show up in search results. Bing also prioritizes homepages over internal pages, making your homepage even more critical.
  2. Insert backlinks. Quality backlinks are very important with Bing. Backlinks are basically links from another website (or webpage) to your website (or webpage). Bing values them greatly – especially ones from high authority sites.
  3. Keep that old content. Bing appreciates older – and often more factual – content. It is seen as being more authoritative.
  4. Employ straightforward keywords. Although voice searches are changing the keyword arena, Bing is still relatively old-school when it comes to keywords. Use them in titles, URLs, and meta descriptions.
  5. Inject images, audio, and video. Bing enjoys sites that are a little more dynamic and less text-heavy. It can also interpret sites that use flash, unlike Google.
  6. Have a prevalent social presence. Social media plays a large role in Bing’s ranking algorithm. Companies who are active on social media and have likes and shares are always ranked higher than those that don’t.
  7. Maintain a traditional domain name. Since Bing feels like older content is often more reliable, it rewards domain names that are older and sound more “official” – like those with “.com,” “.gov,” or “.edu” extensions.
  8. Think local. While Google is often friendly to large retailers, Bing loves anything local. It is great at showing small businesses; just make sure that it can figure out where you are!

It’s Worth the Effort

While we don’t expect a friend to tell you to “Bing” something in the near future, there’s a good chance that you do it on a daily basis anyway – thanks to Siri, Alexa, and Cortana. Bing isn’t going anywhere. It’s time to stop ignoring it and make your website Bing-friendly.

As always, if you need any assistance creating a stellar SEO strategy that will please both search engines, we can help. At Conveyance, we monitor both tools and stay on top of the latest trends. We can increase the visibility of your site on both platforms, and keep your content fresh and authoritative. If you’re ready to reach a new audience, give us a call today!

It’s Time to Stop Ignoring Bing, Part 1

Bing is gaining momentum … and is hidden in places you don’t even know about.

In case you missed it, Bing is still around and gaining momentum. The search engine’s share of the search market fluctuates from month to month, but Microsoft isn’t going to give up. As of June 2017, Bing has over seven percent of the desktop market. That number is a little misleading, though, because Yahoo! Search – with nearly five percent of the desktop market share – is also powered by Bing.

In fact, Yahoo! isn’t the only search feature that uses Bing. Microsoft Edge, Internet Explorer, and Windows 10’s Cortana all utilize it. Those may seem obvious, but did you also know that Siri, the popular iPhone “assistant,” runs on Bing? The Amazon Echo, and Alexa, use it, too.

What’s So Great About Bing?

If Bing’s market share doesn’t impress you, perhaps some other numbers will. Since 2009, Bing has been used by 524 million unique users, and those potential customers run an average of five billion searches every month.

There are other interesting demographics as well, like the fact that Bing users are more likely to be female. They are also more mature, with Bing winning users aged between 45 and 65 hands down. Nearly half have a household income over $75,0000, and almost three-quarters attended college. And while it lags behind Google in mobile searches (thanks to Android), tablet users prefer to use Bing-powered search engines – thanks, in part, to Microsoft’s Surface product line.

What does all of this mean? It means that you may be missing out on a large piece of your primary audience.

Still Not Convinced? Here are some more statistics that might interest you:

  • Bing Network searchers have better conversion rates and spend more money online than their Google counterparts.
  • Users in many categories use Bing-powered searches exclusively:
    • Almost three-quarters of business, finance, and retail
    • Nearly 80-percent of automotive and telecommunications
    • Over half of retail
  • Head-to-head against Google, Bing wins on certain search categories, such as:
    • Home Décor
    • Thrills and Adventures
    • Bargain Hunting
    • Pets
    • Cooking
    • Art and Theatre

What are You Waiting for?

Google is still the king when it comes to search engines, but your audience may not be looking for you where you think they are. If you have been thinking about running Google Ads, or currently utilize them, consider trying out some Bing Ads. The average cost per click is lower on the Bing-powered network, and you can even import your Adwords campaigns directly into Bing Ads to save yourself some time.

If you aren’t a fan of search ads, don’t worry. There are many ways to improve your organic search traffic on Bing. It requires a difference Search Engine Optimization (SEO) strategy than Google, but in many ways, the qualities Bing looks for in a webpage are easier to produce than those adored by Google. In part two of this series, we will lay out tips for improving your website’s Bing visibility.

Stay tuned!

Inbound Marketing Tactics With the Best ROI

Make the most of every marketing dollar

In today’s tech-savvy world, many businesses focus their marketing strategies around inbound marketing. Inbound marketing basically includes any content, social media, or search engine efforts made by a company to draw customers to its products or services. With so many options, many organizations want to know which strategy – or strategies – offer the best return on investment (ROI).

Regrettably, there’s no “secret sauce” when it comes to marketing. Every business is unique, and that means that every marketing strategy needs to be custom-tailored to meet their needs.

Practically every piece of inbound marketing can generate an amazing ROI. The results will probably vary with every campaign, so track them carefully to see what works best for your business – on average.

Here Are Our Picks for the Six Marketing Tactics with the Best ROI

  1. Search Engine Optimization – Also called “SEO,” this tactic is all about getting people to your site “organically” – or without the help of paid advertisements. When creating your SEO strategy, keep in mind that keywords are trending toward conversational phrases and questions – thanks mostly to the increase in voice searches.
  2. Blogs – An essential part of any content marketing strategy, blogs are a wonderful way to attract your target audience. They are also crucial to SEO. While you don’t want to overdo it with keywords, sprinkle in phrases like “the best,” “review,” “pros and cons,” and “how to” to satisfy those longer-tail keywords that are trending right now. And remember: blogs don’t have to be just words. Videos and infographics make excellent additions to any blog – and are well-liked by search engines and customers.
  3. Social Media – If your business targets a younger audience, social media may give you the best ROI. Facebook, Twitter, Instagram, Snapchat and other social media platforms are immensely popular, and they allow you to build up a group of followers who may eventually turn into buyers. If you decide to advertise, make sure that you include a call-to-action (CTA) button on your ad. Many companies can also benefit from promoting coupons via social media – Snapchat and Instagram especially.
  4. Influencers – Influencer marketing can be very successful for certain companies. It involves obtaining key individuals to promote your products or services. This tactic may take a while. You must put in the effort to locate people who influence your target demographic and then build relationships with them. Once that is done, their promotion can prove to be invaluable.
    If you don’t have the time to do all of that, you can also find brands in related product or service lines to “partner” with you by offering a guest blog for your website. For example: If you sold graham crackers, you would try to get a guest blog from Hershey about how delicious their chocolate tastes on a s’more with your graham crackers. That would expose your brand to their audience and also show your followers that you partner with powerful brands.
  5. Email Campaigns – An incredibly inexpensive tactic, email campaigns can be very powerful – believe it or not, with every demographics. The great thing about emails is that you can segment your audience and customize your message to each group. Make sure that every email includes a CTA and catchy subject line (at least 6 words long); many companies use these campaigns, so you need to stand out in every person’s inbox.
  6. Lead Magnets – To get email addresses for your email campaigns, it’s a great idea to utilize lead magnets – otherwise known as downloadable lead-generation pieces. Lead magnets are essentially pieces of content, like guides, e-books, checklists, or whitepapers, that your audience would find useful. In order to download the document, users must enter their contact information and sign up for emails. These lead-generation pieces are an excellent way to prove your expertise, and they also allow you to give potential clients something without sounding salesy.

What Tactic is Right for You?

Choosing the right marketing strategies can be confusing and frustrating. What works for the business next door may not work for you, and vice versa! Commit to three or four different tactics, and stick with them. You need to watch how they perform over three-to-six months before you can really measure the rate of their success.

If you need some expert support, Conveyance is here to help! We have highly-skilled team members who know each tactic inside and out, and we have the industry knowledge and know-how to guide your business in the right inbound-marketing direction. Make the most of every marketing dollar and give us a call today!

The Top Web Design Tips and Trends for 2017, Part 2

Web design features and functionality that meets the needs of your business operations and audience

In our last blog, we talked about some of the basic web design trends of 2017. We discussed the User Experience (UX), video content, colors, layouts, and typography. If you missed it, check it out here !

To complete our top ten list, we want to discuss some lesser-known design styles and cover some of the ways that enhanced analytics are impacting the industry as a whole.

10 Web Design Trends and Tips for 2017

6. Tactile Design
Trend:  This trend has been around for a while, but it is still drawing a lot of attention from designers. Tactile design tries to bring the real world to the digital world by using images that present textures and objects that look good enough to touch.
Tip: Stock photos have lost their favor in the web design world. The more original your photos are, the better. Keep in mind that you can sprinkle in tactile details with other elements – for example using a navigation bar that looks like ripped cardboard, or setting animation against a chalkboard backdrop.

7. Material Design
Trend: Originally started by Google, material design has spread all over the internet due to its simplicity and navigational ease. It’s the opposite of tactile design, offering solid, bold colors and easy-to-understand icons in a flat format.
Tip: This design style works especially well with card-style layouts. Although it may seem minimalistic, it’s important to remember that negative space can be very powerful. To keep your material design interesting and unique, make sure that you use custom icons and appealing color palettes.

8. Scrolling
Trend: Many companies are converting their sites to one, long-scrolling page. As more and more users search for content on mobile devices, researchers are finding that people are more likely to scroll than click – thanks in part to seemingly never-ending websites like Twitter and Facebook.
Tip: This is a very new, forward-thinking concept, and your website may not even work with this kind of layout. Many people are still adverse to scrolling, especially on personal computers. But if your marketing to Millennials and Gen Z, you should consider it – as they are all about mobile.

9. Mobile-First
Trend: There’s no doubt that mobile usage is going to continue to increase for the foreseeable future. You may not want to adopt a site that features one long page, but you do need to prioritize how your site will look and work for mobile users.
Tip: While many website templates take responsive design into account, some don’t. If you are using a template for your site, make sure that you understand its limitations when it comes to mobile design. It may be worth paying a little extra to have a custom website designed by a professional firm so that you are certain of your site’s responsiveness.

10. Performance
Trend: Performance metrics and Search Engine Optimization (SEO) are impacting web design in an enormous way. Companies can see what works with their audience – and what doesn’t – thanks to analytics tools that drill down to data regarding customer behavior.
Tip: There are plenty of free tools out there, but be careful! Not all analytics tools are created equal; some were developed to be misleading. If you don’t have a certified SEO expert in-house, it’s a good idea to hire an outside firm to track this key information for you.

Not every trend from 2017 is going to work for you and your messaging. Choose a feature that makes sense with your products, services, and audience. And even though we listed mobile-first design lower on our list, make it your priority if your site currently has no responsiveness.

If you think your site needs a little refresh of its own, feel free to reach out to Conveyance. Our designers and SEO experts will build a site that meets the needs of your business operations and audience.

It’s OK to start small; you’ll quickly see how much users appreciate a current, well-planned website design. Give Conveyance a call today!

Blogging and Content Marketing are not SEO

We’ll let you in on how Blogging, SEO and Content Marketing work together.

In our line of work, we see a lot of confusion when it comes to blogging, content marketing, and Search Engine Optimization (SEO). Writing a blog or placing the popular term “content marketing” on a proposal, sales collateral or website does not mean that you are conducting SEO.

Blogs = Tool

Blogs are simply words on a webpage. While they can contain some keywords that help direct organic search traffic, they are merely one method for carrying out an effective SEO strategy. Blogs by nature are more of a customer retention tool – they help to make your website sticky. Well written blogs make visitors stick around and come back for more … and if you are lucky they share it with friends.

Content Marketing = Strategy

Content marketing is a marketing strategy. It involves giving customers – or potential customers – valuable information in hopes that those customers will eventually buy from you. If your audience believes that you are the authority on a topic, research shows that they will reward you for it. Blogging is commonly used in content marketing. But, downloadable guides, case studies, infographics, videos, podcasts, and books are other content marketing vehicles.

SEO = Strategy

SEO is also a strategy. It consists of all the different techniques that you use to get your website ranked higher in search engine results pages (SERPs). Search engines like Google and Bing appreciate:

  • Keywords, especially long-tailed (thanks to the increasing popularity of voice searches)
  • Fresh, high-quality content
  • Links, both internal and external
  • Images and videos
  • Social media integration
  • Alt and meta descriptions

SEO is an art, yet it’s highly technical and analytical. Blogs and other content marketing techniques are used within SEO strategies to provide consistent, new, relevant content.

Here’s a great way to visualize it: think of SEO as a set of blueprints. If you are going to build something – say, great search engine rankings for your website – you need a plan. To carry out your plan, you need to use a variety of tools.

If you look inside a marketer’s toolbox, you’ll find a wide variety of tools. There might be print tools, website tools, and branding tools. Blogs are one important tool. Let’s say they are the screwdrivers in your toolbox. Content marketing is more like a multi-tool – like a Swiss Army knife. It has a screwdriver, a knife, scissors, and more in it, but without a master plan, it doesn’t do anything by just sitting in your toolbox.

Content Marketing and Blogs are Just Part of SEO

It’s wonderful to provide quality content to your customers. If you are going to spend time and money buying tools, why not actually build something? A powerful SEO strategy can bring your business visibility, which can lead to relationships, and ultimately sales.

If you need any assistance in creating blueprints for the future of your business, Conveyance can help. We not only have architects who are skilled at drawing up plans, but we have a team of “tool experts” ready to help you build something big in 2017. Give us a call today!

Impact of Website Redesign on SEO

Consult an SEO expert before doing anything drastic to your website.

Website changes can drastically alter your search engine optimization (SEO). When your site is altered significantly, search engines can get confused because each development platform or content management system (CMS) uses slightly different source code (or nomenclature). When you adjust how pages are named, you can lose all the SEO history and equity you have put into those pages – essentially crippling your SEO and your ability to be found online – overnight.

The most common changes that can impact your site SEO are:

  • Shifting to a new domain name
  • Switching to a different CMS (Drupal, WordPress, Joomla, Expression Engine, etc.)
  • Changing development platforms (Wix, Squarespace, etc.)
  • Conducting a major redesign with all new content
  • Moving to a new web hosting company

If you’re going to change your website, you need an SEO plan.

Any significant site changes require a strategic SEO plan. The more elaborate your site, the more intricate the plan will need to be. You can’t just copy and paste content and expect everything to fall back into place. Moving to a new CMS, for example, is much like moving to a new office space. It seems pretty simple until you realize you need to cancel all your old utilities, set up new ones, pack, move, unpack, clean, and on and on. And no matter how much you prepare and plan, something unexpected is sure to pop up.

Before you go through a website transformation, consider how the change will impact these four areas

  1. SEO Ranking
    No one wants to throw their SEO investment down the drain. You need to know how you are going to save your on-page optimization efforts and notify search engines of your alterations.
  2. URLs
    One of the biggest problems when making adjustments is the impact it may have on your internal and external links. You will need to update your links in AdWords and within any referring sites. Internally, it’s good to use a crawler (either free or paid) to help you create a sitemap of current URLs (and those within any subdomains). Once you know what you have, you can generate a new sitemap that accounts for all your changes. This new map will be extremely helpful when you strategize the 301 redirects you will need to preserve all that valuable SEO site work.
  3. Custom Features
    Things don’t always work from one platform or CMS to the next. Any money you invested on custom features may be lost. If something can’t be salvaged, expect to dish out more dollars to have it reprogrammed.
  4. Responsiveness
    One CMS may be slower than another, or it may not be as mobile-friendly. Remember that search engines take your site’s responsiveness into account when establishing your ranking.

Talk to an expert.

Make sure that you consult an SEO expert before doing anything drastic to your site. With a proper migration plan in place, you can avoid losing years and years of SEO efforts. If you are contemplating some changes, contact us at Conveyance today. We can help you determine what changes are really necessary and then seamlessly guide you through them. We’ll turn that frightening situation into a reassuring, encouraging one.

Is Your Website a Dead Body? 10 Tips for Improving your SEO

Bring your website back to life with help from Search Engine Optimization (SEO)

I’m sure you’ve seen the meme that says the best place to hide a dead body is on the second page of Google search results. While it’s funny, it’s also true. Most research indicates that 95 percent of all search traffic comes from the first page. That number should amaze and scare you. If your site isn’t on page one, there’s a good chance that no one is finding you. Google has made you a ghost… you need SEO!

A little bit of search engine optimization (SEO) can go a long way towards boosting your organic search traffic. If you need to bring your website back to life, here are ten tips for improving your SEO:

  1. Put yourself in your customer’s shoes. This step is crucial because if you don’t understand your customer and where he or she is coming from, it’s going to affect the rest of your SEO efforts. You need to know who your target audience is, what they like, and how they search. Speak to them in a voice that they can relate to – and give them content they actually want.
  2. Consider your keywords. Google Keyword Planner is a quick and easy way to find the right keywords for your business. Place keywords in your page titles, sub-headers, alt tags, meta description tags, and URLs. For shorter content, keep specific keyword mentions to two to three times. If you have a page with more content, you can go up to four to six. Also remember that long-tail keywords are helpful because they are less competitive.
  3. Make content a priority. Google loves good content. You need to speak directly to your audience while being thorough and original. Figure out a way to produce new content for your site consistently – either through blogs or new pages. Answering frequently asked questions is a terrific way to build up solid content. Think outside the word-box, too; videos and graphics can draw customers in and encourage them to hang around. Great content will also lower your bounce rate, which Google tracks, too.
  4. Build up your links. Both internal and external links are fantastic for your site. Internal links are easy, but you probably need to develop a strategy for building up your external ones. You can reach out to business partners and bloggers, or contribute to sites that are relevant to your industry. You can even use software to track mentions of you on the internet, and then request a link every time someone talks about you. As you build up good links, make sure you do routine housekeeping to remove the ones that no longer work.
  5. Have a mobile-friendly, speedy site. Google really wants your website to be mobile-friendly, and it will reward you (in ranking) if it is. It also hates slow sites, so make sure your site functions well and doesn’t take too long to load.
  6. Amp up your social media game. Get followers on Twitter, Facebook, YouTube, Instagram, and other social media sites. Google pays attention to how active you are in these areas.
  7. Encourage customers to review you on Google. Everyone loves reviews, and Google is no exception.
  8. Utilize local listings. Make sure all of your locations have local listings on sites like Google, Facebook, and Yelp. Search engines are focusing more and more on local results, so make sure your presence is known.
  9. Stay on top of analytics. Google Analytics allows you to track conversions and geographic data, as well as referrers and bounce rates. By knowing where people are coming from, what they are doing, and how long they are lingering, you can make better decisions on where to focus your SEO time and energy.
  10. Stalk your competitors. I’m not saying that you physically need to follow them, but you should do some research to see where they are showing up in search engine results – and why. If you know their SEO strategies, you can adjust yours accordingly.

If your website has been declared “DOA” by Google, we can help. We personalize SEO strategies based on the needs of our clients and their industries. Give yourself new life by contacting Conveyance today.

Beating the SEO Plateau, Part 3: Analytics

Responding to SEO Analytics

In our past two blogs, we have discussed how content and audience can help you get over the dreaded SEO Plateau. The third – and final thing you need – to push past the stagnation is analytics. Google Analytics, Yahoo Web Analytics, Compete, Crazy Egg, and other services offer a wide array of tools and statistics for marketers to exploit. Sometimes, though, knowing how to act on the information provided is just as important as getting the right data.

Keep on top of organic traffic.
Use your analytics tool to filter data based on where your organic traffic is landing. What pages are getting the most visitors? Why? What is your most valuable user flow? Once you can answer these questions, you can address areas with lackluster traffic.

To help out the pages that are slacking, refer to Part 1 of Beating the SEO Plateau: Content. The better your content, the better your organic traffic will be. Utilize blogs, improve content on your website, and encourage clients, partners, and other bloggers to link back to you.
If certain pages already boast an adequate user flow, augment the content on those pages too. Great content will make search engines, and your customers, happy.

Audit keywords.
Once you have a good handle on which pages are working for you – and which aren’t – you can then filter your landing page data by keywords. Look at what organic and paid keywords are the most popular. Which ones are leading to sales? Which ones are underperforming? Google Trends is a great place to see if your keywords are even still pertinent in today’s ever-changing marketplace.

It’s important to remember that search engines are continuously refining and improving their algorithms. The better they get, the less relevant your strategy and perhaps your selected keyword could be. The focus of search engines is shifting to quality content, site speed, and security.

Note: Don’t forget that long-tail keywords are also making a comeback thanks to the increase in voice searches.

Examine demographics.
Demographics reports offer some of the best details from analytics providers. Many marketers have shied away from this information because it might require a change to their base Google Analytics code, or it may necessitate an update in their site’s privacy policy. Don’t follow suit, though; the demographic data provided by Doubleclick is worth the effort.

What age groups are coming to your site? What gender searches better than the other? What age range converts on your site? With answers to these questions, you can see what traffic your current marketing strategy is bringing to your site – and adjust accordingly.

There’s no golden ticket when it comes to getting over the SEO Plateau. It takes constant innovation and flexibility to navigate the SEO waters successfully, no matter how exceptional your current marketing strategy may be. Just remember to keep quality content at the core of everything you do, continually grow your audience to find new customers, and take advantage of the information that analytics tools provide. If you can remember those three things, you’ll find yourself clear of that awful plateau in no time.

Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.

Beating the SEO Plateau, Part 2: Audience

Augmenting your Audience

In our last blog, we talked about how content is key to getting over the dreaded SEO Plateau. By personalizing it and distributing it in different ways, you will be able to reach a broader audience. It’s imperative to grow your audience continuously when it comes to beating that Plateau, which is why Part 2 is all about expanding your audience.

Broaden your keywords.
Once you have desired results on the most competitive keywords in your industry, you can’t just sit back and relax. You should constantly be looking for new keywords to bring into your SEO strategy. Try going after some less competitive keywords; you may be surprised at how much traffic there is outside of the top 100. Also, bring more long-tail keywords into the mix. Long-tail keywords are phrases that usually have anywhere from three to five words. It might seem like a stretch, but the traffic that gets pulled in from long-tail keywords is always very high quality. People who search using longer phrases are generally more informed and may already be in the decision-making phase of the buying process.

Find a new target market.
In marketing-speak, someone might tell you that you should find a new “vertical.” It means that if you want to broaden your audience, the answer may be to find a new one. Segway is a good example of a company that found itself a new vertical market. When they marketed themselves generically for home use, they failed miserably. One day, they realized that police departments were utilizing their vehicles. So, they switched gears and marketed directly to the police department niche – and it was very successful. In fact, tour companies could be considered another vertical market for Segway.

Do you do any vertical marketing? Maybe instead of finding a new niche, you just need to find your first one. What do you do especially well? What customer base do you resonate with? For example, if you have several clients that are teachers, ask yourself – or even them – why they come to you. Maybe your staplers are perfect for stacks of graded papers, or maybe they are safe for younger children. Whoever it may be – you could easily find your vertical market by stepping back and taking a look at your current customer base.

Move up the buying cycle.
Generally speaking, every buyer goes through a purchasing cycle:

  • Awareness of needs
  • Evaluation of choices
  • Issue resolution
  • Decision
  • Implementation

Needs may change over time, but if they do, consumers simply enter into the cycle again. An excellent way to increase your audience is to move up the cycle, targeting customers who are in the earlier stages instead of just those ready to make a decision. Targeting is simple: provide content geared towards the clients in that phase. Since it takes multiple interactions to generate a customer – typically seven touches – moving up the cycle will give you a better chance of establishing a relationship with the client well before they are ready to buy. This can also help you build brand loyalty.

Now that we’ve discussed magnifying our audience, the final step to beating the SEO Plateau is coming up next: Analytics.

Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.

Beating the SEO Plateau, Part 1: Content

Content is still king when it comes to beating the SEO plateau

You’ve worked hard to get your website ranked well with your most relevant keywords, and you’ve started to see traffic from organic search results. All your hard work to increase your search engine optimization (SEO) has finally paid off.

Then, abruptly, the organic traffic starts to level off.

You’ve hit the nasty little secret no one has told you about: The SEO Plateau.

Every business that markets online will eventually hit it. To get yourself over it, though, your SEO strategy has to evolve continually. We believe that you can do this by focusing on three parts: Content, Audience, and Analytics.

Part 1: Turning the spotlight on your content.

Personalize and pinpoint.
One of the best ways to increase the quality of content is to personalize it for each customer group. The easiest way to do this is through the creation of avatars – or buyer personas – for every customer “type” in your target audience. An avatar represents the personality and demographics of one of your customer “types.” Generating content with a “person” in mind allows you to focus on the needs and wants of just that “person.” Each group will feel like you are creating content just for them, making them feel like you understand their needs and appreciate from where they are coming. Appreciation equals sales and also customer loyalty.

For more information on avatars, check out our blog on Using Avatars to Hone Your Content Management Campaigns.

Change it up.
Once you are developing content for each customer, it’s time to change up the way you deliver it. If your SEO strategy has been centered on just one type of content, then aim at getting a second type of content ranked with your most important keywords. If you have always been a fan of blogging, try producing some video content or maybe a slideshow heavy with images. If you have always composed videos, then write a technical document to support customers who learn better by reading. Your audience, even when broken down into individual avatars, is still comprised of clients who have different learning styles (i.e., visual, verbal, aural, logical, and physical). Even with the same keyword, producing multiple content types will help you reach more of your audience.

Survey the SERPs.
One last consideration when reviewing your content is how it looks on the search engine results pages (SERPs). Even on the first page of Google, your content may not be standing out from everyone else’s. Does it look inviting? Does it look informative or like it’s coming from a trusted source? By improving meta titles and descriptions, you can ensure that your content looks just as good on the SERP as it does on your website. Also, if your content doesn’t “look” inviting, it will hurt your organic traffic and your actual search engine ranking. Punch in one of your keywords and then objectively ask yourself, “Whose link would I click on first?”

Content is still king when it comes to beating the SEO Plateau. Stay tuned for Beating the SEO Plateau, Part 2 where we will discuss how to increase your audience.

Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.