There’s no question that search engine optimization (SEO) has changed a lot in the past two years, particularly with the advent of Google’s Panda and Penguin updates and all its various iterations. Time was when we focused exclusively on ranking for certain high-traffic keywords for our clients, racking up backlinks as fast as we could produce them in order to get those coveted Page 1 placements.
Now, it’s all about content marketing. Seriously. Gone are the days when you could blow through thousands of backlinks a month and expect to earn Google’s good graces that way. Nowadays, it’s all about what value you can bring to your customer in the form of useful, comprehensive, BS-free content spread out all over the web. It’s about highlighting your expertise and authority in your field, providing lots of support and useful information that showcases what you know in a way that builds trust, connects you to your reader, and reassures them that you’re the Real Deal.
It’s not easy to do, but it’s what you need to do if you want to thrive in this brave new world of 2013 SEO.
SEO is thus about:
- robust content with a generous sprinkling of long-tail keywords
- strong social signals
- an active presence on the web that extends beyond your website
- a diversity of content to ensure that you reach your audience in a format that appeals to them, not what’s easy for you
- a commitment to customer service across all channels
Not that backlinks don’t have a place in this new SEO environment. If you’re mentioned in a New York Times article and get a precious backlink from it, by all means, consider it a gold medal in your overall SEO campaign. But don’t think that a thousand backlinks from the low-hanging fruit that used to clutter the web (e.g., business directories, article directories, link wheels) will ever work again.
If you’re not getting much traffic to your website, give us a call and we’ll chat. We’ll take a look at your analytics and suggest an SEO campaign that works for your business and will help you increase the number of visitors to your site. More importantly, we’ll work to increase your conversions — the real gold standard of search engine optimization. What does that mean? Simply put, we’re going to create a strategy that will ethically increase the number of visitors who actually take an intended action on your site, whether it’s making a purchase, submitting a contact form, or requesting a quote.
And if you’re interested in expanding your digital footprint by engaging in search engine marketing (e.g., paid advertising), we can help with that, too. Whether you want to run some Facebook or LinkedIn ads, or you want to explore the possibilities offered by Google’s AdWords program, we can help you do everything from researching the right keywords to managing your entire AdWords campaign.