So, it appears as if Google is about to smack around the web again with another algo change. This one is meant to address the over-optimization some so-called experts use to get their client’s sites on the mythical first page of Google.
If you are happy with your current placement, you have just as much to fear as the guy or girl reading this who is trying to get YOUR spot on the web. As anyone who has tried to optimize their site to get the free love Google extols on those they shine upon, serving that master can be a bitch.
There is a solution!
So here are 5 things you can do with your site in order to avoid the might from up on high that Google passes down on occasion:
1-The more localized your site, the better off you are. Obviously, competing against 5 guys is better than competing against 20. So set up your pages to reflect the location-based keywords you want to absolutely be found for and sprinkle other areas throughout the main pages of your site.
2-Do whatever it takes to grab an email address and let people know you are going to use it. To send them offers, keep them up to date, add them to your newsletter. Basically build a mailing list to keep in contact. ASK FOR EMAILS! This way, you could care less what Google does with their search results, you have your own list of hyper-buyers who you can communicate with regularly without worry.
3-Use specific landing pages for offline marketing that drive readers to an offer or promotion based on the source of the advertisement.
OK…I can already see some of you scratching your head.
If you advertise in the Money Mailer, create the offer you use in the ad on a specific landing page on your site. This will continue the conversation from offline to online, where you control the message. Grab and email address and follow-up to convert readers into clients or customers.
4-PPC or pay-per-click. Sure, it takes some work to get the hang of it, but if you have short pockets from a marketing budget perspective, nothing gets you closer to a buyer faster than a $5 PPC click. And no matter what Google does with search, they will ALWAYS be available to take your money for PPC!
5-Good content that is written for search as well as readers. Google wants you to write for their users first, the people searching for what you do. You and Google have a vested interest in serving the exact search result that the user intended. When your content doesn’t deliver, guess what Google does? It serves your competition! So if your content sucks, it might be time to take another look.
Bonus #6-Your website. Yeah, if your site isn’t setup up to move people logically through the sales funnel, you are giving away business. If your site looks like someone threw up on the page, you are giving business away. If your site hasn’t been updated in a few years, you are giving business away. Maybe it’s time to get a website review or a complete redesign? Maybe we should talk? Have a good weekend!