Need Strategic SEO to Maximize Profitability?
More than 99.9% of business websites do not have the necessary content to justify being at the top of Google.
Did you know that most people think a high ranking means “better than”? Are you better than your competitors? If so, do you want everyone to know?
Google’s search engine is a meritocratic algorithm. Google has thousands of engineers dedicated to continuous refinement of a program promoting the best, the most valuable sites, to the top of the search engine rankings. Ipso facto, if you aren’t at the top, you simply aren’t considered the most valuable by Google. How does that make you, your employees, and your other stakeholders feel?
Do you want your company to be considered the most valuable? Read on.
Why is being on the first page critical? Being on top comes close to guaranteeing exposure and opportunity. The most cost-efficient and most powerful marketing available to any business is simply being at the top of Google’s search results. The yellow pages have been supplanted by the search engines. Yet many leaders unintentionally ignore the most economical marketing vehicle possible.
We all unconsciously realize that if we don’t appear in the first ten listings for a search on Google, we likely won’t be seen at all. For most people are just like us and rely on only the first page of the search listings, usually looking no further.
No matter what business you are in, every single day you fail to appear on the first page, you are losing potential customers. Like an undiagnosed fatal disease, there will be no report of how many new customers you could have sold. It will just be quieter and the phones will ring less, a bit like slowly bleeding to death in a warm bath. What’s more, you’ve probably covered all your fixed costs, so these lost customers represent the most profitable ones.
If you want these profits, you need to ask yourself, “If I think our business is the best, then why doesn’t Google think so, too?”
Google is the biggest snob in the world when it comes to websites. If it doesn’t like your domain name, your page titles, the headlines, the way the body copy works, it will lower your rank. It has the most comprehensive checklist for evaluating your website that you can imagine, over 200 criteria. But the most critical determinant of ranking in the long run is the content of your website.
Thousands of search engine optimization companies will tell you that they can turn your homeless flower girl into an aristocrat, like Henry Higgins did for Liza Doolittle in My Fair Lady. But Google’s PhDs make it a lot harder to scam them than to fool pompous voice experts.
You can’t pretend; you must demonstrate that you are the most valuable resource for the particular search being performed. You do this by altering your content to resonate with the searches being done.
Many businesses retain a firm to do search engine optimization on their site, as is, without making the necessary substantive changes in content to reflect value to the searcher. Usually, the result is about as effective as putting lipstick on a pig.
To be ranked as the best, you have to start thinking about what the searcher wants to find, not what you want to say. Google ranks highest those with superior content. Superior content is defined as information that will be the most valuable to the person searching. You have to provide the most valuable content to the searcher. The searcher is probably not searching for your history, your address, your management team, or your mission statement.
The major challenge to creating high ranking content is determining what the reader is looking for and anticipating how they will seek it out. However, most business marketing material is written as if the reader will be given the material first, rather than having to search for it. Most marketing material presents solutions. Yet most online searches use a problem terminology to phrase the search. Often the words that describe solutions do not include the problem words and won’t be found by problem-word searches. Content must take this into consideration.
Focus first on structure and content. Once the content is crafted to match the searches, it make sense to focus on the more concrete elements of the website, such as the domain name, file names, descriptions, headlines, keyword inclusion, and the other hundred points.
By focusing your efforts on searcher-specific-content and the fine details of the site, you can make your site deserving of being judged the best by Google.
Rationalizations that keep people off the first page of Google include:
When it comes to search engine positioning, if you aren’t constantly going forward, you are constantly falling further behind, because others are constantly honing their websites to meet searchers’ needs.
What do you want to do?