This week's social tip is probably the single most important thing you can do for your company's online presence; create content.
Businesses often can't buy an all inclusive marketing package and have to choose what elements to outsource, i.e. search engine optimization (SEO), social media, blogging, advertisements, etc.
I'm here to tell you that before you hire that killer SEO company that is promising you amazing results for a pretty steep price, consider outsourcing your content creation first.
Instead of blowing your budget on an SEO expert, investing in blogging and/or social media may provide a much greater ROI in the long run.
With the latest Penguin update on May 22, 2013, Google went ahead and made creating content even MORE important to your search rankings. See infographic below:
As you can see, the new update is rewarding continuos fresh content, social credibility and a fast-loading, optimized website.
Here's what you should take away from this:
Have your website designed and developed with the user in mind. While we all want to have nice pretty websites (I'm guilty of this! Working on an upgrade!) creating a website with clear and easy navigation ultimately gets rewarded. As a smaller business owner you're not going to want to spend money on having your website redesigned in another year or two so something to also consider is the use of mobile. Many people already predominantly use their smart phone or tablet to browse the internet. That trend is certainly only increasing. Having a simple website that will convert nicely for those devices is key.
Create fresh, new content. This means you need to have a blog. A blog is the easiest way to continuously create fresh new content. When setting out to blog, make sure you are following good blogging guidelines. Create content that is informative to your user and inline with your brand. If you don't believe that you need a blog,here's a fun fact I tell our clients at the agency continuously: businesses that blog just 16 to 20 times per month got 3 times more leads than those who didn't blog.
The social factor ultimately stems back to creating content. Google is starting to put more emphasis on social media networks and just like they have with everything else, Google will start to be able to determine who has credible social accounts and who has bought a bunch of users and puts out a bunch of useless content. So again- CREATE CONTENT. Just like with your blog, create content that your user enjoys. Engage with people. Don't use your social media accounts to sell, sell, sell. Create an environment that is friendly and fun and users will want to hang out on your social accounts and want to share your content, ultimately, helping to contribute to your SEO.
I like to think of Google as the good angel on my shoulder. Make any content you put online good for the end user and Google will reward you.