Let’s talk about marketing basics; specifically, the importance of content for Google searchability.
Just about every organization you can name, from local non-profits to global B2B companies, has an online presence. Whether that’s a solid website or a rockin’ social media presence, most businesses and non-profits are claiming a stake in the online space.
And how do you get found online?
For most people, it’s through a search engine.
It’s safe to say Google is your tool of choice. After all, 83% of global searches are completed by Google, as of July 2022 according to Statistica. So, if we want to be found online, we should “play nice” with Google.
At its core, Google’s job is to satisfy its customers - the people running searches - with the best possible answers to their questions. Your mission is to be one of those top-ranked “answers” in your field of expertise so that more potential customers are driven to your corner of the Internet.
For example, when someone searches for “Green Bay florist” and you run an area shop, your goal is to be ranked among the top few results. Most people don’t scroll to page two of the Google results - so the higher you can rank, the better. This is why I make a point to feature my Green Bay brand photography clients on my website so future clients searching for a brand photographer can find me. Here are a few links to blogs where I describe my process with clients and you’ll notice how these phrases help people find my services:
This is where “playing nice” comes into play.
Your job is to create good online content so that Google knows who to send your way. If you can help Google provide the best possible answers to those searches, it will reward you with more online traffic - typically, to your website or social media channels. That’s how you get “ranked” by the search engine, especially if you want to get on that first page of search results.
Content can be written or recorded, and can take many forms. The most common content types are blogs, videos, podcasts, and social media posts. If you’re wondering what to create, the sky's the limit! However keep your content on-topic, so that it’s relevant to what your target audience is searching for, on Google.
For example: If you are being asked the same question over and over, chances are that this is a relevant question that is being searched on Google. A local florist could get a question like, “How much do wedding flowers cost in Green Bay?”
Think about that question when you title your blog articles or videos, name your web pages, create alt text on your photos, and write social media posts. Literally, I want you to use that same question in your copy - and then, of course, answer it!
It’s as simple as this:
Step 1: Think of what your ideal clients are searching for.
Step 2: Include those phrases in your copy on your website and blog.
This helps Google play matchmaker between you and your audience.
Now you’re probably thinking… how can I possibly keep up with this content-feeding machine?
I’m here to help with that piece of the puzzle. When we complete our Brand Strategy Session, we’ll not only narrow down your target audience and what they want, but we’ll also discuss how your content plan can support your marketing goals. Let’s get something on the calendar, today! I can’t wait to help you crack the Google content code.