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MeerkatsThree words to consider when striving to help your customers find your brand when using Google

There is so much talk and clutter about ‘how-to-get-found’ on Google.

There are Marketing Consultants, Search Engine Optimisation Consultants and Google Advertising Sales teams that all claim to have a solution to ‘Getting found’ on Google.

So I thought I would see if I could summarise it in three words.

Unfortunately I can’t.  However, I did find three words that make for useful headings when structuring some thoughts for you to consider.

They are:

  1. Relevance
  2. Frequency
  3. Structure

My personal favorite is ‘Frequency’.  I will tell you why shortly

Those of you who have attended the various seminars and workshops delivered by the team at Baker Marketing (in particular Steve Davis and Andrew Bell) will be familiar with one or two of the concepts outlined below.  I thought it would be nice for you to hear it from me.

Relevance

By the way, speaking of relevance, are you across the news that Google is now the most valuable brand in the world?

According to the BrandZ Top 100 Most Valuable Brand ranking conducted by Millward Brown Google has edged out Apple to become the world’s most valuable brand.

At a brand value of USD 159 Billion Google as a brand obviously has some relevance.

However, Google’s immense brand value is not my point.

My point is that if you want to improve how easy it is for customers to find you in Google a good place to start is to ensure that your written content is relevant to what your target customers are likely to search for.

So if you include a lot of written content on your website that is exactly what your customers are searching for you are going to increase your chances of being found.

Believe it or not Google are the ‘Good Guys’ and are trying to help – so keep it Relevant!

There are numerous steps to improving the relevance of your online written content.

Initial ideas to consider include:

  • Accurately/thoroughly defining your Primary and Secondary Target Markets
  • Completing the Customer Needs Analysis process
  • Completing initial Key Word Research

The above are just the basics.  There are obviously more activities you can implement.

Frequency

Like most sales and marketing tools Frequency is important.

Google not only prefers to provide search outcomes filled with relevant content but it also likes providing people with current information.

This means that Google will favor online content that was published yesterday versus content that was published last year or last century.

Frequency is the magic ‘F’ word  when it comes to Google

(That is why it is my personal favorite as I mentioned above)

Frequency means two things that can have magical results for your Google search outcomes.

Firstly, frequent uploading of relevant written content will result in your content being more ‘current’ and therefore more attractive to Google.

Secondly, frequent uploading of relevant written content will result in you uploading more and more relevant content which means you will be expanding your ‘Google Footprint’ at a rapid rate of knots.  This means there will be more and more relevant content for Google to choose from resulting in better search rankings.

There are numerous steps to increasing the frequency of your online written content.

Initial ideas to consider for increasing frequency include:

  • Developing a blogging program
  • Setting up appropriate social media platforms
  • Implementing a program of sharing and posting information across your social media platforms that has a connection with your blogging activity

Again, as with ‘Relevance’, the above are just the basics. There is much more that you can implement if you are serious about improving your search engine outcomes.

Structure

When I talk structure I am asking you to double-check that your online information is structured and set up in a way that lends itself to being found by Google.

Significant marketing tools/items to make sure are structured so as to be ‘Google or Search-Friendly’ include:

  • Your website
  • Your blog
  • The rest of your online written content

In the first instance:

‘Structure’ means ensuring that your website uses a content management system that is considered ‘Google-Friendly’

At Baker Marketing we recommend WordPress which is free, easy to use and has been endorsed by Matt Cutts of Google.

The next step is to then ensure that your blog setup and all other written content is structured in a way that lends itself to being found easily when your customers are searching for you.  More on structuring blogs and written content in future articles.

Google in Three

I hope that you can see the importance of these three words.

We come across numerous small business owners who have spent a great deal of money on so called Search Engine Optimisation Exerts (SEO Experts).

My advice is to give consideration to Relevance, Frequency and Structure before you invest in any ‘Get-found-fast’ schemes.

This article is aimed at an introductory level and there are many additional tactics that the team at Baker Marketing can help you with and many of these will be the topic of future articles.

I wish you a great finish for May 2014 in terms of sales and profits and may your search engine find you!

 

[The image I used was of 3 cute Meerkats. Photo by Rennet Stowe via Flickr, licensed under Creative Commons]

 

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