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If your business relies heavily on search engines for pageviews and sales, recent changes in Google search results will drastically affect how your customers find you.
Besides all the Google updates, the latest being ‘Fresh’, Google now delivers personalised search results, based on your individual search history. This is happening already, whether or not you’re logged into your Google account. And these results also include videos, products, blogs and social mentions too.
Search and Social are now an item
The separation of ‘search’ and ‘social’ has ended. Social media like Twitter, Facebook and social bookmarking now heavily influence search rankings. The chances are that search results are even more personalised depending on your social media activity!
Why it matters
It all means that Google search results will differ from person to person. Your business might be #1 on page 1 for Person A… and come nowhere with an identical search for Person B! The Holy Grail of getting yourself to the top of the Google search pile is now effectively unobtainable. So what can you do instead?
Get yourself in Google places
Local search marketing is becoming vital to consumers, and Google Places now dominates search results. If your business relies on local business, you simply must be seen in Google Places.
Make sure your keywords answer the key questions
People search Google to answer specific questions. So anticipate these, and make sure that your keywords – and the content on your pages – reflect the likely answers. Keyword research is probably the most important aspect of Search Engine Optimisation!
Make great content your #1 priority
Search engines increasingly favour websites offering unique, genuinely interesting and constantly updated content. The best long-term marketing strategy will focus on great content – on your website and all your social ‘channels’. It’s crucial for getting high visibility in Google search engine rankings.
Marketing means nothing without data
Results have to be measurable. But how, when your Google ranking position is virtually irrelevant? Start relying more on simple key performance indicators (KPIs). Like the amount of traffic, the amount of leads you get in a month, what keywords generate traffic? And which channels (i.e video, social, blog) bring the most visitors to your website.
You’ll improve your Google Marketing by delivering a consistent message across all channels from your social media marketing to your Google Places. So what are you doing to improve your rankings?
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