Roughly 3.5 billion online searches occur daily – that’s 40,000 search queries everysecond. And that’s just the statistics for the world’s number one search engine, Google.
We have all heard the marketing adage that content is king. What, exactly, does that mean? The term was coined all the way back in 1996 when Microsoft founder Bill Gates wrote an essay featuring the phrase. Gates’ essay embraced the future of the Internet as a marketplace for content.
Not just any content will do. As any writer skilled in search engine optimization (SEO) will tell you, quality wins out over quantity any day. Writing “mills” that produce copy with keywords awkwardly crammed into it just to meet the customer’s quota is not creating the kind of top-notch content that will get search engines excited. Creating content that provides value to your brand is worth the time, effort and expense. It will organically optimize your site’s ranking better than any other strategy.
Organic vs. Paid Results Organic search results are generated based on unpaid, natural rankings from search engine algorithms. Say you’re a local photographer who specializes in weddings. Competition is fierce, so it’s important to establish yourself as an expert, as the go-to person to have for fabulous wedding photos. Working with a writer to create fresh, engaging content on not only your website pages but also in the form of a blog, is a great way to organically boost your search rankings. Organic results also can be obtained using creative digital marketing campaigns for use on social media.
Paid search results are exactly as you’d expect. A company has paid to have their content appear at the top of search engine rankings. Search engines include an “AD” denotation with these results, which indicates they are paid ads. The ads can be confusing to consumers because they are cleverly designed to fit in with organic search results. Some consumers may be unaware that those results are only appearing at the top because someone paid to put them there. In recent years, paid results have soared in popularity because they require very little effort. Companies set the budget for their ads (pay-per-click). While this may be a great way for a new brand to get noticed quickly, it is not a great long-term strategy. Establishing yourself as an expert in your field and offering fresh, informative content on your website and social media platforms is still the best way to build a loyal following.
Increasing Traffic When you’re first starting out, getting noticed online can be difficult. Here are some strategies that can help.
Social Media Roughly 90 percent of businesses are using social media for marketing purposes. Platforms such as Facebook, Twitter, Instagram and Pinterest are great outlets for display advertising. Paid options are available on these platforms. Organic results will require consistency in posting and patience.
Evergreen Content Blog, blog, blog. It is the best way to keep fresh content on your website. Be sure to create content that is naturally rich in SEO keywords for the best results.
Build Backlinks These are links from an external website back to your content. They are vital for bringing new traffic to your website. Creating content with innovative ideas and information worth sharing is the best way to get noticed and earn backlinks.
Get Noticed Creating quality content isn’t as easy as it sounds. Far too often, individuals with little to no experience crank out a bunch of words and pass it off as a product that will get results. The Write Reflection offers quality copywriting services, content writing, event planning, SEO and SEM, copyediting and graphic design. Our copywriting service lends its expertise to businesses, nonprofits, and other organizations in Pittsburgh and beyond. The Write Reflection is owned and operated by Shari Berg, a professional with 25 years of experience. Shari has the knowledge to help grow your business. Contact us today if you’re ready to earn Google’s superstar status.
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