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Page Titles, URLs and Keywords:
Keywords are not the be-all and end-all that
they were in the old Google algorithm, but
Websites and other online content still need
to be coded properly to emphasize the right
words and phrases. Google recommends
that Websites be coded with page titles and
URLs that help guide the search engines
directly to the information assets.
Social Media Signals:
When evalu-
ating Web pages, Google search relies
heavily on interactions in the social media
channels like Facebook, Google+ and
Twitter to determine which pages are the
most relevant. The search engine wants
to maintain its dominance, and Google’s
developers have decided that social media
activity around an article or video corre-
lates with relevance.
What kind of content inspires likes
and shares on Facebook and retweets on
Twitter? Content that people find useful
or interesting. In the social media sphere,
users aspire to be influential, so there is
a strong incentive to share high-value
content that others are likely to appreci-
ate. When a user finds something that
impresses them, they share it because
they want to be the one who passed it on.
Content that makes a strong impression
on people is the content that gets the viral
boost that the search engine algorithms
are seeking.
As such, one high-quality piece of
content can have much greater value than
a string of low-value Facebook posts or
Tweets that garner little or no interaction.
It’s the posts that go a little viral that will
push your company Website towards the
top of the search results.
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As you set your priorities for this off-
season, think about posting two or three
articles or videos that will deliver excellent
answers to questions that your prospects
are likely asking. Tell them how they
can really drive down their home energy
costs. Talk about the difference between
full-service home comfort and patchwork
home comfort that may look like a bargain.
Be informative and accurate first, but don’t
hesitate to make bold statements – you want
your articles to go viral.
When you have an article that you are
truly proud to publish, share it across all your
channels and repost it again periodically to
keep the interactions coming. Many of the
best articles, such as how-to articles, have a
lengthy shelf life and can continue to support
your search ratings for years to come.
A great article or video can also earn your
site some helpful backlinks, which are links
from other Websites, preferably sites that are
highly regarded by Google. Whenever you
post something particularly useful or inter-
esting, notify all the local media as well as the
Twittersphere. Invite everyone to link to the
article on their sites, because their backlinks
make your site score better with Google.
Recent activity on the Website is also
important to Google, so it pays to formulate
a plan for ongoing posting, either through a
blog, new articles on the Website, or both.
A slow but steady flow of high-quality
content will benefit you much more than a
constant stream of social media chatter that
doesn’t actually say much.
Not every company has the expertise
in-house to support the search engine
marketing they need. If you would like to
review your online marketing and set up a
program to get your company to the top of
the search results the right way, please give
me a call today at 800-796-3342.
