Did you know that the top 3 ranked websites on Google, get the majority of eyeballs (over 60%) !? Do you want to know how to pull your searching customers to your central hub on the web? Look no further! Discover 3 simple steps to give your audience what they need!
#1 Understand how Search Boosts Your Content
Connecting with other people on the web via great content is the fuel that moves your company forward. As almost every encounter on the web starts with a search, you need to know the variation in search and how to take full advantage of each type:
- Starts with Google Adwords or Facebook ads. Visibility of your ads is driven by keywords and definition of your target audience.
- Main focus: buying keywords is only relevant if you know what type of keywords are relevant for your niche. Look for keywords with the highest number of searches and the least amount of competition.
- Starts by entering a keyword in search engines. Most people use Google to find relevant content.
- Main focus: make sure your blog posts, public Facebook updates, tweets, public G+ updates, YouTube videos or Pins rank higher on the first page of Google. The answer again is “use relevant keywords for your niche”.
- Starts with sharing content via a share, retweet or status update on social platforms.
- Social platforms like Facebook, Twitter, YouTube, Google+, LinkedIn or Pinterest thrive by sharing great content.
- Main focus: share valuable content that gets lots of shares, comments, likes, +1’s or retweets and improve your visibility on the social web.
#2 Improve your visibility
The number one secret to improve your visibility on the web is knowing what your customers want, so you can offer them what they need.
If you want to increase web traffic to your central hub (blog) site, make sure you generate a lot of clicks (url) on your content. And as you know, it all starts with search.
So, here’s a very important rule of thumb to help you with Google. There are only 10 spaces on Google’s first page with search results. Results show that the number 1 ranked website receives 42% of the clicks. The number 2 (12%), the number 3 (8%), the number 4 (6%) and the number 5 (5%).
If you want to know your competition for keywords that are relevant to your customers, simply enter a search term in Google’s search engine and see who ranks in the top 3. Check out the keywords they use in their title, subtitles and tags.
To find relevant keywords, try Google’s Keyword tool. It tells you exactly what kind of keywords have high search volume and low competition. Those are the keywords that will improve your visibility if you use them well to craft great content!
#3 Always Track Your Results
Knowing what your customers want by analyzing search is one thing, but measuring the results of the content you offer is quite another! If you’ve been around on the social web for a while, you know there are a lot of fabulous resources to track your results. To name a few: Facebook Insights, YouTube Stats, Google analytics, Google alerts, Google insights, Twentyfeet, Crowdbooster.com, Socialbakers.com, Zuumsocial.com or Twitter Counter.
Although relationship marketing is never about the tools, you still need to know what works and what doesn’t. Define some clear content and promotion strategies and choose Key Success Indicators to track your results.
Think about indicators like:
-total number of Facebook fans per day,
-total number of followers per day,
-PTAT (people talking about this),
-engagement rate on Facebook page ( comments + likes + shares / fans ),
-number of daily posts,
-media type: status update, links, photos, videos or events,
-posts by day of the week,
-engagement rate by day of the week,
-engagement rate by hour of the day,
-number of +1’s,
-conversion rates ( e.g. number of clicks on your ad / number of sign ups).
Take away: as the competition for “people’s attention” on the social web grows each day, make sure you start with a well worked out content and promotion strategy and track your results to improve your visibility over time!
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