In the past, search engine optimizers (SEOs) have focused a lot on their websites’ rank on Google. A website’s ranking used to be the number one way to gauge SEO performance; if you have not been maintaining the same rank or have fallen down, something is wrong.

Something we always tell our clients is “Google is in the business of providing the best results for their users”. They have changed the way they show results. Results are now tailored for each user’s interests, demographic, location, search history, etc. For example, if a man living in California types in something generic such as “clothing stores”, he may get a page listing stores that sell men’s attire in California. A woman who searches for the same term who is also following “Nordstrom” on on Facebook may see Nordstrom as a first page result.

Because of this , the online marketing industry is shifting their focus from SEO to mobile user experience, social media, email marketing, and fresh content.

Mobile user-experience

Mobile user-experience is crucial in keeping users on your website. If your website is difficult to use, the user will leave and search for another similar business.

According to several sources, “Americans used smartphone and tablet apps more than PCs to access the Internet last month — the first time that has ever happened.” This means that if your website is not user-friendly for mobile users, the majority of your traffic (depending on the nature of your business) will promptly leave your website.

Another incentive to make your website mobile friendly is that Google rewards websites that are mobile friendly by showing their website to searchers more often.

If you are unsure about the usability of your website for mobile users, use Google’s free tool to check.

These are the reasons why all of the websites we develop are mobile friendly. We make no exceptions because we want every one of our clients to succeed in their business.

Social media

Social media is where internet users spend a majority of their time. Having an active presence on social media channels such as Facebook or LinkedIn will help reach your target audience and customers directly on a daily basis. They will consistently see your name and at the same time, learn more about your services. If they don’t reach out to you immediately, they may do so once they require your services because they remembered your name.

If you use social media properly, you can also drive traffic to your website. More traffic implies more interest, which will improve your standing with Google Search. If that traffic doesn’t drop off after viewing one page, that will improve your standing even more.

Email marketing

Email marketing seems like an archaic way to reach your target audience and customers, but it proves time and time again as one of the most effective online marketing techniques out there. As with social media, internet users also spend a good amount of time in their inbox, so if your business is consistently popping up, they are likely to remember you and also learn more about you.

Fresh content

They say fresh content on a website is king. Google doesn’t want to show websites that are out-dated and inactive to their users. Providing fresh content on your website is the number one way to prove that your business is still active.

The most popular way to prove this is by blogging. Many people think of blogging as a personal endeavour, not necessarily for businesses.  However, small businesses that blog get 126% more leads than businesses that don’t blog. Another reason to blog is to prove your expertise in your field:  81% of U.S. online consumers trust information and advice from blogs.

Conclusion

Again, Google’s goal is to provide their users with the best results possible. Not only do they take a look at the user, but they also look at the quality of the website. The tactics we mentioned above will actually help improve your general ranking on Google.

However, as we said in the beginning, your rank is not the most important thing to track. You must also track traffic to your website, interactivity with your website, and leads generated from your website. These  measures will give you an idea of your performance on Google and the quality of your online presence.

If you have any further questions, we would be happy to help. Give us a call at (386) 238-1692 or send us an email at creative@csidb.com.

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