What Does Google Really Mean When it Advises Websites to Write for People First and Search Engines Second?

When a Google spokesperson says, "Write for people first, search engines second," it can feel like a riddle. What does this really mean, and how does it impact your website? Such vague advice doesn’t provide particulars or a detailed list to check off, one-by-one line item. That creates too much confusion and a lack of direction. Since it’s overly generalized and without specifics, let’s break it down.

First of all, Google's main goal is to connect users with the best content. Think of it like a helpful friend who wants to point you to the perfect restaurant. If you search for "best pizza near me," Google wants to show you places that are not just popular, but ones that people enjoy. So, when Google talks about writing for people, it’s about creating content that resonates, informs, and engages your audience. Now, here’s how these things are done in everyday practice…

Create Content That Connects

Imagine you're at a party. You're not going to want to chat with someone who only talks about themselves, right? The same goes for your website. Your content should be relatable and genuine. Speak to your readers as if you’re having a friendly conversation. Use "you" and "your" to make it personal. When readers feel like you’re speaking directly to them, they’re more likely to stick around.

Focus on Clarity and Relevance

Ever tried to read something so full of jargon that it felt like a maze? Frustrating, isn’t it? Your content should be easy to understand. Aim for clear, straightforward language. If your audience can get your message quickly, they’re more likely to call your site their new favorite hangout. Avoid fluff. Instead, dive straight into the heart of the matter, offering answers to the questions your readers have.

Optimize Without Sacrificing Quality

Here’s where the balance comes in. Yes, you want your content to be found on search engines, but that doesn’t mean cramming in keywords until your content feels robotic. Think of keywords as seasoning. Just the right amount enhances your dish, but too much can ruin the meal. Use keywords naturally—slip them into your writing without forcing them. When your content flows well and feels genuine, it’s more likely to perform better in search rankings.

Create Engaging Headlines

Your headline is the first impression. It’s like the cover of a book that either draws you in or makes you walk away. Use action words and clear messages to entice your audience. Instead of "Tips for Better Sleeping," try "Sleep Like a Baby: 5 Easy Tips for a Restful Night." A catchy headline hooks readers and makes them curious about the rest of your content.

The Power of Stories

Everyone loves a good story. Sharing personal anecdotes or real-life examples makes your content relatable. It’s as if you’re inviting your readers into your life for a moment. When readers can see themselves in your stories, they’re more likely to connect with the message. Plus, storytelling is memorable. People are more likely to remember a helpful tip when it comes wrapped up in a great story.

What Google Actually Means When It Says “Write for People First”

When Google advises website owners to write for people first and search engines second, they're emphasizing the importance of creating content that is primarily valuable and engaging to human readers. This means focusing on clear, informative, and well-structured writing that addresses the needs and interests of your target audience. Here's why Google continually gives this advice:

• Quality content is what users want. Google's mission is to organize the world's information and make it universally accessible and useful. To achieve this, they prioritize websites that offer high-quality, relevant content that satisfies user search intent. To make it even more powerful, tell a story that’s relatable.

• Search engines are getting smarter. Google's algorithms are constantly evolving to understand human language and search intent better. By writing for people first, you're creating content that aligns more closely with these algorithms, increasing the chances of it ranking higher in search results.

• User experience is a key factor. Google values a positive user experience. Websites with well-written, informative content that is easy to understand and navigate are more likely to keep users engaged and satisfied.

• Avoiding keyword stuffing. Over-optimizing content with keywords can harm user experience and lead to penalties from search engines. Writing for people first helps you create natural, engaging content that is also relevant to your target keywords.

In essence, writing for people first and search engines second is a strategy that benefits both website owners and users. By creating high-quality, valuable content, you can improve your website's search engine rankings, attract more organic traffic, and ultimately achieve your business goals.

All of this means that writing for people first means creating authentic, engaging content that your audience loves. It’s about striking a balance between being informative and enjoyable. Keep things simple and relatable, sprinkle in some keywords, and tell those stories! When you put your audience’s needs first, you’ll not only build trust but also see better results in search engines.

So, the next time you sit down to write, remember: it’s not just about what Google wants; it’s about what your readers crave. Make it count!

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Unlock the Googlebot Code: Boost Crawl Frequency Now with These 3 Secret Weapons

Search engines, although complex and intricately tuned, are still quirky and can be unpredictable. Perhaps among the most evident of these idiosyncrasies is how often they crawl websites. When an internet property first comes online, it may experience an extended indexing wait (something commonly called the “search engine sandbox”), and once contextualized and crawled, may not be revisited again for quite some time. If that gap is prolonged, website owners will look for strategies to get their properties recrawled.

Fortunately, during a recent discussion, Google's Gary Illyes and Lizzi Sassman highlighted three key elements that can prompt Googlebot to crawl a website more often. Although they emphasized that relentless crawling isn't necessary, they did confirm there are strategies to entice Googlebot into more frequent visits to a site.

3 Proven Ways to Make Googlebot Crawl a Website More Frequently

What Illyes and Sassman agreed on is that to get Googlebot to crawl your website more frequently, you need to create a site that’s both rich in high-quality content and technically optimized. Googlebot’s crawling behavior is influenced by how valuable and relevant your content is, as well as how well your site performs technically. Below is a detailed explanation of how to achieve more frequent crawling by focusing on high-quality content, consistent publishing, and fixing technical performance issues.

 1. High-Quality Content

You need to create valuable, in-depth content because Google prioritizes sites that provide value to users. High-quality, in-depth content is more likely to be indexed and ranked by Google because it answers users' questions effectively and keeps them engaged. You can achieve this by doing the following: 

• Research your audience. Understand what your target audience is searching for. Use tools like Google Keyword Planner, AnswerThePublic, or SEMrush to find relevant topics.

• Write in-depth articles. Create long-form content that thoroughly explores a topic. Aim to provide comprehensive answers that other sources might not cover as deeply.

• Use multimedia. Incorporate images, videos, infographics, and other multimedia elements to enrich the content. This not only enhances user experience but also signals to Google that your content is diverse and engaging.

Additionally, be sure to keep content updated. Regularly review and update older content to keep it relevant. Google favors content that is both evergreen and up-to-date.

Next, you should optimize your content for SEO since well-optimized content is more likely to be indexed and prioritized by Googlebot. SEO-friendly content helps Google understand what your page is about and how it should be categorized. You can accomplish this by doing three things: 

• Use targeted keywords. Incorporate relevant keywords naturally into your content, including in titles, headings, and throughout the body text. Avoid keyword stuffing.

• Structure content with headings. Use H1, H2, and H3 tags to organize your content logically. This makes it easier for Googlebot to understand the hierarchy and main topics of your content.

• Internal linking. Link to other relevant pages on your site to create a network of content. Internal links help Googlebot discover new pages and understand the structure of your site.

 2. Publishing New Content on a Consistent Basis

Start by establishing a regular content schedule. Googlebot tends to crawl sites more frequently when new content is regularly added. A consistent publishing schedule signals to Google that your site is active and continuously providing fresh content. While there are several strategies, these are among the most effective:

• Create a content calendar. Use a content calendar to plan out your content topics and publishing dates in advance. Aim for a balance between quality and quantity—regular updates are important, but they should not come at the expense of content quality.

• Set realistic goals. Depending on your resources, decide how often you can realistically publish new content. Whether it’s daily, weekly, or biweekly, consistency is key.

• Repurpose old content. If creating new content frequently is challenging, consider repurposing existing content. For example, turn a blog post into a video, infographic, or podcast.

But this isn’t all. There are more ways to encourage frequent updates. Remember, Googlebot is more likely to crawl sites that frequently update their content. This can include adding new blog posts, updating existing content, or making changes to your website’s structure. So, use this to your advantage by doing the following: 

• Update key pages regularly. Pages such as your homepage, landing pages, and key product pages should be updated with new information, offers, or features regularly.

• Blogging. Maintain an active blog. Each new post gives Googlebot a reason to revisit your site.

• User-generated content. Encourage reviews, comments, or user-submitted content, which can also count as fresh content for Googlebot to crawl.

 3. Fixing Technical Performance Issues

Now, let’s move on to the technical aspects. Begin by improving site speed and performance. Do this because Googlebot favors sites that load quickly and provide a smooth user experience. A slow, poorly performing site can lead to less frequent crawls, as it indicates a suboptimal user experience. You can achieve this by:

• Optimizing images and media. Compress images and optimize videos to reduce load times. Use next-gen formats like WebP for images.

• Take advantage of browser caching. Configure your server to cache certain elements of your site, reducing the time it takes for returning visitors to load your pages.

• Minimizing HTTP requests. Reduce the number of elements on your page (like scripts, images, and CSS) that require individual loading. Combine files where possible.

Also, use a Content Delivery Network or CDN. A CDN can distribute your content across multiple servers worldwide, reducing load times for users in different geographical locations.

But, even doing those things might not be enough. You have to ensure mobile-friendliness. With Google’s mobile-first indexing, your site’s mobile version is critical. A mobile-friendly site is more likely to be crawled frequently and ranked higher in search results. This can be done by: 

• Implementing a responsive design. Ensure your site uses a responsive design so that it automatically adjusts to fit any screen size.

• Optimizing mobile loading speed. Use tools like Google’s MobileFriendly Test to ensure that your site loads quickly on mobile devices.

• Simplifying navigation. Mobile users benefit from simple, easy-to-navigate menus and layouts. Ensure that buttons and links are easily tappable on smaller screens.

Although these technical corrections should make a site more attractive to search engines and visitors alike, you also need to pay attention to some other details. For example, take time to fix crawl errors because such roadblocks can prevent Googlebot from accessing your content, leading to less frequent indexing and potentially harming your search rankings. Moreover, it’s necessary to:

• Use Google Search Console. Regularly check for crawl errors in Google Search Console. These can include server errors, 404 pages, and blocked resources.

• Fix broken links. Ensure that all internal and external links on your site lead to live pages. Broken links can lead to a poor user experience and reduced crawl frequency.

• Submit an updated sitemap. Keep your XML sitemap up-to-date and submit it to Google Search Console. This helps Googlebot find and index new or updated content more efficiently.

Finally, correct and enhance site architecture because a well organized site structure helps Googlebot navigate and index your site more efficiently, leading to more frequent crawls. This can be improved by doing the following things:

• Simplify navigation. Ensure that your site’s navigation is intuitive and that all important pages are easily accessible within a few clicks from the homepage.

• Use a logical URL structure. Organize URLs in a way that reflects the structure of your site. For example, use categories and subcategories in URLs to indicate page hierarchy.

• Breadcrumbs. Implement breadcrumb navigation to help both users and Googlebot understand the structure of your site and navigate through it easily.

How It All Wraps Up

To encourage Googlebot to crawl your website more frequently, you need to create an environment that Google deems valuable and well maintained. This involves producing high-quality, in-depth content that provides value to users, publishing new content consistently to keep your site fresh, and ensuring that your website is technically optimized for speed, mobile-friendliness, and ease of navigation. By focusing on these areas, you can improve your site’s crawl rate, which can lead to better indexing, higher search rankings, and ultimately, more organic traffic.

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How Does Google Understand Text on Webpages Anyway?

Have you ever wondered how Google understands and processes the vast amount of text on the internet? From search queries to website content, Google's ability to comprehend and categorize text is a crucial part of its functionality. Well, we’ve put together what’s known to explain the intricacies of how Google understands text, exploring the various techniques and technologies it employs to make sense of the written word. 

Below, we’ll discuss the role of natural language processing, machine learning, and the Knowledge Graph in Google's text understanding process. With this information, you will have a better understanding of how Google provides relevant and accurate search results and how you can optimize your content for better search engine performance.

How Google Understands Text

Google uses a complex system to understand text, which is primarily based on natural language processing (NLP) and machine learning algorithms. Here's a step-by-step breakdown of how Google processes and understands text:

• Tokenization. Google breaks down the text into individual words or tokens. This is done using a technique called tokenization, where the text is split into smaller units based on whitespace, punctuation, or other delimiters.

• Part-of-speech tagging. Once the text is tokenized, Google applies part-of-speech (POS) tagging to identify the grammatical category of each word. This helps Google understand the role of each word in a sentence.

• Named entity recognition. Google uses named entity recognition (NER) to identify and categorize named entities in the text, such as people, organizations, locations, dates, and more. This helps Google understand the context and relationships between different entities in the text.

• Dependency parsing. Google uses dependency parsing to analyze the grammatical structure of sentences. This involves identifying the relationships between words in a sentence, such as subject-verb relationships, and determining the grammatical dependencies between words.

• Semantic analysis. Google uses semantic analysis to understand the meaning of words and phrases in the text. This involves identifying synonyms, antonyms, and related concepts, as well as understanding the context in which words are used.

• Machine learning. Google uses machine learning algorithms to train its models on large datasets of text. This allows the system to learn patterns and relationships between words and phrases, and to make predictions about the meaning of new text.

• Knowledge graph. Google's Knowledge Graph is a database of entities and their relationships, which helps the system understand the context and relationships between different concepts. The Knowledge Graph is used to provide more accurate and relevant search results, as well as to power features like Google Assistant and Google Home.

• User feedback. Google also uses user feedback to improve its understanding of text. This includes analyzing user queries, clicks, and other interactions to learn more about how users search for information and what they find most relevant.

Overall, Google's understanding of text is a complex and multi-layered process that involves a combination of NLP techniques, machine learning algorithms, and user feedback. By continuously refining and improving its understanding of text, Google is able to provide more accurate and relevant search results, as well as power a wide range of other applications and services.

How to Write Content That’s Easy for Google to Understand and Index

Now that you know more about how Big G parses content and delivers the most relevant results to user queries, you’re better equipped to write content that’s most conducive for the search engine. Here is a guide that explains how to create content that's easy for Google to understand and index, which involves the following key strategies:

• Use clear and concise language. Write in a clear and concise manner, using simple language that's easy for both humans and search engines to understand. Avoid using jargon, complex sentence structures, or overly technical language.

• Use relevant keywords. Include relevant keywords in your content, but avoid keyword stuffing or using keywords unnaturally. Use keywords in a natural and relevant way, and make sure they fit well within the context of your content. For maximum effect, be sure to include long-tail keywords, which are more specific and easier to rank for.

• Use proper formatting. Use proper formatting, such as headings, subheadings, and bullet points, to make your content easy to read and scan. This also helps Google understand the structure and hierarchy of your content.

• Write for humans first. Focus on writing for humans first, and then optimize for search engines. Google's algorithms are designed to reward content that provides value to users, so prioritize creating high-quality, informative, and engaging content.

• Use descriptive titles and meta descriptions. Use descriptive titles and meta descriptions that accurately reflect the content of your page. This helps Google understand the topic and relevance of your content.

• Use internal and external links. Use internal links to connect related pages on your site, and also be sure to include external links to link to relevant and authoritative sources. This helps Google understand the context and relationships between different pages and content.

• Optimize images and media. Optimize images and media by using descriptive file names, alt text, and captions. This helps Google understand the content and context of your media.

• Use structured data. Use structured data to provide additional information about your content to Google. Structured data can include information about events, products, recipes, and more.

• Create a sitemap. Create a sitemap to help Google understand the structure and organization of your site. This can help Google discover and index your content more effectively.

• Monitor and analyze performance. Monitor and analyze the performance of your content using tools like Google Analytics and Google Search Console. This can help you identify areas for improvement and optimize your content for better search engine performance.

  By following these strategies, you can write content that's easy for Google to understand and index and that provides value to your audience.

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How To Increase Website Authority Using On-Page Techniques, Off-Page Strategies, and Storytelling

People ask me why I'm such a big proponent of storytelling as a marketing element. Frankly, the explanation is simple - it works. A good story draws people in and gives a brand a unique style to connect with and relate to. This helps make the message memorable but interesting and approachable, regardless of the subject. 

Plus, since most small businesses don't use this tactic, it helps to make a particular brand distinct, because it sticks out from the rest of the pack. While the competition is just listing their products and services or spamming social media with sales pitches, businesses that carve out a niche and show their personalities really separate themselves from others. Moreover, storytelling taps into emotions, making it even more powerful. 

Additionally, when paired with the best on-page techniques and off-page strategies, it gives a brand far more potential to reach and capture a significantly wider audience. Put another way, SEO without storytelling lacks a substantial component. Conversely, storytelling without optimization lacks basic technical foundations. 

How To Increase Website Authority Using On-Page Techniques, Off-Page Strategies, and Storytelling

Increasing website authority is a multifaceted endeavor that requires a strategic approach combining on-page techniques, off-page strategies, and storytelling. After all, website authority is a critical factor for search engine rankings, user trust, and overall online visibility.

Website authority helps search engines to determine your site's visibility and ranking in their query results. A high authority score indicates that your website is trustworthy, credible, and relevant to your target audience. Below, we'll explore various on-page techniques, off-page strategies, and storytelling techniques to help you increase your website's authority.

On-Page Techniques

On-page optimization involves making changes to your website to improve its search engine ranking and user experience. Here are some effective on-page techniques to increase website authority:

• Keyword research and optimization. Conduct thorough keyword research to identify the most relevant and high-traffic keywords for your website. Incorporate these keywords naturally throughout your website's content, including the title tags, meta descriptions, headers, and body text.

• High-quality content. Create valuable, informative, and engaging content that resonates with your target audience. Focus on providing solutions to their problems, answering their questions, and offering unique insights.

• Proper site structure and navigation. Organize your website's content in a logical and user-friendly manner. Use a clear and intuitive navigation menu, and ensure that your website's pages are easily accessible and well-linked.

• Page speed optimization. Optimize your website's loading speed by compressing images, minifying code, and using a reliable hosting service. A fast-loading website is more likely to rank higher in search engine results and increase user engagement.

Off-Page Strategies

Off-page optimization involves building your website's authority through external factors, such as backlinks and social media presence. Here are some effective off-page strategies to increase website authority:

• Quality backlinks. Focus on obtaining high-quality, relevant backlinks from reputable websites within your industry. This can be achieved through guest blogging, influencer outreach, and content promotion.

• Social media presence. Establish a strong social media presence by sharing valuable content, engaging with your audience, and participating in relevant discussions. This helps increase your website's visibility and authority.

• Online reviews and testimonials. Encourage satisfied customers to leave positive reviews and testimonials on your website, as well as on third-party review sites. This aids in building trust and credibility among potential customers.

• Local SEO. If your business operates in a specific geographic area, optimize your website for local search by creating a Google Business Profile, listing your business on local directories, and obtaining local backlinks.

Storytelling Techniques

Storytelling is a powerful technique that can help you connect with your audience on a deeper level, establish your brand's identity, and increase your website's authority. Here are some storytelling techniques to incorporate into your content:

• Create a compelling brand story. Develop a unique brand story that highlights your company's values, mission, and history. This helps in creating an emotional connection with your audience and sets you apart from your competitors.

• Use customer stories and testimonials. Share real-life stories of how your products or services have helped your customers. This not only builds trust and credibility but also demonstrates the value of your offerings.

• Incorporate storytelling elements in your content. Use storytelling techniques, such as character development, conflict resolution, and emotional appeal, to create engaging and memorable content. This helps in capturing your audience's attention and increasing the likelihood of sharing your content.

What We’ve Learned

Increasing website authority requires a combination of on-page techniques, off-page strategies, and storytelling techniques. By focusing on creating high-quality content, optimizing your website's structure and performance, building quality backlinks, and telling compelling stories, you can improve your website's authority and visibility in search engine results.

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Why Storytelling and SEO are So Important in Content Marketing

When prospective clients wonder why their social media marketing posts don’t get any traction and they do not generate calls or clicks, I usually find the answer simply by looking at what they’re putting on their pages. Almost invariably, they aren’t consistent - too many gaps - and, the content doesn’t have any connective or informative message - it’s just a litany of sales pitches, lists of products and services, and occasionally, a look behind the curtain or into their personal lives. Beyond those mundane things, there isn’t anything people would find interesting.

This is why I strongly recommend my clients adopt a different strategy - start telling stories. But, it’s not possible to ignore the search engines because that’s how the internet operates. So, it’s likewise necessary to optimize content to give it a chance to perform on the SERP or search engine results page when people are looking for certain products and services in a specific area.

Why Storytelling and SEO are So Important in Content Marketing

Two powerful forces have emerged as essential for content success: storytelling and SEO. While often viewed as separate disciplines, their synergy is undeniable. Below, we’ll unpack the critical role both play in crafting content that not only captivates audiences but also dominates search engine results. Discover how to harness storytelling's power to create engaging and optimized content for maximum visibility. 

So, let’s explore the synergy between these two aspects and how they can be used to create compelling content that not only engages audiences but also ranks well in search engine results. Storytelling and SEO are both crucial elements in creating engaging and effective blog posts, especially for small businesses. Here's why:

• Engagement. Storytelling is a powerful tool to engage readers. A well-told story can capture the reader's attention, evoke emotions, and create a connection with the audience. This can lead to increased engagement, longer time spent on the page, and a higher likelihood of the reader sharing the content.

• Branding. Storytelling can help small businesses establish their brand identity and personality. By consistently telling stories that align with their brand values, small businesses can create a unique voice that resonates with their target audience.

• Differentiation. In a crowded market, storytelling can help small businesses differentiate themselves from their competitors. A compelling story can make a business stand out and be more memorable to potential customers.

• Search Engine Optimization. SEO is important for small businesses because it helps their website and content rank higher in search engine results pages. This can lead to increased visibility, more website traffic, and ultimately, more sales and revenue.

• Relevance. Incorporating relevant keywords and phrases into blog posts can improve SEO and make the content more discoverable by search engines. This can help small businesses attract more organic traffic to their website.

• Authority. By consistently producing high-quality, informative blog posts that incorporate storytelling and SEO, small businesses can establish themselves as an authority in their industry. This can help build trust with potential customers and increase the likelihood of them choosing the business over competitors.

• Conversion. Ultimately, the goal of a blog post is to convert readers into customers. By using storytelling to create an emotional connection and SEO to attract the right audience, small businesses can increase the likelihood of converting readers into customers.

As you can see, storytelling and SEO are both essential elements in creating effective blog posts for small businesses. By incorporating both into their content strategy, small businesses can engage their audience, establish their brand identity, differentiate themselves from competitors, improve SEO, build authority, and ultimately, increase conversions.

How Small Businesses Can Weave Storytelling Along with SEO into Their Blog Posts

Small businesses face the challenge of standing out in a crowded online marketplace. One powerful tool that can help them achieve this is storytelling. By weaving compelling narratives into their blog posts, small businesses can connect with their audience on a deeper level, build trust, and differentiate themselves from competitors. 

However, it's not enough to simply tell a great story - small businesses also need to ensure that their blog posts are optimized for search engines to reach a wider audience. Small businesses can effectively blend storytelling and SEO into their blog posts by following these key steps:

• Identify your target audience. Understand who your customers are and what they are interested in. This will help you create stories that resonate with them and incorporate relevant keywords for SEO.

• Use storytelling techniques. Incorporate storytelling techniques such as a clear narrative structure, relatable characters, and a central conflict. This will make your content engaging and help you connect with your audience emotionally.

• Optimize your blog posts for SEO. Use relevant keywords, meta descriptions, and alt text for images to optimize your blog posts for search engines. This will help your content rank higher in search results and attract more organic traffic.

• Use data and statistics. Incorporate data and statistics into your stories to add credibility and make your content more informative. This will also help you rank for long-tail keywords related to your industry.

• Promote your content. Share your blog posts on social media and other relevant platforms to increase visibility and attract more readers. This will also help you build backlinks to your website, which is an important factor for SEO.

• Measure and analyze your results. Use analytics tools to track the performance of your blog posts and make data-driven decisions to improve your content strategy. This will help you identify what works and what doesn't, and make necessary adjustments to optimize your content for SEO.

By following these steps, small businesses can effectively blend storytelling and SEO into their blog posts to attract and engage their target audience, while also improving their search engine rankings.

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Successful Brands Always Include These Two Powerful Elements in Their Marketing Campaigns

Numerous small business owners on limited budgets have previously asked me how they can compete with national chains and regional entities. It’s a legitimate but difficult problem several small businesses face. The good news is there are ways to reach new customers without paying large sums of money. Of course, this doesn’t mean it’s easy. However, by using certain tools and marketing consistently, it is entirely possible to build a substantial audience that’s loyal to your company - with some even leaving enthusiastic endorsements or becoming brand ambassadors.

Successful Brands Always Include These Two Powerful Elements in Their Marketing Campaigns

Brands are constantly searching for the secret to success. While there is no one-size-fits-all approach, there are two powerful elements that successful brands consistently include in their marketing campaigns. These elements focus on a niche and build a unique brand voice. 

By identifying a specific target audience and crafting a distinct personality for their brand, companies can create a strong foundation for their marketing efforts. So, let’s take a few moments to uncover how successful brands use them to craft winning marketing campaigns that resonate with their target audience and propel them toward long-term success.

While it might seem counterintuitive for a small business to target a narrow audience, carving out a niche and creating a unique brand voice are actually essential for standing out from the competition and building a loyal following. By becoming a leader in their niche market, they can attract customers from various demographics who are interested in their unique offerings. This can help them expand their reach and grow their customer base over time. Here's why:

Standing Out in a Crowded Marketplace

• Cutting through the noise. Imagine a sea of generic messages. How do you grab someone's attention? By focusing on a specific need or interest, you speak directly to a group of people actively looking for what you offer. This targeted approach allows you to stand out from businesses trying to be everything to everyone. 

• Owning your expertise. When you focus on a niche, you become an expert in that area. This allows you to develop a deep understanding of your target audience's needs, wants, and pain points. Your marketing materials can then showcase this expertise, building trust and credibility with potential customers.

• Increased engagement. A unique brand voice helps small businesses connect with their audience on a deeper level. By creating a distinct personality and tone of voice, they can build stronger relationships with their customers, leading to increased engagement and loyalty.

Building a Loyal Following

• Creating a community. By focusing on a niche, you naturally connect with a like-minded audience. This fosters a sense of community around your brand, where customers feel understood and valued. This fosters loyalty and encourages them to become brand advocates. 

• Targeted communication. A unique brand voice allows you to connect with your audience on a personal level. It's the personality behind your business, allowing you to build relationships with customers who resonate with your values and communication style. 

• Competitive advantage. Carving out a niche and creating a unique brand voice can give small businesses a competitive advantage over larger companies. By offering something different and appealing to a specific target audience, they can attract customers who are looking for a more personalized and tailored experience.

Broad Audience? Maybe Not, But a Devoted One

Focusing on a niche doesn't mean a small audience. It means a more engaged and passionate one. Here's why a broad, but shallow audience might not be ideal:

• Scattered resources. Spreading your marketing efforts too thin across a broad audience means less impact on any one group.  By focusing on a niche, you can tailor messaging and campaigns for maximum impact.

• Lower conversion rates. Generic marketing attracts a wider pool, but not everyone will be a good fit for your product or service. A targeted approach means those who find you are more likely to convert into paying customers.

• Cost-effectiveness. Niche marketing can be more cost-effective for small businesses. By focusing their efforts on a specific target audience, they can allocate their marketing budget more efficiently and avoid wasting resources on broader, less targeted campaigns.

• Increased ROI. Personalized and targeted marketing efforts can lead to higher conversion rates and increased ROI. By understanding their niche market and creating a unique brand voice, small businesses can tailor their messaging to the specific needs and preferences of their audience, increasing the likelihood of converting leads into customers.

The Bottom Line

While the idea of a vast audience might be tempting, remember, it's better to have a smaller, highly engaged group who are loyal brand advocates than a large, uninterested one. By carving out a niche and creating a unique brand voice, small businesses can establish themselves as trusted authorities, build strong customer relationships, and achieve sustainable success.

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Successful Small Businesses Can Use these 7 Effective Content Marketing Tactics to Beat Out Their Competition (Wait Until You Read #3)

“We just don’t have the budget or the time.”

It’s a familiar lament I hear all over and over again when speaking with potential clients. After several failed attempts, including pouring money down the drain for unsuccessful paid search and social media ads, they inevitably conclude there isn’t any way to get their message out. 

But, there is. It just takes some time. With a little effort and a commitment to consistency, it’s possible to make social media and search work for any size organization. No matter if it’s a one-man show or a tiny team of two to three. 

Successful Small Businesses Can Use these 7 Effective Content Marketing Tactics to Beat Out Their Competition

Small businesses constantly face the challenge of standing out amidst a sea of competitors. To thrive, it's crucial to employ effective content marketing strategies that not only attract but also engage your target audience. So, if you’re feeling dwarfed by bigger companies in the content marketing arena, don’t despair, while large corporations might have seemingly endless budgets for flashy campaigns, small businesses can still emerge victorious.

Below, we’ll explain the most impactful ways small businesses can leverage content marketing to stay competitive and outshine their rivals. From creating high-quality, original content to leveraging social media and collaborating with influencers, we'll explore proven tactics that can elevate your brand's visibility and establish you as an industry leader. To stay competitive in content marketing and beat the competition, small businesses should focus on the following strategies:

1. Create high-quality, original content. Small businesses should focus on creating content that is unique, informative, and engaging. This can include blog posts, videos, infographics, and social media posts. The content should be well-researched, well-written, and provide value to the target audience. Don't just churn out generic content. Conduct thorough research and provide insightful information that solves your target audience's specific problems.

2. Focus on a niche. Small businesses should focus on a specific niche or target audience. This allows them to create content that is highly relevant and valuable to their audience. By becoming an expert in a specific area, small businesses can attract a loyal following and establish themselves as thought leaders in their industry. Establish yourself as a thought leader by showcasing your knowledge and expertise in your industry. Share valuable tips, tricks, and industry insights that position you as a trusted resource.

3. Build a brand voice over the long term. Maintain a consistent brand voice and tone throughout your content to create a recognizable and trustworthy presence. Building a strong content marketing strategy takes time and dedication. Be patient, stay consistent, and focus on creating high-quality content that delivers value to your audience.

4. Use social media. Small businesses should leverage social media platforms to promote their content and engage with their audience. This includes sharing content on social media, responding to comments and messages, and using social media advertising to reach a larger audience.

5. Collaborate with influencers and other businesses. Small businesses can collaborate with influencers and other businesses to reach a larger audience and establish credibility. This can include guest blogging, co-creating content, and cross-promotion.

6. Stay up-to-date with trends. Small businesses should stay up-to-date with the latest trends in their industry and incorporate these trends into their content strategy. This includes staying on top of the latest social media platforms, content formats, and marketing techniques.

7. Focus on customer engagement. Small businesses should focus on engaging with their customers and building a community around their brand. This includes responding to customer feedback, encouraging user-generated content, and creating a sense of belonging among their audience.

Also, don't just publish and pray. Promote your content on social media platforms, and relevant online communities, or collaborate with influencers in your niche. Additionally, use a content calendar to maintain a consistent, steady flow of fresh content and keep your audience engaged.

Remember, while some larger companies might have bigger budgets, small businesses can leverage agility and creativity to stand out. By focusing on high-quality, targeted content and a strategic SEO approach, small businesses can establish a strong online presence, attract their ideal customers, and ultimately outrank their competition in the content marketing game.
P.S. – Whenever you’re ready, we can help you with the content you need. Just read this helpful information and then when you’re ready, get in touch at your convenience!

4th of July Content Marketing Ideas Small Businesses Can Use

I encourage my clients to take advantage of the holidays to further their marketing and brand-building. But, to do so respectfully and with a bit of fun (when appropriate). While most people immediately think of the biggest holiday of the year in late December, there are more opportunities, such as the 4th of July. What makes Independence Day particularly beneficial is the fact that it taps into such a large audience. Plus, it can be used to promote a small business’ products and services in several ways.

Maximizing the 4th of July: A Guide to Effective Marketing for Small Businesses

The 4th of July is not just a day for barbecues and fireworks; it's also a prime opportunity for small businesses to boost their brand visibility and engage with their customers. Below, we’ll take the time to explore the value of marketing during this patriotic holiday and provide a list of the most effective content ideas small businesses can use to promote their brands and connect with their customers.

The Value of 4th of July Marketing

The 4th of July is a significant holiday in the United States, celebrating the country's independence. It's a time when people come together to celebrate, often with family and friends. This creates a unique opportunity for businesses to engage with their customers in a meaningful way.

• Increased consumer spending. According to the National Retail Federation, Americans spent over $7 billion on food for the 4th of July in 2023. This shows that consumers are willing to spend money on this holiday, making it an excellent time for businesses to promote their products and services.

• Emotional connection. The 4th of July is a day filled with patriotic feelings. By aligning their marketing efforts with this sentiment, businesses can create an emotional connection with their customers, which can lead to increased brand loyalty.

• Social media engagement. The 4th of July is a popular topic on social media platforms. By creating content that resonates with this theme, businesses can increase their social media engagement, which can lead to more brand visibility and potential customers.

• Competitive advantage. Not all businesses take advantage of the marketing opportunities the 4th of July provides. By doing so, small businesses can gain a competitive advantage over those that don't.

As you can see, there are some very compelling reasons to market a small business on the 4th of July. This of course begs the question “how?” Well, there are a number of options small businesses have and a sizeable percentage can be mixed and matched to get the message out. With a spark of inspiration and a dose of imagination, it’s entirely possible to market your brand on Independence Day without sounding overly salesy.

10 Effective 4th of July Content Ideas for Small Businesses

Marketing campaigns don’t have to be extensive or expensive. In fact, grassroots, organic promotions can return a big return on a relatively small investment. If they are genuine, clever, and customized to their target audience, they’ll catch the attention of the right people - consumers who are looking for certain products and services. Now, here are ten Fourth of July content marketing ideas small businesses can use:

1. Patriotic promotions. Offer discounts or special deals that are only available on the 4th of July. This can create a sense of urgency and encourage customers to make a purchase.

2. Patriotic products. Create products that are specifically designed for the 4th of July. This could be anything from clothing to food to decorations.

3. Social media contests. Run a contest on social media where customers can win prizes by sharing their 4th of July celebrations. This can help increase brand visibility and engagement.

4. Patriotic blog posts. Write blog posts about the history of the 4th of July, the best places to celebrate, or how to throw a 4th of July party. This can help drive traffic to your website and position your business as an authority on the subject.

5. Email marketing. Send out emails to your customers wishing them a happy 4th of July and promoting your patriotic products or services.

6. Local events. If your business is located in a community that hosts a 4th of July event, consider setting up a booth or sponsoring the event. This can help increase your local visibility.

7. Patriotic videos. Create videos that showcase your products or services in a patriotic setting. This could be anything from a video of your products being used at a 4th of July party to a video of your employees celebrating the holiday.

8. Patriotic infographics. Create infographics that provide fun facts about the 4th of July or tips for celebrating the holiday. This can be a great way to engage with your audience and provide them with valuable information.

9. Patriotic images. Share patriotic images on your social media platforms and website. This could be anything from the American flag to fireworks to a barbecue.

10. Patriotic testimonials. Share testimonials from customers about how your products or services have helped them celebrate the 4th of July. This can help build trust with your audience and encourage them to make a purchase.

By implementing one or more of these content ideas, small businesses can effectively market their brand and connect with their customers during the 4th of July holiday.
P.S. – Whenever you’re ready, we can help you create the right marketing campaign you need. Just click here to get started!

Small Businesses Use These Persuasive Tricks to Drive Sales without Sounding Salesy

It’s certainly no secret social media is an integral part of our daily lives. With millions of users actively engaging on various platforms, it's no surprise that businesses are leveraging social media to drive sales. However, the challenge lies in effectively promoting products or services without coming across as overly promotional or salesy.

The good news is, this isn’t an impossible feat. In fact, there are at least seven persuasive tactics that can help businesses drive sales through social media while maintaining authenticity and building genuine relationships with their audience.

7 Persuasive Tactics that Drive Sales without Being Salesy

Small businesses need to employ effective yet subtle tactics to boost their sales without coming across as overly pushy or sales-oriented. This isn’t an easy feat to pull off, so it’s necessary to know a wide range of persuasive tricks that small businesses can use to drive sales, focusing on strategies that maintain a friendly and informative approach rather than a hard sell. 

From understanding the psychology of your customers to using social proof and storytelling, these methods can help small businesses increase their sales while maintaining a positive and authentic image.

Alright, let's dive into the fascinating world of B2C content marketing, where we aim to be as persuasive as a puppy dog convincing you to share your dinner, but without sounding like a used car salesman:

1. Emotional connection. B2C content should tug at the heartstrings, tickle the funny bone, or spark curiosity. Think of it like a first date – you want to make a great impression without asking for a credit card on the spot. Use storytelling to create a bond with your audience.

2. Educational value. Teach your audience something new or help them solve a problem. For example, if you sell skincare products, create content that explains the science behind the ingredients. It amounts to giving them a free sample of knowledge, making them more likely to buy the full product.

3. Social proof. People trust their peers more than they trust advertisements. Share customer testimonials, user-generated content, and success stories. By doing this,  your audience knows others have already taken the leap and landed safely on the other side.

4. Interactive content. Engage your audience with quizzes, polls, and interactive infographics. It's like inviting them to a party and making sure they have a good time. The more they interact with your content, the more likely they are to remember your brand and make a purchase.

5. Influencer marketing. Collaborate with influencers who align with your brand values and have a strong connection with your target audience. It's like getting a celebrity endorsement without the hefty price tag.

6. Personalization. Tailor your content to the specific needs and interests of your audience. Use data and analytics to understand their behavior and preferences. Doing so is basically giving visitors and readers a personalized gift they can't resist.

7. Consistency. Keep your content fresh, relevant, and consistent across all channels. It's akin to showing up to a date with a big bouquet of flowers every time – it keeps the relationship alive and thriving.

Now, all this isn’t to say you shouldn’t be selling whatsoever. So, be sure to include at least one CTA or Call-to-Action. Don't be afraid to ask for the sale, but do it in a way that feels natural and non-intrusive. Use phrases like "Shop Now," "Learn More," or "Get Your Free Trial." It's like asking for a second date – you want to make it easy for them to say yes.

Remember, the key is to create content that is informative, entertaining, and valuable to your audience. By doing so, you'll build trust, engagement, and ultimately, sales.

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P.S. – Whenever you’re ready, we can help you craft a strategy that helps to drive sales without being overly salesy. Just click here to contact us!

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Sophisticated Business Owners Use these Tactics to Diversify Traffic Sources When Google Isn't Delivering

While search engines remain a powerful tool for attracting long-term, evergreen traffic, recent developments have made relying solely on them a risky proposition for businesses of all sizes. Google's recent AI Overviews and core updates have introduced a level of unpredictability that can significantly impact website traffic.

To safeguard your online presence and ensure a steady stream of visitors, it's crucial to diversify your traffic sources. However, this raises an important question: how can you effectively achieve this diversification?

Well, that’s a great question but fortunately, it’s not difficult to answer. The hard part comes from going through the process itself. It takes time and effort to diversify traffic sources but the return on investment is worthwhile, especially over the long term. With some persistence and a little creativity, you’ll be able to drive traffic to your site from a variety of sources and still get referrals from Big G too. Now, let’s look into another important question, and that’s why you should pursue such a diversification strategy.

Why Small Businesses Need to Diversify Traffic Sources and Not Rely on Google

Just as financial advisors would caution against investing all your money in a single asset, even if it promises high returns, the same principle applies to your marketing strategy. While Google has historically been a dominant source of organic traffic, recent events have shown that relying solely on this platform can leave your online presence vulnerable to sudden shifts.

Small websites and major publishers alike have experienced dramatic declines in Google traffic, sometimes overnight. This underscores the importance of diversifying your marketing investments to mitigate the risks of relying on a single platform. By exploring alternative channels and strategies, you can build a more robust and resilient online presence that is better equipped to weather any fluctuations in search engine algorithms or user behavior.

Diversifying traffic sources for small business websites is crucial for several reasons, particularly when relying solely on Google for website traffic may not yield the desired results. Here's why:

• Risk mitigation. Relying on a single traffic source, such as Google, exposes a business to significant risks. Changes in search engine algorithms, penalties, or shifts in user behavior can drastically reduce or eliminate traffic from Google overnight. Diversifying traffic sources ensures that even if one channel experiences a downturn, others can compensate, helping maintain a steady flow of visitors to the website.

• Market exposure. Different traffic sources attract different types of audiences. Diversifying these sources allows a business to reach a broader audience, including potential customers who may not use Google as their primary search engine or those who prefer different platforms for discovering products and services.

• Long-term stability. Relying heavily on Google can lead to fluctuations in traffic and revenue due to the search engine's constant updates and changes. Diversifying traffic sources helps to build a more stable and predictable flow of visitors, which is essential for sustainable business growth.

• Competitive advantage. If a competitor dominates a particular traffic source, gaining traction in that area can be challenging. Diversifying traffic sources allows a business to find alternative channels where competition might be less fierce, providing opportunities for growth and expansion.

• Adaptability to market changes. The online landscape is constantly evolving, with new platforms and technologies emerging regularly. Diversifying traffic sources allows a business to adapt to these changes more easily, ensuring they can continue to reach their target audience regardless of shifts in the market.

• Enhanced brand visibility. Appearing on multiple platforms and channels allows businesses to increase their brand visibility and recognition. This can lead to increased trust and credibility among potential customers, further driving traffic and conversions.

Diversification of traffic also improves SEO. Diversifying traffic sources can indirectly enhance a website's SEO performance. For example, social media shares, backlinks from other websites, and mentions in online communities can all contribute to higher search engine rankings.

7 Ways Small Businesses Can Diversify Their Website Traffic Sources (Without Using Google)

Diversifying website traffic sources for small businesses when Google isn't delivering consistent results is crucial for maintaining a steady flow of visitors and potential customers. Here are some strategies you can use to achieve this:

1. Social media marketing. Leverage social media platforms like Facebook, Instagram, Twitter, and LinkedIn to promote your business and drive traffic to your website. Share engaging content and interact with your audience to build brand awareness and direct traffic to your site. Also, be sure to show that your business is an asset to the local community.

2. Email marketing. Build an email list of subscribers and regularly send out newsletters, promotional offers, and updates about your business. Encourage subscribers to visit your website by including links to relevant content and products.

3. Content marketing. Create high-quality, informative content that addresses the needs and interests of your target audience. Publish blog posts, articles, videos, and infographics that provide value and encourage readers to visit your website for more information.

4. Influencer marketing. Collaborate with influencers in your industry to promote your products or services to their followers. This can help you reach a new audience and drive traffic to your website.

5. SEO for other search engines. While Google is the dominant search engine, optimizing your website for other search engines like Bing, Yahoo, and DuckDuckGo can help you tap into new audiences and increase your visibility.

6. Online directories and review sites. List your business on online directories and review sites like Yelp, Angie's List, and TripAdvisor. Encourage satisfied customers to leave positive reviews, which can help boost your visibility and drive traffic to your website.

7. Guest blogging and content syndication. Write guest posts for other websites in your industry and share your content with content syndication platforms. This can help you reach a wider audience and drive traffic back to your website.

And here’s a bonus tip… You can still market offline! That’s right, don't forget about traditional marketing methods like print ads, direct mail, and most importantly,  local events, such as community gatherings and networking opportunities. Being out there, in person, is a great way to help word of mouth get going. These can help raise awareness of your business and drive traffic to your website.

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P.S. – Whenever you’re ready, we can help you diversify your site traffic. Just click here to contact us!

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How To Create Content that Puts People First and Search Engines Second

My philosophy about small business aligns with many entrepreneurs: people are the foundation of any successful company - no matter the size. They buy products and services, provide feedback, act as brand ambassadors, and more. 

This is the fundamental reason small businesses should prioritize writing content that puts people first and search engines second. First of all, it demonstrates authenticity and establishes trust. By focusing on creating content that genuinely helps and engages people, small businesses can build trust and credibility with their audience. This authenticity can lead to long-term relationships and customer loyalty.

Secondly, playing the long game is vital. Search engine algorithms are constantly evolving to prioritize quality content that provides value to users. Conversely, content written primarily to manipulate search rankings may not be sustainable in the long run. Focusing on people-first content ensures that the business is aligned with the direction search engines are heading.

Thirdly, doing so provides a better user experience. People-first content is more likely to provide a good user experience, which is a key ranking factor for search engines. If a business's content is helpful, easy to read, and engaging, users are more likely to stay on the page longer and interact with it, which can improve its search engine rankings.

Then, there’s the matter of differentiation. Small businesses often have to compete with larger, more established brands. By focusing on people-first content, small businesses can differentiate themselves by offering unique, valuable insights that larger competitors might overlook.

Also, creating content that puts people first and search engines second is more cost-effective. Creating high-quality, people-first content can be more cost-effective than trying to manipulate search rankings through technical SEO tactics. By focusing on creating content that people want to read and share, small businesses can build organic reach and visibility. Keep in mind that appeasing algorithms is fleeting, but building connections with real people through valuable content fosters loyalty and trust.

However, content that genuinely helps users see your expertise builds brand authority, which ultimately leads to sustainable growth. What’s more, people-centric content is more engaging and shareable, leading to organic reach beyond search results.

How To Create Content that Puts People First and Search Engines Second

To write content that puts people first and search engines second, consider the following best practices:

• Focus on your audience. Understand your target audience and their needs. Create content that provides value, answers their questions, and helps them achieve their goals. Craft content that directly addresses your audience's challenges and offers valuable solutions by solving their pain points. 

• Prioritize quality. Write well-researched, accurate, and engaging content. Use clear language, proper grammar, and a logical structure. Make sure your content is easy to read and understand.

• Be original. Create unique content that offers a fresh perspective or new information. Avoid copying or paraphrasing content from other sources. Let your brand's personality shine through your content. When applicable, cite sources, provide data to support claims, and be transparent about your expertise.

• Use keywords naturally. While it's important to include relevant keywords in your content, don't stuff keywords unnaturally. Use them naturally throughout your content, including in headings, subheadings, and the body text.

• Provide a great user experience. Ensure your content is easy to read and navigate. Use a clear font, sufficient white space, and a layout that's easy on the eyes. Make sure your website loads quickly and is mobile-friendly. For instance, use headings, subheadings, bullet points, and images to improve readability and user experience.

• Optimize for search engines. While putting people first is the priority, it's still essential to optimize your content for search engines. This includes using descriptive and keyword-rich titles, meta descriptions, and URLs. Use header tags (H1, H2, H3, etc.) to structure your content and make it easier for search engines to understand.

• Promote your content. Share your content on social media, in newsletters, and through other channels to reach a wider audience. Encourage readers to share your content with others.

And remember, you should write like you're talking to a friend. Conversational language is often more engaging than overly formal writing. So, feel free to tell stories because doing so allows people to connect.  You can also use storytelling to illustrate your points and make your content more memorable. Furthermore, don't be afraid to be creative. It’s worthwhile to experiment with different content formats like videos, infographics, or podcasts to cater to various learning styles.

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P.S. – Whenever you’re ready, we can help you with the guidance you need. Just contact us at your convenience and we’ll be happy to help!

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Study Reveals 96% of All Sites in Google’s Top 10 Positions have 1,000+ Links from Unique Domains

Is it even possible to achieve a top 10 ranking in Google with minimal backlinks? According to a recent study by Internet Marketing Ninjas, the answer is unlikely. Their analysis revealed that:

• Over 96% of websites in Google's top 10 rankings had more than 1,000 backlinks from unique domains.

• Only 0.3% had fewer than 100 backlinks.

Why is this significant? Google has been downplaying the importance of backlinks as a top ranking factor. However, the study clearly shows that sites ranking well tend to have a higher number of backlinks. This could be because pages that rank well naturally attract more backlinks due to their high visibility.

The study also uncovered other interesting findings:

• Amazon dominated the top 10 rankings, appearing for 164 out of the 200 keywords analyzed. Walmart was a distant second with 57 top 10 rankings.

• The "weakest" site in the top 10 had 54 referring domains and still managed to secure the sixth position.

• An average of 164 unique domain backlinks was found to be the minimum required to rank in the top 10 for local search terms, based on the lowest-ranking 10 sites.

It appears that Google’s recent downplay of the significance of backlinks in their ranking algorithms (post document leak) isn’t exactly accurate. However, as with many things Google states publicly, there may be a divergence between their official statements and the actual weight backlinks carry in their search ranking processes.

However, it's worth noting that not all backlinks carry equal weight. Factors such as the authority of the linking site, anchor text, and the click-through rate of the links can influence their value.
The data for this recent study was gathered from an analysis of the top 10 Google Search results for 200 random commercial intent keyword phrases, involving 1,113 unique websites.

Small Business Marketing Beyond Google: A Holistic Strategy Local Companies Can Use to Build Thriving Brands Right in Their Communities

Many small businesses believe appeasing Google's ever-changing algorithms is the key to success. While search engine optimization (SEO) is important, relying solely on it can be a recipe for frustration and missed opportunities. This is why I routinely tell new clients and reiterate to existing customers that a multi-pronged approach far better empowers small businesses to thrive beyond the whims of Google.

The Risk of Over-Reliance on Google Algorithms

When small businesses solely focus on meeting Google's ever-changing criteria, they become vulnerable to fluctuations in search rankings. Google's algorithms are complex and constantly changing, making it challenging for businesses to keep up. This can result in a loss of visibility and traffic if the algorithms suddenly favor other websites. (Or, just inexplicably leave yours to suffer huge traffic and engagement losses.)

Why You Shouldn't Be Obsessed with Google's Algorithm

Google has a well-documented history of making seismic shifts in its core ranking factors. These include but are not limited to Panda, Penguin, Hummingbird, RankBrain, Bert, and the Helpful Content Update. 

The search giant will also make future changes in response to how people interact with the web, to deliver more relevant search results, and of course, to better serve its paid advertising business. But, there are other valid reasons small businesses shouldn’t obsess and chase Google’s algorithm changes:

• The algorithm is a moving target. Google's algorithm updates frequently, forcing businesses to constantly chase the latest trends. This can be time-consuming and resource-intensive, diverting focus from core business activities.

• Limited reach. SEO primarily focuses on organic search results, which is just one piece of the puzzle. Customers may discover your business through other channels like social media, community events, and/or word-of-mouth.

• The human touch matters. Google prioritizes content that prioritizes user needs. Building genuine customer relationships through high-quality service and storytelling creates loyalty that goes beyond search rankings.

Although Google is undeniably an important player in the digital marketing landscape, small businesses should not place all their bets on trying to constantly placate its algorithms. By diversifying their online strategy, building a strong foundation beyond Google, and embracing a holistic marketing approach, small businesses can position themselves for long-term success in the ever-changing digital world.

Building a Strong Foundation Beyond Google

Instead of fixating solely on Google, small businesses should focus on creating a solid foundation for their online presence. This includes developing high-quality content, engaging with their target audience on social media, and building a strong brand identity.

Diversifying Your Online Strategy

By diversifying their online strategy beyond Google, small businesses can reduce their dependence on a single platform. This can involve investing in other marketing channels such as email marketing, influencer partnerships, and content collaborations. By spreading their efforts across multiple platforms, small businesses can fortify their online presence and reach a wider audience.

Take this Multi-Pronged Approach to Small Business Success

Again, it’s still important to use the best SEO practices and follow Google’s Search Essentials (formerly Google Webmaster Guidelines), but small businesses should keep their marketing balanced, put circumstances in perspective, and diversify so they are reaching as many people as possible across different mediums and through traditional means. Small businesses accomplish these goals by doing the following: 

• Harness the power of social media. Connect with your target audience on platforms like Facebook, Instagram, Nextdoor, and more. Build a community, share engaging content, and showcase the heart of your business.

• Embrace the power of storytelling. People connect with stories. Share the story behind your business, highlight your mission, and showcase the impact you have on your community. Regardless of how you do it, storytelling is a powerful and effective tactic because it taps into emotions and forms a connection that fosters trust.

• Become a local authority. Answer the questions your customers are asking! Create informative and helpful blog posts, infographics, and videos that address their needs and establish yourself as a reliable and trustworthy resource.

• Prioritize customer experience. Provide exceptional customer service, both online and offline. Positive word-of-mouth is one of the most powerful marketing tools available. (This works in online groups, forums, and more, too.)

• Get involved in your community. Sponsor local events, volunteer your time, and collaborate with other businesses. Building relationships within your community fosters loyalty and increases brand awareness.

By focusing on these strategies, you'll create a strong foundation for your small business success. You'll be less reliant on Google's algorithm, build deeper customer relationships, and establish a lasting presence within your community.

Embracing a Holistic Approach to Marketing

Ultimately, small businesses should adopt a holistic marketing approach that goes beyond appeasing Google. This means focusing on creating valuable content for their audience, building strong relationships with customers, and maintaining a consistent brand image across all platforms. By prioritizing these elements, small businesses can establish a more resilient and sustainable online presence that isn't solely reliant on Google's algorithms.

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P.S. – Whenever you’re ready, we can help you with the guidance you need. Just contact us at your convenience and we’ll be happy to help!

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Small Business Owners, Get Ready for Life in the Post-Google World of Local Search: How Marketing Is Rapidly Changing and What You Need to Know Right Now

I've been working in and around search optimization for nearly a decade and a half now. To say that it's changed is an understatement. But, the latest evolution and adaptations are nothing short of seismic. Even more astonishing is that Google is making many of the changes itself. (This nicely substantiates and reiterates what I've been saying to small business owners for years now, "Google is your frenemy.") Although more true than ever before, it doesn’t explain why. So, here’s what it all means…

Google, HCU, and You

ICYMI, Google released the first phase of its Helpful Content Update in August of 2022. A second possible release came in December 2022, followed by a third major rollout in September 2023. 

The first update aimed to identify and downrank content that seemed primarily focused on search engine ranking and not on user experience. Meanwhile, the second may have implemented a further refinement of the Helpful Content System around December 2022. Finally, Google launched a major update to the Helpful Content System, with the rollout taking about two weeks to complete.

Now, the original "Helpful Content Update" is no longer a separate entity. Google has incorporated these helpfulness signals into its overall core algorithm updates.

The Google Useful Content Update, also known as the Helpful Content System, aims to promote high-quality, user-focused content in search results while devaluing content created primarily for search engine rankings rather than to help or inform people. This update is part of Google's ongoing effort to reduce low-quality content and make it easier for users to find content that is authentic and useful in their search queries. 

The system works to reward websites that provide unique, high-quality content that is tailored to a specific audience, is informative, authoritative, and adds value to the larger conversation. The updates to the system are designed to better identify content that has been created primarily for search engines, as opposed to content that is helpful to users.

Google CEO Sundar Pichai told The Verge, “I look at our journey, even the last year through the Search Generative Experience, and I constantly found us prioritizing approaches that would send more traffic while meeting user expectations. …what’s positively surprising us is that people engage more, and that will lead to more growth over time for high-quality content.”

Still, Pichai did not provide any empirical evidence of such assertions. What’s more, Google will not commit to AI search traffic data In Search Console. What’s more, other company executives have downplayed or dismissed the information, insisting it’s out of context, out of date, and plenty more. However, none of the subsequent defenses offer any contrary evidence.

Moreover, Google’s Helpful Content Update took swathes of small sites out of its top-level SERP or Search Engine Results Page, replacing them with AI Overviews. While that doesn’t seem like it’s nefarious on its face, the information (or the sites) the tech giant removed from its SERP was previously provided by the very same small players. Basically, Google crawled these sites, scraped their content, removed their websites from organic search, and then proceeded to profit from the stolen content through monetization. 

All of this, not to mention the fact that Google is now the defendant in an antitrust case brought by the United States Department of Justice, along with a number of states. The lawsuit alleges the tech company of unfair advertising practices in order to increase profits from paid search advertising. On top of that, the SEO community is increasingly turning against the search engine, due to its obfuscating, misleading,  and allegedly lying to industry practitioners, as well as the public at large.

So what does this mean for newcomers, those already working to build out their digital space, and even those hurt by Google’s HCU? Well, it means having to reevaluate and make necessary changes. This brings us to the title of this piece, “Small Business Owners, Get Ready for Life in the Post-Google World of Local Search: How Marketing Is Rapidly Changing and What You Need to Know Right Now.”

Prepare for a Post-Google Life in Local Search

As it stands, it appears Google is making big changes - no surprise. But, instead of wringing hands over its possible new direction or trying to predict exactly what will happen, it’s better to take a step back, strategize, pivot, and redeploy with a willingness to try something new or make tweaks where most sensible. In other words, embrace the cliche, “think outside the box.”

Well, Google has built a huge box and there are literally millions of websites in that box. A substantial percentage buy paid search ads, but even more spend a lot of money on optimization and marketing to rank higher on the SERP. They put huge amounts of time and resources into reaching goal after goal and the efforts never end because if they become inconsistent or outright stop, their competitors will just surpass them, and catching back up requires doubling down on the original investment.

So, it’s time to develop a new plan of action and no longer put all your eggs into Big G’s one basket. It must be a sensible approach that includes other platforms and mediums too. Sure, you can still optimize for Google search, but getting your message out has always been about being in the right places. It could be a combination of Facebook and Facebook Groups, Instagram and TikTok, or other spaces, like Medium and LinkedIn.

It will take a bit of time and testing, but you’ll find the effort pays off. You need to establish your presence in the local community, build a recognizable brand in the areas you serve, and provide exceptional customer service. Combine this with storytelling, and providing the answers to questions being asked, and you’ll create a loyal following who will not only buy from you but recommend you to others as well.
Do you want to grow your business without breaking the bank? Get in touch today and we’ll help you formulate a plan that gives your company an edge over the competition! Just CONTACT US at your convenience and we’ll get started right away!

The Purported Google Search Algorithm Leak Makes This One Point Abundantly Clear (And It's Not What You Think)

The recent purported leak of Google's Search algorithm has provided a rare glimpse into the intricate operations behind the world's most widely used search engine. This leak, which allegedly includes over 2,500 pages of API documentation, suggests that Google's public guidance for creating "people-first content" may not align with its actual ranking practices.

Google has long emphasized the importance of content that demonstrates expertise, authoritativeness, and trustworthiness (E-E-A-T), encouraging website owners to focus on creating content for users, not search engines. However, the leaked documents suggest that Google's ranking system relies on a variety of metrics that the company has publicly downplayed or denied, such as "siteAuthority," Chrome data, and click metrics.

The leaked documents also indicate that factors like freshness, links, branding, and change history play significant roles in Google's ranking system. Furthermore, content can be demoted for reasons such as links not matching the target site or the presence of inappropriate content.

This leak underscores the discrepancy between Google's public statements and its actual practices, raising questions about the transparency of its operations. It also highlights the importance of understanding Google's ranking system for website owners and content creators, given the high stakes in terms of traffic and revenue.

However, the complexity of the leaked documents means that their interpretation may lead to incomplete or incorrect conclusions. As the SEO and content industry continues to analyze these documents, we may gain further insights into the inner workings of Google Search.

In the meantime, this leak serves as a reminder that Google's Search algorithm remains a closely guarded secret, and the company's public statements should be viewed with a degree of skepticism.

Google’s Search Algorithm Purportedly Leaked

According to reports, SparkToro has obtained over 2,500 pages of API documentation from Google's internal "Content API Warehouse." These documents were allegedly leaked on GitHub in March 2024 but were later removed. However, versions v0.4.0 and v0.5.0 of google_api_content_warehouse can still be found on Hexdocs. It is important to note that we at Android Authority cannot verify the authenticity of these leaked documents, so reader discretion is advised.

The leaked documentation appears to offer a rare glimpse into the inner workings of Google Search's algorithm, without directly revealing the weight assigned to different characteristics of websites or their content. Instead, it provides insights into the data Google collects from websites and web pages.

What Happens Behind the Scenes When People Run a Google Search?

A Google Search query may seem like an innocent and inconsequential action to a consumer like you, but it is oiling the wheels of a multi-million dollar industry. So, to understand the gravity of the leak, it is crucial to understand what happens when you do a Google Search.

The basics: Search engines, web crawling, web indexing, and ranking search results

When users have questions that they want answered on the internet, they approach a website called a “search engine.” They input a query for the search engine to look up, and the search engine presents them with an answer that hopefully answers their question. Simple, right?

On the back of it, the search engine does a lot of work, but it can be broken down into three main tasks:

A simple Google Search query can be misleadingly innocuous, yet it plays a pivotal role in driving a multi-billion dollar industry. Therefore, understanding the process behind a Google Search is crucial, especially in light of the recent leak. At the heart of this process are three fundamental tasks:

1. Crawling: Search engines, like Google, must constantly explore the vast expanse of the internet to discover and catalog websites and their content. This is known as crawling.

2. Indexing: Once the search engine has visited a webpage, it analyzes the data and content, storing it in a format that allows for easy retrieval. This process is known as indexing.

3. Ranking: With potentially hundreds, if not thousands, of websites vying to answer a single query, a system is needed to determine which websites are presented to the user first. This is the ranking system, which decides the order in which websites appear on the search engine results page (SERP).

This complex process is the engine that powers Google Search, making it the world's most widely used search engine.

Why Does Search Ranking Matter in the First Place?

Google Search, commonly known as Google, stands as the world's largest search engine, managing a significant portion of the internet's search traffic. The sheer volume of daily search queries multiplied by the global population illustrates the immense power these engines hold in directing internet traffic. Often likened to traffic signals of the internet, they can significantly boost a business's online presence when properly utilized.

Securing the top spot on a popular Search Engine Results Page (SERP) can lead to a substantial increase in business revenue. Users tend to click on the first result, with traffic significantly decreasing for lower-ranked positions.

Consider the last time you clicked on the second or subsequent results on a Google Search. Likely, the first result didn't meet your needs, prompting you to refine your search query. This behavior is common, with many users not exploring beyond the first page of results.

Google has even removed pagination in favor of continuous scrolling for Search, further emphasizing the importance of the first page. Users rarely venture beyond the initial set of answers, either finding what they need or refining their search.

Google’s Secret Sauce Recipe Revealed?

The pressure to optimize for Google Search is immense, given the potential for significant traffic and revenue. Understanding Google's ranking system, or the Google Search algorithm, could enable websites to consistently rank highly, driving substantial views and revenue.

However, this knowledge could also lead to widespread manipulation of search results, negatively impacting the end-user experience. Despite this, Google has traditionally been the go-to tool for finding new online information.

To guide content creation, Google publishes its public "recipe" in the form of content guidelines. The core advice is to create "people-first content," focusing on user experience rather than search engine optimization. This content should demonstrate expertise, authoritativeness, and trustworthiness, known as E-E-A-T.

Google encourages content creators to focus on end-users, leaving the ranking process to the Search algorithm. By following these guidelines, content is more likely to be recognized as high-quality and ranked accordingly. While not the direct secret sauce, these guidelines offer the best strategy for optimizing content for Google Search.

The Problem: What Google Says Publicly Doens’t Match What the Search Giant Does Privately

In recent years, many website owners have lamented the decline in their traffic despite adhering to Google's best practices for creating user-centric content, as outlined in the E-E-A-T guidelines. Google officials have publicly commented on the appropriate strategies and practices for website owners.

However, the purported leak of Google's Search algorithm has raised questions about the alignment between Google's public guidelines and its actual ranking practices. The leaked information appears to contradict the advice given by Google officials and the content guidelines provided by the company. This discrepancy has left many website owners and SEO professionals questioning the accuracy and relevance of Google's public guidance.

Still, there is no shortage of motivation to believe this purported leak is not only genuine but current. For instance, Google has long maintained it does not use “overall domain authority” for ranking SERPs. But, the documents cite a characteristic called “siteAuthority.” The same holds true for the collection of Chrome browser data. Google says it does collect this information, yet the leaked docs include a few Chrome-related measurement attributes.
Then, there are clicks. Google official search spokespeople have repeatedly denied using clicks directly in SERP rankings. However, there’s certainly evidence in the document dump (not to mention plenty of outside evidence). If this data is indeed accurate, then clicks most definitely count. 

Finally, the new website sandbox and authors. Google denies the existence of a search engine sandbox and author bylines are strictly for readers, not SERP rankings. But, the documents include an attribute called “hostAge” that is used specifically to “sandbox fresh spam in serving time.” Additionally, the information reveals Google collected author data on pages, though it may not be a ranking metric.

Last but not least, there are other concerns, including how much freshness matters, link weight, the prowess of branding, change history, and content demotion. 

The Purported Google Search Algorithm Leak Makes This One Point Abundantly Clear (And It's Not What You Think)

Now, it’s well-known that Google uses various technologies, including NLP (Natural Language Processing, NLU (Natural Language Understanding), LSI (Latent Semantic Indexing), and plenty more. So, there is a lot that goes on to crawl, index, and rank content across the web. But, if you take a 30,000-foot view, it’s all an attempt to quantify what people value most.

Because Google uses such technological tools, the most notable experts in the SEO community rely on different tools to perform better on the SERP - be it the leveraging of keyword gaps, long-tail key phrases, or other techniques - tools to either manipulate or exploit search engine signals. In other words, SEOs have built, used, and continue to use and update all sorts of complex systems to help their clients rank higher. Now, does that sound like they’re creating content for people or to game the search engines?

And if anyone thinks that Google isn't intimately familiar with these case-specific apps, they are sorely mistaken. Regardless, the company continues to repeat the same guidance - write for people, not search engines.

So, these SEO industry experts and their purpose-built tools are not creating content for search engines, but not necessarily for people. Or, to put it more accurately, creating content that puts search engines first and people second.

Since Google has issued warnings about the leaked documents, and many respected SEOs have cautioned about their case uses (some saying these are not actual ranking signals but API compatible), it’s wise to take a step back and approach the matter judiciously. 

To this end, it’s best not to miss the point Google has made all along: web properties should create and publish high-quality content that puts people first and search engines second. After all, consumers are the ones who need and seek out information and have buying power, while search engines do not. Meaning, the lesson learned here is that you should be writing with people in mind and not creating optimized content that caters to search engines. Because Goole can always roll out or change its ranking metrics but people will always be looking for reliable and unique content.

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P.S. – Whenever you’re ready, we can help you with the content you need. Just click the "Order Custom Content Now" button below!

The Ugly Truth About Google Ads and Facebook Ads Small Businesses Need to Know Before Creating Marketing Campaigns

Over my nearly 15-year history in the content writing and SEO industry, I’ve spoken to many people with nothing less than a disappointing (and expensive) experience in paid search or sponsored ads. They’ve tried Google Ads and Facebook Ads only to discover they’ve wasted hundreds, sometimes thousands of dollars. All their costly spending yielded no rewards - nothing substantial and certainly nothing profitable. 

Of course, the question “Why?” is always presented. And my garden-variety answer comes down to the fact that they’re simply unequipped to make such campaigns worth the investment. In other words, their lack of deep understanding, no experienced teams, and a marked shortage of other resources set them up for inevitable failure. 

While this gets to the heart of the matter, it doesn’t completely reveal why Google Ads and Facebook Ads typically do not work for small businesses. So, read on to learn the details and explore the nitty-gritty of these extremely complex systems and hard-to-handle platforms that place too many barriers between intention, futility, failure, and success.

Why Google Ads Don’t Work for Small Businesses with Small Marketing Budgets

Well, it seems like small businesses on small budgets might face some challenges when it comes to Google Ads. For starters, Google Ads operates on a bidding system, where the more you bid, the higher your ad will appear in search results. This means that businesses with larger budgets can outbid smaller ones, pushing their ads to the top while leaving the little guys at the bottom of the pile.

Moreover, managing a successful Google Ads campaign requires time, knowledge, and experience. If you're a small business owner with a limited budget, you might not have the resources to dedicate to learning the ins and outs of Google Ads or to hire someone to manage it for you. This could lead to inefficient campaigns, wasted money, and a whole lot of frustration.

Additionally, there's the issue of competition. If you're in a highly competitive market, you'll likely need to spend more to get your ad noticed. This can be a tough pill to swallow for small businesses with limited budgets.

But hey, don't lose hope just yet! There are still ways for small businesses to make the most of their Google Ads budget. For example, focusing on long-tail keywords (more specific search terms) can help you target a more niche audience and potentially get more bang for your buck. Plus, regularly reviewing and optimizing your campaigns can help you improve your ad performance over time.

So, while it might not be a walk in the park for small businesses on small budgets, with a little strategy and perseverance, it's still possible to make Google Ads work for you.

Why Meta (Facebook) Ads Don’t Help Small Businesses with Small Spending Budgets

Oh, the age-old question of whether Facebook ads are worth it for small businesses with small budgets. It's like asking if a single raindrop can fill a bucket - technically, yes, but it's going to take a while.

First off, Facebook also operates on a bidding system, which means the more you spend, the more likely your ad will be seen. So, if you're a small business with a small budget, you might find yourself outbid by the big players, leaving your ad at the bottom of the pile like a forgotten sock in the laundry.

Secondly, managing a successful Facebook ad campaign takes time, knowledge, and experience. If you're a small business owner with limited resources, you might not have the time or expertise to dedicate to learning the ins and outs of Facebook ads or to hire someone to manage it for you. This could lead to inefficient campaigns, wasted money, and a whole lot of frustration.

And let's not forget the issue of competition. If you're in a highly competitive market, you'll likely need to spend more to get your ad noticed. It's like trying to stand out in a crowd of clowns at a circus - you're going to need a pretty big red nose.

But fear not, small business owners! There are still ways to make the most of your Facebook ad budget. Again, focusing on long-tail keywords (more specific search terms) can help you target a more niche audience and potentially get more out of your budget. Here again, you need to regularly review and optimize your ad campaigns to help you improve your marketing performance over time.

So, while it might not be easy for small businesses with limited budgets, with a little savviness and consistency, it's still possible to make Facebook ads a net asset. Just remember, it's a marathon, not a sprint. And who knows, maybe one day you'll be the big player outbidding the little guys.

How Small Businesses with Limited Budgets Can Market Their Products and Services If They Can’t Afford Google Ads or Facebook Ads

Well, well, well, it seems like we've got a bit of a David and Goliath situation here, haven't we? Small businesses with limited budgets trying to compete with the big boys in the advertising world. But don’t feel defeated because there are plenty of other marketing strategies you can employ that won't break the bank, like the following:

• Organic social media marketing. First off, let's talk about social media. It's free, it's easy, and it's a great way to reach your target audience. Platforms like X (formerly known as Twitter), Facebook, Instagram, and LinkedIn are all great places to start. Create engaging content, interact with your followers, and watch your brand awareness grow.

• Traditional email marketing. Next, let's talk about email marketing. It's like the trusty old steed of the marketing world. It's cost-effective, it's personal, and it's a great way to keep your customers engaged. Just make sure you're providing value in your emails, and not just spamming your subscribers with sales pitches.

• Starting a word-of-mouth chain. Now, let's not forget about the power of good old-fashioned word-of-mouth marketing. Encourage your satisfied customers to spread the word about your business. You could even offer incentives for referrals, like discounts or freebies. After all, who doesn't love a good deal?

• Optimizing your site. And let's not overlook the importance of a strong online presence. Make sure your website is up to snuff, with clear, concise information about your products and services. And don't forget about search engine optimization (SEO). By using the right keywords and phrases, you can help your website rank higher in search engine results, making it easier for potential customers to find you. (Plus, you can also spy on your competitors and copy what’s working for them, too!)

Last but not least, don't be afraid to get creative. Host a contest or giveaway, partner with other local businesses, or even take to the streets with some good old-fashioned guerrilla marketing. The possibilities are endless, and you never know what might just catch the eye of your next big customer.

So there you have it, folks. Just because you can't afford to pay for Google Ads or Facebook Ads doesn't mean you can't market your products and services effectively. It just means you have to get a little more creative. And who knows, maybe one day you'll be the one giving the big boys a run for their money.

Here are the Reasons Why Blogging Is an Effective and Inexpensive Marketing Tool for Small Businesses that Want to Create More Brand Awareness, Generate More Leads, and Increase Sales

Blogging became quite the buzzword in the marketing world many years ago - and for good reason! It's like the Swiss Army knife of marketing tools - versatile, effective, and best of all, it won't break the bank. Not only has it maintained its staying power, it’s one of the single most effective marketing mediums today. 

There are several reasons for the prowess of blogging. First and foremost, it’s easy to consume. When written and structured correctly, blog posts are easy to understand, easy to scan, and freeze important information in place (unlike video). A close second is that blog posts are crawled and indexed by search engines. Google and Bing crawl technology can easily break down, categorize, and quantify blog content. What’s more, search engines demand fresh content in order to push a site higher in organic rank. Then, there’s trust and authority, which people value. But, this isn’t all. Here’s what else you need to know:

• Blogging builds brand awareness. Let's begin by talking about brand awareness. Blogging allows you to showcase your expertise and establish yourself as a thought leader in your industry. By consistently publishing high-quality, informative content, you'll attract readers who are genuinely interested in what you have to say. And when they see that you know your stuff, they'll be more likely to trust your brand and consider you as a go-to source for their needs.

• Blogging helps to foster lead generation. Next, let's dive into lead generation. Blogging is like a magnet for potential customers. By including calls-to-action (CTAs) in your blog posts, you can encourage readers to take the next step, whether that's signing up for a newsletter, downloading a free guide, or contacting you for more information. And the best part? You can track and analyze the effectiveness of these CTAs, allowing you to optimize your content for maximum lead generation.

• Blogging helps businesses attract customers and capture sales. And finally, let's talk about the bottom line - sales. Blogging can help drive sales by providing valuable information to your readers and building trust in your brand. By addressing common questions and concerns, you can help potential customers make informed decisions, ultimately leading them to choose your product or service. Plus, blogging can help improve your website's search engine optimization (SEO), making it easier for potential customers to find you online.

So there you have it, folks. Blogging is a powerful, cost-effective marketing tool that can help small businesses create brand awareness, generate leads, and increase sales. It's like the gift that keeps on giving - the more you put into it, the more you'll get out of it. And who doesn't love a good return on investment?

P.S. – Whenever you’re ready, we can help you with the content you need. Just click the "Order Custom Content Now" button below!

Canny Business Owners Use These Powerful Tools to Spy On Their Competition's Marketing Tactics

Potential clients often lament they’re at a disadvantage due to the dominance of one or more competitors. When they express this sentiment, I simply explain they are in a far better place with stiff competition because the alternative would put them at a disadvantage. While counterintuitive, this is true because having strong competitors is a blessing in disguise. 

Why?
Well because it’s a much more preferable situation when one, two, or a few brands have a sizable market share merely demonstrate genuine need, and the good news is that their track record of success can be emulated.  In other words, if there is no competition, there’s a reason for its absence. 

However, when an organization successfully makes a name for itself, there is always room for more consumer choices. And this is precisely where any remaining gaps can be filled. What’s more, since the roadmap has already been created, and the potholes clearly marked, it’s entirely possible to follow it.

Why Businesses Should Spy On Their Competition

"Keep your friends close and your enemies closer." It’s an old, familiar adage - or shrewd strategy. While your competitors may not be your sworn adversaries (unless you're taking life a bit too seriously), they do pose a threat to your business if you don't keep a watchful eye on their strategies.

Below, I'll share nine effective ways to monitor your competitors' ads, ensuring that your marketing approach remains agile, relevant, and impactful. By staying informed about your competitors' tactics, you'll be better equipped to adapt and thrive in the ever-evolving online advertising landscape.

But before we get into the various tools, let’s take a look at why you should be spying on your competitors in the first place - for which, there are several compelling reasons: 

• Learning the best tactics. By analyzing your competitors' marketing strategies, you can identify what works for them and potentially adapt those tactics to your own business.

• Identifying gaps in the market. By studying your competitors' marketing efforts, you can identify areas where they may be lacking or not fully capitalizing on. This can provide opportunities for your business to fill those gaps and gain a competitive advantage. This includes, but is not limited to keyword gaps.

• Staying ahead of the competition. By keeping a close eye on your competitors' marketing tactics, you can anticipate their next moves and adjust your own strategies accordingly. This can help you stay one step ahead of the competition and maintain a strong market position.

• Improving your own marketing efforts. By analyzing your competitors' marketing tactics, you can gain valuable insights into what works and what doesn't in your industry. This can help you refine your own marketing strategies, improve your messaging, and ultimately drive better results for your business.

Spying on your competition's internet marketing tactics might feel uncouth or downright dirty, but it’s crucial for businesses looking to stay competitive, identify new opportunities, and continuously improve their own marketing efforts.

5 Tools Small Business Owners Can Use to Spy On Their Competitors

Small business owners can leverage several tools to gain insights into their competitors' marketing strategies and the long-tail keywords they are targeting. Here are some of the most effective tools:

1. SEMrush. This comprehensive tool provides insights into competitors' organic and paid search strategies, including the keywords they are targeting.

2. SpyFu. This tool allows you to see the keywords your competitors are bidding on in Google Ads, as well as their organic search rankings.

3. SimilarWeb. This tool provides insights into competitors' website traffic, including the sources of that traffic and the keywords driving organic search visits.

4. BuzzSumo. This tool allows you to see the content that is performing best for your competitors on social media, as well as the influencers who are sharing that content.

5. Google Trends. This free tool from Google allows you to see the search interest in specific keywords over time, as well as related queries and topics.

By using these tools, small business owners can gain valuable insights into their competitors' marketing strategies and the long-tail keywords they are targeting. This information can then be used to inform and improve their own marketing efforts.

4 Other Sneaky (But Effective) Ways to Spy On Your Competition

If you’d like even more resources to draw insight from, you can tap into more platforms. Although these are already familiar and you’ve probably used at least one, chances are that you’ve probably not thought about putting them to work in a different way than you’re accustomed to. So, let’s take a quick look at where you can gather additional information, starting with the most recognizable name on social media.

Visit the Meta (Facebook) Ads Library

Yep. That’s right. You can extract quite a bit of information from Facebook without resorting to hacking the competition’s account. It’s known as the Meta Ads Library and you can access it by going to: https://www.facebook.com/ads/library. 

Once you’re on the platform, go ahead and search for your competitor by entering the name of your competitor's Facebook page. Then, you can review the ads. After you've found your competitor's page, you'll be able to see all the ads they're currently running. (Plus, you can also view ads they've run in the past.)

Next, analyze those ads. Take a close look at the ads your competitor is running. Pay attention to the ad copy, images, and calls-to-action. Also, note the targeting options they're using, such as location, age, and interests.

Finally, use the insights to improve your ads. By analyzing your competitor's ads, you can gain valuable insights into what's working for them and what's not. Use these insights to improve your ads and make them more effective.

But remember, the goal of using the Facebook Ads Library to spy on competitor's ad campaigns is not to copy their ads, but to gain insights and inspiration to improve your own ads.

Explore their Website Retargeting

Businesses with a strong online advertising strategy often employ retargeting ads. These ads are designed to target individuals who have previously visited the company's website. As a result, these users will encounter ads for the business on other websites they visit and on various social media platforms.

To effectively monitor a competitor's retargeting ads, consider visiting their website multiple times, clicking on various pages, and engaging in different actions. Keep a close watch on the social media platforms and websites you frequent in the days and weeks following your interactions with the competitor's website. This approach will provide valuable insights into the effectiveness of their retargeting ad strategy and may even inspire new ideas for your own digital advertising campaigns.

Run a Google Search

If you don't have access to a dedicated SEO tool, you can still gather valuable insights about your competitors by conducting simple Google searches. By entering your competitor's brand name or the specific service they offer, you can quickly determine whether they are running any Google Ads campaigns.

If your competitor is indeed running ads, you'll be able to view their ad copy and the landing page associated with each ad. However, it's important to note that conducting Google searches alone will not provide you with the comprehensive keyword data and position tracking that can be obtained through the use of dedicated SEO tools.

Leverage the Google Ads Transparency Center

If you're interested in gaining a more comprehensive understanding of the Google Ads campaigns your competitors are running, you may want to explore Google's Transparency Center. This platform serves as Google's ads library, allowing you to search for text, ad, and video ads from your competitors or other businesses. By examining these ads, you can gather valuable insights and inspiration to help you refine and enhance your own Google Ads campaigns.

Now, Use this Valuable Information to Your Advantage

Once you’ve uncovered and honed in on your competition’s marketing strategies, it’s time to put that information to work for you. It’s possible to mimic or even reshape their tactical approach. And, if you don’t have the time to write the content you need to market your products and services better, we’re always here to help! Just hit the “Order Custom Content Now” button below! 

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Savvy Small Business Owners Use This Powerful (and Free) Resource to Generate More Sales Leads

“We don’t have a story to tell.” 

This is a common response to a question I pose when speaking with potential clients. That is to say when I ask them for an anecdote - something they recall doing to help their local community. Even when they give me an example, they often don’t see its value.

But, when I explain it’s one of the most important characteristics of promoting their business, its usefulness becomes clear. Combined with a unique voice and style, along with following a consistent publishing schedule, being involved in the local community creates a positive perception. And that helps to foster a good reputation throughout the local community.

3 Most Important Content Marketing Elements

Brands need to provide unique and informative content because it helps them stand out in a crowded market, establish their authority and expertise, and build trust with their audience. Unique content is not available elsewhere on the internet, offering specific data, company details, and unusual word combinations that differentiate it from other websites. 

This originality is crucial for search engine optimization (SEO), as it increases the chances of other websites linking back to the content, thereby improving the brand's overall SEO performance. But even better, unique content engages the audience, encouraging them to stay on the site longer and potentially converting them into customers.

Consistent publishing of new content is equally important because it keeps the brand at the forefront of the audience's mind. Regular content updates keep the brand's website fresh, signaling to search engines that the site is active and relevant, which can help improve search rankings. It also allows the brand to engage with its audience frequently, fostering a sense of community and loyalty. 

Consistent content creation also provides opportunities to experiment with different types of content, enabling brands to understand what resonates best with their audience and adapt their strategies accordingly. This continuous learning and adaptation can lead to improved marketing strategies and better business outcomes.

Then, there’s one more essential ingredient - local involvement. Companies that align their brands with local charities enjoy more customer loyalty, referrals, and goodwill. People looking for answers to their questions who come across a business that’s active with a charity are far more likely to take the next step when they see involvement in the local community.

Teaming Up with a Local Charity Creates a Win-Win Scenario

When done correctly, such a relationship and care can work wonders. It demonstrates commitment and support - compelling reasons for potential customers to take the next step and connect. What’s more, partnering with a local charity can significantly benefit a small business in creating a successful content marketing campaign in several ways:

• Enhanced brand image. Partnering with a local charity demonstrates a company's commitment to social responsibility and community involvement. This can improve the public's perception of the business, making it more appealing to potential customers who value corporate social responsibility.

• Increased engagement. Content highlighting a business's charitable activities can drive higher engagement on social media platforms and other digital channels. People are more likely to share and interact with content that promotes positive impact, increasing the reach and visibility of the business's brand and reputation.

• Networking opportunities. Collaborating with a local charity can open doors to new networking opportunities. The business can connect with other local organizations, community leaders, and potential customers who share similar values, fostering relationships that can lead to future collaborations and partnerships.

• Employee engagement. Employees often feel more engaged and motivated when their company is involved in charitable activities. This can lead to increased productivity and a positive work environment, which can indirectly support the success of the content marketing campaign.

• Unique content. Content marketing thrives on fresh, engaging content. A partnership with a local charity provides a unique and compelling story to share, which can set the business apart from competitors and capture the attention of its target audience.

• Long-term loyalty. By aligning with a local charity, a business can attract customers who share the same values and are more likely to become long-term, loyal customers. This can result in increased customer retention and a more stable customer base.

Better still, doing so will help to increase sales. Research repeatedly shows that a significant portion of consumers are willing to switch to a brand that supports a cause they believe in. By partnering with a local charity, a small business can potentially attract new customers and increase sales.

Of course, all of this benefits the charity too. In the end, such an approach is advantageous for all parties involved: businesses get more customers, local organizations receive more donations, and customers find reliable products and services.

P.S. – Whenever you’re ready, we can help you with the content you need. Just click the "Order Custom Content Now" button below!

Long- Versus Short-Form Content: Which Wins Post-Google HCU? The Answer Will Surprise You

I’ve been writing copy for web pages and blog posts since 2010 and all that time, every single piece put people first and search engines second. This was merely a result of listening to Google’s spokespeople, who’ve been repeating the same advice, even though it came from different individuals at different times. The consistent core of the message never changed and now, with the latest roll-out of the Helpful Content Update, it remains virtually identical.

But, what about length? Both long- and short-form content can provide valuable information. Sure, one can be more detailed than the other. However, Google’s SERP itself shows Featured Snippets - short, highlighted text excerpts appearing at the top of Google’s search results page that quickly answer a user's query. So, this begs the question of which format has an advantage.

Which Performs Better for Google’s Helpful Content Update: Long-Form or Short-Form?

The discussion around the effectiveness of long-form versus short-form content has been hotly debated among bloggers and SEO experts for many years. Now with the recent Google Helpful Content Update, website owners and content creators are left wondering which format will yield the best results in terms of search engine rankings and user engagement.

It’s abundantly clear Google’s HCU prioritizes content that provides valuable and in-depth information to users. This means that high-quality, informative content is more likely to rank well in search results, ultimately driving more organic traffic to websites. But, all those attributes can be present in both long- and short-form content, which means the answer to the question isn’t immediately clear.

Long-Form Articles: The Power of Depth

Long-form articles typically consist of 1,200 words or more and allow for a comprehensive exploration of a topic. These articles delve deep into the subject matter, providing readers with detailed insights, analysis, and valuable takeaways. In the post-Google update era, long-form content has the advantage of satisfying the search intent of users seeking in-depth information.

Short-Form Articles: The Art of Conciseness

On the other hand, short-form articles are characterized by their brevity and succinctness. Ranging from 300 to 700 words, these articles deliver information in a concise and to-the-point manner. While short-form content may not offer the same level of depth as long-form pieces, they excel in capturing readers' attention quickly and catering to those looking for quick answers or overviews.

So finding the ideal content length post-Google's Helpful Content Update involves striking a balance between depth and conciseness. Long-form articles are beneficial for topics that require comprehensive coverage and detailed explanations. However, short-form content is ideal for addressing quick queries or providing key insights in a digestible format.

Long Versus Short-Form Content and Google's HCU

According to the Google Helpful Content Update, there's no single best format (long-form vs. short-form) that guarantees good performance. The focus has shifted to content that prioritizes user needs and provides comprehensive information. Here's a breakdown of how each format can be optimized for the update:

Long-Form Content Pros

Long-form content allows for a deeper dive into a topic, providing a more complete and informative experience for users. This can be especially helpful for complex subjects. Also, long-form helps to improve SEO. Comprehensive content can naturally target a wider range of relevant keywords, potentially increasing organic search visibility. Plus, long-form content is key to building trust and authority. Detailed explanations and well-researched information can establish your credibility as a reliable source.

Long-Form Content Cons

Of course, even big word counts can still be considered thin content because there’s no real value. Stretching content thin to reach a word count target is ineffective. Ensure the extended length is justified by valuable information. Then, there’s the possibility of a lack of structure. Long articles can become overwhelming for users. Use clear headings, subheadings, and bullet points to improve readability. Lastly, tangential or irrelevant information presents problems - they add unnecessary details that don't directly address the user's search intent.

Short-Form Content Pros

Perhaps the biggest benefit of short-form content is its targeted focus. Short-form content can be laser-focused on specific aspects of a topic, addressing a user's immediate question or need. Concise information can be easier to digest for users with limited time or attention spans. Additionally, short-form content offers variety and engagement. Short-form content can be a good way to break up longer pieces or offer quick tips and takeaways.

Short-Form Content Cons

Obviously, short-form content inherently risks a lack of depth. Superficial content that doesn't provide enough information or fully answer the user's query won't be helpful.

Then, there are missed opportunities. Short pieces might not be suitable for complex topics that require in-depth explanation. Moreover, short-form content can contribute to a higher bounce rate.

Google HCU and Long-Form Content Advantages

The Google Helpful Content Update, also known as the Page Experience Update, prioritizes user experience and the delivery of helpful, high-quality content to searchers. While both long-form and short-form articles can provide valuable content to users, long-form articles tend to perform better in accordance with this update for five primary reasons:

• Comprehensive coverage. Long-form articles have more space to delve deeply into a topic, providing comprehensive coverage and addressing multiple facets of a subject. This aligns with Google's goal of delivering helpful content that satisfies user queries and provides valuable information.

• Authority and expertise. Longer articles often demonstrate a higher level of expertise and authority on a given topic. By offering in-depth analysis, insights, and examples, long-form content signals to Google that the page is a valuable resource for searchers seeking authoritative information.

• Time on site and engagement. Long-form content tends to keep users on a page for a longer duration, leading to increased dwell time and higher engagement metrics. Google considers these factors when evaluating the quality and relevance of a page, which can positively impact its ranking in search results.

• Semantic relevance. Long-form articles naturally incorporate a wider range of relevant keywords, phrases, and semantic variations, helping to improve the page's semantic relevance and context. This can enhance the page's visibility for related searches and contribute to its overall SEO performance.

• Backlink attraction. Well-researched, comprehensive long-form content is more likely to attract backlinks from other websites, further bolstering the page's authority and relevance in the eyes of search engines.

While short-form articles can still provide valuable information and address specific user queries, long-form content tends to align more closely with the user experience goals of the Google Helpful Content Update. By offering comprehensive, authoritative, and engaging content, long-form articles are better positioned to perform well in search results and provide value to both users and search engines alike.

Which Format Ultimately Wins When It Comes to Google’s HCU? 

As you can see, in the context of the Google Helpful Content Update, long-form articles are likely to perform better than short-form articles. The update emphasizes the importance of original, helpful content that leaves users with a satisfying experience. Long-form content typically provides more in-depth information, which can better satisfy user intent and provide more comprehensive answers to search queries. Additionally, longer content tends to be more thorough and detailed, which aligns with Google's focus on rewarding content that demonstrates a depth of knowledge and expertise.

Furthermore, long-form content often covers a topic more comprehensively, which can help to establish the site as a reliable source of information. This can lead to higher rankings in search results, as Google's algorithms are designed to prioritize content that is deemed most helpful to users.However, it's also important to note that the quality of the content is paramount. Regardless of length, content should be original, engaging, and provide value to the reader. Short-form content can still perform well if it is well-written, answers the user's query directly, and provides a satisfying user experience.

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The Google Helpful Content Update Isn't a Mystery, It's a Manifestation - Here's How to Recover from an HCU Hit

I've written content for clients across various industries and topics since 2010. All that time, I've consistently heeded a stern warning (cleverly disguised as friendly advice), issued straight from Google insiders: “Write for people, not search engines." As a result, none of my ghostwriting clients have been negatively affected by Google's helpful content update. Though I’m not absolutely certain, there is still a very strong correlation that gives me reason to believe I understand - at least in part - what's going on with this core update from the world's largest search engine. 

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Since the early 2010s, people such as Matt Cutts, the former head of Google's web spam team, (his ostensible counterpart Duane Forrester at Bing), and their respective successors have been expressing the same sentiment, time and again. That recommendation, which was always really an exhortation, paraphrased, “Write for people, not search engines.” IMHO, This was a heads up, giving websites ample opportunity to create content that catered to consumers and rely much less on search optimization techniques. 

To be sure, title tags, lists, media (such as images, infographics, and video), are all useful tools, though the quality of the information was always the most important. In other words, the spokespeople at Google have long been telling the public HCU  was part of a long-term goal. So, it isn't a mystery, rather it's a manifestation. 

Put another way, such evolution in action was inevitable. With numerous sites coming online daily and Google attempting to quantify the usefulness of each new property, saturation would eventually become a harsh reality. Sites with more personality and wide brand familiarity are the ones who ultimately went out. They've not only carved out a niche but have become synonymous with it. To further bolster the point, when is the last time you saw eHow.com come up in search results? 

That platform relied on creating a multitude of articles essentially answering the same questions. The content became generic and dissimilar, to the point there was little to no distinction from one page to the next. For instance, if you searched the how-to site for "how to fix a runny toilet," it would return results with not only that exact same title but also, a plethora of others, like “How to Fix a Leaky Toilet,” “How to Stop a Toilet from Running,” “How to Fix a Toilet That Keeps Running,” “How to Fix a Toilet that Won’t Stop Leaking,” “Reasons Why a Toilet Runs,” and “ Most Common Runny Toilet Causes.”

The Google Helpful Content Update or HCU Explained and How It Works

The Google HCU refers to Google's Helpful Content Update, which is a series of updates to Google's search algorithm aimed at improving the quality of search results by prioritizing content that is genuinely helpful to users. The first of these updates was introduced in August 2022, with subsequent updates in December 2022 and September 2023. The updates adjust the pages Google lists in search results, moving away from generic marketing copy created for ranking purposes and towards original content that offers real value to users. 

The HCU system evaluates content based on several criteria, including whether it is created for a specific audience, features expertise, is trustworthy and credible, and meets the wants or needs of the searcher. The system also targets content that is mass-produced, spread across a large network of sites, or has a significant amount of unhelpful content. 

With the September 2023 update, Google also introduced new guidance for sites affected by the HCU, advising them to identify and replace or eliminate unhelpful or irrelevant content. This update marked a shift towards a more comprehensive assessment of user experience, including issues like excessive ads, intrusive interstitials, and the overall ease of navigating and distinguishing the main content of a page.

The transition of Google's helpful content system to its core ranking system, which was announced in March 2024, is intended to further refine the search algorithm to better identify and promote helpful content. However, this transition has been complex and challenging, with some sites that were previously hit by the HCU experiencing ongoing difficulties in recovering their visibility and rankings.

9 Ways To Recover from Google’s Helpful Content Update

Now, there’s been a rollout, a sizeable number of sites have been negatively impacted. Unfortunately, recovering from Google's Helpful Content Update (HCU) requires a comprehensive approach that addresses Google's core principles and guidelines. Here's a detailed guide on how a website can recover from the HCU:

1. Assess the damage. Start by identifying the pages that were negatively affected by the HCU. This can be done using Google Search Console, comparing monthly traffic changes from October to December 2023. Understanding the extent of the damage will help in prioritizing the recovery process.

2. Audit your content. Perform a thorough content audit to identify any content that might be considered unhelpful by Google's standards. This includes content that lacks depth, is too general, or is not original. Make a list of these pages and categorize them based on the level of revision needed.

3. Implement E-E-A-T principles. Google emphasizes the importance of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in its content guidelines. Ensure your content is created by experts, provides accurate and trustworthy information, and is authoritative in its field. This may involve updating author bios, sourcing information, and citing credible references.

4. Create original, valuable content. Focus on creating content that is unique, in-depth, and provides real value to the user. Avoid generating content purely for SEO purposes. Instead, aim to answer user queries comprehensively and provide actionable insights. And, write your content in the first person. A study by Shepard reveals a correlation between sites using first-person pronouns and no adverse impact from the HCU. This could involve updating existing content or creating new, high-quality articles.

5. Cite authoritative sources. The use of credible sources is a fundamental aspect of producing content of high value. This involves the incorporation of links to and references from authoritative and trustworthy sources, encompassing academic research, esteemed industry experts, and official statistics. These citations significantly bolster the credibility of the content and demonstrate a thorough research process, rather than merely asserting unsubstantiated claims.

6. Optimize User Experience (UX). Google's HCU also takes into account user experience. Ensure your website is easy to navigate, loads quickly, and is mobile-friendly. Also, consider the use of structured data to enhance your search results and improve click-through rates. Also, remove any low-quality and/or repetitive ads, especially pop-ups that block content. 

7. Brand building. As suggested by one of the case studies, building a strong brand presence can aid in recovery. This can be achieved by increasing brand searches, driving traffic to your homepage, and showcasing your expertise and authority in your field. 

8. Give your articles author bios or bylines. Enhance your articles by including a genuine photograph and the name of the writer. Feature prominent bylines to identify the authors of each piece. Provide details about the authors, such as their background and areas of expertise, to establish credibility. Additionally, include links to their social media and industry profiles to allow readers to connect with them and further explore their work.

9. Monitor and adjust. Keep a close eye on your website's performance post-recovery efforts. Use Google Analytics and Search Console to track changes in traffic, user engagement, and search rankings. If certain strategies aren't working, be prepared to adjust and try new methods.

This will take a lot of patience and persistence. Google's HCU changes are part of a larger, ongoing effort to improve the quality of search results. As such, recovery may not happen overnight. It's important to remain patient and persistent in your efforts to align your content with Google's guidelines.

Remember, the key to recovering from the HCU is to focus on creating high-quality, user-centric content that meets Google's E-E-A-T criteria and provides real value to your audience.

P.S. – Whenever you’re ready, we can help you with the content you need. Just click the "Order Custom Content Now" button below!