Visibility Optimization

Surprise! SEO is changing!

All. Of. The. Time. Some trends won’t surprise you — social media, mobile. But there just may be one or two that will. That’s why we like to talk about Visibility Optimization, not just SEO. Search engines aren’t the only ones who see you — people do.

1. Social Media. Huge, huge huge. Did I mention huge? Everyone talks about the conversation, but so few are good at having one. You can’t just post a video and expect people to beat a path to your door. You have to find ways to get other people to get other people to you. Choosing the right options for doing that for your business is like putting puzzle pieces together. You may need some help.

2. Mobile. As thousands of people daily discover the convenience of accessing the web via mobile devices, optimization has to adapt. Keywords need to be shorter, mobile SEM can’t just be a clone of your online SEM, apps like QR readers must be taken into account — all are going to have an impact on how well your business does.

3. Branding. Didn’t expect that to show up, did you? Branding will be more important to getting your business found, not less. It works like this: Google has made personalized search the default option. So unless a HUGE portion of the population opts out, which they won’t, sites that are more well known and visited most often will enjoy better rankings. In fact, because search history is also taken into account, the same sites will keep popping up for people, search after search. Without a strong brand presence, you could get lost.

4. SEM. We all know that online marketing can help build your visibility. But the more relevant it is will influence just how much it helps. Is it showing up on the right content? Do the keywords match the content? What are the trends on sponsored vs. organic listing? While SEM helps optimization is just common sense, because trends change all the time, your marketing optimization strategy has to change, too.

5. The site itself. No-brainer! Just make sure you load it with keywords, write lots of blog posts and update your news section and you’re fine, right? Not entirely. You will also be judged by how quickly your site loads, whether it’s engaging once someone gets there, how long people spend. If your site is ugly, confusing, boring, slow or poorly constructed, no magical keywords or blog posts can save it. According to a study by Canadian researchers, people will form an opinion of your site in less than 1/20th of a second. If engines see that people click off in a second, you’re not so relevant.

All of this just means that unless you’re willing to spend a whole lot of time keeping up with the trends, you’re going to need someone to help out. If you want to talk, call us.

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