Archives for October 2013

8 Thoughts on SEO for Printers to Consider

When it comes to SEO, it’s my practical belief that most print providers should focus on producing (sharing, posting, mailing, etc.) well-written, engaging content and let the SEO take care of itself. That being said, here are some things to consider:

  1. If you’re focused on beating the system and hoping to get over on Google, you’re wasting time that could be used to promote thought leadership by writing about things you know about. You will never outsmart Google. Good SEO has always been about good content.
  2. If your content resembles a Wikipedia page (jumplinks, keywords repeated verbatim throughout), think about how impersonal that makes you look. Being perceived as fake or phony is a brand killer.
  3. Create content for people, not search engines. If it’s relevant to your customers, then it will contain keywords that are beneficial for your SEO as well.
  4. Google plays favorites. Having a Google+ account and Google Authorship are good for SEO.
  5. Yesterday, Google announced changes to its Ad Rank (pay per click) formula. These are generally considered to not be good for small businesses.
  6. Using free articles commonly found on the web (Mashable, Forbes, Regan, etc.) may be fine for social media purposes but it is not an effective website content strategy.
  7. Google likes sites that add fresh content, but quality trumps quantity.
  8. I’m a huge fan of infographics. However, infographics provide no SEO value.

Great Reach Communications is a content producer specializing in providing printers and mailers with direct mail and online marketing solutions. You can reach us at greatreachinc.com or 978-332-5555.

Patrick Whelan
pat@greatreachinc.com

Five Things You Need to Know About Content

These days content marketing is the big buzz. I’ve spent the last 18 years providing content marketing solutions to the print industry so this is an area of expertise for me.

If you are currently utilizing or plan on utilizing content to help grow your business, here are 5 quick things to think about.

  • Search is now the primary method of information discovery. It’s the first place people go when they want to try something new. Is your site rich with unique engaging content? How often is your content updated?
  • 85% of searches are organic search. This means that 85% of the people who find your site will also find other sites (your competitors). How well does your content compare to that of your competitors? In a sea of marketing noise, your content needs to stand out and position your brand as a thought leader. This is absolutely critical.
  • Search continues to drive more meaningful traffic than social. But social still drives significant value because it triggers search traffic. Are you also utilizing content for social media marketing efforts?
  • Google doesn’t like to look at the same content. If you are using one of the in-the-can industry websites it will not perform well on searches. Make sure to be supplementing it with unique content such as a blog page.
  • ZMOT. The zero moment of truth. It relates to all of the above. Google it and learn about it or contact me to discuss.

Some information above was gathered from Direct Marketing News. Joe Ryan. Interview with Tom Gerace, CEO of Skyword.