Google Says Content Must Change, and Must Change Regularly

I hate to say “I told you so,” so I won’t. But I will remind you: Content is King.

Google and it’s ever-changing ways. How do we keep up?
I will tell you how, ninja style. Stay ahead of the game and a step behind “The Google”.

(The Google: An important and demanding, yet, very valuable search engine on the Internet that controls a large majority of the traffic to your site, or lack there of – “The Google Knows Best”).

I know it’s frustrating when you think you’re ahead in your SEO tactics, then The Google throws another curveball. Entreprenuear.com headlines this change with: “New Google Search Update Could Spell More Trouble for Business Websites”. Now do we have your attention?

Google Demands Content Updates, standard SEO does not cut it

The Google reminds us once again that content means everything. With the ever-changing SEO guidelines that google seems to spit out every other quarter, it challenges businesses to stay on their toes. Then there’s the debate on whether Google penalizes those websites that don’t update their content on a consistent basis or not. On the web-waves now it’s either

* Update your content regularly because Google only favors fresh, updated content

OR

* Unless your constantly covering current and recent events, regular content updates are not necessary.

Search Engine Watch points out that many webmasters/publishers struggle with creating new and engaging content as regulary as Google demands it.  Search Engine Watch also warns  to remember, though, that quality, evergreen content can hold its value for years; keep the topic and immediacy of searches in mind when creating new content.

One thing we also need to keep in mind when battling The Google is that your product, in the end, is bought by the consumer – a human being, not a search engine. Yes, you must attract those google web crawlers to your site by keywords and relevant content, but those sneaky crawlers are smarter than you think. If it’s stuffed with keywords and not readable by a real person, they will know and it will find you, then shut you down.

This new update is basically a newsflash screaming “FRESH content is FAVORED”, but it’s only actually detrimental to those businesses that are challenged to to produce timely content, specifically referring to

* recent events
* hot topics
* recurring events
* topics with frequently updated information

So keep this in mind when updating your content, Google is taking a stab at another tool that in the end is geared towards giving the end-user the most accurate result for their search, google recognizes when the topic and immediacy of the search matters most.

SearchEnginewatch.com says  “If you don’t update your business website very often, you may want to rethink your online strategy.” That’s a pretty bold statement, stating that this change is expected to affect as much as 35 percent of all searches on Google.

Create a Blog

This is key.
This is actually your golden ticket to get google’s spider to crawl on your web. Blogs are constantly changing, so link it with a wordpress site and it’s automatically embedded in your site and therefore counts as content management. UPDATE your blog — it’s a win win, you’re with the times and Google likes you.

* Unique
* High-quality
* Relevent
* Useful
* Helpful
* Informative
* Current
* Create content with value that your audience can’t help but want to seek it out
* Make “sharing” your content/blog/article easy

Add to this content. Maintain this content. And continue to nourish to this blog!

Visitors trust sites when they can go to it and recognize that the site is useful and established, and of course up-to-date.
Blogs are effective in the sense that a lot of common businesses have no other way to produce new and fresh content that can be frequently updated. Just keep your posts short and informative on a specific topic, this could be news about your business, a new product, a new employee, anything new for that matter.

The SEO updates with meta tags and keywords is just NOT enough anymore says google, content content content.

May I remind you – CONTENT IS KING!

Now, don’t try and rush into developing new content, Google is smarter than you think. Trust us, we’re the professionals. Those google spies will catch you and significantly devalue your ranking if they find:

* copied content
* spun articles
* fabrications
* keyword stuffed content

Now back to driving traffic to your site, back to SEO tips. Staying up to date on these search engine trends can be exhausting, (you heard it here first)  it’s frustrating to figure out when Google is going to change it’s mind again or if THIS time, the rules are here to stay.

A lot of copywriters these days not only are content writers, but SEO specialists as well. (Hi, remember me?)

What I mean by this- is a new term hitting the “web waves” called a content strategist. I won’t bother filling this blog with technical terms on what a “content strategist” is by dictionary definition; BUT, I will do my best to clearly explain why you need one. 

It’s one thing to know how to write, it’s another thing to know how to write in a marketable way that makes people want to take action.

I like to call a content strategist a “word ninja”. I will defend your site against spam, skillfully and effectively promote your business, slash pages of useless stuff (if necessary), and use my special powers (SEO skills) to lure your target audience to your site. A word ninja rises above enemy lines (competition) proving to visitors of your site they came to the right place to find what they were looking for. And maybe I’ll throw a few ninja stars in there to boost the traffic too. Ninja stars = shurikens = what I call your social media outlets.

CONTENT IS KING: My ultimate goal with every client is to make them MONEY. Money can’t come if awareness is absent. How do you make your company known? By drawing people to your website and keeping them there. I know a bunch of SEO (search engine optimization) tricks to tell the web crawlers that your site is the one that viewer is looking for. (The Word Ninja’s Mission)

You would be surprised how important it is that the right words come across in the right way when compiling the content for your site.  If it’s not done right, your business could suffer. This is why hiring a copywriter could very well mean the difference between success and failure. Word ninja’s often work alone on their mission, but they train (prep/brainstorm) with other ninjas (web designers<– I like to call them web wizards) all working together toward same goal – ultimate success of assigned mission.

Some businesses don’t realize that you can’t simply create a website and think that’s good enough. Just because you’re on the World Wide Web doesn’t mean that your potential customers are going to find you. A copywriter ensures they will.  We know the right words to use and how to use them with an advantage to your business in a very marketable way. We drive traffic to your site through back links, social media, keywords, and… content, content, content. Did I mention CONTENT? Ninja style.

Personally, I like to really get to know the company inside and out. I want to know all about you, why you’re doing what you do, where you’re from, who is your client base, how big is your staff, what do you want from your website, what do your clients want from you? No matter what kind of industry I am working with, language is a key element. Words are what drive interest in any business, and ultimately words are what drive people to your site.  We work closely with the clients and pick out– sometimes the smallest thing you may mention– and turn it into an entire marketing campaign, maybe even a slogan or logo.

Hopefully you get the idea of why it is important for you and your business to focus on content. Keep up to date with blogs for continued advice and links to tools that will help your business and drive sales to your website.

Til next time………..
NiNjA exiT —-

]]> http://www.keywebconcepts.com/blog/2011/09/content-is-king-hire-a-word-ninja/feed/ 0 http://www.keywebconcepts.com/blog/2011/09/new-addition-to-the-keyweb-team/ http://www.keywebconcepts.com/blog/2011/09/new-addition-to-the-keyweb-team/#comments Thu, 15 Sep 2011 20:42:55 +0000 Erin http://www.keywebconcepts.com/blog/?p=1107 Hey there, my name is Erin and I am very excited to join the KeyWeb team as their copywriter.

The welcome I received here is just what I needed to assure me I made the right choice in coming on board. To top it off, I received the phone call from our company president, Jim Thomas, on my birthday! (talk about a “happy birthday”)

@ebthatswho

Little background on me:

I am a Mass Comm graduate from VCU with a concentration in Public Relations, and a minor in Marketing and Business. I have worked for production companies in the past as an Account Executive, and have over 5 years experience in PR and Marketing.

I am also the Co-Director of Marketing and Public Relations for RVA Fashion Week and have been since 2008. My experience with account management and campaigns will prove that I am the right person to meet our clients needs, and help continue the success of all projects that come through our door.

I am very appreciative of this opportunity and look forward to many days to come! I hope to contribute more to our blog and post some interesting as well as fun information for business and for leisure.

Let’s start with a nice little blog about the “dying press release” , still debatable? (figured this was specifically appropriate coming from me)

See you soon!

PS- Go Redskins!

]]> http://www.keywebconcepts.com/blog/2011/09/new-addition-to-the-keyweb-team/feed/ 1 http://www.keywebconcepts.com/blog/2011/08/do-we-really-need-a-website/ http://www.keywebconcepts.com/blog/2011/08/do-we-really-need-a-website/#comments Fri, 05 Aug 2011 13:16:20 +0000 Jim Thomas http://www.keywebconcepts.com/blog/?p=1067

As technology continues to infuse itself into every aspect of our daily lives, the need to keep up with the way people are using this technology is becoming more and more important.   10 years ago, only 34 million people in the U.S. had a cell phone.  Today, a cell phone is a MUST with over 310 Million people depending on these devices to keep in contact  with loved ones and business associates.   My 12 year old assures me that he must be the only middle school student that does not have a phone!

In the same respect, while websites were not uncommon 7-10 years ago, it was rare to see  many Mom & Pop businesses jumping at the opportunity to get their business online.   The Yellow Pages was still the best way to reach their target market.

Fast forward to 2011.  The Yellow Pages is dying.  Direct Mail is on the decline.  Smart Phones & iPads are commonplace in business as well as the residential market.  People no longer ask you to “mail a brochure.”  They ask for your web address.

While a large percentage of business owners still don’t know how it all works… they know that their target market has changed the way they search for products and services.  A comment we hear quite often is:  ” I don’t know what it involves… I just know I need to get my business on the internet!”

As many have learned, getting on the internet is only the first step.  It’s not as easy as just grabbing a domain and throwing up a few pages through a free site-builder.  There often is a false impression that thousands of people will start flooding to their website just because it exists.  Without proper design and good search engine optimization, people quickly realize the old adage “You get what you pay for” rings true in website design as well.

Your website is your new storefront to the world!  Finding someone that can help build one that will inspire confidence and be easily found on search engines is critical.

Give us a call and schedule a free consultation so we can better educate you on “how it all works.”   Let us help you do it RIGHT.. the first time!

Jim Thomas
President
Key Web Concepts, Inc.

In this Webmaster Video from October 19th, Matt Cutts from Google’s Web Spam team addresses a burning question:

As an SEO [search engine optimizer], how can I explain to clients that #1 rankings can’t be guaranteed?

This is an issue that SEO firms and consultants routinely face. A client wants to land a great position for his or her website…but how do you tell that person you can’t promise them a certain result? Or that being #1 may not be the best course of action? You don’t want people to think you can’t do your job, but you don’t want them to leave with false hope or unrealistic expectations.

Matt offers some great insights that you can share with your clients to help them better understand search engine optimization and why rankings can’t be guaranteed.

1. Google Says No Way, No How

Google has an SEO help article in Webmaster Tools that gives it to you straight:

“No one can guarantee a #1 ranking on Google.”

The article goes on, stating: “Beware of SEOs that claim to guarantee rankings, allege a ‘special relationship’ with Google or advertise a ‘priority submit’ to Google.”

In short: if an SEO promises you’ll be #1 or claims to be Google’s best friend, he or she is lying, and your best bet would be to run for the hills. (But not before you call them out on their shameless fibs!)

2. Being #1 May Not Be The Best Thing For You

Ranking #1 for a search phrase or keyword might not bring you the web traffic or customers you truly need.

Matt’s example is a plumber. Showing up #1 on Google for “plumber” wouldn’t be very helpful because you’d end up fielding calls from people all over the U.S. and across the globe, people who are not in your service area. You’d be much better served by having your website show up if someone searches “plumber in Sunnyvale California.” You want to make sure that you target a relevant audience.

3. Promises Lead to Deceptive Tactics

Sometimes, SEOs will deliver on their promise. They’ll make you #1 alright . . . but for something totally bogus and completely irrelevant.

Matt points out that it would be very easy to rank a website for a really long phrase like “change my default printer on Firefox using Linux Ubuntu.” Very few people (if any!) would use that phrase, so there’s not a lot of competition. You’re capitalizing on phrases that the everyday person isn’t very familiar with.

When an SEO firm promises that you’ll be #1, what that usually means is you’ll show up #1 for obscure terms and strange phrases that no one really uses.

4. Relevance + Quality > Being #1

A lot of times, people get caught up in the glow of being #1. They don’t stop to think, “Are these the words I want to rank for?”

Matt explains that ranking #3, #4 or #5 far outweighs ranking #1 if your website is showing up for a phrase that:

• converts well;
• gets a reasonable amount of traffic; and
• is relatively targeted to what you’re interested in.

Moral of the story: Don’t obsess about ranking #1 . . . especially if it’s for a phrase that isn’t very useful and doesn’t help you achieve your goals. Instead, go after results that “stand the test of time.” In the long run, being #3 could benefit you in more ways than #1 ever could.

Ultimately, quality traffic for relevant terms is what your focus should be.

Shannon
Director of Internet Marketing

Below are some highlights of the data from Nielsen Wire’s November article, as well as a comparison of October’s and November’s numbers.

But while Experian Hitwise reported that Google’s and Yahoo’s percentages fell, and Bing’s search share increased, Nielsen tells a story that’s a bit different. Google gained 2% , and it was Yahoo and Bing that each lost a point.

Shannon
New Media & SEO Specialist, Copywriter
http://www.facebook.com/keywebconcepts
http://twitter.com/keywebconcepts

In the month of October, Google was the clear winner, accounting for close to 71% of all searches in the States.  Yahoo was next at 16.14%, and Bing received 9.57% of searches.

Also according to the article, Google’s and Yahoo’s search share dropped slightly from September to October, each losing about 1%.  Bing’s searches, however, grew about 7%.

What do you think – will Google’s dominance in search ever end? Will Bing ever pose a bigger threat to Google?

Shannon
New Media & SEO Specialist, Copywriter
http://www.facebook.com/keywebconcepts
http://twitter.com/keywebconcepts

Short for search engine optimization, the process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user. It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site.

SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.

How do Search Engines Rank Sites?

A search engine sends a “spider” (AKA “bot”) to crawl… the servers on the world wide web to find documents to bring back to its index or database. In the index, it filters documents according to the search engine’s rules (such as, to weed out duplicates) and stores those which meet its quality criteria.

When a searcher makes a request, the search engine evaluates the sites in its storehouse of indexed sites, assessing which are the most relevant to the requested information, based on area of expertise as evidenced by keywords in content, and references in the form of links from authoritative sites. Note that the links that count with search engines are the ones pointing to your site. Each search engine has it’s own set of rules that govern which sites rank higher (their “algorithm”). Some, like Google, change from time to time to continually improve the process and to make sure sites are keeping their sites “Fresh” with their Search engine optimization.

How Does SEO Help?

Search Engine Optimization clears and maintains a path for search engines in four ways:

1. Addressing the limitations of the “bots” with crawler-friendly site design, as well as addressing indexing filter issues. Proper site design and critical code elements are ESSENTIAL for a site to perform well.
2. Making the site accessible to searchers by identifying keywords most used by the target audience and writing the keywords — sensibly — into the text of the website.
3. Attracting inbound links from authoritative sites and targeting those links to searchers’ interests.
4. Analyzing visitor activity on the site — human and “bot” – to look for ways to improve the search experience for both.

When you do this right, you help the search engines do a better job providing their visitors the information they seek, and they display your site to the visitors you seek. Everybody wins.

“Google really does want to encourage appropriate SEO; we want to help you rank better if you follow our guidelines,” said Matt Cutts, Google’s senior software engineer on a radio interview last month. You’ll find those guidelines at http://www.google.com/webmasters/guidelines.html .

Why Is SEO Important to Your Site?

In the “everybody-knows-that” department, studies reveal that 70% of searchers click on natural or organic listings. But with Google, that jumps to 87%. Nearly 50% of all searches are done on Google — more than half, if you add in AOL, which displays Google search results. So, do the math. Of 1000 searchers, 555 (55.5%) will use Google or AOL, and 483 (87%) of these will click on links that are not “sponsored”. Of the remaining 445 non-Google searchers, 311 (70%) will choose organic listings over paid. Altogether that’s 794 out of 1000 searchers! Who wants to pass up that many visitors? What’s more, research last year showed that 60% of searchers click on one of the top three organic listings if it interests them. (Just how to capture their interest, well that’s a topic for another time.)

There you have it. Search engine optimization to get some of those top rankings is vital to website success. Fortunately, successful SEO rests on following through on some basic principles for your site. If you haven’t begun SEO already, now’s the time to begin.

Feel free to give me a call if you have any more questions or if you want to improve your SEO for your site.

~ Jim