The #1 question we were asked in regards to small business marketing in 2016 was "How do I get my website to rank better on Google?" The answer to this is quite simple. However the execution of that answer can be much more complex. If you don't know anything about SEO, rankings or Google, my recommendation is to create content that people like, search engines can understand. Developing that idea a little bit further ranking content or your website on Google boils down to three ingredients:
1. Quality Content
2. People Reading it
3. Google Knowing That
These 3 factors are over-simplified concepts to concisely communicate what it takes to rank on Google search.
SEO Ingredient #1 For Ranking on Google: Quality Content: This is pretty self-explanatory, after all, is what shows up on search engine results pages (SERPs).
SEO Ingredient #2: Quality Content that Ranks is Content that People Love. Its so important to know your audience well enough to create content ideas that they will read and that resonates with them. Reminder that, Google takes it cues from visitor engagement with their content. If people share or repost your content Google notices that. And the more authoritative that repost or share comes from the better. For example if marketing expert Seth Godin shared your content on his blog and linked to you that would be much more authoritative than your neighbor posting the article on Facebook.
But just writing something you know people will love might not get the volume of visitors you need engaging with your content to send Google the signal that your content is worthy of ranking on the first page.
So the goal here is to drive a good volume of visitors who have high engagement rates.
An integrated marketing strategy where you promote your content across all those channels can boost its reach.
Andy Crestodina’s graphic and quote from this blog post about content promotion really sums it up:
“Traffic often leads to more traffic. Once we get visitors, some of them may lend a hand and help us with content promotion.”
Sam Casey is the Managing Partner at Banyan Creative based in Matthews, NC. We are experts in small business marketing with a focus in search marketing on the web. We love seeing small businesses grow!
Sam Casey is the Chief Creative Officer and Managing Partner at Banyan Creative.