The Web For Business.com Blog

Internet marketing observations, perspectives, tips and tricks for your education and enlightenment.


What does it take for great SEO?

Mark Kawabe - Thursday, April 30, 2015

Questions about SEO?Getting great results in the Search Engine Results Pages (SERPs) is what everyone wants. Unfortunately, it's not as easy as it used to be. I've been around long enough to remember the pre-Google days, when you could submit a site to Yahoo and it would be #1 for your keyword search in less than a week. <sigh>

The Google algorithm never stops evolving. That's good, because the internet is still a new medium and everyone is still scrambling to figure out how it works. Even the big players don't always get things right. Just look at Google's social media stumbles.

A few years ago, you used to be able to do a few things well and be rewarded in the search engines. Things like carefully matching the keywords on a webpage to the actual searches done by potential visitors. Having lots of inbound links used to be a hot ticket. Posting fresh content regularly was a great approach. Those things are still important, but now, there are more "hoops" to jump through.

I call them hoops, but they're just additional factors that Google and other search engines use to determine the overall quality of your website. Take all of the above and now add in things like topical authority, site usage characteristics, the user experience on your website, whether your site is secure (using https) or is mobile friendly - and more. When you look at the bigger picture, there's so much more than keyword matching involved.

Business knowledge is generally a few years behind when it comes to advances in technology and marketing. In this case though, it's not such a bad thing. For years, I have gently reminded people that although the tools are changing, the underlying fundamentals of online marketing haven't changed. If you've paid attention to your fundamentals, you're probably still doing just fine in search engine rankings.

One of the websites I manage has been sitting very comfortably in the top 10 websites for a relatively competitive keyword search for more than a decade. Let thank sink in for a moment. MORE THAN 10 YEARS. The work I do on it is comparatively little when looking at the competition. So why does this website still rank highly? Fundamentals.

Some might argue that it's because this site is old that it's ranking well. That's part of it, to be sure. The domain's been registered since 2001 and it's built up some authority over that time as a result. Truthfully though, you can start a website tomorrow and with some discipline, build a site that is just as authoritative in one year. What is it going to take? Focusing on fundamentals.

Start sharing your knowledge. Tell your story. Connect with prospects and clients using the old and new tools available. Be useful enough on a regular basis and believe it or not, that will make you special. Why? Because most people lack the discipline needed to do the work required. Be special enough that people believe in your ability to help them. When you're special, people will look for you, talk about you, and trust you to take care of them. At that point, you might have done really well in the SERPs, but you'll also probably not need to worry about that because you'll be busy enough with the work you have coming in.

By all means, adapt and adjust to changing search engine requirements. Make your site responsive. It'll be better for you anyway. But don't let the trends that come and go take your attention away from your fundamentals. Responsive website or not, your online presence will work better for you when you're focused on what's most important.

Focus on the Fundamentals

Mark Kawabe - Monday, April 13, 2015

Your stories are the foundation of your online marketing program.The more I speak to people, the more I realize that in the past decade of helping clients market themselves online, much has stayed the same. Admittedly, the tools are different. Facebook launched in February 2004. YouTube started one year after that. Can you imagine the online world without social media?

Sure you can. It was dominated by search engines, portals and directories like Google, Yahoo and MSN. Blogging was also a relatively recent phenomenon. WordPress launched in May 2003. The tools and technology has changed but the stuff that matters hasn't.

This "stuff" is what I call "fundamentals". No matter the tools or tech, these fundamentals form the basis of successful marketing online. If you have it, you're starting from the right place. If you don't, you're starting off on the wrong foot. You might make a lot of noise, but you won't realize the success you want.

What are these mystery fundamentals? They're the stories you, your employees, your suppliers and your customers tell others about your business. Some people call it your "brand". Whatever you call it, these stories are the foundation for any online marketing campaign.

When talking to business owners, I find they have plenty of stories. There is always something going on in a business and in the industry and community the business operates in. In my opinion, there's always a story, but I often find people don't feel they have anything unique to talk about. That's a shame.

From my perspective, it is the stuff that happens "day in and day out" that is the foundation of a successful online marketing campaign for any business. The minutiae of one's work is interesting to people who don't do that work. Whether you make sausage or weld wind turbine blades, what you do is interesting and there are going to be people who want to know about it.

If you want to be successful online, you need to figure out what your stories are and then share them with the people who care. Who are those people? They're the ones who visit your website, sign up to your email newsletter, check out your social media profiles, belong to your networking groups. The people who celebrate your existence by paying attention to what you have to say are the people you need to connect with. They will, in turn, reward your efforts with more attention, in the form of comments, likes, shares, links, pins, retweets and more. Additional attention can in turn be rewarded with more opportunities to tell your story to people who make inquiries about your company, products and services.

Humans have always been storytellers. Giving us new tools to tell those stories is nice, but technology alone will never be the answer to your marketing challenges. Focus on sharing the stories in your business that reveal to the world your talents and your unique approach to solving their problems.