Every client I take on wants to know how to get found on Google. But there are two forces at play. First they have to find you on Google, and then they have to want to stay on your website.
Let’s take those one at a time.
People are always looking for stuff. Whether it’s products or services or answers to a question - they have a pain point, and they need a solution.
So how do you get found?
Simply having a web site and optimizing its content for search no longer does anything useful. That’s merely the price of entry these days.
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- Types of content to create
- Social strategies
- The core of your marketing tools
Consistent action is what gets you found.
Writing helps. If you have a blog, and you update that blog consistently week after week, you will have a significant advantage over a company that does not blog.
Google is the number one search engine. It remains number one by making sure the results it gives their users are relevant, useful, and up-to-date. If Google only showed you garbage, then people would stop using Google.
Google looks at consistency of new content when determining search results. So a site that goes untouched for months will not fare as well as a site that is updated weekly.
Google also looks at code. They favor modern, mobile-ready web sites over older sites.
All for the end user.
If all people found were sites that were old and non-functional; or use outdated web technology; or have content that was written a few years ago and could be obsolete, then people would stop using Google.
So now you’re found.
But getting found in search results is only half the battle. What is going to happen when someone lands on your web site?
Will they click away as quickly as possible because your landing page is poorly designed or outdated?
Or will they be greeted by a clean, modern design that makes it very clear what’s important; what they should do here; and where they should go next?
People have become accustomed to a certain level of design and functionality when it comes to web sites.
They may not be able to articulate it, but they know when a web site is designed and built well, and when it’s sub-par.
When I build a web site for myself or a client, I am always thinking in terms of both sides of this equation.