October 16

The Weekly Briefing: Understanding How Google Won the SEO Battle

Content Marketing Strategist Angela Sanders talked about how Google has “won” the SEO battle …

Earlier this month, Search Engine Land published an article declaring Google as the victor of the great SEO battle, and even more notably, it has “remade an entire industry and turned their former enemies into allies.” So, how did they manage such a feat? First of all, they have the power of the algorithms. SEOs basically live and die by these updates, and if we want to rank well, we abide by the rules. Secondly, Google had Matt Cutts as its friendly face of the Google Webmasters. Unfortunately, it would seem that since the battle has ended, so has the familiar, calming voice of Cutts. Finally, Google can keep a secret. The company is quite good at selective sharing of information. However, as unhappy as we may feel about this next step in Google’s world domination, searchers have to at least be appreciative of the fact that user search experience has only improved because of it.

SEM Specialist Andrew Vanderiet shared some tips for effectively creating SEO copy …

This week, Search Engine Journal released a list of 10 tips for effective SEO copywriting. The article likened the pairing of SEO and copywriting as “a marriage made in heaven,” as long as you take the time to nurture the relationship. Writing frivolous content stuffed with keywords now puts a strain on the relationship and can prove to be a challenge in some SEO efforts. Author Matt Secrist said that if you find yourself writing that kind of content, it is time to look for a new strategy. Tips for a healthy content marketing strategy (and marriage) included optimized and attention-grabbing titles, appropriately formatting the content (for aesthetic and technical reasons), provide a call to action and/or next step, and making sure your content matters.

Internet Marketing Strategist Chip Fox reviewed some opportunities to improve local search and marketing practices …

Search Engine Land shared a study from the Local Search Association and Thrive Analytics that focused on how SMBs (in the home and auto industry) look at and utilize different forms of media for marketing their businesses. While it was evident that SMBs use digital and traditional media, but are slow to adopt new technologies and marketing methods. One major improvement opportunity is updating website content and optimizing it (if it hasn’t been already). Prioritizing repeat customers is also high on the list of improvement opportunities. When marketing for new business, try to focus on establishing long-term customers instead of one-time customers. In the end, 64% of the SMB owners revealed that money wasn’t the issue with the opportunities, but rather the time and knowledge to implement them. With this information in hand, we can now move forward and show SMBs how they can more effectively compete with the national chains.