As we discussed in the last post, Google is using many hundreds of signals within it’s algorithm. These signals determine which links are displayed when a particular query is conducted. Some of the tactics which worked in the past including keyword stuffing, (the practice of loading keywords into the site copy over and over again), or zip code and “city clouds”, have been rendered ineffective and have been replaced with more logical best practices.
As I meet with our search specialists and account managers each week, we discuss the things which are producing results, and those which are not. I am finding that more and more, it’s the logical edits which make an impact. Let’s take a closer look at a couple of these signals which you can use within your website marketing plan to produce the desired effect…. top placement for your most coveted keywords/phrases.
First, take a NAP. That’s not to say that you didn’t get enough rest last night, but is actually referring to your Name, Address, and Phone information. Consistency is key when it comes to your company contact information on the web. Do you have an old address on your Yahoo page? Your home phone number on Bing? Your cell phone number from 2008 on your yp.com listing? Just like your credit report, inaccurate or sloppy contact data is punished by Google within its algorithm. This makes sense if you stop and think about it. Google’s priority, it’s main objective, is to serve the very best listings for a user’s search request. Is a company which takes pride in ensuring that it’s phone number and address are accurate across the social, review, directory, and search engine sites a better result than a company who has not taken any care in such details? Google says YES!
Are Your Socially Significant? A recent study showed that a majority of U.S. consumers now EXPECT the companies they do business with to have a social media presence and to engage with customers there. Marketers who take the time to develop their social media sites and then integrate those into their business websites are taking a positive step towards engaging in this next generation way with their customers. Google knows that their users want to engage with brands the way THEY would like, not the other way around. In this regard, the use of social media by a brand or small company is saying “Hey, I get it! You like Facebook and are always plugged in, I am willing and able to be ready to use social media as a way of communicating with you too!” So companies who are engaging via social media are also being rewarded by Google with higher ranked results for their most important key words and phrases.
These are two of many signals which are impacting companies who are willing to employ this best practices approach. Stay tuned for more info about the “signals” Google is using to reward and sometimes punish marketers.
For OMG National, this is Jesse Lubar signing off with a smile