publishing is how you rank your website well today, relevant and interesting content

SEO is Not Inbound Marketing: It’s Useful Content that Attracts Visitors

….. and Generates Leads

If you’ve implemented conversion well (but more on that later).

Search Engines ARE a Valuable Marketing Channel

Sixty someodd percent of us start our shopping process online. I personally can’t remember when I last read a paper newspaper or opened the yellow pages.

So being found by people searching online for what YOU sell really matters.

So in the beginning, people dug in to figure out what the search engine robots were looking for, and being engineers they focused on the technical aspects of being found. This knowledge quickly became known as Search Engine Optimization, or SEO.

And for a few years, it worked great. All you had to do was go into the back end of your website, update several technical parameters to make your site more search engine friendly, and voila! You got found.

But How You Get Found Online Has Changed

Unfortunately (or otherwise) the SEO we once knew is no longer sufficient. Google is adjusting the rules periodically. Google actually updates their algorithm more than once a day, but most changes are small. Only 3 or 4 times a year does Google push out a significant update that moves them closer to their stated goal, which is to provide the best search results possible.

While “best” is a subjective term, Google is quantifying quality through the use of human raters. There are people who rate the “quality” of webpages based on objective criteria.

While you may be surprised by what Google is going for, they instruct their human raters that the #1 criteria for classifying a page as high quality is how useful it is to people.

Not how long. Not how detailed. Not how well formatted. But how useful.

So Do You Make Your Website Useful?

You publish information your desired audience wants.

How do you know what they want? If you’ve been in business for a while, you’ve been asked a lot of questions by prospects and customers. The answers to those question are useful to them.

That is a great place to start.

Inbound Marketing is Business Blogging

The first step in filling your sales funnel with quality leads is to start blogging.

In your blog, answer their questions.

To learn more, watch our intro video. It shows success stories and how Inbound Marketing (business blogging) can transform your business too.

Download the eBook: The 7 Fundamentals of Being Found Online

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