As a business, you have probably spent a lot of time having a website designed and created to market your product and services. You might direct people back to that website through paid advertisements or through posts made on your numerous social media accounts. Perhaps to a beautiful landing page with the perfect call-to-action.  

You feel you have done everything right, but you noticed that you don’t seem to be getting the leads you thought you would. Or perhaps you are getting an abundance of leads, but they are all poor-quality leads that are not generating new business. The issue could be with an often overlooked yet vital component to online lead generation. That is the lead generation form itself. 

Any lead generation form you use needs to be given the same care and attention to detail as any other component of your website or online marketing strategy. Conversions can vary drastically based on the length of a form, or the specific information you request from a lead. Even one simple field may be enough to turn potential leads away.  

Creating Quality Lead Capture Forms that Convert 

You have reviewed your marketing efforts and have determined you need to update your lead capture forms. Where do you start? Let’s review some of the most critical aspects of building quality lead capture forms. 

Length of Lead Capture Forms 

The length of your lead capture forms may be one of the most difficult things to dial in. Short forms are easy for people to fill out and take no time at all. However, if your form is too short, your inbox may be flooded with leads, but they may all be poor-quality leads that do not convert. Forms that are too long can have the opposite result. The willingness to complete a form drops quickly as forms get longer and longer. They can be intimidating, or people might not have the time or patience to complete them. If this is the case, you may not be getting any leads at all even though you are getting the traffic you want. 

Form length is all about finding the right balance, which may be easier said than done. If you are getting many leads but most tend to be a waste of time, consider adding a question or two that will better help you qualify those leads. This may cut down on the number of leads you receive, but you may find you are wasting less time on dead-end leads and are getting more quality leads that result in conversions. You can repeat this process until you find you are happy with the quality vs quantity balance of your leads. 

The opposite can be done if you realize your form is too long. Perhaps you designed it this way so that you could fully qualify a lead before contacting them. Consider cutting down to fewer questions that will allow you to make a general evaluation to determine if it is worth your time to contact them. This will result in more leads and you will still have enough information to make an educated evaluation of those leads. Once you contact those leads, you can gather the remaining information you need. 

The Form Fields You Choose 

This leads us directly into our next important factor. You have decided you need to add or subtract fields from your form, but which do you keep, and which do you remove? Of course you are going to need basic contact information such as a name, phone number, and email address. From there, look at each question and determine if that field is essential. Meaning, is the field mandatory for you to be able to qualify and contact your lead.  

As an example, if you are offering mortgages, there are likely a few important questions you want to know up front. Perhaps it is vital to know if a person is looking to purchase a home or refinance an existing loan. You may also need to know their estimated credit score to determine if they will be able to qualify for the loans you offer. However, your form may also include questions that are not necessarily needed to qualify the lead. Maybe you ask questions about a lead’s employer and employment history. If those fields are not mandatory for you to make an assessment on the quality of a lead, consider removing them. Remember, you are only trying to determine if a lead will be a right fit for you. 

Ease of Use 

Another way to improve your lead capture is to simply make it easier to use. Older forms may have required you to manually type the answer to each question asked. This is both time consuming and can occasionally lead to typos or incorrect information. The ability to answer questions quickly, accurately, and with minimal effort can improve your lead generation. Forms that can be completed easily may also allow you to add a couple of extra questions to better qualify a lead, without turning them away. It only takes but a second to click the answer to a question. 

It is also incredibly important to consider mobile users in today’s world. Many people are visiting your site on mobile devices and answering lengthy text fields can instantly turn potential leads away. Simplifying your form so that questions can be answered with the click of a mouse or the touch of a finger on a mobile device can increase the number of leads you generate. 

If you are getting too many low-quality leads or very few leads in general, take a close look at your lead capture forms. You may need to update them to find the balance that gives you the results you are looking for. A few simple changes here and there can make all the difference. 

The post A Look at the Importance of Quality Lead Capture Forms appeared first on 220 Marketing Group.

Whenever you do a search for local businesses, Google returns a group of three results known as the local pack or local 3 pack. These results appear at the top of the page above organic results and either above or below paid results depending on the specific search terms. The goal of improving your local SEO is to make sure your business appears in the local pack. 

The local pack includes some important at-a-glance information about your business. This includes your most basic contact information including your business name, address, and phone number (NAP). Additional information such as your business hours and star rating based on Google reviews can also be displayed. You may find other information is displayed for different industries. For example, restaurants may give information on whether they offer dine-in or carry-out options. Below you will see a typical local 3 pack for the search term “pizza.” 

Why is visibility in the local pack so important? According to a study by SEOClarity, the local pack is displayed in the top position in 93% of Google search results. By landing in the local pack, this makes your business the first thing a potential customer sees in 9 out of 10 search results. Equally as important, Google shows that 76% of people who do a local search on their mobile device will contact a business within 24 hours. 28% of those searches result in a consumer making a purchase. 

How Does Google Determine Local Ranking? 

There are three primary factors that Google focuses on when determining who makes it into the local 3 pack which are relevance, distance, and prominence. 

Relevance  

Relevance is how well your local business profile matches the search that a user makes. To ensure you are appearing in the local pack for searches related to your business, it is important to accurately complete your Google My Business information. This includes: 

• Phone number 
• Business name 
• Physical address 
• Business categories  
• Business hours 

It is also important to verify your location and to manage and respond to reviews left on Google. All these things give users confidence that you will be open and available when needed. 

Distance 

Distance is how far you are from a specified search location or from a searcher’s current location if one is not specified. Of course, there is not anything you can do to change your physical distance from a search location, but it is important to know how certain search terms can cause Google to place more weight on the distance factor. For example, you can see below how the results change when you add “near me” to the search conducted earlier. In the original search, Capri Pizza and Grill may have appeared due to having a higher prominence factor. However, when placing more focus on distance, Giant New York Pizza was favored. 

Prominence 

Prominence is a combination of factors that equate to how well known a business is. Google gathers information about a business from various places such as your own website, online directories, articles, and links to evaluate prominence. Additionally, prominence is affected strongly by the number of reviews you have and the positivity of those reviews. The organic placement of your website will also have an impact so be sure to keep your website updated and you adhere to SEO best practices. Maintaining accurate business information across as many online directories as possible is also important for helping Google understand your business. Inaccuracies can lead to confusion and difficulty evaluating the information that is available about your business. 

Local SEO is more important than ever and as more searches are being done on mobile devices year after year, it will only become more impactful. If you are not ending up in the local 3 pack, it is time to take action. Take a look at your Google My Business page and determine if you are providing the most accurate information about your business. If changes need to be made, do not hesitate to make them. Work on gathering as many positive reviews as you can. Be sure to monitor and respond to new reviews as they come in to inspire confidence in potential customers. Stay on top of these things to ensure you work your way into the local pack and your business is seen.

The post The Big Three of Local Ranking: Relevance, Distance, Prominence appeared first on 220 Marketing Group.

In the first major update to their algorithm since 2001, Google recently announced the implementation of the new Hummingbird update. In the ongoing quest to make their system think like a human, these updates help even further weed out sites with canned, outdated content. While the last Google updates Panda and Penguin only affected about 5% of searches, Hummingbird is expected to impact 20% of all searches—a number that even further illustrates how important it is to know what this means for you.

How is Google Hummingbird Different?

One of the changes Google has made is that their algorithm will be better at picking up on specific questions people are typing in to give them direct answers. For example, in the past, if someone typed in “Where can I buy a new cell phone close to me?” they would probably see a list of the most popular cell providers whether they had a brick and mortar shop in the area or were solely an online shop.

With the new Hummingbird update, Google will now display the most relevant results and focus on the “close to me” part of the query instead of just the “buy cell phone” they would have focused on previously. People have transitioned to typing in direct questions when searching, so Google wanted to be sure to evolve to match their users. This will be huge for Google to provide results that exactly match what their users are looking for and gain back some of the trust they lost before they penalized people for keyword stuffing.

How Will I be Affected?

Unless you have a website with the same key words stuffed on every page and the information hasn’t been updated since you built your own website in 2005, you shouldn’t have too much to worry about. This update again reiterates the message that content is king. If you have descriptive information on the terms you are targeting, you don’t have much to worry about and this new update could help you even more and reward you for providing useful information.

If you have a website that is promoting home loans for people, you might want to ensure that you have pages that will answer questions like “How much of a down payment is required for an FHA loan” or “What is the maximum I can borrow for a conventional loan in Dallas”. While you don’t have to worry about matching content for each different question someone may type in, this may help you figure out what content to put in based on what questions people would need answered when researching the service you can provide.

The main takeaway from the newest update is this is a chance to review your website if you haven’t done so in a long time. Do you have pages with outdated information? Do you have pages with incomplete information? Now would be a great time to go through the site page by page and ensure all of your information is current and make any updates that are needed. If you are not sure if your content is the best, 220 Marketing is always happy to give tips to clients and feedback on anything that we think can be improved. Our SEO experts will help take a look at all you have done and point you in the right direction. We even have packages where we can update the website for you and make sure you are putting your best content foot forward.

The post What is Google Hummingbird and How Does it Affect me? appeared first on 220 Marketing Group.

Facebook and WordPress Combine

This week it was announced that there will be a new Facebook for WordPress app that allows you to integrate the two sites together.

Some features include the ability to mention pages and friends that you interact with in your posts and widgets that help integrate your Facebook feed on your blog. There will also be customized like, share, and subscribe buttons available to integrate along with the ability to publish your new blogs to your Facebook feed automatically.

Twitter Introduces Tailored Trends

In an effort to filter out all of the trends on twitter that might not mean anything to you, Twitter announced it will tailor trends based on who the user follows and where they are located. This will allow more relevant news to come through and make the experience more personalized. There will be an option to keep everything the way it is now and turn off tailored trends if you don’t like change or are happy with the way things are now. This is big because it will allow companies to be seen by people who are actually interested in their products and news.

It will also benefit marketers because they will be able to pick up on big stories and push out their own content on that subject. They will also be able to keep up with all of the trends in their industry. Local businesses can benefit by offering specials to people attending trending events in the area for stopping by their shop.

Expanded Tweets

Along with tailored trends, Twitter is now also allowing Tweeters to view further expanded tweets. This will allow people to see a preview of content that will be seen when clicking on a link, as well as being able to watch a posted video after expanding the tweet.

Facebook Opens the App Center

The App center is a place to find applications that you can use while socially interacting with other Facebook users. It will let you choose apps by type and also see what apps are trending or recommended for you based on your interests.

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1. Pop-Up Ads

If you have ever visited a website and been bombarded with pop-up ads, you know how irritating closing all of those little windows can be. While an email sign up or survey invite may help you generate a few leads, for the most part it is going to make people run from your site.

If you are asking for information before the client even has a chance to have the site completely load, you are probably losing several potential customers. Removing the pop-up ads and creating clear call to action buttons will help decrease your bounce rate, and increase the amount of leads you get.

2. Automatically Playing Media Content When the Page Opens

Yes, we get it; you spent a lot of time and money creating the talking head video on your homepage and it looks awesome. If you have video or music auto play as soon as the site loads, however, you may get a customer in trouble if they are trying to quietly view your site during their work day.

Setting music or video to begin when landing on your website may cause someone to click away from the site if they were not expecting any noise to come from their speakers. It is also a nuisance for clients who may be visiting your site frequently, as they have probably now heard this promotion several times. Providing access to this media content is very helpful, but letting the visitor choose whether or not they want to interact with the video will make for happier customers.

3. Distracting Animations

The flashing button you put in your header may draw attention to your lead capture page, but it can distract clients during the critical three seconds they have to focus on your page after landing on it and cause them to hit the back button to leave. While flashing animations and auto-play videos may look cool and have a great design, removing them from the site can really let your customer focus on what your site has to offer that is relevant to them.

4. Generic Stock Photography

Having photos on your site can help engage clients and make your page more appealing. Having pictures of attractive models sitting around a conference table looking at a computer can defeat the positive points of having images.

Providing generic photos can be insulting to your clients’ intelligence (they know your employees don’t really look like that) and also take away from a great opportunity to advertise yourself as a local company. Providing a photo of all of your staff, your office, or even a local landmark can really drive home the point that you are down the street and really know the area and the people around you. If you brand your company nationwide, adding images that showcase your products or the services you offer can help you as well.

5. Having a Contact Us form instead of Contact Information

If your Contact Us section only leads to a lead capture tool, you may be missing out on potential customers. If a person wants an answer to a single question, and doesn’t want to have to worry about receiving your newsletter every month, they will not fill out the form that you provide.

Providing a Contact Us form for regular customers is great, but you should also include additional ways for people to get in contact with you without guessing what else they will get besides an answer to their question. Listing a phone number, email address, or social media site they can reach you through will help you answer questions for potential customers that may help lead them to finally make a purchase.

6. Incoherent About Us page

Was your About Us content written for your consumers to understand, or is it filled with industry buzzwords that may confuse them? Reading your profile information after writing it and weeding out ambiguous or confusing language can really help lay out what you provide for your customers and let them know it is relevant to them. Sometimes it may also help to have a friend or family member not in the industry proofread your copy. If they can understand it, chances are your customers will as well.

7. SEO-Driven Copy

If you went through Web 101 when people first started focusing on being picked up on by the search engines, you learned that providing a couple paragraphs of keywords at the bottom of the page would help get you found.

Google has become a little wiser over the years, and it’s time you grew along with them. Not only will writing solely for the search engines make potential customers leave because it is visually unappealing or they can’t understand it, Google is now punishing sites with content written just for bots that crawl through the site. Write for humans first, and then go back in and add a few key terms for the search engines.

8. Not Including Share Buttons for Social Media Sites

If you have really interesting content on your site that gets customers excited, but they don’t have an easy way to share this information with friends, you are missing out on a big opportunity. Including share buttons for all social media sites on each page is an easy way to promote your content and help get it seen by a bigger audience while driving traffic to your site.

9. You Don’t Have a Blog

Blogging is a way to expand the About Us section of your website and really showcase your expertise. It will allow you to show your personality through your writing style, as well as allow readers to see your growth over time. This allows you to let people researching you or your company to find out a little more information and have a place to return back to with information that is constantly being updated. For most web hosting companies, it is really simply to either link to or frame in a blog that you update regularly on a blog website. This will also provide a reciprocal link back to your website from a relevant source.

10. Titles and Content Don’t Match

If a customer clicks on a link from an email or the search engines about one topic, and is taken to a page about something completely different, you are going to have an unhappy customer on your hands and leave a bad taste in your mouth. Having catchy titles for pages is important to get that reader on to your website, but matching the content to that title is even more important to convert that visitor to a customer. This will help you appear reliable, and not make them feel like they were tricked into clicking on that link.

11. Your Call to Action Doesn’t Match the Offer

Promising a client 50% off any product on a call to action button, then including a disclaimer that the client has to spend $500 first is the quickest way to ruin your reputation and make that campaign fail. Pulling the bait and switch will make customers lose faith in you, so make sure your call to action isn’t a far stretch from what you are really offering.

12. Your Internal Linking Isn’t User Friendly

Internal linking can be your best friend to make your website easy to use and easy for the search bots to navigate when crawling through your site. The key to making the most out of your internal links is making sure that they link to relevant pages. Linking to pages that don’t match up with the wording will confuse clients, and make the search engines think you don’t have content relevant to what you are speaking about.

Sometimes we may have to settle linking a phrase that isn’t the most keyword friendly to have it make sense for the client, but it will be better for you in the long run. It is also important to open all links in a new tab or browser to allow the customer to keep reading their current page.

13.  Slide shows That Take Forever to Load

Slide shows offer a great way to showcase several products or services while saving on the precious real estate of your pages. If you have a slide show that requires the page to reload for each slide, however, you may be doing more harm than good. If a client has to wait to long to see the next slide, they will lose interest and leave the page. If possible, create a slide show that allows the client to easily navigate between slides without having to visit a new page to allow them to see all you have to offer with ease.

14. Using Flash

Flash can make your site look amazing, but it’s not the friendliest format for your customers or the search engines. It takes a while to load, requires the customer to have the latest version updated, and is not legible to the search engines. It also may prevent some clients from seeing the information that is relevant to them if they don’t want to wait for the presentation to end, or make them irritated if they do have to wait to see simple information.

15.I Don’t Know What To Do

If a customer comes to your website and doesn’t know what to do or get to what they are interested in finding, they won’t have the patience to click around to find it. Putting the main elements of your product under easy to find buttons will help lay out what you want your customers to find. 220 Marketing websites are designed to showcase the things we know our clients need to make accessible to their clients with buttons at the top and all other distracting links hidden. This allows customers to come into the site, click on the type of product they need, and fill out a form within seconds.

If you are responsible for having any of these annoyances on your website, 220 Marketing is always here to help. As one of our clients, you can always come ask us for feedback on features that are currently on your site, or bounce ideas off of us before you implement them. This is one of the many service we provide for our clients at no extra charge!

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The post 15 Things People Don’t Like About Your Website appeared first on 220 Marketing Group.

A recent Forrester study reported that the market for enterprise social collaboration is projected to increase tenfold over the next four years as more traditional services like video conferencing decline. In this new era, the tools that succeed will combine communication and collaboration services with social features in a way that Google+ does. The following are some of the features that make G+ a great tool for social enterprise collaboration.

Circles – The Circles feature of G+ allows users to segment their followers into groups which are a very powerful concept in enterprise. This feature allows companies to create Circles for specifieddepartments, clients, referral partners and more. The ability to compartmentalize helps G+ users to save time and share content and a targeted fashion. To make things easier on everyone G+ allows users to share Circles so anytime you have a new hire he or she gain instant access to ones client base.

Hangouts – Hangouts can help any company cut costs if used for an impromptu meeting with your office or for a customer demo. All G+ users should consider eliminating pricey web conferencing services and start implementing Hangouts for company-wide web meetings. Now all Google needs to do is integrate Google Voice with Hangouts and the ability to dial into a Hangout via a phone line.

Google Docs – In addition to providing word processing and editing capabilities, Goggle Docs allows you to share your work and collaborate with co-workers in real-time. On top of that, Google Docs has been integrated into Hangout allowing users to update documents with co-workers from around the world with the felling of being in the same room.

Search Functions – The Search Plus Your World feature that was added to Google’s search function has a lot to offer a brand from a marketing perspective. G+ allows workers to brand their pages with the company’s image. Every time an employee page is shared or +1 it creates another impression for your business. What Google should consider now is giving users the ability to easily switch back and forth between a personal account and a work account using the same login. This is a feature that Facebook has adopted well.

Organic Connections – G+ provides a platform to organically build meaningful connections for your business and career. Employees can easily adopt the same connections as other co-workers and follow important influencers in their company and industry. At the moment, creating and maintaining Circles can be tedious. A helpful addition by Google would be an auto-suggest service to assist in populating and creating new circles.

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To make sure you are keeping your number of contacts consistent, it is your job to make sure that you are constantly adding fresh contacts to replace those that are leaving you. If you haven’t yet started to grow your email list, or have used up all of your ideas to generate new addresses, here are 25 tips that may help you get inspired again.

1)  Create great email content. Remember that old saying “If you build it, they will come”? It’s the same idea with email marketing. If you are writing awesome content that is relevant to your client base, they will stay subscribed and encourage others to sign up

2)  Create a new lead generation offer—write a new ebook or checklist that your clients will find useful and put it behind a lead capture tool. This will give you a chance to get someone’s email in exchange for their information.

3)  Host an online webinar about a hot topic your clients are interested in and gather emails at registration.

4)  Create a free online tool that will help your clients and gather their email address (Free Home Value Assessment or Website Grader)

5)  Add a QR code to your print marketing and send that to a sign up for your updates.

6)  Promote an online contest and have entrants sign up with their email address or by sending you an email.

7)  Add an email sign up tab on your website or on your Facebook page.

8)  Run a promotion on a referral partner or affiliate site to gather email addresses from a whole new pool of potential customers.

9) Collect email addresses at trade shows and any other events you attend and import them into your database. It’s always best to send them a welcome email letting them know how you got their contact information and what they will be receiving from you moving forward.

10)  Encourage your current subscribers to share your content and make it easy for them to do so. Add “share” buttons that allow them to share the information on Facebook or email the newsletter to a friend. You should also include a Subscribe link at the bottom of all emails so new readers can be sure to receive your updates.

11)  Create a Google Adwords email capture campaign. While this is still experimental, several companies are giving this a shot. You can also leverage the paid ads you already have out there by linking them to a page that gathers an email address. New to the paid advertising world? 220 Marketing has several specialists that can guide you through each step of the way and tools to help make your campaign successful so you get a return on your investment.

12)  Create multiple email subscription types. This will help you to send more targeted emails while ensuring your clients are getting what they really want and therefore staying subscribed. This will also increase the likelihood that a new subscriber will find something to sign up for that interests them.

13)  When making an appearance as a guest on another blog, include a link to allow readers to sign up for your updates in the author byline.

14)  Create a campaign on Twitter for a free ebook or checklist and link them to a landing page that gathers their information.

15)  Use your Facebook business page to let people know about your ebooks and other promotions and include a link to those landing pages. You can also create an app on your timeline that promotes your updates as well as adding sharing buttons on your landing pages so that people can share your promotions with their friends.

16)  Post offers redeemable with an email address in your LinkedIn groups or recommend one of your offers as an answer in LinkedIn Answers.

17)  Promote offers and email sign up in your Google+ posts and the About section of your Google+ account.

18)  Use Pinterest to link to your lead generation offers. It will work best if you create a cover image for your campaign and pin that image on a Special Offers board that your clients can click on and repin.

19)  Use your YouTube channel to drive people to your sign up pages. Adding a call to action at the end of each video letting them how they can get more information will help drive them to those pages. You should also include this information in the text video information section.

20)  Partner up with one of your affiliates in a related field and advertise one of your offers that will be relevant to their client base in their email campaign. Include a link that lets them know how they can continue to receive updates from you.

21)  Encourage clients that you are currently targeting via postal mail to sign up for your email updates and opt out of postal mail. Let them know they can be environmentally friendly while receiving updates in a more timely manner. Be sure to include a URL in the piece of mail they can visit to sign up for your email campaign.

22)  Host your own offline event like conferences and educational panels and require each attendee to register online with their email address.

23)  Link to offers that capture email address on every page of your website. Keep the calls to action and special offers visible so they have access to sign up without having to dig for the right spot. Critical places to have links would be the main page of your blog, your About Us section and the Contact Us page.

24)  Breathe some new life into your old email lists. Send an email asking your older database to re-opt in to your mailings, but make sure the email is exciting and full of things they will have access to by opting in again. Also promise to remove any people who wish to be removed.

25)  Host a co-marketing webinar with a referral partner where you can both share your expertise and gain a new list of contacts through the registration sign up.

While many of these ideas may seem too simple, they are most likely something that you are not currently implementing. Trying all different angles will give you a wider pool to gather new lead information and grow your email list. These are all things you can start working on today without a lot of effort.

Do you have something that has worked in the past for gathering new emails for your database? We’d love to hear your ideas and tips that you can add to our list in the comments!

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This is another step in the direction Google is trying to take in order to make sure that consumers find the information on a website useful and relevant, and that the information is not just a list of popular keywords.

While the new algorithm has not been implemented yet, it will be within the next few weeks. Here is what you will need to know to prepare for yet another change.

Why the Update?

Announced by the head of Google’s search spam team at the SXSW panel last week, the new algorithm is said to be a way for “mom and pop” websites to have an even standing if their content is relevant but not professionally optimized. This update will reward sites with relevant content throughout and punish those that spent a lot of money and time optimizing the homepage to make it saturated with keywords. Sites with too many links exchanged will also be penalized as this will be seen as a manipulation to gain better placement instead of a concentration on good content.

What Does the new Update Mean for Marketers?

If the content in your website is topic driven rather than keyword driven, this update will not harm you. This is another way for Google to move towards recognizing content written for consumers rather than search engines like they’ve been trying to do for a while.

The update will not punish people who write the content so the consumer first then edit it to make sure it contains keywords that search engines pick up on. If this is the way you already approach writing content, you should not have anything to worry about and may even benefit from the changes.

So what are some ways to make sure Google will smile upon your site? According to Cuts’, you should “make a site that is relevant to people’s interests”. Write about things that your consumers will find useful and things that are necessary for them to know first, then go back in and optimize for the search engines.

A good indication of whether or not your content is relevant and interesting is to monitor social sharing. If your content or posts are being shared through out social media sites, then you know you are doing a good job. If they are not, you should take a step back and try to find out why. Take a look at information that is being shared and try to learn something from it.

Cutter did clarify in the end that they won’t punish people who have been doing everything they were recommended to do to gain placement such as optimizing pages with keywords. This will solely be to give smaller sites with great content a fighting chance and keep the people abusing keywords in check; mainly those sites that wouldn’t be legible to a human that doesn’t crawl through looking at just phrases or links like the search engine spiders do.

In the end, it looks like the updates won’t affect things much. Google is just working to implement the suggestions they’ve put forth in the past: write content first for consumers to make sure they understand your message and learn something from it, and then make your content easy for search engines to crawl through and find all of the good content you’ve written.

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