If you have spent any time researching search engine optimization, you have likely heard the phrase, “content is king.” While search engines are always evolving and improving, your website content will always be one of the most important factors for search engine ranking. Quality content is not only about search engine ranking though. A sound content strategy provides users with a better overall experience while on your site, improves the perception of your brand, increases your industry authority, and provides shareable content to expand your reach on social media. Any time you develop a new website, it is imperative that you update your default content right away. After your initial updates, you should continue to update your content on a regular basis as well. Let’s take a deeper look into why content updates are so important for your website and your brand.

Search Engines Loves Fresh Content Updates

When you update content on your website, it signals search engines to scan your site and to index it. Every time a search engine goes through this process, it is an opportunity for you to improve your ranking. If you are not updating your content, there are fewer reasons for search engines to consider improving your ranking, and those higher positions will be given to those sites that are updating content regularly.

Think of news websites. When doing a search in Google, you will often find that news websites make up a large portion of the top results. News sites want to get viewers information on current events as quickly as possible. For that to happen, search engines need to scan new articles and stories quickly so that they are indexed and can be found in search results. Over time, search engines learn that these websites are a valuable and reliable source of information, and their ranking reflects this. If you treat your website content similarly, search engines will recognize your site as an important industry resource as well.

Here are some examples of how a mortgage company can update content for more frequent scans and improved search engine ranking:

• Update your loan product pages to be thorough and current. Mortgage loan programs are always changing, and it is important to update this content for both search engines and your site visitors. If you provide outdated or minimal information for your users, it will be hard to establish trust and the user’s impression of your brand will be poor.
• Maintain an active blog. Blog posts are a great way to share industry updates, loan program changes, company updates, and more. Regular blog updates will trigger frequent indexing and help establish you as a source of valuable industry information.
• Create new products and services pages as soon as they are available. Don’t delay getting these pages created. Not only does it trigger indexing but if a visitor comes to your site looking for this information and can’t find it, they may go to a competitor’s site that has the content they are looking for.

Content updates are a continual exercise. It is important to note that simply updating content doesn’t equal a higher search engine ranking. Quality content with good keyword usage is equally as important as regular updates. Doing both will ensure that over time, your site ranking will improve.

Quality Content Improves User Experience

Google and other search engines place a significant amount of weight on the overall user experience of a site when determining ranking. If a user visits your site for information and they are met with poorly written content, keyword stuffing, and bad overall design, they are likely to leave that website and continue their search elsewhere. Well-written content with a good layout is much more engaging and will encourage users to stay on your site.

The time spent on a website is often an indicator of user experience. Those who leave a website instantly likely didn’t find the information they wanted, or the information was bad. Users who spend more time on a site are more engaged and are finding the information that they were searching for.

In the mortgage industry, trust is a very important aspect as well. Customers need to share a lot of personal information for loan approvals. Quality content can help establish trust whereas content with misspellings and missing information can leave customers feeling apprehensive. Customers who trust you are more likely to fill out a lead capture and provide you with their personal information.

While text is important for search engine optimization, a great tip for creating quality and engaging content is to provide engaging visuals. 90% of human communication is visual and the human eyes can process visuals 60,000 times faster than text! Good visuals will grab a user’s attention faster and keep them engaged longer than content with just text alone.

Improved Brand Perception and Authority

First impressions are key, and your website is often a potential customer’s first glimpse of your brand. The information you provide, and the quality of your website is crucial for creating a positive perception of your brand.

A new website often comes with stock content, but that content is generic and brief. It is meant to give your website structure and to provide you with a starting point to begin developing your own unique content. If a user visits your site looking for information and content is lacking or missing entirely, they are likely to go elsewhere to find what they need. Right off the bat, that visitor likely doesn’t have the greatest impression of your brand.

A website that is full of valuable information will give a user a much better perception of your brand. They will see you as a source of valuable information and as a company that keeps customers informed and educated. If you provide enough regular content updates, you will even have the potential to be recognized as an authority in the mortgage industry. People will view your site as a source for new and accurate industry information, which will be shared by visitors and possibly other industry sites. When you have established industry authority, you create endless opportunities for new business and referrals.

Content Can Be Shared on Social Media Sites

Being active on social media sites such as Facebook and LinkedIn is just as important as having a website these days. In fact, many people will go directly to these sites for information before searching for something in Google.

Regular content updates on your website also provide you with content for social media posts. Anytime you update content with new loan program changes, or create a blog post, you can share links back to these pages or posts on your social media sites. Social media content has a much greater chance of being shared with other users versus content that is just added to your site.

As your social media content is shared and more users are clicking those links back to your site, you are creating a significant amount of website traffic. Often far more traffic than if you were to simply post the content without sharing it. The amount of traffic your site has also has an impact on your search engine ranking. By sharing content from your website on social media, not only are you creating good content for your social media sites, but you are most likely improving your search engine ranking as well.

Content creation is an ongoing exercise with numerous benefits for both your website and your brand. Always be sure to update default website content with content you have developed. Keep your website content up to date and accurate, and be sure to make regular updates for frequent indexing. Maintain an active blog as a source of fresh, shareable content for both your website and social media. Follow these tips to improve your website ranking, traffic, and ultimately your lead generation. If you are unsure where to begin your content efforts or need advice on taking your content to the next level, the team at 220 Marketing can provide the guidance and support you need. Contact us today to see how our team of marketing experts can help you reach your content goals.

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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.

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If your business uses a website, you have most likely done a little bit of homework on search engine optimization or have at least heard of it. Search engine optimization, or SEO, revolves around increasing the quality and quantity of traffic to your website through organic search results. Organic search results are any unpaid results that a search engine such as Google or Bing return. So how do these search engines determine what results to give and in what order to place them? Let us take a look at five major factors that search engines uses to determine your placement in organic search results.

New Content

People search for information that is current and relevant and search engines need to be able to find and produce this information. That is why search engines are constantly scanning the internet for new and interesting content. When new content is found, it is indexed and will be able to be returned in search results. If your site is rarely updated and your content is old, search engines will not have a reason to index your site very often. Even if you have quality content, old content may not be ranked as high as new content. If you have an article on FHA loans from 2015 on your site, your article may be missing crucial information from the past five years. Search engines will recognize this and return more relevant results. By updating your site with new content, search engines will index your site more frequently, which is a signal that you are providing updated and current information on your site. This in turn will improve your ranking drastically.

One common mistake that is made by many people when creating content is excluding location information. Search engines can determine where you are located, but you may want to target various surrounding areas and cities. Using location information in keyword phrases will let search engines know not only what product or service you offer, but the areas you are targeting as well. This extra bit of information will not only help your organic SEO rankings, but your local SEO rankings as well.

Traffic to Your Website

Website traffic is a straightforward ranking factor, and one of the most important. In most cases, the more visitors you have on your site, the better the ranking will be. A study by SEMrush showed that direct traffic had the most significant impact on page rank. Search engines recognize that sites with the most traffic are offering something that visitors need. This is why it is extremely important to always be updating and improving your content. Quality content increases direct traffic to your site. It is also important to keep visitors on your site. If you are receiving a lot of traffic, but those visitors are immediately leaving, you may not be providing quality content that these visitors are after. This is referred to as having a high bounce-rate which brings us to our next ranking factor.

Length of Stay

Search engines track the amount of time visitors spend on a particular page or website. If one website has an average length of stay of two minutes, and a competing website has an average length of stay of 20 seconds, there is clearly a difference in the quality of the website in the eyes of a search engine. When someone visits a website has a short average length of stay, or immediately leaves (high bounce-rate), red flags go up. The content may not be related to their search, or the website may offer a poor user experience. Whatever the reason may be, search engines view these sites as low-quality sites.

When visitors spend more time on a website, they are having a better experience and likely finding the content that they were looking for. These are the websites that search engines want to deliver to their users. If search results return a lit of websites that offer a poor user experience, people will simply switch to different search engines.

Number of Page Views

The number of page views that a website gets goes hand in hand with length of time that is spent on a website. If a person views multiple pages on a website, they are likely spending more time there than someone who visits one page and leaves the site. This is another indicator that a site visitor is having a positive user experience and they are exploring the site for more information.

An increased number of page views might mean people are landing on a page expecting to find certain information that is not there. They may end up clicking to a few different pages looking for it before eventually leaving without finding that information. This is why factors such as length of stay and traffic are also considered. If page views are up but length of stay is very low, this could be a negative sign. Higher page views coupled with a longer length of stay are positive indicators.

Social Rank

When you search for products and services, you have most likely seen results that include a star ranking. These star rankings are based on reviews of those products and services. Sites such as Google, Facebook, and Yelp allow users to leave reviews and select a star rating, normally from 1 to 5. This collection of star ratings across various sites can be compiled into a social rank. Social rank can be used by search engines to determine if you are operating a reputable business. If your business receives a lot of positive reviews across many of these sites, you will have a much better social rank than a business that does not generate reviews or has poor reviews.

Search engines want to connect people with reputable businesses that provide quality products and services. If you provide the same information and services on your website as a competitor, but they have a 2 star average across these sites, while you have a 5 star rating, search engines will want to connect visitors with you. You will likely provide a better overall experience than your competitor. Social rank is why it is vital to always be asking customers for positive reviews. Many people will only go out of their way to leave negative reviews when they have a bad experience. Those who have a good experience tend not to leave reviews but are happy to give one if asked. Stay on top of generating positive reviews and your social rank will improve.

These five factors are only a few of the hundreds of ranking factors that search engines use but are some of the most important. Focus on providing your site visitors with quality content and a positive user experience. Stay on top of creating new content as often as you can manage and remember to always be actively asking for positive reviews from customer that have had a great experience with you. If you can do this, you will be well on your way to a much higher organic SEO ranking.

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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.

Now you know how important it is to incorporate images into your marketing, but you may not know how to do that with the type of business you offer. Maybe you have adding visual content down to a science with your social media efforts but may be at a loss when adding it to the rest of your marketing. We’re here to help! Read on to learn how to take advantage of the new marketing strategies you’ve been hearing about, we promise it’s not as scary as you may think it is.

Using Visual Content in Social Media

It is crucial to any business to use visual content on social media platforms. Facebook and Pinterest users are being bombarded with funny pictures they want to share or ideas for how to redecorate their living room. How can you make sure you can keep up and gain their attention?

Pinterest

You may think Pinterest isn’t relevant to you because you don’t have products for sale or an eye for home design. It’s important for you as a marketer to keep up with them times and find ways to integrate your business into the latest, greatest thing.

Companies like GE use the history of their company to engage followers. They have pin boards showing the history of certain products and how they’ve evolved but also have boards that raise awareness about being eco-friendly with statistics and tips on how we can reduce our role in pollution. Don’t have products your clients can go out and sell? If you’re a real estate agent, it would be beneficial to pin pictures of the properties you have for sale with links that go back to your website. You can also incorporate home décor boards or invite your clients to send you pictures of their house after they’ve spruced it up to showcase their work.

One thing to remember before getting carried away with your pins is to include links and ways for people to reach you for more information on your services and how you can help them.

Facebook

The Timeline update for business pages has made it easier than ever to feature pictures and videos in your postings. Along with a new layout, the Highlight feature also came into play. If you have pictures of an office grand opening or other pictures you want to make sure people look at, you can make sure the picture spreads across the whole page to make it more visible. Postings with images get two times more interaction than those without, so it’s important to include pictures every once in a while. If you don’t have any personal pictures to post, include cartoons or other funny images you have so you can break the monotony and bring a smile to a customer’s face.

Twitter

Because Twitpics don’t show the picture in the feed itself (users must click through to see the image) the best way to optimize your Twitter account is to add phenomenal profile pictures and adding a personalized background to your profile page. You can capitalize on this by adding products you offer in the background, list your web address, or incorporate pictures that really represent your brand and your company.

Instagram

Is your puppy the company mascot? It might be a great idea to create an Instagram account that features his/her adventures and daily activities in the office. Instagram is a way to tell the story of your company using only pictures. The app allows you to instantly post photos you are taking to your profile and add cool sepia tones or other effects to spice it up a little. Since it was acquired by Facebook recently, it also gives you the ability to directly post the photos to your wall, bringing your social media efforts together.

Youtube

Using videos to showcase your products or expertise is one of the best things you can do. Creating a Youtube channel that has a mix of educational and funny videos will help people get to know your company better while expanding their knowledge of your product and what you have to offer. If you are an expert in something like FHA loans or Reverse Mortgages, this may be one of the best ways to get information to your clients in an easy to understand format. Be sure to include links to your website in the profile section as well as the comment sections so viewers can have easy access to contact you for more information.

Having a Youtube channel will also help provide you with links and embed codes that make it easy for you to post Youtube content on your other marketing platforms.

Using Visual Content in Your Blog and Landing Pages

Incorporating images in your blog or landing pages isn’t an important tip for making the page make prettier, it’s also important when sharing those posts on your other social media sites. Facebook, for example, automatically pulls images off of the page you are linking to and features it in the update. This will kill two boards with one stone; providing pictures for you social media posts AND your blog post/landing page at one time.

Images also help break up large chunks of text and help keep readers engaged. Providing graphs that help people visualize the statistics you just provided helps put everything into perspective, especially if the reader is a visual learner. It also makes it easier to organize the content within the page and let a reader know when there is a new subject being introduced.

You can even use images to help you with content creation. Of you got a list of data that you want to provide your client with, you can create charts and graph depicting the numbers and write a blog as to why that information is important. It’s also important to include links to landing pages with offers (free ebooks) or ways to learn more about your services. Adding images on these landing pages will help keep the feel of the content consistent and help tie everything together.

Using Visual Content in Email Marketing

Emails with images have a higher click through rate than those without so it is a wonderful idea to incorporate images into your emails. If you have certain products for sale (anything from a new real estate listing to the latest summer dress) having a picture of that product with a link to more information in your website will be more successful than writing information about it. It’s also a good idea to incorporate some images as your calls to action. Including a button instead of a text link to your site will draw more attention and entice people to click on the link.

You can also get creative as you want or have time to. Why not tell a story about a new product through several images thrown together? This will provide a change to the monotony of emails and engage the reader into viewing all of the email and possibly even forwarding it on for others to see your creativity.

If you want to introduce your new recorded webinar or how-to video to your email clients, including a screen shot of the video (not all email programs allow readers to view embedded videos) and linking to a page in your website or Youtube channel will help take people from email to video without any complications.

Using Visual Content in Your SEO Strategy

You may be worried enough about the content on your site and how high it will help you rank in the search engines. Integrating images into your SEO efforts may help you achieve better ranking while helping to make your content easier to read at the same time.

If you are using images in your SEO strategy, it is important to use only BMP, GIF, JPEG, PNG, WebP, or SVG file types. The file name the image is saved as should also help describe the content of the image as search engines won’t be able to read the picture itself. Adding alt tags will further help you describe how this image relates to the content on the page. When possible, it is also helpful to introduce or summarize your image in the text surrounding it.

Whether you are writing content for your blog, website, or social media postings, it’s important to include images in your text. Not only will it make your content more interesting to read and share, it can also help the reader understand the content a little more by providing visual depiction of what you are describing.

For those that have trouble coming up with content in the first place, images might be something that can either help inspire your copy for that day or make up the entire post you are making that day.

If anyone has tips or feedback about the content that you include in posts, we’d love to hear them in the comments!

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1. New vs Repeat Visitors

Knowing how many new visitors you got and how many repeat visitors keep coming back is a good indication of whether or not your site has something good to offer. If you notice that you are getting a lot of repeat visitors, this means you have something that keeps people coming back for more. The more people visit your site, the greater the chance they will finally take that next step and convert to a customer.

This doesn’t mean that you shouldn’t be making sure you have a high number of new visits as well. If your repeat visit number is more than 30% of your traffic, this may mean that your business is not branching out and growing to new customers. It is still very important to make sure that you are making efforts to drive new visits to the site.

2. Referring Sources

Knowing how people are getting to your site is important so you can organize your SEO priorities. Are people finding you organically through the search engines? Are they typing your web address in directly? Is there a directory or blog that is giving you a lot of traffic?

If you see that you are mostly getting traffic from the search engines only after someone types in your name, this will mean you need to work on the keyword content in your site to try and expand to those that may not know your company. If you notice you are getting a lot of traffic from a blog you are writing, this is a good indicator that you need to keep up the good work and keep posting. Knowing where your traffic is coming from will let you know what areas you need to work on improving to get traffic from additional sources.

3.  Conversion Rate

Measuring how many visitors actually fill out a lead form or purchase something from your site is important because this is the whole reason you have a website in the first place! Measuring this weekly is a good idea, so you can keep track of what traffic sources are converting for you. If you notice a spike in leads after a seminar you attended, this will be a good indication that effort was successful.

4. Page Popularity

Knowing what type of content is viewed on your site the most will help you know what to replicate and how to format pages in the future. If you notice a page has a high bounce rate (people going on and leaving instantly) it will also let you know what formatting or content to stay away from. If you notice that a lot of people are viewing information about your staff members, this is a good indicator that people want to know about your experience and the people you have working for you. Rewriting bios to include experience and specialties could help potential clients feel more at ease knowing they are in experienced hands.

5. Traffic by Keywords

When people are finding you through the search engines, what keywords are they typing in? Finding out this information will help you discover popular products and also let you know if you need to rethink the keywords you are targeting in your content. If you notice that you are being found for keywords that aren’t relevant to your business, this will help you assess how to modify this so you can gain more relevant traffic to help ensure visitors convert to customers.

There are definitely some metrics that were left out that some of you rely on, but these are the ones that are the most important to pay attention to if you are looking for the least amount of reporting as possible. If you have a website metric you can’t live without tracking, please feel free to include your tips 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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