Google Algorithm Update - Dec 2020
Let the hand-wringing and fear-mongering being! If you follow SEO topics, announcements of Google Core Algorithm updates always seem to bring out the complainers and naysayers. It’s understandable when we realize that most businesses want to focus more on their business than the continuous tinkerings with websites and web content that they have to endure to get (or keep) good search rankings. It can understandably feel more like a never-ending (and always-changing) game of sorcery and spell-casting.
At the foundations, it is actually much simpler of a problem to solve, but one that feels more challenging to solve when we lack a structured plan to address it.
This problem is simpler when we remember the objective of Search Engines. Search Engines (like Google, Bing, etc) work to provide the best answers to User queries that most effectively address their intent. Put succinctly – if your content effectively addresses questions being asked by Users, you will rank in search engines. If it does so better than your competition, you will rank at or near the top for those keywords and key phrases.
It is more challenging in that many of our businesses lack a plan and structure for producing and continually refreshing content that satisfies searches by our ideal customers. This problem can manifest in a number of ways.
- We do not know enough about our ideal customer.
- We do not understand what deep-seated frustrations or challenges that they face.
- We lack a system for creating (and maintaining) the content that would best satisfy their problems.
- We have not created a process for Measuring SEO Results to track our progress over time.
In early 2021, I’ll be creating a series that’ll guide you through the steps of addressing each of these four (4) gaps. Be on the lookout as it gets released or you can check out this YouTube video where they share some hints for using an agency (like Sirus Digital) to help you layout the strategy or execute one on your behalf.
Here’s a link from SearchEngineJournal.com for some additional background.
For those checking out the book reviews, I finished The Ultimate Sales Machine by Chet Holmes. My post of notes from the book is complete. You can check it out on my blog at this link.
If you would like to read along, I will be starting Content Inc. by Joe Pulizzi soon.
Note: Book links are Amazon affiliate links.
This seems to be a rampant issue today. In our social media-dominated world, everyone gets to see the outcome, but few see the work that goes into producing it.
We are nearing the end of the 2020 College Football season. As recently as 3-4 months ago, a consensus of opinion held that there was “no way” that we would be able to finish this season.
How has it gone?
- Many games have been played.
- Some games have been postponed; others canceled.
- Some teams have risen; others have taken a step back.
In the end, teams that have put in the work and players/coaches/staff who have focused on trying to deliver a safe and successful season appear to be doing so.
Interestingly (but not surprisingly), it seems as if the teams who usually do well are still doing well. Even in the face of a vast disruptor like Covid-19, successful teams are continuing their success.
While there are aberrations (see Michigan & Harbaugh or LSU & Orgeron), most of the top teams are where they usually are.
This would suggest that the results they achieve are foundational to their programs. Good Leaders with a Good Process usually leads to Good Execution.
in our culture that jealously eyes the images of success, is it usually the overlooked efforts of practice and repetition (not “luck”) that produces the result!
Other Links
The linked posts/articles section of this newsletter is going to be adapted as we near the end of 2020. Instead of a topic-based section, it will be focusing more closely on strategy topics as we approach 2021. It will include general business/marketing strategy as well as more-detailed topics targeting the niche groups that Sirus Digital serves.
How to Create an Effective SEO Strategy
How to Implement Pay-Per-Click the Right Way
SEO and PPC make up two of the main online marketing channels on which businesses tend to focus. Depending upon your specific goals, a blended approach targeting search-based (Intent) and social-based (Interrupt) techniques often produces the most effective results. Retargeting previous visitors using tools like Facebook Ads for Local Businesses serve as reminders to prospects of your brand and your products/services.
Many businesses dabble with digital marketing to frustrating results. This is an unfortunate outcome often resulting from the decision to try a single platform or type instead of developing a strategic plan (and budget) geared toward long-term growth and measurable outcomes. If you or your business need help developing some of the skills and processes, shoot me an email so we can chat.
Using Content Marketing to Seed Look-alike Audiences
For those of us who use Facebook Ads, the quality of our Look-alike Audiences becomes a key aspect. To see why this is important, we need to understand how Facebook Ads are working. Facebook Ads are primarily interrupt-based marketing. Like commercials on TV or billboards along roadways, they are shown to individuals while they are doing something else. Unlike Google Ads, which are served to users in response to searches (intent-based), the targets of advertising are usually not actively seeking to satisfy their want when the ad is shown. Look-alike Audiences are users on platforms like Facebook who have similar characteristics (and desires) to existing customers (or prospects) who have already shown interest or desire in our products or services.
This is where your Content strategy can help isolate and distill characteristics of your Look-alike Audience. The more you can target your content to draw attention from visitors more interested in your product, service, or you, the more effective your advertising on platforms like Facebook is going to be. Look-alikes tell Facebook to show your ads to groups of people on the Facebook platform who have characteristics similar to those who express interest in your content.
It is the digital equivalent of advertising survival gear and hunting equipment (or Alaska cruises) on Alaska: The Last Frontier as opposed to Rachael Ray’s shows!
Update: Eviction Moratoriums & Covid-19
This issue is not going away and seems to be only picking up steam. Groups representing Rental Property owners are filing suit in multiple federal jurisdictions working to overturn these moratoriums. As results seem dependent upon which court hears the cases (Landlords File Suit against Eviction Moratorium), it is likely that this issue will make its way to the United States Supreme Court. With the upcoming change in the Presidency, another potential Covid-19 stimulus/relief package, and recent increases in Covid-19 cases as we enter Winter Cold & Flu Season, there will have to be some final answer for landlords and tenants alike.
If you are a Landlord or work with Landlords, I’d recommend you check out the Real Estate Coffee Break link that I usually include on these newsletters. John has been at the front of this issue since it took effect and has been sharing a number of creative ways that Landlords can try to operate during this period of uncertainty.
NIche-Focused:
Top Tips for Facebook Marketing for Loan Officers
If you are a Loan Officer or Mortgage Originator, be sure to check out this link that shares tips for improving your Facebook Marketing. A post linked above explained Facebook Look-alike Audiences generally, but this one provides tips to best attract attention and nurture relationships with those seeking mortgage services.
How To Create a PPC Campaign For Real Estate Marketing
Pay-Per-Click (targeting search or social) is a growing topic in Real Estate. It is especially true with the success that Lead Aggregators like Zillow, Realtor.com, and others have had. For long-term survival, dependence upon these aggregators is simply not a path in my opinion. As long as we allow the aggregators to sit in the middle and we pay them to attract clients, costs are going to continually rise and the quality of leads will eventually crater.
The solution is to handle your own campaigns or have someone do it with you. A key to long-term success actively participating in the lead generation/prospect nurturing process and understanding the results you are getting.
Top Reasons to Work with a Law Firm Marketing Agency
If you have been frustrated with your law firm’s marketing efforts, check out this article to see if you might be ready to talk to some providers who might help you. It may be that you are at a point in your practice where you need to focus more on delivering results for your clients and let someone else help bring more clients to your table.
To get started developing your firm’s Digital strategy, check out this post (Content Marketing for Bankruptcy Attorneys). It will help you identify your target audience, craft a message for them, and attract their attention with the goal of educating and engaging with them.
