Uncovering the Mystery of SEO and Social
SEO and social media can seem so mysterious as it relates to content marketing, but it is quite simple.
We hear the term SEO and are minds might flash to a guy with a black hoodie on, typing lots of mysterious code into the backend of our website. When we hear the term social media we think of teenagers posting selfies on Instagram or our Aunt Ruth sharing embarrassing photos of our kids from years gone by.
The reality is SEO and social media are necessary marketing tools and thankfully they are a lot less mysterious than you may think. Today many use the term “content marketing” when talking about SEO, and that can encompass blogging, social media posts, rich website copy, all written with the intent to draw your ideal customer in through search. SEO, or Search Engine Optimization, is simply optimizing your web and social content with words and phrases that Google, Bing, and other search engines are looking for.
Let’s look at a few examples of how this works:
When Kevin asks Google, “Do I need to send in my 1099 forms with my tax return?” Google is going to search for a piece of content that will answer this question the best. What if a tax preparation service company had a blog post titled, “Do you need to send 1099 forms in with your tax return?” Kevin would be clicking over to that website in a matter of moments. Now Kevin is reading more helpful content on their website and sees a 20% discount code on the homepage for getting his tax returns done by a pro.
Let’s say that Robert looks in the mirror and notices his hair is getting a big shaggy. He asks SIRI, “What are the most popular hairstyles for middle-aged men?” He might be served up a video that is posted on Facebook from his local hip hair-stylist showing before and after shots of middle-aged men going from NOT to HOT! (I'm sure it had something in the video about pitching the preppy sweater as well!) In the post, he notices this hip stylist is nearby and so he clicks on the CALL NOW button that is on the Facebook page and books an appointment.
When Carli searches for “Exercises to get ready for spring gardening,” she will find a Pinterest post showing photos of different stretches and exercises to “Get Your Body Ready for Gardening” This piece of content was created by the fitness studio in her neighborhood. She loves the exercises listed, and at the bottom, it has a coupon for 10 FREE days to come in and get a jump start on the spring workout. Guess where Carli’s going?
The more closely the content matches the question, the higher in search results it will be. It’s not about gaming the Google system. It’s not even about paying to have your site show up in the top AD space. Most people skip those first few ads and jump to the meaty content that is showing up organically (naturally or earned). Content that is created specifically to answer the unique questions your ideal customers have is search engine GOLD. When you start sharing that content across your social media channels, those veins of gold will lead people to your GOLDMINE.
One of the challenges a business owner has is juggling all that is involved in running a successful business. Marketing activities tend to get put to the back burner while fires are handled that are blazing on the front. But when you look at the ROI (RISK OF IGNORING) of content and social marketing, the lack of new business can soon be a front-burner issue.
Google and other search engines want to make sure they are serving up the best, most relevant (and localized when possible) content to the person searching. Making time to create helpful and interesting content is a must in today’s digital world. It is the best and, quite frankly, the most effective form of marketing you can do.
The good news is, it’s no longer a mystery what it will do for your business!
Most Read IRIS Articles of the Week: April 17-21
Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, April 17-21, 2017
Click the headline to read the full article. Enjoy!
Like so many others in the industry, I was wrong. For years, I was certain that the bull market was nearing its end. I thought the market was over-extended, and that, surely, the wild equities run was coming to an end. But everyone else was bullish, and perhaps rightfully so. And while I’ve watched equities continue on their spectacular rise, I do think now is the time (really!) to put a hedge in place. Here’s why. Here’s how. — Adam Patti
The realities for fixed income investors have changed. How is this being reflected in markets? Bond investing has become increasingly difficult over the past decade. Markets have been heavily distorted by ultra-low interest rates and quantitative easing, as well as by extreme risk aversion in response to the global economic crisis and the eurozone debt crisis. — Nick Gartside
Is being a financial advisor worth it? I am an optimistic person and I encourage other people to keep a positive mental attitude (shout-out to Napoleon Hill and W. Clement Stone). However, by taking a good, hard look at the negatives in life, we can successfully pivot towards the positive aspects that will help us achieve our goals. — James Pollard
How do you treat one of your most valued, existing clients? Here’s a list of some things that come to mind. — Andrew Sobel
According to many advisors I speak with, the only clients that leave are those who have died. And while attrition may not be a big problem in this industry, I have to assume that at least a few clients change advisors without doing so via the funeral home. — Julie Littlechild
I was talking with an advisor last week about how to get into conversations about what he does. He was relaying the story of going jogging with a friend who could be a good client but is, more importantly, connected to a large network of people who fit this advisors ideal client description. — Stephen Wershing
Big picture thinkers are not unicorns - rare and mystical. And they were not born with the innate ability to think big. They do, however, pay attention to the broader landscape and take the time to think, analyze and evaluate. — Jill Houtman and Danny Domenighini
Your reputation is who you are and how you show up, Monday to Monday®. Many of us take our image and reputation for granted. Give careful thought to the kind of reputation that you would be proud of Monday to Monday® and that would resonate with your purpose and priorities. — Stacey Hanke
The generational changing of the guard is a fact of life as old as time. Young replaces old in responsibility, importance, control and culture. Outside of the family, the workplace is perhaps where this is seen most regularly by most people. — Shirley Engelmeier
Next time you hear your prospects give you price objections, it’s not because of the price. The give price objections because they don’t know the full value proposition that they’d be paying for. And it’s not based on their need, or your features and functions. It’s based on the buying criteria they want to meet internally. — Sofia Carter
Last week we wrote about the economic rationale behind going independent vs. moving to another major firm as an employee. As a follow-up topic, we thought it prudent to analyze transition packages attached to big firm moves and peel back the layers of the onion to show the components of these deals. — Louis Diamond
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