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What does Google want? Search Marketing Strategies for Business

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What does Google want? Search Marketing Strategies for Business
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Many business owner’s find themselves asking “How does my company show up and stay on page 1 or 2 of Google?

Google, the mysterious, yet vital partner in promoting your business. It’s always changing and it’s hard to understand. Yes, we know. That’s why we’re here to break it down to the basics for you, to help you set the foundation and get on the playing field.

First, let’s put it in context.

ThoughtfulGoogle has proprietary algorithms that constantly measure and rank a website’s effectiveness. And, just like the rest of us, search engines like Google want happy customers. What that means is this – search engines need to make sure that they provide searchers exactly what they are looking for.

To make the job more efficient, reliable, and trust-worthy, search engines have built a set of checks and balances to help them identify the purpose of each and every page on the internet. In search marketing terminology, the concept is known as “relevancy”.

One way a business can improve their chances for success is through increasing their relevancy by using titles, descriptions, and keywords correctly.

Now, let’s do this.

Autumn Consulting has put together 6 guiding principles to help you organize your website so that it is highly relevant with Google (and all the other search engines, too).

1.  The purpose of Page Titles, Descriptions, and Keywords is for index-ability by search engines. They are not for your customers and they are not for sales lingo. Use the same speak that your audience will use when searching.

2.  Use the same core phrase in the Title, Description, and Keywords.  While you may feel like you are being redundant, this actually ensures consistency in language for the search engines.

3.  Use related or complementary phrases that further describe your “core phrase.”

4.  Ensure the Page Title is relatively short, around eight words on average. It does not have to be a sentence. 

5.  Ensure the Description is full of keyword-rich phrases, a.k.a your “core phrase” as well as complementary phrases.  

6.  Be consistent in writing page content according to your Title, Description, and Keywords. This means that the content on your pages needs to match what your Title, Description, and Keywords say. The bottom line is value – be certain you are providing the information searchers are looking for.

As an example, this could represent a page about Autumn Consulting’s online marketing services.  

Computer GraphTitle: Online Marketing in Milwaukee and Chicago

Description: Autumn Consulting, online marketing agency in Milwaukee and Chicago, digital marketing service

Keywords: online marketing Chicago, online marketing Milwaukee, online marketing, digital marketing, web marketing Chicago, web marketing Milwaukee, web marketing agency, digital marketing agency.

Following these steps will give your website a solid foundation, enabling search engine’s to see you and connect you with searchers. The key, however, is using the correct keywords and phrases, so do your research and make sure you are using the same language your prospects and customers are using.

If you have any questions as you explore this process, with Titles, Descriptions, and Keywords or with the next level of search marketing, such as Google Adwords and paid search, don’t hesitate to contact us.

Autumn regularly helps business’ improve their search results and increase their visibility. We’d love to answer your questions and provide you with specific ways we can help improve your company’s search marketing results.

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About the Author:

Nathan Misirian is an entrepreneur, speaker, author, business owner and teacher. His passion is sales and marketing. His method is education. For over a decade, Nathan has served as President and founder of Autumn Consulting, an integrated, web marketing company. By leveraging effective sales and marketing strategies, Autumn Consulting continues to thrive as a Milwaukee, eMarketing agency and solutions-provider for mid-market businesses and organizations.

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