SEO Alone Just Doesn’t Get The Job Done. Period.
Whenever FuelDog is asked what a leading content and social media marketing agency does (you know, at one of those endless cocktail parties we are invited to), people listen for a few seconds and then often say, “Oh, so you guys do Search Engine Optimization.” Well, yes, but also no. Search Engine Optimization is a portion of what we do, and a concept that is much too limiting to fully convey why what we do is so valuable for the companies we work with. While the services that we provide to our clients consistently result in tremendous organic search engine penetration, with hundreds of high value short and long tail search terms reaching the top page of Google, SEO in the traditional sense (of organizing brochure-ware content and technically optimizing the site with the proper tags and keywords) is only a small portion of what we do. Being found online by the right people requires an ongoing corporate commitment, and is a strategic imperative for every business in this modern era. SEO alone just doesn’t get the job done. Period.
Why SEO Projects Run Out of Steam
To improve your site’s SEO you can organizationally and technically optimize your site (which we help our clients do), and these projects can provide a short-term lift. Google will see your updates and rank you higher as a result in the short term (because you have new content, you are more fluent in their language and your new content clearly explains what you do), but after an initial burst of interest, Google eventually stop placing a premium on your content if you aren’t consistently updating it.
To keep Google interested, you need to think long term and commit to regularly producing content that answers real questions that business people ask of search engines. This requires a content and inbound marketing strategy geared towards getting your business found online more often and generating more leads. The old line amongst publishers is “Content is King”, and this is more true than ever when it comes to getting found online by the right people.
To put this is real world terms, when FuelDog starting working with one client, every one of their top 50 search keywords included the company’s name. This means that the only people that were finding them on Google were already aware of them. Also, in a highly competitive field, even a search engine optimized site provided little benefit when it only contained static content. However, after only one year executing on a content marketing stratetgy (with FuelDog blogging, tweeting, and interacting with the community for them), of the blog’s top 50 keywords only ONE had the company name in it. The rest were keyword terms relating to what the company sells, what services they provide, product and service benefits, industry thought leadership, and answers to common questions that are asked online about their market. This drastic improvement shows the progress that a company’s site can make by providing ongoing quality content.
Good B2B content creates inbound links
It’s no secret that inbound links are a critical part of search engine algorithms. Consistently developed, value-based content provides the springboard for inbound links. As the reputation of your site grows as a trusted source of content (not sales pitches or PR), other sites, blogs and media outlets start to link to your site to support their articles. These organic inbound links are like gold to Google and they increase your visibility and credibility substantially.
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Another powerful way to gain inbound links is through social media amplification. Taking 10 minutes a day to post your new (awesome) content on Twitter, LinkedIn, Facebook, Google+, Reddit, Digg, Del.icio.us, and StumbleUpon, immediately gives you 8 more inbound links than you had before. Google then in turn sees your link as much more popular due to its presence all over the web; which it now perceives as a valuable resource.
SEO firms often work to get inbound links in whatever way they can to keep their client’s static content sites relevant. Whether its placeholder websites, directory listings, valueless blogs, or bombarding other sites with links, they do whatever it takes to claw their way to the top. These efforts can work, but only to an extent. They still point people to brochureware; and the generic search terms these help with are not necessarily what people are actively searching for.
We're so confident that SEO is only a small part of the answer for B2B companies, that we created the largest directory of SEO Companies in Massachusetts. Give em a call. However, if you are ready to make your company a leading voice in your industry, garner more traffic, generate more leads and close more sales, sign up today for a free online brand assessment.