“…It’s like having a conversation when you walk into any store, and you’re going to buy something, people are asking you questions to figure out what it is you’re looking to achieve. So, when we write content, we’ll do it in a conversational tone, and we’ll think from the standpoint of what are our customers’ biggest needs.”
In episode 91 of the Customers Who Click podcast, I had an enlightening conversation with Brett Lane, a Search Engine Optimization (SEO) Consultant. In this conversation, we talk about Google algorithms, how they’ve changed over the years, the direction they’re heading in, and how to better optimize your website for search. We also talked about how you can use SEO to ensure the diversification of traffic to your website.
The Google search engine and algorithm is a tricky thing, and out of millions of businesses all over the world, only a few make it to the first page. This could be due to various reasons, such as D2C businesses not creating content engaging enough for customers, creating spammy or unnatural links, or simply not having the resources and know-how to optimize their pages.
Brett is an SEO Consultant who has worked with various companies in the industry for 19 years. He has an MBA in Management and Internet Marketing from the University of Phoenix as well as a Digital Marketing Disruptive Strategy Programme Certification from Saïd Business School at the University of Oxford. He shares insights into search engine optimization for businesses.
You can follow or talk to Brett on LinkedIn.
00:02:58 – 00:06:17 – Biggest Changes in Google’s Algorithms – Google is a metric for looking at your user experience; it records customer behaviour when they visit your website. One of the things Google looks out for in websites is their loading speed. Customers get impatient and easily frustrated when accessing information takes more than just a few seconds; this is a barrier to entry. As such, Google rewards website owners who can solve the problem of speed by Google.
The other thing Google looks out for is content. The more engaging content you have on your website, the longer customers stay on your website. Long user engagement on your web page means you’re doing something right.
Lastly, Google evaluates who is linking to you, how they’re doing it, and how natural the flow is, whether or not specific keyword phrases are being used, and whether or not the content is spammy.
00:10:33 – 00:18:47 – Smart Implementation of Changes in the Algorithm on Websites – These SEO trends should be strategically incorporated into business pages in small chunks. Paid services can be used to improve a website’s speed. Content can be created by looking at competitors’ pages and outdoing them, using tools to see what content is trending on the internet and social media. Researching content trends makes it easier to create content customers will be receptive to. Content does best when conversational and may do even better when made into presentations. This is because the content in this format is much easier to read and digest and has a high conversion rate.
0023:31 – 00:25:02 – Google’s EAT Principle – Google uses the EAT principle to determine the quality of a website, which in turn determines whether the site should rank well in search results. EAT stands for expertise, authority, and trustworthiness. Being recognized by Google for any of these is great because such sites will be rewarded for providing value to customers through a boost in ranking.
00:34:23 – 00:41:34 – SEO for Beginner Websites – Businesses should make sure their sites are crawlable by Google, i.e., Google should be able to scan the information on your site quickly. Tools can be used to audit your site to see what needs to be attended to and what things need to be changed to get higher engagement. Also, ensure you create high-quality, engaging content suited to your industry. Pay attention to who’s linking to you and how they are linking. Get creative with link building. Look out for competitors.
Don’t rely on just one source for your traffic. Diversify your traffic sources using other platforms like social media. Take a look at what your competitors are doing and outdo them by 10-15%. This gives you a chance to rank way higher than them. Create higher Amazon rankings within Google.
Who Would Paul Like to Take For Lunch in the D2C Marketing World?
Although Brett has no particular person in mind, he would love to have a conversation or collaboration with anyone in the SEO space who is more aware of some of the trends and how they relate to generating traffic. He would also like to talk about their ideas on developing content and link-building strategies.
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