SEO Google results update for Ireland

This is The Bitter Business report on our SEO Google results in Ireland for the keywords we have targeted for sales and marketing services as of June 2015. Most of the links showing up in search results are just between seven months down to a few months old with more to follow.  The SEO search engine results for the keywords below are for Google.ie.

An encouraging observation I would comment on is that some of the results below proves with carefully selected titles and content, within smaller market niches and territories the SERP results can be quicker to materialise.  Some of the results I am happy and have even exceeded my expected results while others are still climbing but not as fast as I had projected. Still goes to show that despite my scientific approach to SEO there is still some things I haven’t figured out.  However I continue to learn what works and what does not when it comes to trying to get higher rankings for selected keywords. Always happy to share these if you drop me an email.

 

Keywords                                            Position on Google.ie                                           Link Age

Sales and marketing services                     No.1                                                                         7 months

Sales and marketing company                   No.11                                                                       7 months

Customer acquisition strategy                   No.7                                                                         7 months

Customer targeting                                      No.6                                                                         3 months

Social selling                                                  No.8                                                                         1 month

Social selling tips                                          No.1                                                                          1 month

Lead Generation                                           No.20                                                                       4 months

Sales Techniques                                          No.6                                                                          4 months

Social media marketing plan                      No.15                                                                        2 months

LinkedIn Lead Generation                          No.6                                                                          1 month

Business mentoring                                     No.15                                                                         4 months

Business Consultant                                    No.19                                                                         3 months

Sales Outsourcing                                        No.6                                                                           4 months

 

These are not all the keywords I have targeted, some like the keyword “sales team selling” show up on 1st page(very small exact keyword searches here)  but other more focused and competitive keywords like “social media marketing” (highly competitive) have yet to show up in any meaningful way.

seo-steps

I have noticed a correlation between article lengths and search results with articles over 1000 words doing best. Also long tail keywords with articles written with this keyword in mind can show up on the 1st page of Google results. A keyword like “Social Selling Tips”, this article is only 1 month old but currently occupies the top results for this searched term on Google.ie.  Also when it comes to link building (important when promoting your content marketing) I have narrowed it  down to about 12 to 14 sites that Google rate, so posting your article on these social media or social linking sites is what will give your articles the boost to climb up the search rankings.

The biggest lesson I have learnt over the past few years (I have got a few sites with multiple keywords to top 2 and 3 results on Google.com –USA) is there is no magic formula when it comes to SEO in Ireland. It is about content; keyword focused content, content marketing (sharing and linking) and plain old fashioned grunt work to ensure your articles are posted to the 12 to 14 social sites I believe Google rate.  Update this again in December 2015.

Social Media Marketing Strategy

This is a seven step guide to creating a social media marketing strategy to reach more customers and drive greater on-line awareness for your brand or product. For a business to really capitalise from social media, it needs to build a clear strategy that takes into account what are the goals, what are you trying to achieve, who are the target customers are and what is the competition is doing.

Social media marketing can be defined as the use of blogs, articles and content marketing, white papers, video and images to share on social networks to raise awareness to pull in the web traffic and prospects

social-media-strategy

 

1st Step; Understand your social media goals

As with any planning in business, the first thing anyone needs to do when creating a social media marketing strategy is to understand what you want to get from it?. What are the goals (traffic, leads, likes, buyers, SEO) so you know the purpose of your social media efforts. For some businesses it is to do with creating or raising awareness of a brand or product. For some companies the focus will be on generating leads, increasing sales or driving website traffic. Larger companies many look to social media to build customer loyalty, increase community size or use as a communication channel. The key point here is the goal for your social media strategy has to go beyond simply gaining Facebook likes and Twitter followers.  The above examples are only a few areas a business could focus on, but depending on your resources a business should ideally focus on one primary or one secondary goal. Remember if you do not have goals, targets and measures of success then in all likelihood you are not going to accomplish any meaningful results from social media activity.

2nd Step; Create measurable targets and objectives

The second step is to now set clear targets and objectives based on the goals you have set. Remember the “S.M.A.R.T” method, so make sure your social media goals are Specific, Measurable, Attainable, Relevant and Time based.

Let us take the example of a business with a social media goal focused on increasing sales, then you might decide that the target is to generate an additional fifty on-line leads a month via landing pages, whitepaper or eBook downloads. If on the other hand, the goal set is to create brand awareness, then a target could the number of times your brand is mentioned on the social media networks per month. Also worth noting at this point, your goals, targets and objectives for social media should be directly tied to overall business goals, and they should be achievable. Goals without targets, actions and activities are just wishful thoughts. It is important to make sure the objectives are time limited. For example, you need to achieve a 100 percent growth in on-line leads generated within the next six months, not at some vague point in the future.

social-media-effectiveness

Now that you have set the targets and objectives you need to make sure you can measure them. There are lots of social media tools to track and analyse activity and quantify your progress. These tools like Klout, Google Analytic, TweetDeck, Buffer or Social Mention to name a few, can let you know when your progress plus they will also help you to identify any trends early and adjust your activities if you have to.

3rd Step; Customer targeting – who do you sell to

So now, the goals, targets and objectives have been set so now you know where you are going, so all set, right?, well no because you still do not know how you are going to get there. You see a successful social media strategy is all about customer targeting, reaching the right people with the right messages. To do this, a business needs to understand “who do you sell to”. For example, there is no point in targeting everyone who has an interest in sport if you really want to target only those who are cycling enthusiasts.

The best way to do this is to draw up a buyer profile. What does the profile of your ideal customer or buyer look like? Make it personal and give them a name. Where do they work? How old are they? What social networks are they likely to be on? What is their income? How often do they cycle (as in above example) Do they have children? What brands do they like or dislike? What motivates them? The list of detail goes on. If you find that you have more than one ideal customer or buyer profile then create a persona for each.

social-media-planning

4th Step; Monitor the competition

As social media activity is mostly transparent, monitoring your competitions activity will tell you a lot about what works and what does not. After all, you are all targeting the same customer set. By constantly monitoring the competition, you have a fantastic opportunity to learn from their activity and actions.

This fourth step involves researching your competitors, maybe select ones your own size, in similar locations and some of the big ones. Find out what social networks they are active on, study their content (articles, case studies, whitepapers, videos, promotions, links). Is it direct or educational? What kind of industry references do they use? Do they talk about their product, markets, industry or brand and what if any other things do they focus on (events, discounts, and webinars)?

If for example you sell bicycles, do your competitors talk about how their bicycle brands perform in races or do they post cool cycling videos that just happen to include their bicycle range? Now see how well each competitor is doing on the social networks (followers, connections, mentions, comments, shares, likes) they get on their social media pages like Facebook, Twitter, Google+ and LinkedIn. This should give you a good insight into what social strategies work and which ones do not.

5th Step; Develop your content marketing messaging

OK, now that you have an ideal customer or buyer profile plus insights on your competition, next up on the list is to start developing your social media messaging. This is your top line titles and key messaging you want to share (writing the detailed content comes later); a list of key messages that you think will create awareness with your customers or buyers based on the profiles you have created in step 3. A suggestion is to target three or four buzzwords or better still “Keywords”, then break each keyword down into longer tail keywords so you build up a messaging plan.

Based on monitoring your competition a lot can be gained from adopting some of their successful messaging ideas and blending them with your own unique messaging that sets you apart — this has the effect of creating a unique voice in social conversations. Be creative, daring, controversial and educational as social media activity should be exciting, not dull.

6th Step; Select the social media channels

Depending on whether your business is B2B or B2C you will need to choose the right networks that are worth investing in for the products or services.

Most of us would agree that LinkedIn is a good platform to target for business buyers or business type sales while Pinterest would be better if a business is involved with retail or fashion. Some of these channels are obvious when you look at your buyer profiles and competitors but see if any other social media channels could pay dividends like Blogger, Scoop.it, Tumblr, Plurk, and Instagram.

As part of this exercise you should identify social influencers, these are the people who can help reach your target audience. Social influencers and respected bloggers have high levels of trust in their followers or readers and can be indispensable in creating social chat buzz around your brand.social-media-networks

7th Step; Build a content writing and sharing plan

The last but critical step is you need to develop a strong content writing plan based on your target keywords, you need to write and share (not just your own) engaging material. The content needs to align with your overall marketing messaging as in step 5 and be relevant to the social channels you will use. Content marketing is more than promotional blogs or product information; it has to add real value in the buyer’s journey to create awareness and consideration for your business within the audiences. Also if possible try not just stick to one type of media or theme, mixing videos, helpful guides, research papers,  images, info graphics, news and other formats will engage your potential customers far more effectively.

A golden rule to go with your seven step social media strategy is “Content marketing has to be constant” meaning a constant presence with great content across your chosen social media channels. Heed this note, every social media strategy can only be successful if you have an ongoing presence on social media networks, and that entails sharing fresh engaging content on a regular basis.

Content Marketing Tips

Content Marketing is the key driver upon which most inbound marketing and social media marketing tactics are built. Content marketing not only impacts SEO, web traffic, leads and sales but also acts to influence buyers as they increasingly seek information before purchasing. Whether your business is B2C or B2B, the sharing of content (self-penned articles, general news articles, product, research and whitepapers) across social networks is now a must when it comes to promoting a product or service.

The tips below are designed to help drive traffic to a website and generate more leads or sales. Apart from writing your own content, to really maximise social media marketing you also need to source interesting facts, expert insights, statistics, and trends on your industry and then share them on a constant basis to produce dramatic results on SEO and traffic results.

content-marketing-plan

Step1. Tell and share great stories

Telling and sharing compelling stories is at the core of content marketing — tell the stories with images, videos and words. So step 1 is to focus on improving your ability to tell a story. Crafting words is at the heart of all storytelling; make the stories real, relevant, insightful, human and social to get people’s attention.  Writing like most skills will develop with practice, so persevere to improve. You can start with article research by doing some keyword searches while also looking at the most read articles on social networks. Try to make your articles longer than 1000 words to maximise SEO. Then you can post the articles on lots of free social networks (LinkedIn, Twitter, Tumblr, Plurk, Google+, Scoop.it, and Storify) to get buyers attention as well as gather some quality backlinks to your website.

Step2. Create memorable and optimised titles

A memorable title will get more readers while an optimised title will boost SEO. Just as the cover image can make or break sales on a new book the article title influences how many people will click to continue reading the rest of your article. So start with the end in mind and practice writing memorable titles that hits these 3 buttons – tempt the readers, drive engagement and optimised for searches.

Step3. To be seen, be consistent

In social media there is no such thing as a one hit wonder. Once step 1 and step 2 are in play, the key is to be seen and seen often. Sharing quality content (not just your own), images and video on a consistent basis are a recipe for success. Set up a blog posting schedule or social network sharing calendar that ensures you have a plan to stick to. A good guide is to publish a thousand word blog post per week and then do a few social media updates daily.

Step4. Improve all your social media profiles

It may have been that you created your many social media profiles in a burst of activity but have since forgotten to update. Take the time to freshen up all your social media profiles and while you are at it why not review your social media strategy. Stay ahead of the pack by studying changes in the social media networks and any changes that could affect your social media activity.

Step5. Promote your content

As you improve your article and content creation also make sure to focus on improving your ability to share your content across the social networks. Social media is about creating awareness and consideration for your brand, product or service. So promote (share) your press releases, blog posts, white papers or news on your social networks to your target audience (do not spray and pray).

Step6.  Continue to improve your social media skills

Create a list of social media skills you want to improve whether it is writing, posting, selected images, getting followers or joining in social conversations. If you want to improve your LinkedIn skills such as social selling or making connections then spend the time reading posts and articles on the subject. Pick one item from your list where you would like to see improvement and work on it.

Step7. Enhance your email usage

Email is not old hat. In fact it still plays an important role in inbound marketing and social media. How can you improve your sales pitch efforts, marketing message, the click through rate on email newsletters or even personalised emails to followers and connections?

Step8. Try a podcast

If you have already done some podcasts, cool, if not start thinking about doing your own podcasts. Dip your toe into the podcasting waters by finding out what podcast are popular in your industry or even find a podcast you could join in as a guest.

Step9. Light up your posts with graphics

Images can have a powerful impact when communicating stories, news or ideas. An graphic or infographic can simplify a complex concept or convey a story in a very succinct way. Marketing surveys show that powerful visuals will improve engagement with audiences leading to higher conversion rates.

content-marketing-strategy

Step10. Develop whitepapers and research

To be a thought lead in social media it helps to do more than sharing your insights. People and buyers love experts so try to expand your content marketing into areas like research or white papers.  Expert lead or expert quoted content with data and trends has been proven to increase brand or product retention.

Step11. Review content marketing against goals

There is no point investing hours of time in crafting articles and content then sharing them if they are not measured against your social media marketing goals. To finely tune your marketing you need to know what worked and what did not. Every plan can be strengthened, practices improved and marketing plans revised by doing some in-depth investigation on your digital marketing efforts. This review is vital for improved social media results and an opportunity to see where you got your best bang for your buck. The good news is the time taken to do a review will tell you where and how you can continue improve your content marketing skills.

acd-content-marketing

Finally to be really successful in content marketing, focus on improving your social media skills every day. Continued learning drives your ability to produce content on a consistent basis. If you apply these 11 tips to your social media activities, you will see gradual improvement in your skills and capacity to drive business results using content marketing.