Search Engine Optimization (SEO) Versus Fresh Content

The number one mistake of companies is updating content just to keep a search engine happy. Your primary goal with online content is to reach prospects; your secondary goal is to keep the search engine happy. So many times, I come across companies that are focused solely on getting fresh content on their website that it is often lacking in substance and quality – and it is ultimately a poor reflection on the company.

Companies sometimes balk at the idea of engaging a company who specializes in Search Engine Optimization (SEO) because of the costs and the questions about their reputation. Let me state for the record. “It is WORTH YOUR WHILE to spend the time and the money to do this properly”. These specialists understand the search engines, the changing algorithms, and it is their job to keep on top of your rankings, helping you ferret out the right keywords, link strategies and execute them for you so you can focus on talking to your prospects and closing business. They should understand your website and help you optimize it – and they need to be talking to you regularly about the results.

You should also recognize that once you decide to partake in SEO, you’re in this for the long haul and need to commit to a minimum of 90 days before you can get measurable results.  If the area in which you operate is very competitive, it is going to take some time to find the right keyword(s) for your company. The primary keywords are often times already in use so the secondary keywords may be better opportunities for you.

SEO is not a ‘one person job’. You’re all in this together and everyone in the company should be responsible for creating the content. The consultants talk about the solutions all the time, you talk to customers all the time. Capture those moments, write them down, and use them!

If you’re at a dead end turn to a company that understands your product, your solution and the industry that you’re in. The Partner Marketing Group has experience helping companies with their website content and have partnered up with a number of professional SEO experts to get our clients the most benefits possible. Feel free to contact us for more information:

Cheryl Salazar, Virtual Marketing Director at The Partner Marketing Group

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