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Google Gets Inside Our Heads


In the Internet search world, Google is clearly king and marketing professionals across the globe give this tech giant the lion’s share of their search marketing attention. Every time Google makes a change to its infamous algorithm, search engine marketers scramble to assess the impact and adjust their strategies.
 
While Google’s algorithm changes often, the company’s ultimate vision – to deliver users the fastest and most relevant response to search queries – has not. Many of the algorithm changes over the last few years were intended to counteract those looking to cheat the search engine optimization (SEO) system to obtain short-term search result wins at the expense of delivering the most relevant content and websites to users. Inevitably, algorithm adjustments win out and “black hat” strategies, as they are called, are rendered ineffective.

In addition to overcoming manipulative strategies, Google’s advancements in search technology have allowed the search engine to function more like our brains naturally do – meaning more conversational in nature. Most of the time when we head to Google, we’re looking for the answer to a question.

If you want to know how to choose the best type of window coverings for your new home, for example, your brain might process this as “how do I pick window coverings for my home” versus “window treatment selection guide,” the latter of which follows the traditional keyword format of years past. The former option is referred to as a “long-tail keyword” and it’s more conversational in nature, which search marketers refer to as “semantic SEO.”

Semantic or conversational SEO, and the idea of Google trying to replicate our thought patterns, might make you a bit uncomfortable; it’s necessary, however, when you think of the growing number of searches initiated by voice command (e.g., via Google Glass or Siri). We don’t naturally speak in neatly organized key words. That’s why the Google team is so intent on returning results that align with a user’s real intent for the search, and why we must adjust our search practices accordingly by writing Web content conversationally.

Another vital SEO strategy is having a website that is mobile responsive (displays well on any sized device), as just recently Google began favoring mobile-friendly sites in a big way. Given that more than half of Internet activity is conducted via mobile, a mobile-friendly site is a must-have.

Equally important is generating relevant, authentic links to your website from well-trafficked, authoritative sources, like the news media. Pitch industry reporters and bloggers on stories featuring trend-setting developments your company is spearheading or ask them to consider your company for a “best of” list. Focus on quality vs. quantity of links. Directories and forums designed with the sole purpose of link building are considered “black hat” techniques and should be avoided.

Lori Turner-Wilson is an award-winning columnist and CEO/Founder of RedRover, a sales training and marketing firm based in Memphis, Tennessee – www.redrovercompany.com. You can follow RedRover on Twitter (@redrovercompany and @loriturner) and Facebook (facebook.com/redrovercompany).
Posted: 1/6/2016 7:30:00 AM | with 0 comments
Filed under: &, Big, Business, Google, Ideas, Lori, Marketing, Red, Rover, Sales, SEO, Small, Strategy, Turner-Wilson




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SMALL BUSINESS
Your business may be small, but that doesn't mean that your impact can't be huge! The Greater Memphis Chamber's Small Business Council serves to encourage, support, recognize and be a resource to small- and medium-sized businesses in the Memphis area. Here, our talented panel of contributors will present big ideas that could make a huge difference to your small business. And don't be afraid to ask questions ... no matter how small.

CONTRIBUTORS
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Public Relations
Several professionals and strategists from the local Obsidian Public Relations firm provide excellent advice on everything from research to media relations to event planning. They believe that all companies, no matter how big or small the company or its budget, should have a public relations plan driving how they manage their relationships with key stakeholders. Public relations is an integral part of doing business the right way.

JOEL MYERS
Human Resources
Joel Myers is a career Human Resources professional, with over 40 years in the field including 26 years in consulting.

TOM PEASE
Small Business Advice
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LORI TURNER-WILSON
Marketing & Public Relations
Lori Turner-Wilson is CEO and Founder of RedRover Company, a sales development, marketing and PR consulting firm. Lori works with companies large and small, from start-ups to mature organizations, to help them improve the productivity of their sales force and the return on their marketing investment. Lori writes a weekly syndicated column for the Daily News, Memphis News, Nashville Ledger, and Desoto Times, among others, titled “Guerrilla Sales & Marketing,” for which she won a 2011 Summit International Award and 2012 International Communicator Award.

INFERNO
Design and Digital Strategy
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FISHER PHILLIPS LLP
Labor & Employment Law
Fisher Phillips attorneys are ready to help you take a stand: in court, with employees and unions, or with competitors. Fisher Phillips has the experience and resolve to back you up. That's why some of the savviest employers come to the firm to handle their toughest labor and employment cases. The firm has 350 attorneys in 32 offices, including Memphis. For more information, visit www.fisherphillips.com.

PARAGON BANK
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