October Monthly Summary

Globe Runner SEO Updates

October was a month full of conferences and networking events at Globe Runner.  At these events we have picked up at least four new books each.  We have been reading and learning constantly over here. This is going to be a different kind of monthly summary.  Rather than highlight several of the articles we are reading about search, we are going to provide some of the key insights we took from the events we have attended.

On Monday, we attended the State of Search conference hosted by DFWSEM, the oldest association of internet marketing professionals in the country.  The State of Search Conference confirmed that the changes we are most closely following are the same changes and trends our peers are following.  The conference had an impressive line up of speakers including: Brett Tabke, Duane Forrester of Bing, and Chris Brogan.

The two most talked about topics at the conference were Google+ and Content Marketing.  This was no surprise as these are two of the hottest topics in search right now.  Google + and Google + Local are slowly becoming two of the most important social signals that Google search pays attention to in ordering its results.  This is because search is becoming personalized to the user.  Below are a few takeaways from the Content Marketing session:

Keys to Content Marketing

–          Constant content with authority

  • Provide interesting, authoritative content about your area of expertise.

–          Headlines matter

  • People read headlines before they read the content, if your headline doesn’t catch their attention they won’t read anything else.

–          Listen with empathy

  • Listen and respond to your customers with empathy, understand where they are coming from and meet them there.  Content marketing is not just about creating new content, it is about the conversation that is started by your new content and the community reading your content.

–          Discipline for the long-term

  • With a content marketing strategy, you must be dedicated to continually publishing new content.  This strategy is effective only when it is consistent.

–          Call to action

  • Don’t forget to give your customers/readers the opportunity to take action based on what they read.  Immediately after reading is when your readers are ready to buy, make your Call to Action clear and easy to find.

–          Write stories that make the buyer the hero

  • Your community is interested in stories that are about them and their successes, not just stories about your products.

–          Understand the interests of your customers

  • Write to them about their interests, not every post needs to be a sales pitch: educate, inform, entertain, and sell

–          Think like a journalist

  • Approach your market with fresh content that looks at old information from new angles and/or perspectives.

Another topic that dominated the conference was Google+. The fledgling social network has been dismissed by many as superfluous or a “ghost town”, but Google has big plans for it. The biggest role for Google+ is an updated way of serving up search results according to authorship.

As content continues to grow exponentially online, Google is looking for ways to separate the good and the bad. One of their new methods is Google Authorship, which attributes authorship to a blog post or online article so you can see who wrote it. According to Google, this will help add authority to the content and ensure relevance to your search results. And, since authorship is tied to a Google+ profile, this means the social network will play a big role in Search moving forward and shouldn’t be ignored.

Google+ Authorship will play a role in Content Marketing in the future by tagging yourself as an author to the content that you create.  Your authorship will lend credibility to you as an author and to your content.  Tagging your content will also help it show first in the search results to the people you are connected to through social networks.