SEO Content Marketing - Creating the Perfect Strategy for Your Company

How to Create the Perfect Digital Content Strategy for Your Company - A Hand Writing Marketing Related Words In a Word Cloud with Red Writing

How to Create the Perfect Digital Content Strategy for Your Company

We could define a digital content strategy as the guide in which to identify the communicative objectives of a company, its audience, channels, contents and codes to use, planning, dissemination and measurement. All this without forgetting that it is a cyclical process, in continuous evolution, learning and improvement.

 

Designing a digital content strategy will not only clarify the classic question of “what do I write about?” It will also identify where, when, how, for whom, and most importantly, why, we will communicate. And, without a directed planning of our digital communication, it is most likely that the investment of our resources and time will remain on wet paper because they are not properly focused on the business objectives.

 

 

The 10 Steps to How to Create the Perfect Digital Content Strategy for Your Company

 

1. Analysis

In the first instance, we will analyze the initial situation from which the company starts by asking ourselves various questions:

 

  • What is the current presence of the company in the digital world?
  • What is the presence and positioning of its competition?
  • What is our main objective?
  • Who has been in charge of digital content so far?
  • What communication opportunities have not yet been explored?

 

Any element of the context that we deem appropriate should be analyzed in this first phase, where we will try to collect all the available information.

 

2. Objectives

It is important to differentiate business objectives from the objectives of marketing, communication, and in particular, from our digital content strategy. Obviously, all must be aligned, but it is essential to identify the objectives that we can achieve based on the means and resources available.

 

Everything is usually translated into a main business objective, which for the vast majority of companies is the same: sell more, earn more money. But we have to be able to take another step and identify SMART objectives, that is, specific, measurable, attainable, relevant and quantifiable over time.

 

3. Public

At this point we will take into account the data extracted from the analysis on the public to clearly define who will be our target market. In this sense, it is essential to take into account the use of the new technologies that each person profile makes, and if necessary, identify who is the person who will review the online information regarding your company, product or service.

 

For example, if we sell toys for babies, our target audience will be mothers, fathers and relatives, and if we have a nursing home, the information on the internet is probably consulted by the children and not the interested parties themselves.

 

In this phase it is very useful to make the profile or profiles of our buyer people. Basically it consists of trying to build people of flesh and blood, with their personality, names, hobbies, physical appearance… depending on the most outstanding characteristics of our population segment that constitutes the target audience.

 

  • What is your name?
  • Where do you live?
  • What online content do you consume and through what devices?
  • What hobbies do you have?
  • What idols do you have or what people influence you?
  • What do you do?
  • What are you looking for when you search the Internet?

 

4. Strategy

 

When we talk about strategy, it is essential to know that it is a global decision, tactics being the practical application of the strategy. That said, in the world of content we can establish different strategies as ways to follow or practices to consider.

 

Content writing, research, content curators, design, video production, studies, mailing and ebook publishing are some of the things you can consider. Although, as you well know, the advances and developments in the online media are at a speed of vertigo, so it is always important to be aware of strategies and tactics that may surprise the target audience.

 

5. Tactics

When we talk about tactics, we are referring to concrete actions that we will implement in order to achieve our objectives and based on the planned strategies. It is at this time that decisions on the following points of our scheme also come into play: channels, content and dissemination.

 

6. Channels

At this point it will be necessary to consider the own communication channels that already exist (will we keep them, we will change?), The own communication channels to be created (for example: a blog) and other communication channels that we must incorporate into our strategy to achieve maximum diffusion.

 

For this, we will take into account the use made by our target audience of the different electronic devices and channels, as well as our resources and communication capabilities in terms of formats. It is a big mistake to be in a certain social network, if you don’t really have potential clients in it.

 

7. Contents

Now is the time to design a style guide to define what to say and how to say it, considering the aesthetic line (color palette, style and size of images / videos for each social network or channel), writing tone, language, special jargon , use of emojis…; basic structure of a post (internal and external links, image sources, text alignment, use of headers, punctuation, extension and other spelling elements that can lead to error) and messages or keywords.

 

We will also clearly define the topics and interests of our audience, and based on them and search trends we will conduct a keyword study. With both data you can create a complete calendar of contents in which you can consider the temporary nature of each topic depending on the time of the year and the hours of greatest use by the audience.

 

8. Diffusion

Apart from our own communication channels (blog, social networks, mailing …) it is essential to define other methods of dissemination. On the one hand we will have the paid media (post sponsored and publicity), and on the other the won media (achieved through a good online public relations strategy with press releases and direct contact with influencers, but above all, offering quality content).

 

In addition, if you manage to generate truly valuable content for a part of society, you can also be part of Facebook groups or other communities where your information will be welcomed, rather than received as spam.

 

9. Planning

Once we have defined the contents, channels and other elements of our digital content strategy, it is essential to organize a complete planning of our digital content strategy based on the available human resources. At this point, the use of certain tools to optimize time and maintain proper internal communication in the equipment will be assessed. A task calendar will also be created with milestones to be fulfilled depending on the objectives.

 

This point, fundamental to the success of our strategy, is too often overlooked, which leads companies to create false expectations about the achievement of short-term and long-term objectives. However, when we value this point we can identify if we have personnel needs or if we can achieve our milestones in the times we want with the available resources.

 

10. Measurement

The best way to optimize a digital content strategy is to learn from experience, and for this, it is essential to measure all our actions and cross all possible data to calculate the relationship between resources invested and results obtained.

 

A hazing that usually takes its toll is not to correctly define KPIs or performance indicators. That can lead us to achieve very good results but not focused on our goals. For example, in an online store we can get many visits to our blog but … not achieve conversions for not knowing how to properly focus our contents.

 

It is also essential to define the tools we need to measure the indicators. For example, the functionality of Google Analytics to cross both data is great for measuring web traffic and Google Adsense performance.

 

SEO Content Marketing – Creating the Perfect Strategy for Your Company

 

We hope that this brief explanation about the steps to follow in a digital content strategy will be of great help. From Media and Networks, with our more than 20 years of experience, we offer the service of definition, creation and management of content strategy for large and small companies that want to take advantage of the peculiarities of the digital world to position themselves in the market. Do not hesitate to contact us if you are interested in the service.

 

 

Content Marketing for Local SEO - Semantic Keywords for Content Marketing in a Graph from Answer the Public

 

Content Marketing for Local SEO

 

Have you been wondering how you could use content marketing for local SEO strategy? If you have, we are going to show you how to achieve better local rankings for your business in local search results, (SERPS) based on the content that you have on your site, so that you can easily begin to incorporate content relevant to actionable local search queries into your content marketing strategy.

 

I never ranking in the top position in my city until I build my first target area service page…

– Eric Allsen

Co-Founder at Affordable Local SEO

 

I’m guessing that I don’t need to tell you that local SEO, and SEO in general is indispensable for your company to achieve these rankings. Well, aside from your local services pages, schema markup, and your service areas page, If you need a more in-depth tutorial on what SEO is, check out this article on Search Engine Journal, a known authoritative source in SEO educational materials.

 

Content Marketing for Local SEO

 

The higher your ranking in the local search, the better your chances are of attracting potential customers to your business for actionable local search queries that people in your area are using to find your products or services online. If your business does not appear in the top positions of local search engine results, (and there are only 3) you must start working to improve your rankings by building a strong local presence online.

 

First of all, being outranked by all of your competitors on local search queries that are most important to your local business can be very unnerving. But there;s good news! You can improve your local search ranking, and one way to do this is by optimizing your content marketing for local search.

 

In this article we will show you how to incorporate local seo into your content marketing strategy:

 

You will learn the following content marketing for local SEO techniques:

 

  1. How to Find the Best Local Keywords
  2. What Types of Content to Create for Local SEO
  3. How to Create High Ranking Local Content
  4. What the Benefits Are of Participating in the Local Community

 

And more!

 

So let’s get started!

 

How to Find the Best Local Keywords

 

Whether you are using local SEO or SEO to position your website’s content in search engine results, keywords continue to play an important role in content marketing. Keywords are the way that everything on the world wide web is found by search engines, so keywords then, if you want to communicate with search engines, have to become the basis of your content.

 

To find the best local keywords for your company, you must first conduct a thorough investigation on the best local keywords that are relevant to your products or services to achieve your goals. Ideally, the keywords must be relevant to your business and relevant to the city or even the neighborhood where the company is located. (or other cities around you that you want to target…)

 

Step #1 Making A List

 

The best way to find which keywords are best for your products or services is by thinking about what customers will be searching for when they are nearby and looking for something that you offer.  What we like to do, is write down all of the keywords that we can think of that we would use if we were looking for our products or services ourselves in the area. Then, we use a keyword research tool to expend that list into tons of relevant keywords, and then extract the best ones by relevancy, the number of monthly searches, and difficulty. 

 

This is what we like to call (one of) our master lists.

 

Again, here are those three steps. Write them down somewhere, because if you finish this post, we will show you how you can dominate your competition in local search results in a very shorty period of time!

 

That was…

 

  1. Write a List of All the Relevant Local Search Keywords that You Can Think of
  2. Use a Keyword Research Tool (Like Google Keyword Planner, SEMRush or ahrefs) to Expand Your List
  3. Pick Out the Best Keywords for Your Website by Relevancy, the Number of Monthly Searches, and Difficulty
  4. Save Your List

 

Ok, now that you’ve got a master list, let’s keep going…

 

After you have your master list, you will want to prepare a more refined list of the best keywords for your brand from a national, global, and local perspective. And to that, you will want to pick not only which one’s of those that have a high average of monthly searches and low competition, but also which ones speak to your visitors and potential customers on an emotional and intellectual level.

 

For higher rankings in local searches, make sure that all the keywords that you pick are still relevant to your company, and the locations that you want to rank for. 

 

One of our favorite tools to use to find relevant keywords for local business SEMrush. SEMrush makes it easy to tell what keywords will be easiest to rank for, what keywords your competitors are using, plus extra helpful insights like which keywords are bringing your competitors the most traffic, which domains they are backlinking to, etc. Another one of our absolute favorites is ahrefs.

 

 

 

Here are some helpful competitive research toolkits from SEMrush to get your started.

 

Content Marketing for Local SEO - Semantically Related Keywords Snapshot from Answer the Public

 

How to Create Local Content

 

Using your master list of keywords that you’ve generated, start thinking about ideas to get content optimized for the best keywords for your brand. It is a good idea to create local content, such as guides and local lists that are closely related or tangibly related to your target market’s needs. These types of content are relevant to the area you are targeting and can be created to fit your niche. You can incorporate some the keywords on your list into the content as you are writing, whenever feasible. 

 

Example: Let’s say you have a local auto mechanic shop, and you decide to write an article on the best towing companies in your city.

Well, one of your keywords would then be,

 

“Best towing companies in”your city.”

 

This would be your primary keyword, since it will be in the title of your post, and go in your h1 tag at the top of your content.

 

But other semantically related keywords to “best towing companies in “your city” will be able to be worked in to your article in either subheadings, as secondary keywords, or contextually, (which means that they fit naturally when you are talking about the subject.)

 

Ideas: Content Marketing for Local SEO

 

Local Ordinances and Codes

 

This type of content is crucial, especially if you are selling products or services. Different states, cities and even communities have different regulations for certain products and services. To improve your local search rank, develop content to help customers navigate local regulations.

 

For example, if you sell furniture, you can guide users through the recycling process of their antique furniture, in accordance with the regulations of the state, city, community, etc…

 

 

Local lists “The best” and “Top 10 of”

 

Promote local businesses that are related to your own business by creating a “Top 10” or “The Best” list. Write about local companies that offer services or sell products that are similar to yours, but are not direct competition. This gives you the opportunity to create useful content for readers at your destination location, taking full advantage of the high-level local keywords that you have compiled.

 

For example, if you are a nightclub or nightclub you can write about restaurants or places to dine near you, so when they go out you promote that they go to your place.

 

Guides for Stations, Celebrations, or Local Events

 

The weather and customs can vary greatly from one place to another, even within the same country, province or state. Due to differences in seasons, celebrations and events, people in specific locations experience unique challenges, and have particular needs.

 
To improve your local search rank, create content that addresses the specific needs and challenges of people.

 

For example, if you are a mechanic shop and you are in Andorra, advise the users what tires to put in case of snow (the abundant and sudden snowfall there is normal, I tell you from experience). You can also explain what kind of maintenance a car should carry in such low temperatures, etc.

 

Participate in the Local Community

To improve your local search ranking for a specific location, a goal should be to associate your business or brand with that location whenever possible. One way to do this is to get involved in the local community.

 

You can support local causes or charity, which will not only benefit a good cause, they will also help you build a positive brand reputation. If a newspaper or a local magazine covers the story, you could get them to link to your business or brand. Better yet, since you can get a link without having to ask for it, remember, high-quality links from reputable local publications can help improve your local search ranking and drive relevant traffic to your site.

 

 

More Ideas: Content Marketing for Local SEO

 

Here are a few more ideas that we came up with:

 


City-Specific Landing Pages
Press Releases
Company Branding Info
Non-Profit Involvement
Famous People from the Area
New Team Members
Technology Upgrades
How Times Have Changed
How Things Could Be Better
State or Regional Landing Page
Problems the Local Business Solves
The Secret Sauce
Share Real Life
Getting a Job in the Industry
Statistics
Best of’ Guides
Common Myths or Misunderstandings in the Industry
Customer Case Studies
Industry Related Non-Competitive Interview
Customer Interviews
Product or Service Specials
Host Local Events
Partner with Local Events
Seasonal Content Themes
Build FAQ Pages Into Content Pieces
Build Content on Local Events and Activities
Target Related but Non-Competitive Topics

 

Content Marketing for Local SEO – Final Thoughts

 

These are the best content marketing practices to increase your local search ranking. In addition to the above tips, you can also contact local blogs and websites and ask if you can write an article as a guest. Guest-blogging for local publications can help you get high-quality local links and of course take traffic to your website.

 

Have you already done some of these practices? Which of them do you plan to try? Share your opinion in the comments you have below helping with your experience or with new ideas, we will be very grateful.

Also if you have any questions you can fill out the form below, we would love to hear from you!

Why Your Public Relations Strategy Shouldn't Be Measured On Backlinks - SHuttershok Picture of a Man Typing in a Dimly Lit Office

Why Your Public Relations Strategy Shouldn’t Be Measured On Backlinks

Understanding why you’re hiring a PR agency to advance your company’s goals is essential. So is making sure you agree on those goals at the relationship’s inception. Successful client-PR partnerships begin with pinpointing what success looks like and agreeing on effective ways to measure it. Each client campaign is different, so those measurements will likewise need to be customized every time.

 

But a company that expects to measure PR’s impact primarily through backlinks is sorely misguided. Public relations professionals know that earning coverage for a client in an online publication is no guarantee the resulting story will include links back to company or product websites. And it’s folly to promise clients that it will.

 

In fact, many websites’ editorial guidelines forbid such links, deeming them a form of promotion that conflicts with objective journalism. That’s something PR pros often have to explain to clients, especially to startups. If a particular publisher appears inclined to include backlinks, it’s something a PR pro might inquire about, although editors aren’t likely to include them just because they were asked to. I, myself, over the years have once or twice asked a journalist I knew well, “Hey, would you mind adding a link, as I see you’ve done that before?” But it’s not the norm, and outlets are increasingly saying no.

 

Making such a request can often backfire, as it sends the wrong message. It could suggest your company is mainly interested in the link, not the journalistic coverage itself. It might alienate the writer, who may see the query as intrusive — akin to asking her to doctor a direct quote — jeopardizing the potential for a beneficial media relationship down the line.

 

Without question, backlinks are a measurable element of digital marketing. They provide third-party validation that helps search engines verify that a particular website is credible, possibly boosting its SEO. It’s a great way for companies to accrue search engine optimization value over time. But asking for backlinks upfront is a tactical error. Instead of looking to them as a magic bullet to build brand equity online, it’s smarter to have your PR partner build and execute an integrated communications strategy that identifies target audiences and the daily struggles they face. Then focus on creating content that authoritatively speaks to those issues.

 

As you do this, it’s crucial to make sure your PR and digital marketing teams are talking to each other. Your PR partner knows your industry and employs writers who know how to create thought leadership content. Digital partners know how to serve up that content through paid channels, which then creates backlinks.

 

Despite the growing fusion of marketing and PR, backlinks are still digital marketing’s domain, and it is digital marketing’s meteoric rise in recent years that deters many journalists from including backlinks in their coverage. PR pros might work with digital marketers to find less promotional ways to generate backlinks (such as guest-contributed content).

 

When working with a PR agency for content development, it’s best to hire one that’s embedded in your industry and thinks like a journalist. In a perfect world, your PR partner will feed editorial-style content into the digital marketing engine, which then focuses on tactical, audience-based content like SEO, relevant keyword identification and backlink creation, maximizing the content’s value and placement.

 

For the most part, a PR professional’s power over a media story about a client stops at the beginning of the interview. From there, it’s up to the writer and editor to determine what’s included. PR’s job is to find the angle that will appeal to the writer and his readers in the first place, to pitch that story, secure the interview, prep the client, be available for fact-checking afterward and make sure the journalist has all the information she needs to write the piece.

 

If the narrative is compelling and conveys the company’s offerings in a way that speaks to a reader, that reader will save the story, share it and find the company online. It may not be a one-word click-through, but website traffic after positive press coverage is easy for PR professionals to measure and track. From there, the company’s sales team can use that coverage for marketing, also measuring inbound leads by asking customers how they learned about the client.

 

Brand equity is not built on backlinks. It’s created by communicating a clear understanding of what a company stands for and how the company is differentiated. Staying focused on that goal will yield the best measurements of success.

 

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8 Ways to Become a Great SEO Consultant

8 Ways to Become a Great SEO Consultant

8 Ways to Become a Great Consultant

There are several elements and characteristics that make all the difference and will set you apart from other consultants.

On the other hand, if these components are lacking, it can severely cripple your consulting business.

Let’s jump into some of the ways you can take your consulting from zero to hero.

1. Define Goals

Setting goals at the start of any consulting relationship is key.

This way, everyone involved in the project has a clear understanding of the mission, what is reasonable and obtainable, and can hold themselves accountable.

Without setting up goals, it is extremely difficult (nearly impossible) to prove value or understand if the project was successful.

Decide on what metrics are key and ensure that tracking is in place, so that you can regularly report on the progress.

Whether the goal is to:

  • Increase organic traffic by [X]%.
  • Improve keyword visibility around [X], [Y] and [Z].
  • Cut the cost-per-click in half.

Or all the above, you and your client must agree on the metrics that define success.

Along with these goals, your client should have a solid understanding of what you need from them. After all, it is a two-way street.

The nature of consulting means that you will not always have direct control over the execution of your recommendations.

the nature of consulting

Therefore, setting expectations at the beginning is absolutely essential.

What do you/will you need from them to be successful?

Picture this – you are supplying content recommendations on a monthly basis to target specific keywords that you are tasked with ranking for, and an in-house writer on the team is supposed to execute and implement them.

It’s now three months into the project, and nothing has been written. This will certainly make hitting your goals challenging.

If expectations are clearly defined from the start of the project, you have a better chance of avoiding these types of difficult conversations.

2. Educate Your Clients

Especially in the digital space, education is a huge part of a successful client/consultant relationship.

Providing your clients with education and understanding of your expertise area will be essential when it comes to proving your value.

The truth is that there are so many different facets of digital marketing that you cannot expect someone to be an expert in everything. Or, even be familiar with best practices and tactics in each area.

Thinking about SEO (only a piece of a successful digital marketing program), there’s technical SEO, keyword research, external link building, internal cross-linking, on-page content optimization, etc.

In addition to this, the landscape is constantly changing. And, if your client has not been involved in SEO for even a couple of years, their understanding will be behind the times.

Depending on who you are working with and what their position is in the organization, they may be removed from day-t0-day digital marketing tactics and rely on you for that guidance.

The first part of this is understanding where your client is at.

  • What is their background in marketing?
  • What is their position in the organization/key responsibilities?
  • How familiar are they with your expertise area?
  • Have they worked with a consultant (in your focus area) in the past?
  • What are the best practices that they are familiar with (if any)? Are they the same as yours?

Once you understand your client’s background and experience more, you will know the areas that you need to spend time nurturing.

A classic example of this:

One time, I spent about half an hour going over a proposed keyword strategy with a new client. I laid out all our keyword research, and the keyword priorities that we wanted to focus on for the next few months.

When I stopped to ask if they had any questions, they asked, “Yes, so… what does average monthly search volume mean?”

Might I add, this is an extremely reasonable question to ask.

My only wish was that I spent time at the beginning of the conversation to get a better understanding of their grasp on the terminology and explain what all of this meant before I dove into it headfirst.

diving headfirst

Remember, it’s nearly impossible to understand the value of SEO, if you don’t understand SEO (even at a high level). Spend the time educating your clients.

3. Show Your Expertise

A great consultant is not only aware of what is happening on the account but also understands the bigger picture.

It’s extremely important to demonstrate your knowledge about the account, the company you are working with, and their industry as a whole.

In the discovery period, make sure to ask questions and get all the information you need. And, it should not stop there.

Regularly check in with your client to make sure you are aware of key business changes, new focuses, and things that may be less of a priority.

Put in the work and really understand the business, the landscape, and key competitors.

This involves things like subscribing to top publications in the industry, setting up Google Alerts to watch recent content around key focus areas, monitoring competitive activity and more.

Then, demonstrate your expertise.

Do not just take direction or instructions but tell your client what needs to happen to reach the goals in place. Be confident – you are the expert.

These simple gestures will help gain trust and prove your ability and value as a consultant.

4. Clearly Answer Questions

Clearly answer questions

When asked a question, a great consultant will clearly and immediately answer it.

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I realize that this seems obvious but have found this to be a challenge that many face.

You may want to get your points across first, you may be overwhelmed with the information you need to present, you may be crunched for time.

But, acknowledging and addressing your client’s questions and concerns is essential to a successful program and relationship.

A great consultant will not say something like: I will address that further in the presentation or let’s come back to that in a few minutes.

Even more importantly, a great consultant will not dodge the question, supply a vague or confusing answer, or make something up.

This is not to say that you need to know the answers to everything. You should prepare as best as possible to answer questions that may arise.

If you do not know the answer, let your client know that you will get back to them as soon as possible. And, make sure that you do!

5. Take Action

Take action

The very nature of consulting means that you will not always have direct control over the execution of your recommendations.

The challenge is you are relying on the execution of your recommendations to hit your goals.

So, what do you do when faced with this dilemma?

Consider the following:

  • Prioritize deliverables: Not every recommendation is a high priority or urgent. Clarify what action items are a top priority and which ones can wait. This way, you can ensure everyone is focusing on the items that will have an immediate impact.
  • Encourage execution: A good consultant will make solid and strategic recommendations. A great consultant can present these recommendations in a way that encourages people to act by stressing the importance, result it will generate or potential repercussion of not executing.
  • Consider alternatives: Is there another approach that would leave you with the desired result? Is there a way to execute this in a more efficient way? Is the recommendation truly a high priority?

Lastly, after considering all of the above, can you help with the execution of it?

Sometimes it’s worth it, if it means hitting your goals and keeping a valuable client relationship.

6. Choose the Right Tools

A consultant is only as good as the tools they choose to use.

No matter how much experience and skill you have, it’s difficult to grow without the right tools and resources.

A consultant is only as good as the tools they choose to use

Tools can severely affect the efficiency of your business as well as the information and data that you are able to supply clients.

With that said, the scope of these tools should be specific to your business size and needs.

To be a great consultant, having tools for communication, project management and digital marketing tactics is key. However, choosing the right tools can be exceptionally challenging and confusing with so many options available.

Being at an agency for so long, I tested many different tools including;

  • Google Hangouts Chat, Slack, Teams, and Google Docs for communication.
  • Basecamp, Trello, Asana, OneDrive, and Monday for project management.
  • SEMrush, Moz, Screaming Frog, BuzzSumo, Buffer, BuzzStream and so many other digital marketing tools.

From this, I cannot say that one is better than the other but stress the importance of choosing tools that are aligned with your consulting needs and not solely based on the consensus of the marketing community.

What works well for others, may not work at all for you.

7. Know Your Audience

Know your audience

Part of being a great consultant is knowing your audience and being able to adapt your communication.

Always know who is on the other end of the phone and joining meetings.

This way, you can tailor recommendations and communication in a way that everyone understands. This will also help ensure you are putting your best foot forward with key decision makers.

For example, you will be presenting a performance report to a client and your contact lets you know that the CMO will be joining the call.

In that case, it makes sense for you to give some background on who you are, goals of the project and key milestones.

You may want to keep the conversation more high-level by going over the bigger picture performance metrics and what it means for the business rather than granular details (unless they say otherwise).

Make sure that everyone in the conversation is aware of what is happening on the program, why it is happening (what you’re doing to drive those results) and feels that their needs or concerns are recognized.

8. Prove Your Value

Prove your value

Bringing this full circle, defining goals will help you prove value. A great consultant sets clear expectations and communicates the progress effectively.

As a consultant, it is important that your client is aware of performance and, more specifically, what you are doing to drive those results.

It is also essential that you are communicating performance in an easily digestible and straightforward way. This is one of the biggest challenges that I see digital marketing consultants face – reporting.

Any consultant can put together a report of key data points and metrics that outline the performance of a website. Take it a step further and tell the story.

What do these data points actually mean for the business? What is working? What is not working? What next steps are needed to drive performance?

Be careful not to lose your audience with a bunch of technical terms: impressions, clicks, users, sessions, bounce rate, time on page, etc.

For example, instead of saying something like:

The product page generated 29,000 sessions in July 2019.

Say something like:

29,000 users visited the product page in July 2019, up 55% from the previous year. This can be traced back to [X], [Y] and [Z] updates that we made to the page. As a next steps, we will continue to implement [X] and [Y] tactics.

Setting goals is only half of it.

Being able to communicate the results in an effective way is the other piece of the puzzle.

Final Thoughts

There are certain elements and characteristics that set great consultants apart from the rest, and these are just a few ways to better yourself.

The key is constant improvement.

If you’re not moving forward, you’re falling behind.

Being a great consultant is not easy but it’s worth it – to see happy clients, establish long-term relationships, get valuable referrals and see your business grow.

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Featured Snippets Search Results Update

Google Offers Guidance on Featured Snippets Update

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Google Offers Guidance on Featured Snippets Update

Featured Snippets Search Results Update

Google used to give a URL two spots in the search engine results pages (SERPs) when that URL ranked with a featured snippet, also known as
position zero because it ranked above position one of the normal search results.

That is no longer the case. Google will no longer show duplicate URLs for pages promoted to the featured snippets.

This process of removing duplicate URLs from SERPs containing featured snippets is called deduplication

Google’s SearchLiaison published the following seven facts about deduplication:

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  1. Featured Snippets duplicate URL change is being called deduplication
  2. Deduplication is global
  3. The change does not affect video featured snippets
  4. Deduplication does not affects a featured snippets variant that resembles a knowledge panel. But it will affect it later this week.
  5. Deduplication does not affect:
    – Top Stories
    – Interesting Finds
  6. Duplicated URL moving to page two of the SERPs appears to be a bug of deduplication and is not a feature or by design. URLs in featured
    snippets that are also ranking on page two of the search engine results pages (SERPs) may have that listing removed.
  7. There will be no change in Google Search Console (GSC) performance reports.

Google Search Console Performance Reports

In answer to a question, Google SearchLiaison explained that the performance reports will not change as a consequence of deduplication.

Position zero featured snippets and organic position one were already counted as one ranked position. So if a site loses the organic number
one position but retains the featured snippet, that listing will still be counted as a number one ranked position.

Google SearchLiaison