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SEO: Slow and Steady Wins the Ranks

Google released an update to its Penguin algorithm last month. And naturally, bloggers all over the web are sharing their thoughts. I read one article that summed up Penguin 2.0’s impact pretty well: SEO “silver bullets” are no more.

Before Google’s search algorithms got as smart as they are now, there were plenty of backhanded, “black-hat” strategies SEOs could use to boost their rankings. Things like building inbound links from phony sites, stuffing keywords unnecessarily into content, or posting click-grubbing comments on external blogs.

Savvy SEO pros gave these tactics up years ago. But the truth is, even among so-called “white hat” techniques, there’s no one fix that will guarantee the search ranking you want—and keep you immune to Google’s changing algorithms.

That’s because the “silver bullets” of past SEO dogma focus on the short term. But as SEO’s evolution shows, rankings with true staying power don’t come cheap. You’ve gotta work for them.

What’s an SEO master to do? Keep sites fresh with regular, relevant content.

Of course, I can’t make Atomic’s clients do content marketing. But I can help them get started on the right track. Here are a few things we suggest:

• Set up a blog. And actually use it. We encourage clients to plan a calendar for publishing blogs—and make sure everyone understands who’s responsible for what (even if that means outsourcing to a copywriting team). Regular updates means Google will index your site more quickly—and you’ll build authority in your area of expertise.

• Schedule regular check-ups. I recommend an overall site review at least twice a year to ensure links are functional, verify information is correct, and adjust, if needed, to the demands of new search guidelines. This reveals less obvious problems inadvertently sabotaging your rank.

• Look at your numbers. A peek at your site’s analytics can show how users are engaging with your site. Are they finding you primarily on mobile devices or via social links? Mainly through mentions on other sites? These insights can help you build a better user experience over time.

Content marketing and ongoing site review aren’t the easiest ways to do SEO. But they’re the closest thing to a silver bullet we’ve got (more like a slow, strategically planned attack than a single bullet, really).

Best of all, they’re sustainable—they’ll keep you on top no matter what algorithm tweaks come and go. And if search result domination is what you want, the effort is worth it.

It’s time to stop searching for the next quick fix—and instead, commit to great content. Let’s get to work.

Need help refining your site’s long-term SEO strategy? Let the Atomic team help.

 

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7 Steps to Building a Top Online Business

So, you want to start an online business? It doesn’t matter whether you’re selling lava lamps, tuba lessons, or web design services: you need a plan of attack. It’s easier than ever to toss up a website and set up shop—which means that for every bona fide brand out there, there’s an impostor who’s all talk and no follow-through.

Here’s how you can make your business stand out:

1. Do your research. Chances are there’s already a business out there similar to yours. Size up the competition, and see if there’s something unique you can offer. Learn what problems people are having with related products and services. Then, build your business to meet a real consumer need.

2. Define your products or services in detail. An awesome business idea is no good if no one understands what you’re selling. That’s why you need to write unique, compelling descriptions that speak to visitors’ needs. Check out Copyblogger for tips on writing must-read sales copy.

3. Create a plan for online sales. There are different factors to consider in building an online shop vs. a physical storefront. For example, how will you manage leads, sales, and fulfillment? How will you follow up with buyers post-sale? How will you handle unhappy customers?

You can always modify protocol over time, of course—but planning for problems will save stress as your business grows.

4. Build an awesome website focused on your customers’ needs. Create informative, entertaining content (including text, photos, and video) that shows visitors how your product will improve their lives. Explain services clearly, and offer a call to action to convert visitor traffic into sales.

Create an easy way for customers to reach you, like a contact form. You can use a ticketing system to organize and answer questions, or a CRM to manage communications across your business.

5. Decide how you’ll find your customers. Selling online is a combination of getting your name in the right places (through SEO, pay-per-click marketing, and social media) and in front of the right people (through thought leadership and email marketing to existing clients). Figure out what channels are best for your business, and put yourself out there.

Don’t know where to start? Try out different strategies, measure your results, and see what works.

6. Grow—and maintain—your reputation. Show potential clients that you’re the real thing. Maintain a regular blog and try guest posting on industry-relevant sites. Build a social media presence. Sign up for programs like Yelp and Google+ to enhance credibility.

7. Whatever you do, don’t set it and forget it. Building an online business takes time and effort. And these days, it also requires significant upkeep. Continually improving your business isn’t just good for SEO—it also forces you to keep up with changes in the marketplace. And it shows your clients that you care.

Follow these steps and you’ll be on your way to a budding online business. Now, all you have to do is sell.

Need help getting your business off the ground? Atomic can help you build a web presence that rocks.