Just create great content!
Google’s response to the thousands of objections to its algorithm changes has been the same for a while now – stop complaining and just create great content. Google will help new clients find you if you create ongoing original and useful content, which is well within the reach of most professionals. If you want to know how to do it, check out our free eBooks on blogging for professionals, writing blogs in plain English, and the 20 rules for creating a great blog post. It seems a daunting task but it’s really not, but please get in touch if you require assistance.
Mature professionals and smaller professional firms know all about the rules of content (you may not realise this, but you do!) It’s encompassed in the way they explain arcane concepts to their clients. As a lawyer I used to do a lot of appearance work in courts. Often clients would tell me that they did not comprehend a lot of the interaction between the lawyers or the lawyers and the Judge, in fact they often felt like spectators, not participants. But they never said that about my interactions with them when we were in my office or on the phone. The vast majority of professionals are already expert at explaining complicated (or proprietary) issues in plain English, and this is the essence of good content marketing as well.
Take a Buddhist approach
Like it or not, these changes to Google and search engines will continue. This is easier to take if you are apply the basic Buddhist precept that everything changes all the time, or you are particularly sanguine when it comes to change. For the rest of us, we have to accept that we are now are entering the age of the search engine conversation, instead of (what has been till now) more circumscribed queries. In other words, Google wants to read and decipher natural language. It also wants to read what is on your clients’ minds.
But again this is good news for the mature professional or smaller professional firms because Google is trying to do what you already know, predict the intentions of its users when they search for a professional service. You deal with those client intentions every day. The professional content that will be king in the future is the content that addresses the real needs of real clients. Can you articulate those needs? Of course you can, and thankfully you can do it with less emphasis on all the technical search engine professional manipulation that used to be important but is now sinking into the sunset where it belongs.
As author Joe Pulizzi notes:
So if you want to be found in search engines today, it’s almost impossible to game the system (sometimes called “black hat search engine optimization”) without a solid content marketing strategy.
Yes, SEO is still crucial for the larger players who can afford it, but for smaller professional firms it’s time to place your reliance on your substantial communication skills. More and more service professionals – lawyers, accountants, superannuation, insurance and finance professionals – will know about content marketing because it will soon enough (to be blunt) be the dominant marketing game in town.
How will it end
An excellent article in socialmediatoday makes this salient point:
So, what does this mean for businesses? Nothing has really changed. The same advice we’ve been giving for years is still as relevant as always: always put the user first…Another thing worth mentioning is that because Google has become really good at understanding what a piece of content is about, there’s no need to stuff a bunch of keywords and synonyms on a page. Remember: the user comes first. Build a great resource for your users and Google will reward you for it.
You may know the story of the sign that adorned the wall of the so-called War Room in the campaign headquarters of Bill Clinton’s successful 1992 presidential run against then incumbent George H. W. Bush. At one time following the Gulf War, with stratospheric approval ratings, Bush was considered unbeatable. Clinton’s chief strategist James Carville hung a sign to keep the campaign team on message – “It’s the economy, stupid”. His motive was not to remind the team it lacked intelligence, in fact they were the best and the brightest, he placed it there as a reminder of the obvious.
Sometimes, in our professional lives, we too need to remind ourselves of what is right before our eyes. For your website, it’s the content.
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