So you’ve just decided to re-design your website. How exciting! You’ve got grand plans to incorporate a big beautiful hero image, shiny call-to-action buttons and a corporate video that’s been months in-the-making. “It will be glitzy, it will be glamorous, and people will love it”, you think to yourself.
But before you get all gung-ho with the aesthetics, make sure you put some thought into what’s under the hood. That’s right, I’m talking about SEO.
The Intelligence of Search Engines
Recently, there has been much debate about whether robots will one day overthrow humans and take over the world. While I’m not ruling out this (ludicrous) idea, I’m confident that we’re very far away from such an apocalyptic outcome for the human race.
How can I be so sure?
Because one of the the most intelligent computer algorithms in the world still struggles with the English language. I am, of course, referring to Google’s search algorithm, one of the most sophisticated forms of artificial intelligence the world has ever seen.
We survived it. February marked the coldest month on record in Toronto. And it wasn’t just Canadians living through a record-breaking cold spell, as residents of Connecticut can attest to.
Luckily, spring has finally arrived. And with spring, comes spring cleaning. This brutal winter has left homes across North America broken and battered. Home owners are rushing to replace the shingles on their roofs or fix cracks in their home’s foundations.
With this “fix-up” mindset top-of-mind, what better time is there to fix your business’s Google AdWords campaign?
Decoding Google’s Top Secret Search Algorithm
If you ask 10 different marketing professionals how to rank highly on Google’s search engine results pages (“SERPs”), you’ll get 10 different answers. While this lack of consensus makes the marketing industry look extremely fragmented, the phenomenon has a good reason for existing. Blame Google.
You see, Google’s search algorithm is an extremely complex mathematical formula which draws on over 200 variables. It uses these variables to meticulously rank websites; to decide who the “kings of the keyword castle” are.
And they won’t even throw a bone to us marketers. The height of their transparency took place when they released an extremely basic guide to SEO, which told us nothing we didn’t already know.
A Brief History Of LinkedIn
Oh how LinkedIn has grown up. It started from humble beginnings in Mountain View California back in 2003. Since then this social network has exploded in popularity, and now boasts over 300 million members worldwide, with ambitions to reach over 3 billion.
LinkedIn was set-up as a place where professionals could network and job seekers could connect with their dream employers. In the process, this social platform has accumulated a wealth of data about individuals’ personal details, employment history and education.
It’s Not Only Content that Can Be Brought Back From the Dead
The future has arrived. Not the sort of future with flying cars and teleportation, but rather, the sort of future with mad scientists experimenting with mortality.
A controversial new procedure is currently being performed on animals, which brings them back from the dead. Crazy, right? The animal has no heartbeat, no brain activity and no blood coursing through its veins.
This state of affair lasts for hours or days on end. And yet, once scientist Peter Rhee warms the corpse back up and reinstates the blood flow, the animal springs back to life, oinking or mooing as per normal.
Improving The Idea-Generation Process
Every corporate blogger has experienced it. Fingers hovering over the keyboard. Blank screen. Blinking cursor. Mind full of uncertainty. “Is this topic even worth writing about?” “Will anyone even read it?”
It’s in that dreadful moment when bloggers need to get inside the mind of their prospects, and develop a blog post that will fulfill the “3 E” criterion: be engaging, educational and entertaining.
But choosing a good idea can be as difficult as finding a needle in a haystack. Why? Because by their very nature, ideas are subjective; beauty is in the eye of the beholder.
It’s Time to Let Your Prospects Educate Themselves
In a previous post about blog idea-generation, we introduced you to the rationale for pursuing a data-driven blogging strategy, using Google’s Keyword Planner.
Here, we’ll unveil a step-by-step guide which shows you how to use the Keyword Planner to create killer content. You’ll learn how to use the very same techniques our b2b marketing consulting services firm uses. That’s right – we’re revealing insider secrets (I could be fired for this!).
But before we expose all, let’s build on the last post and explore why your online prospects have so many questions to begin with. Where did this unquenchable thirst for FAQ content come from?!