If you read Google’s official blog and dig into its webmaster tools (like we do), then you might be able to see past the blog banter and into the future.
If you want to know how to get found on Google, you have to create content that matches the way people want to search, and the way Google is building its engine to help them search.
Right now, Google is encouraging all of us (those people who help businesses generate leads) to start thinking like a Google customer. The good news: We all use Google every single day. Thinking like a Google user shouldn’t be too hard.
Google has already announced that it plans to make its search engine more user-friendly. Which means you won't have to type in a series of keywords. After all, who talks or writes like that?
If you were looking for an inbound marketing agency in the Philadelphia area, you might type in "Inbound Marketing Agency Philadelphia," which doesn’t exactly describe what you want to search. What you really want is to ask this question, “Who are all the inbound marketing agencies in the Philadelphia area?” Or “Who are the biggest, best or most successful inbound marketing agencies in the Philadelphia area?”
Currently, all content, links, posts, videos and images are attached to keywords. But Google needs those results attached to questions. In case you missed it, Google is retraining us to create content based on the concept of questions.
The faster you get your marketing team to start creating content with these questions in mind, the faster you are going to rank on Google, get found by people looking for you and get leads for your business.
If you want to identify the questions for your business, just ask your prospects, customers and clients.
If you are an IT Services firm, one of the top questions might be, “How much should I be spending to outsource my IT if I am a small business?” Or, “What types of services do small businesses typically purchase from an IT Services firm?”
Want page 1 rankings on Google? Then you need to create the content that answers those questions. Here are some examples:
Free Report – The 10 Most Common IT Services Budgets For A Small Business
Video – 3 Ways To Ensure You Never Overpay For IT Services
e-book – The Comprehensive Guide To Selecting An IT Services Firm For Your Small Business
Tip Guide – The 9 Secret Questions You Need To Calculate Your Monthly IT Budget
Infographic – Picture IT: A Typical IT Service Plan For Small Businesses
Creating content is a first big step, but there is more work to do after the content is ready for prime time. You need a landing page on your website for the new content to live. The page has to be indexable with the long-tail, question-oriented copy.
You are going to need a visual CTA button that gets a visitor's attention. You need delivery and confirmation emails for the educational content, and you need a series of three lead nurturing emails for people who download your content.
These emails, delivered every three days, present more educational content to your prospects as they continue their remarkable experience with your firm and move down the sales funnel.
If you want leads, this is how you get them.
Start Today Tip – It’s all about the questions. Start collecting them. What questions do prospects ask during the awareness stage of their buying process? What questions do they ask during the consideration phase of their process, and what questions do they ask during the decision phase? Once you know these, then you should start creating the content and reworking your search strategy to match these questions.
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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.