If there’s one thing we’ve learned in our years of business as a digital marketing agency, it’s that we have to keep learning. The Internet is a constantly evolving marketplace. Search engine algorithms change regularly. Design standards change and keep getting better. The influence of social media and content marketing changes all the time.
I would like to recap and share some of the key topics that we discussed and how they apply to your website and/or marketing strategy.
1: Make sure your website is mobile-friendlyOn April 21, Google changed the way they rank websites when a user does a search from a mobile device (called “mobilegeddon”). In short, if your website isn’t mobile-friendly—that is, if it doesn’t have a responsive design—it will rank lower when people are searching from a mobile device. If you don’t have a mobile-friendly website (and a surprising number of organizations still do not) you will soon see a decrease in traffic from Google.
- Read our recent article summarizing the shift:
Google Search Mobile Update: 3 Things You Need to Know
- Check out a summary about the change from USA Today:
5 Things to Know About ‘Mobilegeddon’
(Unsure if your page will be penalized? This article also even includes a link to the Google developer’s page where you can test your website.)
2: Focus on content first
|The problem with websites (via @_kud)|
It’s important to take the time upfront to consider your site goals, what you want to communicate and calls to action. Then design around that to create a clear, powerful message for your audience. We recommend this concise Hubspot article, “Start Your Next Web Project with a content-first discovery Phase.”
3: Understand the importance, power and truths of SEOUnderstanding what is true and not true in SEO is important for your inbound marketing strategy. SEO is not a new trend, but it continues to be an important part of digital marketing success. Michael and I spent a good portion of the broadcast digging deeper into this excellent article from search engine expert Moz, “10 SEO Myths“:
- SEO is a scam
- Google will figure it out
- We did SEO once
- Link building is dead (again)
- I want to rank #1 for “magic keyword”
- Google hates SEO
- SEO is dead because Google Answers
- SEO is all tricks
- Social activity doesn’t affect SEO
My personal favorite is #2 – Google will figure it out. The article says “No. No they friggin’ won’t.” which is a funny way to put it but true. Google is smart, but not magic. Building a website and doing nothing else is not enough.
Ultimately, an investment in SEO is an ongoing commitment in the viability of your website. Audience engagement, content marketing, design updates, analytic report reviews … investing time and money in these things builds a stronger website and better results.
|How many people visit your lobby each week, maybe 100? How many people visit your website each week? |
The point is: for the majority of us, there are considerably more people visiting your website.
When people doubt the value of ongoing investments in their website, I often ask them to consider how much they spent to decorate and/or furnish their office lobby. With that in mind, think of how many people came to the office last month and saw that lobby versus how many people visited the website last month. Is the investment comparable? Your website deserves to be an important part of your marketing strategy because it is a 24/7 representation of your company.