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Feature Article

PART TWO: Feeding the Google

Andrew B. Clark, President / The Brand Chef
Spoke Communications, LLC

ArticleMay 2014 Part Two: Feeding the Google | Midwest Veterinary Supply

Part Two: Feeding the Google

Building a better mousetrap is never easy. To do so, you need a basic understanding of how a mouse thinks. Luckily, when it comes to search SEO) and reaching your ideal customer, Google and the collective geniuses that manage search engines, have done most of the hard work for us. They've done the research. They've built the trap (search engines)! It's our job to Feed The Google!

It sounds daunting, but if you keep in mind these simple steps to "Feeding 'The Google'," your SEO returns and page rankings will see improvement.

In this article, we're going to discuss the strategies behind 2 of the 4 basic steps in "Feeding 'The Google'.

Step 1: Keep Cooking Great Content
Step 2: Correctly Set The Trap

In our last article we made it clear that Google, Bing, and Yahoo rule when it comes to the information that gets to your customers' eyes, minds and hearts.

When Google distributes their search engine algorithms – the data formulas that predict how people search for information – they determine the "who, what, when, where, why, and how" of relevancy in each search.

Therefore, when it comes to feeding the search engines what they want, you're at an advantage. You already know exactly WHO the customers are, WHAT they're looking for, WHEN they should be looking for it, WHERE they can find it, WHY they want it, and HOW to get it. It's just a matter of convincing "The Google" so. So, like any good Chef, you need to get cooking!

Step 1: Keep Cooking Great Content

Let's think out a scenario for a second:

What if you had a meal at a local restaurant that so stimulated your taste buds, you just HAD to go back for more? Upon your return, you noticed the same meal, fantastic and tasty, was on the menu, but nothing else. Remembering the joy of that first experience, you'd probably eat it again, but after a few visits, wouldn't the repetition and lack of choice tend to get a little old? What if you asked to see what else the chef could cook up, receiving just a blank stare from the manager? Would you return? Would you tell others about the great meal?

THAT is precisely why you and your clinic staff need to keep cooking great content to feed "The Google."

Part of the search algorithms Google puts together considers the "freshness" and "variety" of content within a website to determine relevancy to a search. While a static "Online Brochure" site may hold good, relevant information, if it doesn't change and offer support upon the next visit, the relevancy goes down and so does hope for higher positioning on the search engine page.

One of the easiest tactics to keep your content fresh is to build a content marketing strategy – like a menu – that the search engines can feed on. One strategy is to break the year or even months up into easy-to- manage segments; writing new information on topics you already know your customers will be looking for:

  1. Seasonal health solutions
    (think flea and tick season)
  2. Clinic Specials on Products
  3. Clinic Events for your Customers
  4. Tips for Customers for better care at home

A bigger challenge is to keep the customers interested, so change it up.

Like the boring menu scenario above, if you keep feeding them the same thing, they're bound to get bored and look for another place to eat.

None of this has to be rocket science, the search engines just need relevant information, and there we gave you the outline to a basic content marketing strategy they can sink their teeth into.

Step 2: Correctly Set The Trap

Ah haaa… Now the tricky stuff comes into play.

How do you set the trap so Search Engines, like Google, consider your site MORE relevant than others? You have a website content management system as the framework of your site. You have a content marketing strategy in full swing. So, what will make your site more appealing to the Google?

When you "Feed 'The Google'," you need to consider what, and almost more importantly, WHERE they want to eat.

Here's the key:
1. Keywords, and
2. Location, Location, Location

Keywords:

A good sales person intrinsically understands the language of their target audience. If you want to sell flea and tick treatments to small pet owners you probably aren't going to start off talking about the D.O.T. filling potholes on the northbound entrance of I-35. Are you?

"The Google" doesn't know that. All it has is an algorithm that's supposed find relevancy in any scenario - from bridge building to A.I. cups and catheters. It's up to us to set the traps. And we do that through Keywords.

When you're writing your content, keep in mind the way your customers will be searching. We know, as clinicians and Veterinarians, your knowledgebase and vocabulary are wide and deep, but this isn't the time to compose like your taking the VTNE. Make sure you use words, Keywords and phrases you know your customers will be searching with.

For instance, considering flea and tick season is coming up, would want to write about:

"The Efficacy of Pyrethrum-based Solutions on Canines in the Upper Midwest."
or
"The Best Flea and Tick Solutions for Minnesota Dog Owners"

While both of those titles are valid and applicable to the scenario of treating fleas and ticks in Minnesota, the second of those two will definitely be more relevant and uses better Keywords than the first.

Why? Any good sales person intrinsically understands the language of their target audience.

Location, Location, Location:

The next key to understand is, "The Google," is pretty lazy. Search engines just can't read every word of every website they come across. Considering at last count there was somewhere around 723 Million websites just in the Unites States, the "read every word" approach would likely kill "The Google." To solve that issue, the geniuses at Google, Bing, and Yahoo, huddled around glowing monitors in the wee hour of the morning, added to in their algorithms, "keyword destination locators."

These are specific locations they "expect" keywords to be when skimming through a page, post, tweet, or picture!

Just as in the real-estate biz, it's all about Location. Where do the people and search engines look first? How get their attention? What's the secret sauce?

The Title, Header, Body approach
Be sure to have your Keywords or Keyword phrase located in all of these page elements.

Title:
Obviously the title of the page, and optimally, the title of the Website should contain the key- words you want to rank positively for. "Veterinary Service" may be too broad, but "Minnesota Veterinary Services" might get you a better relevancy score.

Header:
Now that we know were optimizing and composing for "Minnesota Veterinary Services" we'll want to make sure the first paragraph, in an <H1></H1> "Header 1" format contains the same keyword. This sound pretty technical, but using a good content management system, you can easily add base code like <H1></H1> to stylize and optimize your page.

Body:
As the old communications adage goes, "Tell them what you're telling them. Tell them again. And then, remind them what you told them!" Without simply writing 400 words of "Minnesota Veterinary Services" over and over again, make sure, through good, engaging, and properly structured copy writing, you include the keyword or phrase multiple times. This way the search engines understand, without a doubt, the focus of the page or site.

It's just that simple. If you practice using this approach when composing and creating your website content, you'll see better results in search engine rankings and relevancy to your audience. these page elements.

"Feeding the Google"

So, when it comes to "Feeding 'The Google'." The challenge isn't so much technical, but strategic. If you write good content on a regular basis, the search engines will see your site as an "relevant and active" component in your digital presence, keeping you higher in their search category.

Also, if you write strategically, with focus on WHERE your keywords and phrases are placed, it will make it easier for the search engines to find them.

The next articles will include the second two elements of "Feeding 'The Google'."

Step 3: Ring the Dinner Bell
Step 4: Get them Coming Back for More

Digital marketing can gain your clinic the "Biggest bang for the buck," but understanding the perils and pitfalls of navigating an ever changing landscape is imperative. Once you have the map and the systems set up, bringing customers through your doors will seem easier than ever!

For more about digital marketing and strategies for your business, contact Andrew B. Clark at Spoke Communications, LLC at www.Spokecom.com or email This email address is being protected from spambots. You need JavaScript enabled to view it.
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All rights @2014 Andrew B. Clark & Spoke Communications, LLC