Google Fred Update

Google Fred Update

Who the heck is this Fred guy, anyway?

We’ve had Hummingbird, Pigeon, Panda, Penguin, and even Pirate, but who the heck is Fred?

The recent Google Fred update is likely to throw yet another necessary warning shot across the bow for sites that are content-light and advertising-heavy. It also creates yet another worry for hard-working webmasters who just want to help their clients get high up the search rankings and stay there.

However, the Google Fred update shouldn’t worry you; Google just wants what everybody – and particularly your clients – want. Interesting, valuable and relevant content that will keep them coming back to your site again and again whether they’re ready to contact you to use your services at that time or not.

If you’re still reeling from Google Mobilegeddon two years ago, when they clamped down hard on sites that weren’t user-friendly on mobile devices, it’s high time you did some Spring cleaning.

That’s where we come in. We’re the poets of SEO, and we’re here to help you make friends with Fred. Or imaginary friends with Fred, since there’s still no official confirmation that any update has taken place at all – even though it’s clear that something has happened, and it’s hitting low-value content and advertising-heavy sites hard.

Of course, Google doesn’t want you to stop advertising who you are and what you do on your website. That would be crazy. You’re a business and you’ve got stuff and services to sell to your customers. Gary Illyes of Google even tweeted a site that was heavy on sponsored links but full of great content to underline this.

Here’s what we think. Your site needs to

  • Look great
  • Be easy to navigate
  • Have a good ratio of content to advertising material
  • Include relevant and specific content
  • Create a following

We can do all these things for you. We’ve already told you that we’re poets, but our numbers guys know that there’s poetry there too, and how to use that poetry to optimize your site for even the toughest scrutiny. And when it comes down to it, that’s not going to be a Google Fred update.

That’s going to be your customers.

Your customers want to find you on the go, anytime, anywhere, when they need you, and even when they just want to check in to read the latest news from your great blog. We’re here to help you capture their hearts and minds with a site that works on any device, and keeps you one step ahead of Fred.

Small Business Marketing

Small Business Marketing

If you’ve ever sat in a job interview – or interviewed potential employees for your own company – you’ll have heard this question; where do you see yourself in five years?  If you view your small business as an individual, it’s worth asking the same question.  What do you have planned?  Do you even have a plan?

The number one priority should be to add value for your customers; regular prods to remind them you’re there, providing entertainment, valuable new – or old – information, and above all, the reason why you should be their only choice for your product or service.  Well-written content should be front and center of your small business marketing strategy.

You have reservations about outsourcing to a stranger?  Of course you do.  I bet they’re as follows:

  • They don’t know my business – that’s very true, but they have the one advantage that you will never have; they can see your business with outside eyes, the strengths and the weaknesses, and best of all, they can see exactly what you should be focusing on that will give you the edge over your competitors.
  • I can write this myself, so don’t need a content marketing specialist to do it for me – you may well be able to provide good content, but a specialist can do it quicker, and has the dedicated time to spend on researching trends, finding case studies elsewhere, and most of all, thinking from a customer’s eye view.  They also have more time than you, leaving you to get on with running your business.
  • I’m doing fine just as I am – and that may be the case for now, but what are your future plans?  At the very least you want to retain the customers you have, and you’re probably also keen to increase revenue without necessarily increasing your workload to go with it.  All the more reason to embrace effective content marketing as part of your small business marketing.

Let’s say that engaging with your customer base is the problem; they buy from you, they like you, they maybe even send you a glowing email testimonial about how you provided exactly what they wanted with the best possible customer service, and they’ll definitely use you again in future.  And then they don’t come back.  Why?  Because they’ve forgotten you.  They’ve forgotten you because your competitor across town just seems more interesting – they’re engaging with customers actual and potential on social media, and through regular blogs or e-newsletters.  In a nutshell, they’re there in a way you aren’t.

Right back at the beginning of 2016, Forbes had plenty to say on what content marketing strategy should look like, and to guard against content fatigue.  Their recommendation to build an ‘audience persona’ is further backed up by this 2015 story in British newspaper The Guardian, which reported that 57% of consumers felt far more positive towards companies that provided content specifically for them, as opposed to 10% who felt engaged with advertising.

Entertaining content that drives web traffic to your company is a more effective small business marketing strategy than pure advertising – in short, adding value, not noise.  Try it today, and watch your customer engagement turn into revenue.