Typically, when web designers and online marketing gurus talk about “optimizing content,” it’s in the context of adding keywords and links to a page, or perhaps pursing up a blog post. It’s almost always implied that the goal is to improve your search rankings and visibility on Google.
However, optimization isn’t just about drawing in visitors from search engines. You want your content – whether it be articles, videos, product descriptions, or something else – to be easy to find on every major portal, hub, and platform. Why not use every avenue at your disposal to reach out to customers?
To give you a sense of why optimization is important around the web, and not just on Google, let’s look at five other places you want your content to stand out…
Alright, we’ll admit that this first one is a little bit of a cheat. After all, Bing might be controlled by Microsoft instead of Google, but it is still a search engine. The point here, though, is that you shouldn’t ignore your Bing positioning. It might only make up 10 to 15% of the search market, but that’s nothing to sneeze at. Often, smaller companies can make fast gains on secondary search engines because their competitors aren’t paying attention.
YouTube has occasionally been referred to as “the world’s second-largest search engine,” and not just because it’s owned by Google. The site displays billions of video clips a day, and yours can help you attract leads and sales if you take the time to optimize titles, descriptions, and outbound links. You want your videos to be easy to find and act upon. That means using carefully-researched terms and phrases whenever you can.
If you sell any kinds of products or services, then you probably have listings on Amazon – both for your company and whatever merchandise you are offering. Although a lot of marketers don’t realize it, Amazon has its own internal search engine. While the search term shoppers use their might not be the same ones they would prioritize on Google, it’s important to feature them in your content.
Hashtags are often thought of as being ironic, or a cultural phenomenon that’s synonymous with the digital age. However, it’s important to remember that they are also critical search and newsfeed identifiers on Twitter (and to a lesser extent on Google + and other social platforms). So, if you want to join in on a topic that’s already trending, or see your content go viral, link to it through a tweet using the right hashtag for the job.
If you have a retail business, Yelp could be every bit as important to your marketing success as Google or Facebook. In fact, you could also include TripAdvisor if you operate in an area with lots of tourists or business travelers. Either way, your profiles and posts on these platforms should be optimized for location and business type, while also featuring plenty of helpful reviews.
Achieving a strong search position on Google is always going to be valuable, but that doesn’t mean it should be your only goal. Pay attention to these other important corners of the internet, too, and you could see your sales and branding efforts get stronger every day.
Need help bringing together all the different pieces of your online marketing campaigns? Call our team today to see how we can help you get organized and achieve bigger bottom-line results!