Grow with Google – Content Marketing and Associations

Google loves Content. You should too.

Trying to keep up to date (let alone understand) the constant updating and tweaking that goes on with Google?s omnipresent and omniscient? Algorithm is challenging, to say the least. Google updates and tweaks its algorithm (the one that pretty much decides your fate in terms of search optimization and recommendations) constantly.

But, here?s the Good News. Google loves Content.

Google encourages not just good content, but great content. Google can tell if you?re simply loading up content with keywords, rather than actually offering content with value. Google rates original, relevant, interesting content, written in a natural and genuine tone, highest.

After all, Google is a customer-driven platform. You should be too.

So what exactly does relevant content look like?

The short answer is: comprehensive, rich with informative content, including simple and easy to read sentences. And, you should utilise headings and images to break up areas and sections too!

Google loves Customers. You should too.

Google keeps updating its algorithm to stay ahead of adaptive practices that, in its opinion (and its opinion pretty well rules the world these days), are not best for the customer.

So, start Thinking like a Customer. ?Ask yourself, ‘If I wanted to find one of these products or services, what would I type into Google?’ And, by all means, feel free to consult others, such as friends, family members, to get their opinion on phrases they would use when searching for your programs, products and services.

Google loves Competition. You should too.

Make a list of your main competitors and go to their websites to see what keywords they are targeting. Read the content and view the metatags to help identify the keywords they are targeting.

Looking at your competitor’s keywords will not only help you see what you could be forgetting, but also help broaden your list of ideas.

Google loves Video. You should too.

Video is powerful, and people love it. So does Google. As the demand for video content continues to rise, search engines are going out of their way to display them in search results. Making videos is a great way to expand your association?s footprint online.

YouTube is a great option. Here are a few really important reasons:

1. YouTube is the second-largest search engine in the world (and still growing).
2. Google owns YouTube.
3. For some strange reason, Google prefers to return YouTube videos over any other video platform.

Google Invests in Itself. You should too.

Google is always updating and upgrading. It has to, to stay ahead. And, Google?s algorithm is continuously updated to circumvent those predictable shortcuts organizations and people use to maximize their return with the least investment.

Content Marketing is driven by one thing – Content.

And, given that we know that Content Marketing costs significantly less than traditional outbound marketing (while generating 3 x as many leads) it is a complete no-brainer to figure out that any investment you make in improving your content will pay you back every time ? all the time.

Bottom Line ? Invest in yourself. Invest in your Content. And Grow with Google.

Paul McKay is Senior Advisor with McKay Associates. Feel free to get in touch with Paul through LInkedIn