Category Archives: Inbound Marketing

Inbound marketing for Google's new search results

Google has launched a new look for their venerable search interface, borrowing heavily from the Bing user interface. According to Google they are now offering more contextually relevant navigation options to the page. You can now Google search Everything, News, Blogs, Images, Video, Books and much more.

But the big story is the ongoing move towards relevance. Google’s changes are great news for those who practice professional inbound marketing. We have been saying for some time now that search is increasingly going to be about relevance. Bing made a big deal about their desire to provide more relevant results and now Google is responding. The list of options Google is now providing allows users to drill down to more relevant searches more quickly, including variable date ranges, shopping sites and related searches.

What does this mean to your business? A lot in our opinion. Now, more than ever, you need to professionally optimise your entire web presence rather than just your website. Your customers will have the ability to find you, or your opposition, through a multitude of search options. It’s crucial that you have addressed each of those options.

Video optimisation. Image optimisation. Blog optimisation. News optimisation. Related search optimisation.

There’s a lot to look at but can your business afford to miss out on the new customers that might find you via these options?

Corporate marketers need to adjust their thinking about their search marketing strategies in order to keep with the latest changes to search engines. Its important to keep creating and publishing diversified content that is relevant to what your customers are searching for.

The marketer who is only just getting around to finally optimising their website might find that the market has already moved on. However those who actively optimise their entire web presence will be a long way in front of the bulk of their competitors.

You can check out how well optimised your current website is with a Free SEO report at www.nlyzr.com

Inbound marketing case study

Colliers International contracted Sticky in 2009 to initially optimise their website for 6 keyword terms after failing to achieve any SEO success with their previous suppliers. Prior to commencing work on the Colliers website they were not ranked in the first 100 results on Google for any of the agreed search terms.

We performed our standard procedures in a staged roll-out:

Keyword Analysis

Benchmarking

Competitive Analysis

Recommendations

Refinement of SEO

First page Google results were achieved rapidly. The first term we targeted reached Pages 1 within 2 weeks. The second term reached Page 1 in 1 week. The third term jumped to Page 1 in just two days. By the end of the initial contract, 4 months, all 6 terms were on Page 1 of Google.

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Here at Sticky we are big fans of 37 Signals and their approach to business and marketing. Recently Gavin Heaton posted this video on his site and I was surprised that I hadn’t seen it before. In it, Jason Fried from 37 Signals discusses marketing by sharing, which is a big part of the whole Inbound Marketing approach we encourage. Its such a good video that I thought I’d share it with you too.

Grab a coffee and put your feet up for 20 minutes to watch this.