As you start planning for next year’s online marketing plan, one thing should be clear: quality matters even more. Google has reiterated that they aim for the best and want to show searchers quality results. Constant algorithm updates show that they will do whatever it takes to sift out the rest. But quality doesn’t just apply to content, links and the look of your website. It means so much more.
As it applies to your website, quality is and will always be king. From the design down to the content and navigation. Quality is everything. Instead of adding more pages, think about going through and revitalizing content that can be so much better. This means keeping Google Hummingbird in mind and finding the best ways you can answer frequently asked questions in your field.
After all, this is what Google is aiming to do – reward content that is relevant. Which is why they’ve been leaning more towards content that answers questions via mobile voice search.
Design is something that you always want to be aesthetically pleasing, as well as accurately represent your brand. This usually means a custom design or even slightly tweaking a clean, “simple” look. The point is to make it your own but have it work effectively and efficiently.
Have you noticed Google’s newly marked yellow ads in the paid search areas? Ads aren’t about who can pay the much or bid on as many broad, expensive terms as possible. Clearer indicators of paid ad slots means that the quality of your ad copy and landing pages matters even more. You’ll have to really stand out amongst the competition and give searchers a reason to trust that your business is the right choice.
Rejoice! Facebook has finally addressed changing what you see in your News Feed:
“Why are we doing this? Our surveys show that on average people prefer links to high quality articles about current events, their favorite sports team or shared interests, to the latest meme. Starting soon, we’ll be doing a better job of distinguishing between a high quality article on a website versus a meme photo hosted somewhere other than Facebook when people click on those stories on mobile. This means that high quality articles you or others read may show up a bit more prominently in your News Feed, and meme photos may show up a bit less prominently.”
While pictures of cute animals or attractive people might work in the mean time in terms of Like baiting, that’s not what Facebook has in mind for the future! It looks like Facebook has taken a page from Google’s book in seeking out and displaying high quality content over the mundane (often stupid) things that people usually post on Facebook.
Reviews & Real Life Customer Relationships
In 2014, being successful online means that you have to make a better connection with how your business is portrayed in real life. Up until now, some businesses have had a disconnect with bridging the gap between their real life reputation versus what is portrayed online. Reviews have been slowly taking over SERPs at the tail end of 2013 and it’s only expected to grow. This doesn’t mean that you should try to game the system or plaster your site with a million good testimonials and reviews. Instead, it means on focusing on providing quality customer service in order to earn natural, positive reviews.
For more helpful tips, check out our article: Do’s & Don’ts of Adding Client Reviews to Your Website. And remember, “quality” and “natural” over “quantity” for 2014!