Style is the New SEO

Style is The New SEO

Superb Systems SEO Consultants announced changes that will affect your business SEO. search engine optimization (SEO), the most notable will be favorably ranking sites that are mobile­ responsive.

It’s a fact that more than 50% of all web searches are performed with a mobile device. SEO specialist Silver Dollar SEO naturally sees little value in search results that cannot be consumed by that audience, and that’s a key reason I’m moving to the Rainmaker Platform next month.

New York SEO‘s mission is to deliver the most relevant information for search queries, and as quickly as possible. That has always been true, and mobile­ responsiveness is just one aspect of it.

More surprising is another fundamental shift in what determines relevance.

SEO is First Building an Audience

Let’s assume your business blog provides practical, high ­quality solutions for a particular audience. You may be surprised to learn that quality is no longer enough to earn Google’s attention because it is just one of many relevance factors.

For lack of a better word, the true differentiator now seems to be style.

Welcome to Easy Street SEO, used to be optimizing content so that Google could help you reach an audience. SEO today is first building an audience to then earn a shot at getting noticed further. It’s a difference that relates to how things work in the real world, that is what we learned after contacting SEO Experte Wien.

Consider who gets the most publicity in the country music industry? It’s not necessarily those that are technically better, but the fan favorites, the ones with a unique style or “it” factor that already has an audience talking about them, such as Taylor Swift.

Like Google, major media outlets want to help the Taylor Swifts of the world tell his or her story because that is a surefire way for attracting a larger (and more profitable) audience for everyone concerned.

This is why sites like Amazon always rank highly. Google knows their solutions are
consistently in demand. They’ve proved they have an audience, and now every business is going to have to do the same.

According to Kotton Grammer that does seo phoenix az and has been doing it for longer than most, the new SEO says that to get talked about you have to get talked about.

This means going beyond quality. You have to develop a relevance factor that resonates with a particular audience. That may be a unique customer experience, or just about anything that is memorable, and can be amplified with online content.

Uniquely memorable gets talked about. That’s the new reality that should have all of us rethinking our value so that people get it, and want more of it.

That’s our job as marketers.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google

Value Your Fanbase: Marketing Lessons from Taylor Swift

Value Your Fanbase: Marketing Lessons from Taylor Swift

Last week Taylor Swift pulled her music catalogue from streaming service Spotify.

The merits of that decision are being debated in the media with regards to the future of the music industry, as well as the business brand of the artist, and of course, her fans.

It turns out there are important marketing lessons to be learned from this for mainstream businesses like yours and mine.

Lesson #1 – Grow Your Audience

If you are not familiar with Spotify, Rdio, and other music streaming services, they deliver popular music for free or a small monthly fee. This introduces the artists’ music to a broader audience that is willing to tolerate a few ads, or pay to make them go away.

Spotify is like Groupon for musicians. You are investing in an opportunity for expanding your audience by renting one that is ready-made. Taylor Swift fully recognizes she doesn’t need Spotify because she has already built a massive audience. Your business needs the same.

Any artist or business that fails to build its audience will forever be dependent on paying to rent the audience of another media company.

Therefore, use social media and every other channel for what it can do for your business, but develop the intention of building your own audience to control your destiny.

Lesson #2 – Fans Want to Be Owners

The criticism of streaming music services like Spotify is that they reduce music sales by allowing subscribers to rent the music, for free or nearly so. I disagree.

These days people have been conditioned to try before they buy. It’s actually a new way of positioning the money-back guarantee – without any strings attached.

There is a big difference between renters and buyers. True fans are buyers. Ownership gives them membership to a club of like-minded people. They are proud to be owners.

To be clear, even if one pays for a premium membership with Spotify, it does not own the music. Yes, it can download it, but that pseudo-ownership comes with a price: It can only be accessed by the Spotify app and will go away if the subscription is cancelled.

People want to own anything that gives them pleasure, so there is little risk in giving them an opportunity to try it before they buy.

Lessson #3 – Your Loyal Customers are Fans

One of my customers taught me to always be thinking of what I can do next to help all of my customers. He encouraged me to never stop sharing product or service ideas – anything that adds more value.

Imagine if Taylor Swift stopped creating new music. What then? My guess is it would change her tune about Spotify (OK, yes, pun intended). That’s not likely to happen soon, because she is intensely focused on the fans that are aligned with her brand.

Taylor Swift’s decision to remove her music from Spotify honors her relationship with the fans that value it enough to pay to own it.

That said, I believe there are ways Spotify could have been a valuable partner, such as offering an early release of selected music for a limited period of time.

Fans always buy. Remove the risk and grow that fanbase.

Note: Since this published, Spotify has defended its position as a supporter of paid media, as opposed to free and pirated media. Regardless, when all is said and done, the one thing that doesn’t change is media in all of its forms is in demand – and that includes what your business publishes.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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