Not Content with your Google Visibility?  

From our experience, lots of businesses don’t see the value of content marketing and don’t really want to invest in it. But they do want business leads and they can see the benefit of appearing in google search results.  

The reality is that there is a strong correlation between publishing fresh, relevant content on your site on a regular basis, and performing well in Google results. And businesses that fail to prioritise search engine optimisation (SEO) and content marketing are likely to experience a continuing decline in website traffic, a loss of competitive edge, and ultimately, a diminished market share. 

Let’s take a look at each of these issues, and consider how to avoid these negative outcomes.  

The Gradual Decline of Organic Traffic 

One of the most immediate impacts of not publishing fresh content on your site, is a gradual decline in organic (unpaid) website visitors. Search engines like Google constantly update their algorithms to provide users with the most relevant and up-to-date results. If a website is deemed to have static and non-relevant content, its pages may be removed from the search index, leading to a significant decrease in visibility and organic traffic.  

One small website we analysed, for example, had 867 site visitors in a month, but this was actually a drop of 103 on the previous month – that’s significant and if the trend continues you can see pretty quickly, all leads will evaporate.  

Inspiration subscribes to specialist software that allows us to report on the exact positioning of a website in search results for specific terms. These reporting tools also show whether the site position has gone up or down in the listings/results given by Google since the last report was run, for example. Here’s an example below of a result that’s a bit of a horror show, so we’ve edited it to protect the privacy of the business! Lets say row one was the result for a search on “construction diggers” – it shows that the website was coming up in position 9 (on the first page of results) but has now dropped by 43 places, to no. 52 (never to be found effectively). You can see this website is suffering radical drops across the board in the Google results. 

In all likelihood, this company wont realise there’s an issue until business itself falls off, as obviously there is a delay in impact given most B2B sales cycles. However its much harder to get back up the Google rankings than it is to stay there – and it takes time.      

Losing Ground to Competitors 

On the other side of the coin, if your business listings are slipping in Google; then by default your competitors are gaining ground. And for those that are on the ball monitoring these rankings, many will seize an opportunity if they see one – by ramping up their own content marketing and possibly also investing in Google ads, to dominate the digital space.  

For example, we can analyse the number of keywords (search terms, e.g. mechanical engineering company) that Google has indexed for any website – in this case below, it was 347 terms but the previous month it was 552. Not what you want for your website but unless you are analysing these things – never mind working on them – you’d never know until the leads dry up.  

The Pitfalls of Stale Content 

Great content offers two benefits. First up, it positions the business as a dynamic, on-the-ball company that’s plugged into the marketplace and wants to engage with its customers, offering industry insights, business news and added value for website visitors. Stale content has the opposite effect – it can erode user trust and relevance, leading to reduced engagement and a tarnished brand image. 

The other advantage comes from the fact that when new content is published on a site, it triggers the Google bots to visit and index the content – giving it a chance to move up the rankings, and not silently slide down them.  

Accumulating Technical Debt 

The digital landscape is constantly evolving, and let’s be honest when you’re running a business it’s impossible to stay on top of it all, and a lot of clients don’t even want to have to! But failing to maintain SEO best practices can lead to the accumulation of technical issues – like sites being really slow to load, broken links, outdated page descriptions, and other issues that become increasingly problematic over time.  The good news is that services like our own Annual Maintenance Support (AMS) are not expensive and will stay on top of these issues – so you can happily forget about them. These really are hygiene factors, that are simple to stay on top of, but very problematic if infections arise (literally!)  

Navigating the Path to Success: A Comprehensive SEO and Content Marketing Strategy 

Inspiration Digital Marketing offers a range of expert services designed to help our clients succeed in the digital arena. The table below shows the Source of Conversions and as you can see – what you really want is two things; a growth trend in conversions month on month and ideally, a good split on where the conversions are coming – ideally this graph would be rainbow-coloured as no business wants to be too dependent on one source or another: 

For this reason, its best to attack Google visibility on a range of fronts, and that’s why Inspiration offers a variety of services. Our most successful clients work across all these services and are engaged in the process themselves, working closely with the team at inspiration.  

SEO Services 

Preliminary On-Site SEO 

Our experienced team conducts thorough keyword research to identify the search terms that potential customers use to find your products or services. We then implement these keywords into your website’s back-end and content, ensuring that Google can index your site correctly for the terms you want to target. 

Ongoing SEO 

We work over the long term to optimise your website for search engines. This includes ongoing content marketing, technical improvements to your site’s structure, security, and speed, and other technical SEO activities. We also provide training to your internal resources, enabling them to optimise the site over time. 

Content Marketing Services 

Expertly Crafted Content 

Our team of skilled writers and SEO specialists collaborate to produce up to 1,500 words of fresh, optimised content per month for our B2B customers. This content is carefully tailored to align with your specific business needs and engage your target audience effectively. By focusing on quality and relevance, we ensure that your content not only attracts potential customers but also establishes your brand as an authority in your industry. We’ve written about the benefits of content marketing previouslyand here’s a few examples of content produced by Inspiration (and yes, even if your business is a technical b2B operation, we can still write compelling content for it) – often interviews are the best way to get new, relevant content – they are also good for profiling the management team.  

Here’s a simple example of one small B2B website we worked on, producing content and tracking organic visitors (coming from Google searches, not paid ads) you can see that in just one month, visitors increased by 38%. 

Strategic Content Distribution 

To maximise the impact of your content, we implement a strategic distribution plan across multiple channels. This includes publishing content on your website, sharing it on your social media profiles, and incorporating it into your email marketing campaigns. By leveraging these channels, we ensure that your content reaches the widest possible audience, increasing visibility and engagement with your brand. 

Targeted Social Media Management 

Our social media experts develop and execute monthly content calendars specifically designed for your business. This involves creating and curating relevant, engaging posts that resonate with your target audience and publishing them on your social media profiles at optimal times. By consistently delivering valuable content, we keep your audience informed and engaged, fostering a strong connection between your brand and your followers. 

Data-Driven Digital Advertising 

Our team of Google Ads specialists implements advanced targeting techniques and data-driven strategies to ensure that your website appears prominently when potential customers search for businesses like yours. By carefully analysing user behaviour and search trends, we continuously refine your ad campaigns to maximise their effectiveness and deliver the best possible return on your investment. 

Transparent Reporting and Continuous Improvement 

We believe in maintaining open communication and providing full transparency regarding the performance of your content marketing efforts. Each month, we deliver comprehensive reports that detail key metrics, observations, and insights into your campaign’s success. When necessary, we schedule follow-up meetings to discuss the results in greater depth and explore opportunities for further optimisation and improvement. 

 
Don’t let your competitors leave you behind. Invest in a comprehensive SEO and content marketing strategy today, and position your business as an industry leader.  

Contact Inspiration Digital Marketing to learn more about how we can help your business thrive in the digital age. With our expert guidance and proven strategies, you can make sure you’re set up for long-term success.