Inbound marketing should be at the cornerstone of any business that has an online presence. This is where you can build your reputation and authority by placing content and building links into your site.
Gone are the days where having a website alone would be good enough for your business no matter how small. Search engines such as Google are always working to provide the best content for their search results. So, if you look at it logically and imagine yourself as a search engine how high would you rank your site against your competitors?
Does your site have useful and informative content that directly relates to your products and services and will make you stand out from your competitors? If your site is regularly updated with content the search engines will recognise this and will reward you accordingly with a high-ranking.
This is of course based on the content being relevant original and interesting. The search engine algorithms such as Panda, a highly intelligent tool, and can tell how spammy your content may be. If you overload it with keywords this will be noticed, also if the content is poorly written without authority this too will be noticed. The search engines are able to tell whether or not you use industry related terminology in your content so sites can rank highly even if the keywords are not often used the related and relevant ones are.
The other way to see if the content is relevant and has authority is how well it has been received by readers. Visitors view the page and then bounce straight back out it will be noticed and recorded by the search engines and markdown appropriately. However, if a page is visited and then promoted through social media channels or links from their own blogs this will be seen as a sign of authority and will be ranked accordingly.
In summary, never try to trick the search engines, just be true to yourself and your business and post good relevant content on the Internet. If you try to trick the search engines then sooner or later you will be found out and pay for it.
Use your personality and your expertise to promote your business and you will reap the rewards.
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