As search has evolved, so have searchers. They are no longer looking at corporate websites as the authority, but they are instead looking at their peers and other searchers who have had similar situations to theirs. Searchers want reviews, blogs, and social interaction. So why not take advantage of these free digital assets?
In this video, Sally Falkow of Expansion Plus Inc. explains how the use of blogs and feeds is a very smart strategy for businesses to adopt in this economy because it is inexpensive and gets search results. Also, universal and blended search allows the first page of search results to display all these digital assets. It’s not just ten blue links on the first SERP but blogs, feeds, images, video, news, and so much more.
Research shows that a searcher’s eyes are naturally drawn to an image or video before they look at a regular blue link. In other words, if you are not utilizing these assets then “you are missing an enormous opportunity.”
Sally suggests creating a content strategy that allows you to use digital assets that match your brand image. One method for doing this is storyteller marketing. Sally says, “Every brand has a story.”
Determine what your brand stands for, find out how people perceive your brand, and realize whether or not your brand keeps what it promises to keep. You will find a story somewhere among those answers. Strengthen your story using digital assets and you will be amazed at how your content and brand will rise.
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