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Why Marketpath Has Stayed Out of the SEO Game

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Marketpath is not an SEO company.  We have never tried to be an SEO company.  We will never try to be an SEO company.  Now, if you’re an existing client, you may be saying to yourself “Wait, these guys had an SEO phase during our project…what gives?”  If you’re an avid reader of our blog, you may be thinking to yourself “Two out of every three articles these guys post mentions SEO…what gives?”  Well, both questions would be warranted, but allow me to retort (said in my best Samuel L. Jackson voice, of course).

SEO is Notorious for the “Flavor of the Month”

Pinterest is this Month's Superman Ice CreamKeeping up with the changes from Google and the rest of the web in regards to SEO is a full-time job.  Whether it is Google Caffeine, the Panda Update, the introduction of the +1, Google+, Schema.org, or this month’s flavor - Pinterest, keeping up to date with what needs to happen from an SEO standpoint requires an army of people to do well.  It seems that not a month goes by where I’m not reading some article about X product that is “changing the SEO game forever!”, only to not really hear about it a month down the road.  Over the last two months, for instance, focus has shifted from “how to use Google+ for business” to “how to use Pinterest for business”.   We simply don’t have the staff, or the desire, to throw our hat into the ring of these larger SEO firms that do their jobs so well.  Our SEO recommendations go as far as Title Tag creation, help with Meta descriptions, and some content revisions…you know, the basics of what any site should be doing.

We’ve Always Preached the Foundations

Being a software company who creates an easy-to-use content management system, we’ve always preached that creating compelling content is the best way to attract traffic.  Stop trying to game the system by buying links and focus on content.  Write blog posts, build landing pages with links for white papers and case studies, and host webinars on your most popular topics.  Be social.

Lately, SEO companies have been slowly moving away from the secretive tactics they have employed and become more upfront with what works.  Content is once again becoming king, which is a good thing.  Create it, share it, and reap the rewards.

The Long Tail

Competing for highly-sought-after keywords can be extremely expensive.  The truth is, if you’re ranking well for 1-2 highly targeted, highly competitive keywords, you’re probably getting less traffic than someone who ranks for 400-500 highly specific, easy-to-attain keyword phrases.  Blog posts are great for this.  White papers are great for this.  Video is great for this.  A lot of people type in brand new, never before searched phrases into Google every day.  These phrases are the long tail and can really help drive traffic to your site.

The Long Tail of SEO

SEO is rapidly changing, and will always be rapidly changing.  It may be called different terms, like inbound marketing or search marketing, but at the end of the day the goal of a search engine has remained constant since the beginning of the industry.  Delivering the best, most relevant results for each search query will always be at the core of what search engines are trying to accomplish.  Become the expert in your industry by sharing your knowledge, and you’ll be rewarded.

 

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Creating Compelling Content

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Here at Marketpath, we help companies redesign and launch brand new websites with an easy-to-use content management system on the backend.  One challenge that we often run into, however, is gathering compelling content from our clients.  This is a widespread problem, not limited to just Marketpath’s client base, but to anyone that is redeveloping their online presence.  The dreaded “okay, now what do we say?” question always seems to arise.

Boring Content
Does your content make me want to do this?

Unless you’re paying an outside PR firm or freelance copywriter to write your website copy, it’s going to be left to you and your internal staff.  Once you come to this realization, and a few weeks pass by while you’re waiting for someone to step up and write something awesome,  you’re going to become desperate.  I’d be willing to bet that you’re going to start looking at your old website copy, talking yourself into the “well, it’s not that bad” mindset.  You’ll look at old marketing documents, old sales materials, and start sending it to your website development firm.  If this sounds familiar, I am here to urge you to stop.  Old content on a new site isn’t going to help any more than old content on an old site.  So, what to do?  Here are a few steps to help:

Change your tone of voice

People buy from people.  Stop using buzzwords that you’ve become so accustomed to because they don’t sound natural.  Write like you’re talking to someone you’ve known for years and see what you end up with.  Obviously this depends on the industry (although I always err towards the side of being casual), but humor doesn’t necessarily need to be off limits for your website copy either.  Again, show who you really are, let your personality come through, because after all, people are more likely to do business with people they enjoy working with.

Stop talking about you

I know this sounds counter-intuitive, but talking about you too much on your own website isn’t going to help.  Sure, your company’s history might have a place somewhere on the site, but the whole website shouldn’t be about your mission statement.  Realizing that visitors to your site have a problem that needs solved is the first step to this piece.  Be specific to the problems that you can alleviate.  This will help the visitor feel a bit more engaged, as they see their problems being addressed on your website.

Use a variety of content types

Some people love reading, others don’t.  Some love videos, others work in offices where their computers might not have sound.  Some love images, but not everyone is a picture person.  Realizing this and incorporating a wide variety of content types on your site can help appeal to the masses.  Static pages, blogs, videos, and image galleries all appeal to different parts of the brain.

What are your tips for creating content that is a little more engaging?  Do you have any secrets worth sharing?  Comment below!
 

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How Easy is Marketpath CMS? SEO Tools make Optimization Simple!

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Your website isn’t maximizing its value if no one can find it- right?  That’s why Marketpath includes on-site search engine optimization (SEO) services with every website design we provide our clients.  But optimizing a new site is only the beginning.  To improve your rankings with search engines like Google, Bing, and Yahoo, you’ll need to have a living, breathing site that continuously provides new, relevant content for your target audience. 

Marketpath makes it easy to add content to your site, but that’s just the start.  Marketpath CMS also provides SEO tools that allow you, the non-technical user, to easily optimize your new content (pages, images, videos) for on-page search optimization.  What our short video to see how easy you can optimize new content on your site.     

Stayed tuned for our next installment to see how you can easily leverage Marketpath Blogging to create engaging, SEO friendly blogs.

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How Easy is Marketpath CMS? Build a New Web Page in Minutes!

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The holidays and the Super Bowl are over, so it’s time to get back to our “How Easy is Marketpath CMS” series.  This week, we’ll demonstrate how easy it is to create a brand new web page using Marketpath CMS, our web content management system for small businesses.   

Think about it.  Marketpath lets you create any type of new page in minutes: new product pages, promotional offers, event pages, news, resources pages, project galleries, and more.  Now days, online success is all about content marketing - and we’ll let you easily create the content and calls-to-action your business needs to enhance customer engagement, increase credibility and create leads.  In short- we’ll make your website and online marketing easy

Keep an eye out for our next installment to see how Marketpath lets you easily manage your website’s on-page SEO.

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