The power of search engines and the impact they can have on delivering traffic to a website has ramifications for how companies communicate with customers and employees alike. Understanding the way organic search works can give smaller companies a competitive edge over larger ones who perhaps unwittingly operate as if the Internet is a secondary outlet versus other "mainstream" media like print.
Here's an example from an Investor Relations press release for a manufacturer:
"[COMPANY NAME], the global leader in the industry, helps people have a better work experience by providing products, services and insights into the ways people work."
Phrases like "global leader" "insights into the way people work" and "helps people have a better work experience" are likely not words prospective customers will use to search. Yet this footer appears at the bottom of every press release from this company. Listing top brands or products as part of their standard "About Us" content or at least a move away from phrases like "global leader" might serve the organization better.
Here are some next steps to consider before drafting your next press release:
Step One:
Minimize "fluff" phrases and terms like "global leader" and "innovative" (we're developing a list!) that clog search engines and may separate you from your audience.Step Two:
Craft releases and web content that in some way anticipates how customers (or employees) might search for information related to your company (or products)Step Three:
Monitor changes to organic search results and make adjustments as needed.
The reality of life in a search engine driven world is that content matters more than brand reputation - blurring the traditional lines between large and small businesses. Search engines like Google and Yahoo! don't care if you are Ford or GM or even the White House. What they do care about is providing the search user the best information to match the keywords they enter, even if it's content from the bike shop down the street.
In our next installment, we'll discuss how these trends impact the kinds of content you create -- and how to package it -- to better serve key audiences.
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