Columnist Stoney deGeyter believes we have moved beyond “traditional” keyword optimisation and should now focus more on building topical authority. But just how do we do that?
Every business should have but one goal: to be an authority in its industry.
You might think the number one goal should be gaining new customers or making more sales. Obviously, that’s what any business wants. But businesses pursuing sales are often left in the dust by the businesses who are actively seeking to be industry authorities. That’s because sales and customers are like love — they are usually found when you’re not looking!
Many businesses succeed for a time by competing on price, but sooner or later, people realize they get what they pay for. Once that happens, they are gone, and the businesses pursues the next sucker.
The cost of keeping a customer is far, far, far (far, far) less than going out and getting a new one. That means getting people in with the lowest prices is going to kill your profits if you can’t keep them. And you’re only going to keep them by demonstrating, day in and day out, that you are the authority in what you do.
And all that starts with content.
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