Are you looking to drive more visibility and traffic to your business? Duh! Of course, you are! Google recently announced changes to their ranking algorithm that will provide more relevant results to the user, based on the criteria of their search. This new search system will bring fresher content to the forefront, thus allowing the user to see the most recent information about whatever they are searching on. So how can property owners take advantage of this update? 

1.      Determine What Your Clients Want and Need to Know. What Makes Your Company Unique or Special? Do you cater to a particular niche? Do you have specials?  Figure out what makes you stand out from your competitors and promote it.

2.     Develop a Digital Marketing Strategy. Now that you know what you are going to write about, consider what tools you are going to use to express your message. There are many tools available but you don’t need to choose all of them.

3.     Create a Content Calendar and Stick with it. In Ann Handley and C.C. Chapman’s book, Content Rules, they state that it is important to choose whatever digital marketing tools work best for you by creating a calendar and sticking with it. They suggest you strive for fresh content daily, weekly, monthly, quarterly, and yearly. They give suggestions in the book, but really it all depends on the amount of money and/or time your organization has to spend on your message. The most important element is to create a calendar that works best for your organization and then doesn’t deviate from it. 
 

4.     Use Reciprocal Links. Request that your website URL address is on all the organization's websites of which you are a member. This will help drive traffic to your website in a new way and Google pays attention to this metric. 

5.      Set Goals and Measure Digital ROI Monthly. Google Analytics, or something like it, will help you set up goals (such as how long someone was on your website, how many pages they visited, and how they got there), but there are other measurement tools out there as well. It is important to have goals, measure them, and adjust them as needed.