Search engine optimization (SEO) is an ever-evolving beast that can be difficult to navigate.
The rules are always changing and
understanding where to begin can present a challenging maze for those unfamiliar
with the most current trends.
Google, of course, is the giant of the
search engine ladder, and if your business URL ranks at the top of a Google
search, it has a 33 percent chance of getting clicked, while the second position gets close to 15 percent
of the share, and the third position, 9 percent.
Moreover, a whopping 75 percent of people who use search
engines to browse topics never leave the first page of search results. In other
words, a high rank leads to more clicks, and more clicks equate to more leads.
The time it takes for your home page to load is front and
center in the minds of the public—and Google. If your load page is too slow, Google
recognizes the lull and will promptly demote your ranking.
As well, a slow website affects the ways in which visitors to your site engage
with your pages. Research shows that 40 percent of visitors will leave a
website if the page takes more than three seconds to load. Even worse, 80 percent
of those visitors won’t bother to come back.
To test the speed of your website, consult a free online service like Pingdom.
Regularly update your website with new content.
If you allow the content on your website
to become outdated, or worse, let it fade into oblivion, your SEO ranking
plummets. To generate traffic and increase your website’s visibility, posting
fresh content is imperative.
If your site is littered with irrelevant or outdated content, get rid of it. Update
your site on a regular basis with newsworthy, consumable, relevant and value-driven
content (including graphics, videos, how-to guides, webinars and live chats)
and visitors will likely return.
Something else to keep in mind: Google increases your website’s search engine
rank when visitors spend more than a nanosecond on your site. If you keep your target
searchers engaged with great content that makes them care, they’ll stick around—a
factor that Google takes into account when it ranks websites.
Use the correct key words and phrases.
Keywords play a huge role in Google’s
ranking algorithm. When creating content for your website, include keywords and
long-tail keywords (three-or-four-word phrases) that speak to—and define—your
Keywords can be used in the body of a blog post, header tag or as part of photo
Google isn’t particularly keen on saturating sites with keywords, however, so use
them strategically and sparingly, otherwise you risk diminishing your search
ranking. Tip: Take advantage of software sites like Moz and Ahrefs, both of
which offer keyword suggestions and monthly search volume.
Retail kingpin Amazon and the nation’s largest residential brokerage firm, Realogy, whose brands include Coldwell Banker, Century 21 and Sotheby’s, have joined forces to attract home buyers in fourteen different cities.
To entice buyers to take advantage of the newly launched partnership—called Turnkey—Amazon is offering up to $5,000 in home services and products upon the closing of a home.
the modern digital age is
changing the way journalists rely on information gathering
While traditional press releases – distributing
promotional news about your services, products, brand or business through mass
communication channels – should still be part of your
communications cannon, the modern digital age is changing the way journalists
rely on information gathering.
Muck Rack and the Zeno Group, for example, published a survey
last year that produced some surprising results: only 3 percent of journalists
worldwide rely heavily on press releases distributed via newswires. Even more telling:
53 percent of U.S. based
journalists don’t rely on press releases at all.
Consider these additional
findings from the Muck Rack and Zeno Group survey:
More than 41 percent of
journalists consider the potential “shareability” of a story when deciding what
to write about
63 percent of journalists in the
U.S. and 68 percent of journalists worldwide track how many times their stories
are shared on social media
27 percent of journalists choose
Twitter as their primary news source
To be clear: Press releases are
not dead. Even in today’s digital bonanza, they’re still a formidable medium
for delivering your message, especially when that message is well written,
informative and has a strong hook.
Still, these findings, if nothing
else, should compel communications professionals to rethink how they
communicate – and build relationships – with
journalists that go beyond an email and a formulaic press release.
To bolster your message, consider
implementing these three additional strategies.
Follow reporters that cover your
beat on social media.
Make sure to follow reporters that
cover your industry on social media platforms. A journalist’s tweet may spark a
pitch for a story idea or the opportunity to become a source or an expert for a
forthcoming article or column.
The more familiar you are with
the journalists that write about your industry, whether it’s trends, news or thoughts,
the more you’re likely to understand the kind of stories they’re looking for.
Share, share and share some more.
When your business is featured in
a publication, video or blog post, share the story to your own social media
And always tag the publications
and reporter that wrote the story. Spreading good news extends the story’s
reach for your business, and it also benefits the publication and the reporter.
It’s a win-win situation for
generating visibility across the spectrum.
Make your pitch personal.
Distributing a mass pitch is
easy, but it’s not advisable. If you’re going to do the research to craft a
press release, ensure that you devote time to developing customized angles and
narratives that are personalized for the specific reporter or outlet you’re
Journalists receive dozens of
pitches every day; make yours stand out by personalizing your pitches and
letting reporters know why, specifically, they’re the right person to cover
Additionally, think beyond text: the inclusion of infographics and videos in your release is proven to generate more attention.
Content is at the epicenter of digital and social platforms:
It’s the single most important component
that ensures that businesses are communicating—and connecting—with their clients.
But content can make or break a
brand: Clients will either pay attention, or they won’t. But when businesses authentically
connect with their audience, they have the opportunity to leverage their
content, which generates more search traffic, trust and, ultimately, leads.
In a nutshell, content marketing is
one of the most effective communication strategies available to businesses, but
while slapping blog posts on your website and posting on social media channels seems
easy enough, businesses too often misjudge their audience—and, more important, the
content that most appeals to them.
It’s not about direct sales; it’s
about engagement and inspiring reactions.
Still, even when it’s done right, content
marketing can be tricky. It’s a crowded field with major competition at every
click, and it’s becoming ominously more difficult to reach potential clients
and retain existing ones. To best your competition, follow these content
a strategic plan in place: Before
creating content, build a smart and solid strategic roadmap that considers your
company’s growth and revenue goals, your target audience, the ways in which you’ll
deliver content (videos, tweets, blog, Facebook and Instagram posts,
infographics), a list of salient topics that clearly positions and defines your
company’s brand and image, an assessment of your company’s distinguishing perspectives
and, finally, metrics to measure the achievement of your content.
Don’t tell your story all at once: Storytelling is key to content marketing, but you want your audience to keep coming back for more. Teasing a story on social media platforms is a great way to keep your audience engaged and intrigued. If your business is considering hosting a special event, for example, build momentum by running promotional, brand-aligned giveaways or contests that last a few days, or even weeks.
Use your website to promote it and take advantage of social networks to extend its reach. The longer your footprint lasts, the better.
Be conversational: No one appreciates an overbearing sales pitch.And now, more than ever, audiences want (and demand) value, authenticity and the opportunity to respond. When you write content, think of it as a feedback-oriented conversation between you and your audience. A conversational style builds relationship over time, whereas a hard sell often drives audiences away.
Unprecedented low interest rates, a record-high
stock market and a Denver real estate market that’s suddenly
What on earth is going on? June is historically one of the highest performing months for Denver home sales, but not this year: Inventory was up 28 percent, sold homes were down 14 percent and the time a home spent on the market soared to 23 percent. Not since 2013 has Denver seen such a high inventory of houses for sale.
Vesa Tubbs will oversee the financial and statutory reporting and management of the accounting and finance department of Alliant National’s Longmont headquarters.
LONGMONT, CO. – The
largest title insurance underwriter in the nation with no direct operations to
compete against its agents, Alliant National, announced Vesa Tubbs has been
appointed as the company’s controller.
Tubbs has resided in Boulder, Colo. since 2004 and is originally
from Moscow, Russia. She holds three degrees: an M.S. in chemical engineering
and an M.A. in accounting, both of which she received in Russia, along with a
second M.A. in accounting that she earned from Metropolitan State University of
Denver. Additionally, Tubbs has a CPA license.
grateful to have Vesa join our team. She brings a strong financial background
to assist in our growth,” said Scott Hendrickson, CFO, treasurer and co-founder
of Alliant National.
Tubbs will oversee financial and statutory reporting, general
accounting and management of the accounting and finance department, she said.
“I came from the public accounting industry, and I have a
good understanding of accounting, as well as the technical skills to make the
process efficient and user oriented,” she said. “Alliant National is
a growing company that’s developing new processes, reports and ideas, and I’m
happy to be a part of such a creative group of people.”
When she’s away from the office, Tubbs, who lives with
her husband Bob, a math professor at the University of Colorado, Boulder,
spends her time diving and snorkeling.
“There’s nothing like the ocean,” Tubbs said, adding that
she also enjoys hiking. “I’m fortunate to live in Boulder, so I can just close
my back door and go hiking around Chautauqua, in the sun or the rain, with
company or alone. For me, being in the thick of nature is the best stress
release I know.”
Tubbs’s positive work philosophy makes her a great fit
for Alliant National’s ever-evolving culture. “I don’t believe a situation
can’t be changed and improved,” noted Vesa. “Everything can and will
change so we need to constantly listen, learn and think. Tomorrow is always
unpredictable and interesting.”
About Alliant National Title Insurance Company
The Independent Underwriter for The Independent Agent®
Alliant National believes in putting other people first. The company protects
the dreams of property owners with secure title insurance and partners with 500+
trusted independent title agents as a licensed underwriter in 24
states and the District of Columbia.
Alliant National is the largest title insurance underwriter
in the country with no direct operations to compete against its agents and puts
the interests of its agents first. Bolstered by financial stability, strong
underwriting capability and independent agents’ in-depth knowledge of local
markets, the company has established a nationwide network with deep roots in
local communities and a wealth of expertise that is flexible, nuanced and
continuously growing. Visit alliantnational.com
for additional information.
Cathie Beck Capital City Public Relation e : firstname.lastname@example.org p : 303-241-0805