For the last few years in our office, holiday time has meant we’ll be doing a Yankee Swap. You may know this tradition by one of its other names: Bad Santa, White Elephant, the Present Game. The rules are simple. Everyone spends a certain amount of money on a gift. Then, the gift is wrapped up, decorated and anonymously placed in a pile. We take turns picking whatever gift seems the most attractive and open it in front of the group. The next person can either steal your gift or try for something better. There are always those great gifts that are quickly in the highest demand.
Yankee Swaps remind us of the way many businesses try to find new customers online. First and foremost they have to get someone to choose them. One of the most important ways to attract customers to a website is with Search Engine Optimization (SEO). SEO is the process of adapting a site to improve its ranking in the results for specific search terms.
SEO improves the visibility of a website in search results, and in turn attracts potential customers—just like that silver and gold wrapping paper grabs attention in our Yankee Swap pile. On average, in the United States, we conduct 12 billion searches per month.[i] “If a business doesn’t show up on the first page of Google, they don’t exist,” says Sarah DeJong, channel sales manager at MLive Media Group. If you want your website to show on the first page of those searches, you’ll have to put in a little work. And if you do it well, you can be sure that people are going to find out about your products and services: Search is the number-one driver of traffic to content sites, beating social media by more than 300%.[ii]
But once they pick your site, will they like what they find on your pages? Or will they want to “swap” and click away to another site? The holiday season is the perfect time to capture those fervent shoppers and tantalize them with useful information. If you haven’t already started to market to eager buyers with engaging content, now is a great time to get started. The content your website provides is just as important as the tactics that drive your customers to it. Make sure the “gift” you give (great content) is as special as the thought put into the presentation.
SEO and content development are just a couple of the topics discussed in MLive Media Group’s free downloadable Digital Marketing Bootcamp ebook. Learn how easy and beneficial digital marketing can be for your business.
Make your website stand out and give the gift of good content this season and you’ll be the talk of the office party!