I must admit I felt a certain pang of pain when I read a little while ago that Yellow Pages was no longer to be printed.
Like Chopper bikes, the cane, the nit nurse, I felt a door had closed on my past with those tv adverts that were as seminal back in the day as the Coca Cola or John Lewis Christmas ones in recent years.
JR Hartley, I suppose, would have no need to traipse round bookshops looking for his “Fly Fishing” tome in 2017. One click on Amazon or eBay would do the trick. But the company’s decision to stop printing that business directory felt, to be honest, long overdue.
At 321 Websites, we know the printed word is not dead.
Far from it.
It’s just the way that people search for things has changed.
And it will again.
Yellow Pages may become a collector’s item?
Next month brings the https saga where http sites will have a warning banner strapped across Chrome web browsers – to fix that you need to do some research and looking for http fixers in Yellow Pages won’t yield results.
The shelf life of a printed doorstop like Yellow Pages was quite finite too.
Change of telephone number, address would mean your old ones set in printed aspic for the next year – until the reprint.
Digital is where it’s at: Google searches and in-app searches.
Every company wants to be on page one of Google for specific search terms and believe us, it’s like climbing Everest in sandals – torturous and challenging.
Anyone who says otherwise is deceiving you or pushing you to PPC Ads.
In my opinion, of course.
Google’s algorithms have been steering away from keyword stuffing for years and SEO experts now say it’s about fresh and unique content. Enlightened companies cottoned on years ago and blog constantly. Or a business starts with good intentions and time constraints savage these ambitions.
Blogging is key to SEO.
As is social media optimisation.
When your website is designed, fed regularly with good content in blog posts, you need to look at social sharing.
High quality blog posts don’t generate views on their own – you need a plan; a social media plan to get this clicked on and viewed. You need a blended social media strategy where you use Twitter, Quora, LinkedIn, StumbleUpon, Facebook, Instagram, Google Plus and Pinterest to get that content you or someone has ghostwritten seen and shared.
Think of it as 33% – 66%.
33% of your time should be spent creating content – 66% sharing.
1 week to write a 2000 word blog, 2 weeks sharing on social.
Google loves long form content too and experts like Neil Patel and Brian Dean talk repeatedly about long posts of 2,000 to 10,000 words or what Dean calls “the Skyscraper Strategy” where you find top ranking articles in your field and “build” more content on them.
10,000 words may take a fortnight or month to write, but trust me, it will have more impact on search, social and your readers than 30 x 300 word blogs. If you can’t write 2,000 to 10,000, find someone who can – but don’t expect to pay peanuts for a week or a month’s devoted time.
Your content – whether 400 or 4000 words – has to be found and we make sure it is.
That’s why Paul and I are different.
Paul is a superb web designer, logo creator, with a meticulous eye for design elements and I’m a decent writer who knows a fair bit about SEO and social media optimisation without shrouding it in mystery or astronomical fees.
Proof of the pudding?
Rushden Podiatry – designed from scratch in 3 days, with social media established and managed for one week.
New company, new premises, new domain, nice owner.
Google invisibility to page one for specific search terms in just a month.
We don’t want to be callus or sound corny – but which other two-man web team could deliver that sort of service?
Good old 321 Websites; we’re not just there for the bad things in life, like a Wix website or a painful verruca.
Want to know more?