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Hello Shark Week. I have been waiting for you.
After each day at Blue Corona this week—full of writing blog posts, optimizing landing pages, and managing client SEO campaigns—I’ve zipped on home in my Prius to catch up on Shark Week (both shows I recorded and the primetime shows). My enthusiasm for Shark Week is not contained solely to this week. For example, when my friends went on a vacation one spring, I emotionally shared, “This week has been one of my favorites, almost as great as Shark Week!” I have also probably told my coworkers (or anyone I’ve met) multiple times that I caught a shark once (proof below).
Although engaging in Shark Week can’t be my full time job, there are a few lessons from the Discovery Channel’s brainchild that small businesses can learn when it comes to their SEO and online marketing. We’re jumping into deep blue during for this Casual Friday blog post—may you learn a few things and avoid Jaws-worthy bite marks along the way. Let’s dive in!
Keep a Watchful Eye & Know First Aid
V V Brown’s pop hit, “Shark in the Water,” has been on repeat for the past two weeks to build up my excitement for Shark Week (luckily for my coworkers, I have headphones). While Ms. Brown sings a great chorus, she also teaches an important lesson—know what else is in the water with you.
Unethical SEO companies are lurking (much like a great white shark stalking a frolicking seal), looking for small businesses as prey. These companies promise you fast-results and quick rankings—something that won’t last long-term or establish attainable online marketing goals.
When this happens, Google Webmaster tools (GWT) acts as your lifeguard at the beach of SEO management. After a real shark attack, time is of the essence to stop the bleeding, prevent hemorrhaging, repair tendons, muscles, and arteries, and ultimately keep the victim alive (as seen by many of Discovery’s reenactments this week).
Being “attacked” by bad SEO tactics requires you to react quickly to get your site back under control. This can be anything from removing bad backlinks, cleaning up keyword-stuffed content, recovering your site’s security after a hack, and more. An ethical SEO company can help you better use GWT and other resources to recover your site and get better rankings.
Ranking penalties after poor SEO strategies are not an end-all, be-all for your business—think about how many shark attack victims head back to the water after recovering—you’ll just need the right tools and team on your side to go back to swimming ahead of your competitors.
Sharks’ Teeth are Constantly Growing
Did you know that sharks have about 100 teeth at a time, but they each only last about 10 days? A single shark grows around 1,800 new teeth each year. Since its sharp incisors are one of its best weapons against prey, it never stops growing new chompers.
Much like shark teeth, you should always be publishing great quality content on your website. Doing this will keep yourself “sharp” and prepped for visitors—both online users and search engine crawlers. Much like a shark uses its teeth to prove it’s the baddest-fish in the sea, well written and consistent online content shows that you are THE authority in your industry. On your site, constantly build out your website to add authoritative resources, including:
- Service pages
- Blog posts
- And more!
Swim in Packs to Make a Catch
Yesterday, Discovery taught me that bull sharks are not only one of the most dangerous and temperamental sharks, but also that they often swim in packs. They understand that when looking to indulge in an afternoon snack of innocent dolphins, their best attack approach will be in numbers.
If your business or organization were a bull shark, a user searching on Google or Bing would be your prey. You want to maximize your pack size to capture that search result traffic (click-through-rate) from the user and his or her keyword. Build out not only your only domain and blog online, but also ensure that your business has optimized Google+ Local, PPC advertisements, and social media profiles. These can all help maximize your search engine real estate so that the user has nowhere else to “swim” but into your sales funnel!
Be the Biggest Shark in the Sea
Even if you’ve only seen a preview of Shark Week, you should know that the king of the sea world is the great white shark. Feared by fish and humans alike, the great white has established itself as not only one of the largest shark in the ocean (up to 20 feet in length!), but also the primary predator of marine mammals—Shark Week’s tagline is “It’s a bad week to be a seal,” for that reason.
At Blue Corona, we always tell our clients to strive to be the online authority within their industry and service area through SEO success. You can use content marketing to improve your organic search visibility, drive traffic to your website, and establish your company as THE authority to convert more web visits into leads and sales.
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If you need some emotional support while you wait for next year’s Shark Week or think that I left out some pop-culture shark reference in this post – contact me personally. If you want to discuss your current SEO strategy with one of our account managers, contact Blue Corona online.
About The Author: Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
View more blogs by Hannah Nelson