October 21, 2011 9 Comments
This is how the keyword strategy introductory lesson starts: “if you are already ranking well for some keywords, build on that”.
And, month after month, it never ceases to baffle me when “football games” appears towards the top of the best traffic-driving keywords list in our web analytics software. Sure, the first group and the long tail are dominated by reputation management, public relations, stakeholder engagement but “football games” is always up there with the best of them !
So, hey, what’s a poor blogger to do?
Augure hearts Football games
The culprit is undoubtedly our CEO, Michael Jaïs, and his addiction to football. Olivier, head of QA, Laurent, one of our historic consultants and Fabien, my VP Marketing boss aren’t helping much either. Not a day goes by without heated discussions and, since they all come from different regions of France and support different teams, a fair dose of teasing.
So, when we started this blog, we presented the team of bloggers and interviewed our CEO. His passion for that sport transpired and we’ve been receiving visits from football games ever since.
Why am I telling you this, exactly?
Two reasons. One is that Augure indeed love football. That’s a large part of the company culture. Quite a few employees, myself included, love and play golf, but football is dominant.
So much so that, every year, Augure organises an indoor football tournament with clients and partners. I’ll skip quickly over the results, enthusiasm apparently being the greatest of our qualities on the field, but I thought I’d share the information with you, so you’d get to know the company better.
SEO is important to manage your online reputation
Secondly, there’s a lesson behind this.
Today, SEO matters. A lot. It determines how people who don’t know you find information about you, your company, your core values. It determines how easily bad news, customer complaints or unpleasant word of mouth will stick to your reputation online.
So, how do you control SEO? Well, there are really three parts to the answer:
- What you write on your digital properties – content – plays a major role. That’s why our corporate website is all about enterprise reputation management and the industries of our clients, not about football. It is why I mostly write about reputation management on this blog, why its name is reputation in action.
- Just as important, maybe more, is what others write about you online. If all of Augure’s media coverage and inbound links were about football games, we’d likely stand a better chance of selling shorts and gloves than PR software.
- Finally, what gets shared on social media about your story plays an increasingly large part in Google’s understanding of what a quality site is for a specific topic. The lesson here is that you shouldn’t forget to share your news on social media.
And the key takeaway is this: the more consistent all three aspects are, the better your ranking will be for the topics that matter to your business and its reputation.
Through this post, I am making sure that future visits to this blog originating from the Football games keyword see the story that Augure is a reputation management software editor that encourages sports, engagement with clients and partners and loves football. And when I publish it on Facebook, Linkedin and Twitter, it will be in the hope that other spread that story about us and that search engines see us in that light as well.
So, are you consistent throughout your PR workflow?