Blog: Marketing Strategy
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A Tale of Two Companies

Avatar for John Locke

John Locke is a SEO consultant from Sacramento, CA. He helps manufacturing businesses rank higher through his web agency, Lockedown Design & SEO.

Today, I’m going to tell you the story of two companies.

Company A and Company B were both founded in the same year, and sold a similar product line.

Both companies went trade shows, built a distributor network, and were making sales calls every day.

Each company had a decent looking website when they launched, with their respective product lines.

Over the course of time — over a few years — these two companies began to look very different.

Our Two Companies After Five Years

Over the course of time, Company A and Company B, were still making sales calls, going to trade shows, building distributor networks, and staying busy throughout the work week.

Company A had not done much additional work with their website, and had about 40 total pages on their site. Much of this was sales page for their product line.

On the other hand, Company B had spent much of the last five years producing content for their website, which had about 450 pages. Whenever a customer had a pre-sales question, or had a customer support inquiry, Company B would create a webpage to answer that question.

When their customers would Google the question, Company B’s website, or their YouTube already held the answer.

Company B also had “success stories” about how their product line was making work easier for their customers. They had Instagram stories, YouTube videos, and case studies from their clients, which made selling their products that much easier.

At the end of five years, Company A were ranking for a hundred keywords. But Company B were ranking for about two thousand keywords, because of all the content that they had created.

Google’s algorithm saw that Company B was trying very hard to build their authority, and give customers what they wanted.

As a result, Google started ranking Company B ahead of Company A — as well as most of the companies in their space.

The Moral of the Story

This story — of Company A and Company B — is not meant to single out any one scenario or pair of companies. I’ve seen this exact situation play out numerous times over many different verticals.

What I want you to take away from this story is, being proactive about creating long-term marketing assets is the most important thing you can do for your SEO.

I want you to start investing at least 5% of your time, labor, and resources each month into creating content that your customers will find useful.

There are only so many keywords that a single page can be found for. (In other words, your home page can’t rank for thousands of keywords).

Your customers are telling you what they are curious about when they talk to you on the showroom floor, on the phone, at the trade show, in email.

Take those questions, and answer them in web pages, videos, audio recording, and PDFs, and I guarantee your organic search traffic will increase. The more content that Google can index from your site, the more chances you’ll have to rank for keywords.

By investing in your permanent marketing materials (your website, YouTube channel, and other online properties, you’ll get more qualified leads. If you reevaluate and refresh your website every few years to make it more user-friendly, that will also help your SEO.

My Advocation To You.

Invest your time and resources wisely, so your company can grow. Be an active part of your marketing efforts.

Realize that people are searching for information on your company before they ever pick up the phone to call you.

Build assets that answer customer questions, so you have more chances at driving traffic.

Avatar for John Locke

John Locke is a SEO consultant from Sacramento, CA. He helps manufacturing businesses rank higher through his web agency, Lockedown Design & SEO.

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