Latest From The IM Blog

by Bobby Tsui on 9th February 2015

Hint: It’s all about storytelling. Yes, Google has been updating their algorithms to give people a user experience that most closely resembles how we consume information in real life.

The 2015 Way To Get More Remodeling Leads Online


remodeling leads Hint: It’s all about storytelling. Yes, Google has been updating their algorithms to give people a user experience that most closely resembles how we consume information in real life.

With less of an emphasis on keywords, the brands that will get more traffic in 2015 will be the brands who understand how to storytell.

Digital marketing is beginning to feel less robotic and more human-like. And that’s a good thing. The bottom line is that if we can focus on telling good stories and weaving the fabric of our knowledge base into the projection of our brand experience, we’ll be able to attract homeowners who will ultimately want you to build their homes.  

Google favors publishers in 2015, so it’s time to start acting like one. It is no secret that the online media publishers have the most clout right now in Google’s eyes because they are publishing content and not selling services. Look at Houzz, for instance. They are highly ranked because they publish great content.

Rand Fishkin of Moz.com, a respected leader in SEO, said in a recent interview: “I think there’s a strong internal belief at Google that sites engaging in proactive SEO shouldn’t have an advantage over those that simply provide great content and great products.”

When you think of the big brands like Apple and Coca Cola, you are most likely able to recite something about their brand narratives whether it may be who the founder was or what they stand for. Likewise, homebuilders and remodelers need to place an emphasis on storytelling their brand narrative.

When you do so, you have a much better chance at competing with the bigger brands because you are seen as an equal; not an equal in the sense that your financial statements are similar, but equal in the sense that you know who you are and what you stand for.

Mark Jackson of Vizion Interactive has been a longtime contributor to SearchEngineWatch. This is what he had to say about SEO in 2015.

“Google believes that ‘Brands are the solution, not the problem’ in delivering a more positive set of organic results for its users. Since that time, Google has made tremendous strides in ridding its results of spam. It has also shaped what SEO is today.”

Anyone knows that in order to turn our prospective customers into an engaging community, we must make our brands more accessible and human. The goal of Google search was always about reaching this sense of humanity. We’re so used to thinking of Google as our robotic librarians that we forget that real humans created this algorithm to mimic human intelligence and anticipate human needs, desires, and thought patterns.

Link building, PR, content promotion, etc are all starting to look like one common initiative, all for the purpose of storytelling your brand so that you can provide value to an engaging community who can benefit from it. Focus on your brand and its messaging and produce great content.

That’s under your control.

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