Google has upped the focus on quality content, which means that the blog posts, press releases and social media updates you put up every day have a direct impact on your digital marketing. You have to be ‘always on’ when it comes to your optimisation techniques.

If that’s an issue, or your staff don’t know where to start, then the simplest method is to train everybody in the basics of digital marketing and optimisation. It’s quite simple when they start to dissect what’s required, but getting started when they don’t know anything can be quite daunting.

Going through all your content and optimising it after the fact simply isn’t the smart way to go about things anymore and, if your blog or social media accounts are active, then it isn’t cost-effective either. So a simple dose of social media optimisation staff training can make all the difference to your Google rankings in the end.

There’s no doubt that the little things you do every day add up to a large difference at the end of the year when it comes to your search engine ranking positions (SERPs). Following basic rules with the blog posts and then making sure you share them effectively and help them gain traction is really all it takes. That is easier said than done for a newbie, of course.

There are still companies trying to game Google, but their world will come crashing down when the next algorithm update catches them out and they end up incurring vast website penalties that can cost a great deal of time and money to sort out.

So, do optimisation the right way: make it shareable, make it interesting and make sure you’ve followed the basic rules. Get some training, get your content production system right and you’ll never need to hire an outside agency again.

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