#managed print services, #gregwalters, #mps, #sales, #seo, #searchengineoptimization, #traffic, #mysterymeansmargin, #pleasegoviral, #keywordsorcontent
I know this is going to ruffle some feathers, but my latest foray into the world that is the interweb has lead me to the above conclusion. Let me be even more precise: There is no such thing as an SEO expert in our industry. That’s going to hurt the few who claim to be guru’s and pundits - sorry.
It has been, and still is my belief that pure content is the best way to attract an audience. Google agrees. Their search algorithm seeks out fresh, organic content.
Traveling the world of content marketing and marketing content, I see parallels between this realm and the early days of managed print services.(MpS)
In the beginning, nobody really knew what MpS was or how to sell and support a profitable program - some still don't. Back then, there was a great deal of mystery in MpS so anyone who had the slightest insight vaulted to the rank of 'expert' - take it from me. Back then, one needed to have a few weeks more experience than everyone else.
Why No Experts, Greg?
On the outside, talk of meta-data, tags, keywords and the like, feel foreboding - just like 'master service agreement', 'SLA', 'assessment', and 'data collection agent' felt in the frontier days of MpS. Back then nobody knew how to do it - today, more people perpetuate the mystery of SEO than actually tell you the secret of attraction.
Why? Because, 'where there is mystery, there is margin' and right now, there is tons of mystery in SEO. More than meets the eye, more than can be understood by a single entity and the target is always moving.
Confusing and mysterious, don't you think?
"Keywords" are commonly referred to the words placed inside the search box. For example, if I want to find managed print services providers in Chicago, my search could be, "managed print services chicago" the search engine then looks for a match in content - it is a bit more complicated than that, but you get the point.
Now, when content is placed on your blog, people will find it by running searches the search engines find content that matches It is my belief that the content should be the keywords oppose to keywords being the content.
I know I am not alone.
Some are told the best way to achieve this is to have staff generate content for the company blog. Some feel automated content curation and an email campaign is the best way to attract prospects. Yet another school of thought thinks hiring outside writers to fill the void is a sound approach. Your expertly written white papers, case studies and electronic marketing pieces might attract, but they won't convert.
What to Do
The absolute best, without a doubt, most effective attraction model includes fresh, relevant content designed for the reader, not the presenter, told in story form. This is undeniable. The challenge is execution.
So as a business owner focused on keeping the ship in the air, how do you manage an effective web-presence?
This is nothing you haven't seen before, you have three options:
See, we've been here before.
Greg Walters, Inc.
“Greg is an influencer, a leader, and continues to speculate and prognosticate about the future of the imaging channel as a whole,” - Art Post
“Greg Walters is one of those 'firebrands' who isn't afraid to challenge the status quo...” - Ed Crowely - Photizo
Greg may very well be the epitome of "managed print services expert"