As a business in Orange County, your social media channels and your website are part of a dual strategy for interfacing with the world.

You can regard your social media marketing as a way for you to put out feelers, to test the waters and grab the attention of some possible customers. Once they’re focused on you, the next step will generally be to send them to your website, where they will hopefully be so delighted by what they see that they’ll want to buy from you.

The problem comes when either your social media outreach or your website are not to the liking of those potential customers. Let’s say that your social media is doing its job, but your site is not. How can you fix the problem?

Optimizing your website is where you will need to focus, and here are some ways to do that.

Send Out a Feeler Email for Links

Getting backlinks to your site is a way that you can optimize it, as a website with more backlinks is one with more authority, from which people will feel more comfortable buying. It can be helpful sending out emails to influencers within your niche to see if they would be willing to link to a new blog you posted.

But if you send out an email with the link already in it, it can often be seen as too forward. Instead, send out a “feeler” email. A feeler email is one that you send where you pitch the idea of your blog, but you don’t include the link to it. You’re asking the recipient if it’s okay that you send it to them. If they say yes, you add the link in your second email.

This can also tie into your social media marketing, Orange County. You can try the same tactic with influencers that you know about on social media. You just use one of those platforms instead of contacting them by email.

Optimizing for the Hummingbird Update

The Google Hummingbird update changed quite a bit about how Orange County companies optimized their pages, and the ramifications of it continue to this day. The main thing that you need to know about Hummingbird is that it took Google beyond the realm of ranking sites through simple keyword usage. Instead, the search engine now tries to understand the topic of the page, as a human would.

Because of this update, part of website optimization now involves including variations of your keyword in the content. By having variations supporting your keywords, it sends a strong indicator to Google regarding the page content.

If you sprinkle your keyword and the rest of what is on the page makes little sense, Google is going to see through this ploy and drop you down in the SERPs.

When you’re trying to think of variations to your keywords, all you have to do is search for those keywords using Google, and then scroll down to the bottom of the search results. You see the “searches related to” section? That’s where you’ll get your variations.

If both your social media marketing and your website are working to the best of their abilities, you’ll be getting the most from your ad budget, Orange County, and you’ll have the best chance of making more sales.

You must continue to add new content both through your social media and on your website, but you must be sure that all of the content you add is optimized for the highest amount of positive engagement.