When websites get hit with a Google algorithm, it can be extremely difficult to recover. Penguin and Panda do not take prisoners and for most small businesses online that can be costly.
The resulting loss in traffic and subsequent sales can be detrimental to your online business and rebuilding from the start is not an option. You therefore need to take emergency action to help you recover. The best way of doing that is through social media.
Most successful online businesses use social media networks already so should already have experience of marketing through social. The difference with standard advertising and recovery advertising on social is slightly different.
Now your rank has plummeted, you don’t have time to build your listing through adding more content – you need to reuse the effective content you already have on-site and target customers that are most likely to engage with that content.
For example, if you have a piece of content that received plenty of shares and likes, repost that content to an audience that has socially engaged with you in the past or has visited your blog. This way you know you are targeting an audience that has shown a past interest in your brand.
Following this campaign, you will be able to gauge how much of your audience is engaging with and sharing your content, thus what content is most relevant for launching another marketing campaign.
Don’t make the mistake that just because a person had an interest in a subject a year ago, they still have the same interest. Therefore, it can be a time-consuming and pointless exercise regenerating new content along the same lines as the old content if people do not think it is relevant anymore.
To enable you to effectively collect data, you will first need to tag your website with audience tracking pixels. This will enable you to determine who is sharing what content so you can build a list of specific individuals based on the content they have shown an interest in.
Once the customer audience is identified, you can target those individuals with new content that is still relevant to your audience’s way of thinking.
All social media companies encourage users to broaden their network by offering connections to other users who are associated with your friends or who share a similar interest. These connections are referred to as lookalikes.
This functionality allows marketers to extend their reach, but with guidance towards a targeted audience rather than throwing content blindly into the abyss of the internet.
You may want to identify lookalikes that share similar interests to your existing audience. Are your followers in specific groups that is relevant to your content for example.
Lookalikes is a recurring option as well, because for every lookalike with a similar interest usually have other lookalikes that share an enthusiasm for the same material.
Once you have been knocked down search engine rankings, there is no time to rebuild the rank you had following the same content building strategies. By targeting an audience that is most likely to engage with your brand, you stand a far better chance of recovering some sales profits and clawing back your page rank.