More than a Few Words - #984 Build Authority with Authenticity

#984 Build Authority with Authenticity

03/28/24 • 10 min

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I had so much fun chatting with Amy Singleton, about building authority with authentic content. Amy is the CEO and owner of Hite Digital Norman, an Inc. 5000 digital and branding agency.

Amy's mission is to empower individuals to reconcile their personal and professional aspirations without compromise, and today, we're tapping into her expertise to explore how businesses can authentically engage with Google's algorithms to stand out in a world inundated with AI-generated content.

Understanding Google's Desires

As we kick off our conversation, Amy emphasizes the importance of understanding what Google truly wants. "Google wants things that are fast, relevant, and profitable," she explains. The search engine giant aims to provide users with quick, accurate answers to their queries, fostering repeat engagement and loyalty.

Crafting Relevant Content

So, how can businesses ensure their content resonates with Google's algorithms? Amy suggests several strategies, starting with optimizing Google business profiles and local listings. Consistency across these platforms builds credibility and trust, key factors in Google's ranking system.

Additionally, Amy highlights the significance of backend structures, such as schema markup and metadata, in enhancing a website's visibility. By providing clear signals about the content's relevance, businesses can improve their chances of appearing in relevant search results.

Answering the Right Questions

Understanding user intent is crucial in crafting effective content. Amy illustrates this point with an anecdote about a successful blog post on her previous company's website. Despite its seemingly mundane topic—how much painters make per hour—the article addressed a common query among homeowners, driving significant traffic to the site.

Embracing Authenticity

In a landscape saturated with AI-generated content, authenticity emerges as a competitive advantage. While AI can offer valuable insights and inspiration, Amy emphasizes the importance of infusing content with a human touch. Whether through storytelling or personalization, businesses can create a unique connection with their audience.

Building Authority

To further assert relevance and authority, Amy recommends leveraging press releases and securing backlinks from reputable sources. These tactics not only enhance a website's credibility but also demonstrate its expertise within its niche.

A Call to Action

As our conversation draws to a close, Amy extends a generous offer to our audience: a complimentary website audit to identify areas of opportunity and improvement. This gesture exemplifies her commitment to supporting businesses on their digital journey.

Conclusion

These days, it is all about authenticity and relevance. When you understand Google's preferences and create content to match their strategy you can navigate the complexities of organic marketing with confidence. As Amy Singleton reminds us, success lies not in mimicking AI-generated content but in harnessing the power of human connection to engage and inspire.

I had so much fun chatting with Amy Singleton, about building authority with authentic content. Amy is the CEO and owner of Hite Digital Norman, an Inc. 5000 digital and branding agency.

Understanding Google's Desires

Crafting Relevant Content

Answering the Right Questions

Embracing Authenticity

Building Authority

A Call to Action

Conclusion

Previous Episode

983 Build Your Brand with AI

Laura Templeton dropped by for a conversation about using AI to build your brand. , an author and international speaker, discusses using AI to build your brand with Lorraine Ball. At first, the idea might sound a bit out there, but Laura dives into how AI, specifically ChatGPT, can be customized to reflect your brand's voice and values.

Laura explains the concept of "custom instructions" in ChatGPT, where you can teach it about your brand, your audience, and your preferred tone. She likens it to teaching a child; it takes patience and guidance to get it right so the tone doesn't feel stiff or overly casual.

With practice and clear feedback, ChatGPT can generate valuable content for various purposes, such as website copy, social media posts, blogs, and lead magnets. Laura stresses the importance of reviewing and editing the generated content to ensure it aligns with your brand's message and style.

The conversation also touches on SEO concerns, with Laura reassuring that ChatGPT can be beneficial for SEO as it understands your brand's keywords and can incorporate them naturally into the content it generates.

If you enjoyed this conversation, be sure to check out my other chat with Laura - BETTER NETWORKING RESULTS

Next Episode

#985 Zero Click World

These days we're living in a zero click world. What that means is all of the social media platforms and even Google are trying to get you to stay on the platform.

They're encouraging you to find the answers you need with them and they're discouraging people from clicking through to your website. Unless of course you're going to pay for an ad. So when you're not advertising. What do you do? How do you play in this zero click world.

There's several things to keep in mind as you map your strategy in this zero click environment. The first is you need to adjust your expectations. In some ways, we are back to the early days of social media, where you evaluate your success based engagement and the interaction on the platform. You may not necessarily clicks through to your website. And with shifting privacy rules you may not be able to measure that even if you do.

With these revised criteria you need to think about your content differently. Each piece of content is a stand-alone unit that tells a story from beginning to end. But it needs to do so, quickly because your audience has a short attention span.

Put the punchline up front. Use compelling headlines, hook the audience in the first thee seconds of the video or the first image of a carousel. Get right to the point right away, entertain the audience to they stay with you and engage with everyone who interacts with the content.

Ask questions, take polls and tell people if they want your special offer to simple leave a comment or dm you instead of clicking through to your website.

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