Why Marketing Consistency is Key for SEO and Growth
This weekend my wife and I had our niece and nephew staying with us. Amongst the many fun things we did we also watched Finding Nemo. One line that got stuck in my head was when Dory keeps saying “Just keep swimming.” My niece and nephew loved it and kept saying it all day. It’s catchy, adorable, and incredible advice for small business marketing.
In the movies Finding Nemo and Finding Dory, Dory’s never ending optimism helps her keep going and swimming even when things get challenging. For small business owners swimming through the waves and current of business marketing – especially SEO and website content updates – the same persistence that Dory has can be the difference between sinking and swimming toward success.
Start with Website-Based Marketing
Social media, networking groups, Chamber of Commerce events, and paid ads all play a specific role in marketing and promoting your business, but your website is the center point or hub of your marketing. It should be where all your best content lives. Your website is where Google goes to get to know who you are and what you offer. And it’s where your clients go to make decisions and purchases.
Some small business owners can at times view their websites as a “set it and forget it” tool. The simple fact is that a stale site is a sinking site.
To stay relevant in search engines and valuable to your audience, you need to keep swimming by consistently updating your website content. That includes:
- Blogging regularly
- Targeting new keywords and new locations
- Refreshing service pages with current offers
- Creating landing pages for specific audiences or events
- Improving page speed and technical performance
Even if it feels repetitive and mundane or you’re not sure anyone is reading or nothing your content and especially if you had a bad week of traffic – just keep swimming.
The SEO Current Never Stops
Search Engine Optimization isn’t a one time fix and never look at again type of marketing. It is an always ongoing and active current that requires momentum. Each blog post, new keyword, or updated service area page sends needed signals to search engines saying “Hey! We’re still here! We’re still relevant!”
If you stop updating your websites content and blog, Google can start to wonder if your business is still active and worthy of being a top rank. Competitors (yes, you have competitors) who are actively posting and optimizing will start to swim past you in search rankings.
There are so many ways you can make updates to your website continually. It could be by adding new FAQs, updating a page’s meta descriptions, targeting a new city, writing a new blog article, adding another paragraph about a service you offer, explaining the tools you use to do your job. The key is to make sure you keep swimming.
It Might Feel Monotonous
There will likely be days when it feels like your blog posts and updates aren’t making a splash. In those days, be sure to remember that not every blog has to go viral. All posts should be with great content and ideas and creativity, but some posts are written to keep swimming. Some are written for your clients to help promote all the services and products you offer and can introduce them to and upsell. Some are written simply to show that you’re still active and ready to help.
When you’re swimming, not every stroke has to be a big one, you just need to keep swimming.
Here are a few ways to keep it fresh:
- Rotate between different content types (how-to blogs, case studies, FAQs, industry news)
- Repurpose blog posts into newsletter content or social media graphics
- Add new customer reviews or testimonials to your homepage
- Revisit and expand older blogs that are still relevant
Don’t Forget to Network (Even Online)
Networking groups, in-person meetups, and social media can fuel your marketing engine—but they often work best when tied back to your website. When you meet someone at a networking event, send them to your latest blog or landing page. When you post on social media, link back to something helpful on your site.
Your website gives your other marketing efforts a place to land. Just like Dory always circles back to the journey, your website should always be the final destination.
Keep Moving. Keep Showing Up.
At Full Scope Creative, we believe in building marketing momentum. And that only comes from consistent effort—one blog, one keyword, one update at a time. So whether you’re in the middle of a busy season, struggling through a slow patch, or just unsure what to write next…
Just keep swimming. Just keep swimming. Just keep swimming.
