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Managing A Generationally Diverse Workforce

Here’s how to understand, motivate, develop, and retain talent from each generation.  Read on.

Hi, This is Roy.
Welcome to my next 1-minute message, designed
for short-attention-span people (like me).

Today’s message:  How To Masterfully Manage The Multi-Generational Workforce

Some takeaways

  • Baby Boomers (born 1946-1964) are optimistic, have a strong work ethic.  Want a loyal employer, respect.
  • Gen X (born 1955-1979) are independent, innovative.  Want problem-solving opportunities, autonomy.
  • Millennials (born 1980-1995) are tech-savvy, collaborative.  Want meaningful work, new skills training.
  • Gen Z (born after 1996) are digitally fluent, flourish in a diverse workplace.  Want competitive wages, stability.

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Succeed on Google with 3 Basic SEO Principles

3-legged stool to illustrate 3 principles of good SEO

For Function and Simplicity, Nothing Beats a Three Legged Stool

Anyone who is familiar with my newsletter knows that I’m a big fan of keeping things ultra simple. Most of my connections on LinkedIn are C-suite executives like me who value the briefest explanation possible.

So here is a quick overview of 3 guiding principles that will get you the most visibility on Google. It’s what’s we teach in our digital marketing courses as the 3 pillars of SEO.

Relevance

What if you have a severe headache and you want to see what remedy Google can give you? So you type “best home headache remedy.” Now let’s pretend you get a page of results for home head cold remedies? Sure, the words are similar, but you’d be irritated (even more so because your head is hurting!) that Google isn’t giving you something that is…yes, you guessed it…RELEVANT to your search or your needs.

So Google prioritizes results that they feel are relevant to the searcher’s “intent” (in other words, what they really want, regardless of what words they use). Google has gotten pretty good at this over the years, by the way.

Relevance is determined by how well you write the content on your page. It has to be good quality, and structured the way Google wants to see it. We call this “content marketing.”

Also, you might want to do something called “on page optimization,” which goes a bit further in creating a relevant page.

Authority

Ok, so let’s stick with our headache example. Let’s say that you get a bunch of results that really do seem to be relevant to home headache remedies, but when you visit the pages you see that they are from very questionable sites. They might be full of ads, or perhaps they link you to dangerous and pornographic corners of the Internet. Well if you’re like me, you would also think that the search results were poor.

Knowing this, Google tries to show you websites that are authoritative to avoid getting you justly irritated. How do they do that?

Google has very sophisticated ways of looking at a given website and the sites that are linking TO that website. If your website is linked to by other websites that are high quality, with lots of sites linking to them, and (this bit is important) if the sites that are linking to your site have something to do with the subject of the page, then it helps you appear to have authority.

Getting more Authority is usually based on creating useful content that webmasters, online journalists and bloggers want to link to, along with outreach to make those people aware of it. We call that “link building,” although you can also think of it as link “earning.”

Technical Stuff

Ok, finally we come to the toughest bit of this. And here’s where having someone working for you, whether a contractor or an employee, who knows the technology of SEO and how Google works is extremely important.

To determine if your site is relevant and authoritative, Google needs to “crawl” all over your website with their analytical programs (a part of the mechanics of this is those programs that SEOs call “spiders” or “bots” or “crawlers” … although that’s only part of it). There are all sorts of things you can do to a website (usually accidentally) to make it confusing to Google. If you want Google to give you the best results, they need to easily understand your site. We call this “Search Engine Friendliness,” or SEF. This is not the same as SEO, but you can’t have S E O without S E F.

How do You Know if You’re Getting the Best SEO?

If you are working with an SEO company, or even in-house staff, make sure they can explain each of these three pillars of SEO to you and how they are addressing them. If they struggle to give you an explanation you, as an executive, can understand, then they probably don’t understand it themselves.

And while we’re adjacent to the subject of how to hire an SEO, here’s a video from former Googler Maile Ohye about “how to hire an SEO” that is as useful today as it was in 2017.

More Tips Like This Are Coming to You Soon!

The above explanation and tips come from my soon-to-be-published book, The CFO’s Guide to Demystifying Internet Marketing. The complete book addresses a need I’ve been aware of for years in business, especially for my colleagues who are extremely busy executives: a resource that can bridge the gap between the marketing department, the tech people, and the C-Suite. And don’t let “CFO” in the title fool you, any busy executive can get tremendous benefit.

Question: How Do I Add My Business to Google?

Business owners have a powerful tool available in their quest to get more visibility in Google. Introducing our free Masterclass on getting started with Google My Business. It shows you how to find, claim, and verify your business in GMB. If you’ve ever been confused and intimidated by Google’s free GMB service, this course is a great starting point. And it’s free!

Google Reviews: Why They’re Important and What to Do About Them

Why GMB Reviews Are So Important

What we’ll cover in this post:

  • The importance of Google reviews to your online reputation
  • How to respond to both positive and negative reviews
  • A step-by-step how-to on the process

In order to get the most out of your Google My Business listing, it is important to keep up with reviews on a consistent basis.

Responding to Google reviews is just as influential as the reviews themselves. It provides prospective customers with a feel for what you’re like, encourages more customers to leave reviews, and can sometimes result in people amending their initial negative reviews and ratings to positive ones.

gmb review example Responding to reviews will also help you to stay on top of your online reputation, make improvements where necessary, and identify strengths to focus on.

It is important to take special consideration when replying to negative reviews. Be professional and calm when responding to these while also providing either an explanation for the negative experience the reviewer had or a resolution.

If there is no explanation, or if you feel the reviewer is being dishonest or misrepresenting their experience, it is never a good idea to express this in your response.

In the case that a disgruntled person or business competitor is deliberately committing libel or slander there are further actions that can be taken, but that is a bridge to be crossed when the time comes, and going about this is to be resolved circumstantially.

How to Respond to Google Reviews

Here is a step by step guide on how to respond to your Google reviews:

Step 1: Sign in to Google My Business

Access the Google My Business dashboard by navigating to business.google.com.

 

 

If you own or manage your business listing but are directed to a page with a search bar in the center that prompts you to “Find and manage your business,” no need to fret. Simply click on the Google My Business logo in the top-left corner of the page.

 

 

Step 2
Click the three horizontal bars in the top left-hand corner and click on your listing from the “Locations” menu.

 

 

Step 3

To the left, you will see a panel containing multiple options (“Home”, “Posts”, “Info”, “Insights”, and below “Insights”, “Reviews”). Click on Reviews.

gmb diagram
It will then, at the top, show you all of your reviews which you can sort by All, Replied, and Haven’t Replied. To the right of these options, there will be three horizontal lines. Click on this to see further ways in which to sort your reviews if you wish to, such as ranking them from highest to lowest or vice versa.

At the bottom of each review, you will see an option to Reply. Simply click on this, type your reply, and click Post Reply. If you have already replied to a review, instead of presenting you with the Reply button you will see the option to either Edit or Delete your reply.

 

Responding to these reviews, good and bad, is essential for local SEO. We hope that this has helped you understand Google Reviews the process so that you can climb your way to the top 3.

 

“Google My Business A to Z” – The Complete Course Is Now Live

Ross BarefootRoss Barefoot got his start in small business managing an importing company in the bicycle industry.  While there, he tried his hand at programming to find more effective ways to track, market and sell his company’s range of bicycle parts. He loved the web marketing side of things so much he became a professional […]