The importance of a content strategy for investment attraction to avoid Google clutter
Ian Smith / November 28, 2012
As a part of the benchmark exercise for the 2012 Canadian American Cities Online Marketing Index©, Intelegia performed search queries via Google using the following search parameters between (July 2012 to mid-September 2012):
- “economic development” + Name of city + “Canada” or “United States”
- “investment attraction” + Name of city + “Canada” or “United States”
- “investment” + Name of city + “Canada” or “United States”
- “invest in” + Name of city + Canada or “United States”
- “incentive” Name of city + keyword, “Canada” or “United States”
Based on our research, we found that only two economic development agencies had their webpages appear on the first page of results on Google when all of the five search queries were done. The two agencies were: Hamilton Economic Development and Windsor and Essex County Development Commission.
Although all agencies were given credit when “economic development” + Name of city + “Canada” or “United States” query was performed, some of the rest of the agencies could not be found on the first page on results using the last four search statements. Intelegia saw clear evidence of this especially when researchers tried to find websites of agencies belonging to the top metropolitan cities in the United States.
To illustrate the point, Figure 1 is the set of results on the first page on Google for “invest in” + Houston + “United States”.
Scrolling through the results from November 27th, 2012, a link to the Greater Houston Partnership can not be seen. (Note: Greater Houston Partnership ranked 2nd in the index.)
Figure 2 is a screenshot of the results for “investment attraction” + Chicago + “United States” from November 27th, 2012.
Once again, there is an absence of a link to the lead economic development agency responsible for investment attraction in Chicago, World Business Chicago.
From the 44 queries that were performed with the United States locations, Intelegia noticed a significant amount of clutter and noise on result pages when the keywords such as “invest” or “investment” were used. United States agencies are faced with breaking through the countless amounts of links regarding real estate investment opportunities or related matters. Figure 3 is a screen capture of results for “invest in” + Phoenix + “United States”.
How does an agency combat such a search engine optimization challenge? Simply put, agencies must be proactive in terms of content marketing and publishing content with relevant keywords on their respective websites and social media platforms. To steer such an initiative, a clear content strategy must be in place. Using the appropriate keywords for investment attraction and business retention will contribute to your agencies organic search engine optimization strategy.
To test your organic search engine optimization strategy, try this. Take the name of your city and google it along with the keyword, “site selector”. If your agency’s website does not appear on the first page of results, then it is time to revamp the content on the site with the right keywords for relevant to investment attraction.
To download and read the 2012 Canadian American Cities Online Marketing Index©, please log in to your LinkedIn or Facebook account.
Headquartered in Montreal, Canada, Intelegia develops and implements marketing strategies leveraging social media in support of economic development, tourism, industry and finance. Intelegia also develops strategies to attract and retain talent and capital investment. With its key expertise in social media, it successfully contributed to communities winning top prizes at the Economic Developers Association of Canada (EDAC) annual awards. The firm offers customized training for economic development organizations on how to best take advantage of social media applications to better brand their regions and engage with economic stakeholders on the web.