Wednesday, September 15, 2021

The New American Renaissance: Covid Becomes the Driver for Growth


Covid-19 has disrupted daily American life in a way few emergencies have before. But it has also shaken things up, clearing the way for an economic boom and social revival. The New York Times’ David Brooks is calling it the “American Renaissance”.

Brooks describes how West Germany and Japan endured widespread devastation during World War II, yet in the years after the war both countries experienced explosive growth because their old arrangements had been disrupted. The devastation and old patterns that stifled experimentation were swept away. Disruption opened space for something new.

Millions of Americans endured grievous loss and anxiety during this pandemic

Many also used this time as a preparation period, allowing them to burst out of the gate when things opened up. The result? 

  • 4.4 million new businesses were started in 2020, by far a modern record. 
  • A report from Udemy, an online course provider, says that 38 percent of workers took some additional training during 2020, up from only 14 percent in 2019.

Americans socked away trillions of dollars in 2020, putting themselves in a position to spend lavishly as things open up.

The best job market in 25 years. The economy has already taken off 

  • Global economic growth is expected to be exceed 6 percent this year and continue through 2022. 
  • In late April, Tom Gimbel, who runs the recruiting and staffing firm LaSalle Network, told The Times: “It’s the best job market I’ve seen in 25 years. We have 50 percent more openings now than we did pre-Covid.” 
  • Investors are pouring money into new ventures. During the first quarter of this year US startups raised 41 percent more than the previous record, set in 2018.

Socioeconomic rebalancing takes three forms

1. Power has begun shifting from employers to workers. In March, U.S. manufacturing expanded at the fastest pace in nearly four decades. Workers are in the driver’s seat. Employers are raising wages and benefits to try to lure workers back.

2. A rebalancing between cities and suburbs. Covid-19 accelerated trends that had been underway for a few years, with people moving out of big cities like New York and San Francisco to suburbs and to rural places like Utah, Idaho and New York’s Hudson Valley. 

3. Finding balance between work and domestic life. Stanford economist Nicholas Bloom expects that even when the pandemic is over, the number of working days spent at home will increase to 20 percent from 5 percent in the prepandemic era.

The biggest shifts may have been mental

Millions of Americans worked remotely and found that they liked being home, dining every night with their kids. We’re becoming a less work-obsessed society, trying to be more connected to our families and our communities, more present. Nobody knows where this national journey of discovery will take us, but the voyage has begun.

Join the renaissance! Contact Top of Mind Marketing. We’re writers and digital marketing specialists

Sunday, September 12, 2021

SEO: Forget Keywords. Think Topics

 Search engine optimization (SEO) keeps evolving. It’s still about showing up in search, making your website more visible to those who are looking for the solutions that you provide. But the techniques to improve your rankings have changed, and it has to do with those notorious algorithms that are constantly on the move. Search engines have grown more sophisticated; they’re now using updated algorithms and practices to determine the contextual meaning behind keyword-based searches.

Search engines exist to solve your problems . . . 

And they’re getting much better at predicting what you want. The old days of randomly filling up a page with keywords is over—search engines recognize this for what it is—shameless keyword stuffing. Good content is nonnegotiable. In order to rank you, search engines look for title tags, keywords, image tags, internal link structure and inbound links. Also figuring in are navigation structure and site design–these are things we can easily execute ourselves. 

Build your SEO strategy around topics, not keywords

Keywords should feel natural, not forced, but your focus should be on the intent of your audience. Build your SEO strategy around topics, not keywords. If you do that, you’ll be naturally optimizing for keywords. For example, if you’re writing about planning a wedding, you don’t need to list every single wedding detail—champagne, catering, food, cake, flowers, photographer, music and all the other details. Google, in all of its wisdom, knows this. It understands the topic of wedding planning.

It’s not just about your website; building backlinks


Search engines work on your overall web presence, and backlinks are an important component. Any link from someone else’s website to yours (or any other site) is a backlink. Backlinks help Google find new pages on your site faster, and they’re associated with increased credibility and trust. 

How to build backlinks? Look for opportunities to be a guest blogger and include a link back to your website. Links should be from websites and content that are relevant to your focus. A really easy way to build links is to post your blogs to your Google Business Page. You can post a blog excerpt with a Learn More button and link back to your website. Easy. 

Your social channels are an important part of your SEO value 

Social can have a big impact on your organic search. Think about what goes on with our social activity—sharing posts, tweeting and retweeting. It could be through a Facebook friend, Twitter follower, a connection through another social network or something totally unrelated. Sometimes social search will even prioritize content that has been shared by an influencer. 

Our challenge is creating search experience optimization. We want users to not only find our websites but to stay there, drill down through our content and come back later and become a customer.

Does an SEO analysis and upgrade of your website need to be part of your marketing strategy? Contact Top of Mind Marketing. We’re writers and digital marketing specialists.