Online Strategies That Grow Business
Does your business need improved online visibility, stronger authority on a topic, improved web conversions, or more responsive messaging? Do you have trouble keeping up with SEO, AEO, and managing content for websites and social media? These are all important goals and tasks that many businesses find impossible to tackle on their own. Here’s the good news… you’ve come to the right place. Michelle Bobzien has a proven track record of leading top-notch online strategies to reach business goals. Your business. Hire The Leaning Tree Marketing for custom services and gain access to a powerhouse of strategies, including content and SEO.
Content Is Still King
Content is still king. (Website content, social content, entity content, and conversational content.) We’re talking meaningful, intentional, authoritative, engaging, and unique (non-commodity) content. Is it time to refine your copywriting strategy to gain more online real estate? Today, this includes AI systems like AI Overviews, AI Search, and AI Chat. Modern content strategies are multimodal, more organized, niche, and much more purposeful in intent.
Influence AI Visibility
Training LLM’s requires fresh, authoritative, and non-commodity content that is prepped for search engines. Technical SEO strategies are the foundational steps that ensure search engines can find, render, and index content. Include Content SEO to ensure that page copy or post structure is clean and organized with a focus on internal linking, content clusters, and positioning in-depth expert-led material. It also helps improve accessibility, topical authority, user intent, and visibility in both search and AI systems. Who doesn’t want more online visibility, better-qualified website leads, more sales, and long-term success? When content is done right, it can help you reach all of these goals.
Combine “earned media,” “paid media, and “owned media” with the tools and expertise of an SEO professional to improve citations, conversions, and interactions.
Modern SEO Improves Website Performance
Traditional search optimization (SEO) helps to gain positions in search engine results pages. (SERPs) A modern-day SEO strategy (GEO, AEO, and AIO) builds on the fundamentals of SEO to become part of the conversation in AI systems. The new “end goal” is to be where your customer journey lives. Your brand must be part of the conversation. (In a positive light, of course.) This process has become more complicated but not impossible. In today’s online environment, advanced strategies are necessary to influence AI Discovery.
Your website is the #1 owned media and “source of training and truth” for AI bots. Why wouldn’t you leverage the one thing that is 100% owned and managed by you? It’s a huge opportunity. Ensure that a website is technically sound and provides a great user experience. (UX) Establish a cohesive and all-encompassing online brand. Gain natural links, become the conversation, build authority, and ensure that the user intent is understood and prioritized. To be successful, you’ll need SME’s and a collaborative team that can stir up the secret sauce.
The Content SEO and AI Discovery Connection
Here’s the eureka moment: Fresh non-commodity content is needed for AI systems, but content is nothing without an SEO foundation. When a website has proprietary, new, and uncharted content that covers a topic and satisfies what your customers want – consider it a jewel. Add good technical and content SEO – it becomes Gold. AI visibility strongly correlates with authoritative and topical “depth of coverage” as well. AI systems crave fresh new material backed by SMEs. They don’t need (or want) anything that they already have.
There’s a methodology for how content is written and internally linked for search engine rankings, user experience (UX), and GEO. A strong digital marketer should know exactly how to do it. Overlooking content and seo would be like leaving money on the table.
Multimodal And Multi-Platform Content
Multimodal content combines (text, video, audio, images) into a shared core message. A mix of media types is the future. When the formats match how people naturally engage, it results in more impact, better accessibility for a wider range of audiences, and improved visibility in search and AI engines.
Multi-platform goes beyond the website. (social media, industry-specific publications, legacy media, podcasts, chats, forums) If it fits your audience, then be there. You’ll need a team to strategize a multi-platform, multimodal lead-generation machine that influences people and trains AI systems.
Brand sentiment and public opinion are shaping perception and…selection. Will customers select you? Get creative, target, and scale your multimodal and multi-platform messaging for the best results.
Modern Day KPIs & AI Discovery
Since the introduction of AI, what we see online is evolving faster than ever. Even if things are working “ok” right now, they are guaranteed to change. A proactive, collaborative, and modern-minded approach is the best scenario to nurture and grow leads. Start by identifying new KPIs that represent the new landscape. For a website, consider tracking high-intent Key Events (conversions), engagement rates, and AI referrals for your top services or products.
Most marketers recognize that the “funnel” landscape no longer exists. However, it may be helpful to visualize it when explaining how AI systems have changed the role of a website lead. AI discovery is now occupying the “top of funnel” (TOFU) with quick summaries and answers. Websites that continue to focus on this very “generalized” information are missing the point. AI has essentially helped websites to “pre-qualify” visitors. (There are fewer visits, but what you get is more qualified than ever.) When a potential customer lands on a website, consider it “mid-funnel” (MOFU). It’s the website’s opportunity to nurture that lead and progress it naturally to “lower-funnel” (BOFU) through high-intent CTA’s or a purchase.
PEOPLE – A Strategy For Every Business And Industry
What sets your strategy apart from the next business? It’s PEOPLE- subject matter experts and leaders that work together towards common end goals. Create a team of transparent, dependable, collaborative, and inquisitive professionals. Once you have a performance team, test and strategize. Get creative with the messaging; target your niche, develop a brand, and create amazing multimodal/multi-platform content that is pleasing to both people and bots.
High Rewards Come With Experience
Michelle Bobzien is a full-stack digital marketer with a knack for SEO and a pulse on the evolving AI landscape. It’s not that easy to find talent this diversified. I’m eager to get to know YOUR best customers, YOUR business, and especially YOUR goals. It’s never too late.
