Understanding the Buyer’s Journey: The AIDA Model

Online buyer's journey

Online buyer's journey

When asking people about their thought process when buying a product or service, they might give reasoning such as “I just think of the product or service I need, and then buy it.” The truth is that whether it is a small daily purchase, such as groceries, or a big purchase, like a car, every consumer goes through a subconscious journey to make the correct choice.

In order to make the right marketing decisions, we need to understand the buyer’s process. This understanding helps brands more effectively focus their efforts on optimizing marketing activities based on their target customers’ journeys.

What Is the AIDA Model?

AIDA stands for attention, interest, desire, and action. This model is used to show the decision-making process of consumers. The process, as a whole, acts as a funnel describing how consumers go from one stage to the next to support their purchasing decisions.


During the first step in the buyer’s journey, the consumer might ask themselves what problems need to be solved and what can best solve them. They will take time to explore their options and look across all brands to see which one suits their needs the most. 

In this first step, brand awareness is the most important factor. Consumers need convincing that your brand has the solution that they are looking for. Marketing strategies like banner ads, commercials, and tailored blog posts could be enough to take them into the next stage.


After getting the attention of the consumer, you need to keep that focus on your product or service. The consumer’s next step is researching the specific product they need. They now need to know how your company will solve their problem. 

At this stage, consumers will need answers on why your product stands out. This stage is all about persuasion and holding the attention of the consumer. Some ways your brand can garner interest is through targeted ads, social media marketing and product pages.


The third stage focuses on the consumer’s “I want it” motive. This can be achieved through an emotional relationship between the consumer and the brand. A consistent online presence can be a powerful tool in bolstering this, especially as brands that have a strong online identity tend to excel at creating a solid B2C connection. 

Consumers like going with brands they trust. This can be built as the consumer continuously interacts with your brand through engaging with a subscription to weekly newsletters, reading testimonials, or case studies.


The final stage in the buyer journey involves the consumer purchasing your product or requesting your service. This can be catalyzed through using a call to action (CTA) in marketing campaigns, social media posts, and SEO strategies. CTAs can provide a sense of urgency to the consumer to make them feel that they need to act on their desire to purchase from your brand. Its function is to persuade them to go to your store, call, or visit your website.

Use AIDA to Scale Your Business

While AIDA does not detail every consumer’s specific journey, it does provide a framework describing how they go from identifying a problem they have to solve to ultimately purchasing from your brand. It can be used to build a successful marketing strategy and give an idea of where in the consumer’s journey your brand should focus its marketing methods.


LEVERAGE has over a decade of experience in using marketing expertise to help brands achieve their goals. For more information, request a consultation today.

Clay Keel | Uncorking Sustainable Success

Listen and subscribe on Apple PodcastsGoogle PodcastsAmazon Music, and Spotify.

In this episode, Clay Keel, President of Keel Farms & Keel + Curley Winery, explains what it takes to be a successful purpose-driven entrepreneur and insights into how Keel + Curley scaled to offering their wines in over 800 Publix locations, while remaining committed to their core value of sustainability. Keel + Curley Winery is an official partner of the Tampa Bay Buccaneers. Their wines can be found in Publix, Total Wine, ABC,  Walmart, Winn Dixie, and more.

On Keel Farm’s Success Since He Became President: “I think Florida’s a great place to do business, and the last four years it’s been a great place to do business, thankfully. And we’ve benefitted from that – so many people and so much business coming to the state of Florida. And secondarily, it’s just been the people, right? The people that are working with me, and then the people that we’re able to get in here as customers and get loyal to the brand. Those two factors have made [the business] a success over the last five years.”

The Challenges of Working in a Family Business: “You really can’t include a lot of emotion in those business decisions in a lot of instances, and to try to separate the emotion from a family situation, from a business situation, is extremely challenging… I think a lot of it was setting expectations right in the beginning, with, ‘Hey, this is my role, this is your role, this is how we’re going to work together.’ And then from there, it’s just tons of communication, just like any other relationship.”

Putting Family First: “One of my goals, if [a huge success] ever happens, great, but I don’t want that to happen and then not have my family there to celebrate that with me. And friends, right? For me personally, it’s one of my top three goals, and I think it needs to be there at the top.”

Keel Farm’s Values: “Our values are quality, sustainability, and community. That’s sort of overarching of everything we try to do here. And I think that comes through a little bit in the wine. We’re a local Florida brand. Everything’s made here in Plant City, outside Tampa. It’s a small community, and we employ a lot of people in this community. And then we’re using sustainable practices when we make it… it’s very authentic, farm-branded. And you can come here! Our biggest asset is our tasting room. People come here and they see the blueberries, they see the strawberries, they see the winery, and they go, ‘Man…’ And it tastes good! Quality is the most important thing. It has to taste great, otherwise the rest of that is just for fun. All of that together, I think it comes through onto the product and sets us apart on the shelf.”

The Official Sangria Partner of the Tampa Bay Buccaneers: “We worked out a deal with the Bucs, and it’s super neat that they’re focusing on working with small suppliers like us… We’re the official Sangria partner. And it’s awesome to partner with such a well-known brand. And that was one of the things that put me over the top, right? The amount of interactions, you know, it’s in the millions weekly, just social media interactions that they have with their fan base. It’s just insane… For us it was really a legitimacy play, I think, where we could say, ‘Hey, look, we’re partnering with a really big, successful brand in the Tampa Bay Buccaneers,’ and I think it has succeeded in that.”

Advice for Other Purpose-Driven Brands: “I think it’s important to find why you’re doing it. Because it’s going to get really hard. It’s going to get really exhausting and repetitive and challenging… But making wine and farming blueberries and getting to see smiles on kids’ faces when they meet our goats and our chickens, I mean, that’s pretty great. That’s pretty rewarding. So that’s one of my whys. And then the other one is the people… Seeing that growth and getting that gratitude back, I don’t think there’s anything you can buy that feels that good.”

Work for Your Whys: “Simon Sinek talks about the infinite game… Business is like that. There’s always going to be challenges. There’s going to be people doing it when you’re gone. The rules are pretty loose, they’re not firm. Your competitors aren’t necessarily going to be following the same rules that you’re following. Understanding all of that stuff, it takes a little bit of a load off, because when you say, ‘I’m going to get here by that point, and then i’m gonna be done, I’m gonna be finished.’ – either you don’t get there, or you do get there, and then you go, ‘ Well, that’s it? Now I’m here.’ But I think if you understand the infinite game and you’re doing it for those whys, then you’re gonna do great.”

LEVERAGE Partners With Visit Tampa Bay

We are excited to announce our partnership with Visit Tampa Bay. Just about every client we work with in Tampa is positively impacted by tourism in one way or another. People vacation here, they do business here, and then they eventually move here because of everything our region has to offer. Visit Tampa Bay plays a critical role in that process and we’re proud to support them.

We’re based in Tampa, our employees live in Tampa, and we’ve served Tampa businesses for over 15 years. So, we felt partnering with Visit Tampa Bay made a lot of sense, given the direct impact their efforts have on our local economy.

It’s our hope that this partnership allows us to positively impact Tampa’s tourism industry, and to provide even more value to our clients.

Michelle McBride | Launching & Scaling a Purpose Driven Brand

Listen and subscribe on Apple PodcastsGoogle PodcastsAmazon Music, and Spotify.

GoodSport® Founder & CEO, Michelle McBride shares her journey from practicing law to leading a non-profit, and ultimately creating a first-of-its-kind sports drink that’s disrupting the category. She also explains what it took to launch GoodSport® in more than 1,000 Walmart stores, and offers advice for other entrepreneurs who are launching or scaling their own purpose driven brands.

GoodSport®’s Why: “When I decided to leave my career… to try to make an all-natural sports drink… I thought, ‘If I’m going to do something this crazy, then I need to do it in a way that will make an impact, and I need to create a brand that we can use as a platform for doing good.'”

The Significance of the Decline in Youth Sports Participation: “We’ve had this sharp decline [in youth participation in sports], and the implications are huge, because sports help kids not just have a good time, but teaches them important life skills to help them succeed in the future – teamwork, hard work, grit, perseverance, leadership skills. 90% of women in the C-suite played competitive sports at some point. And so, when you are talking about having this huge decline in sports participation, that’s more exaggerated when we’re talking about female athletes, by the way, it really impacts a person’s potential later in life.”

Supporting Local Youth Sports Teams and Coaches: “The benefit of participating in sports is there regardless of what level you play. You don’t have to play at an elite level, you don’t have to be on an elite travel team to get all of those benefits where you’re learning about leadership, and teamwork and collaboration and perseverance and how to work through tough times. All of that kind of stuff, you can do that in your parks and rec league, house league level, with your school team. But because of funding issues, a lot of schools are losing their sports teams. Parks and recreation facilities are closing, and COVID worsened the problem greatly. And so, we need to be investing in those types of programs, and we also need to be training coaches.”

Making the Decision to Work with Walmart: “When you take on any customer, but certainly one as large and as valuable as Walmart, you want to make sure you’re ready for it. I’ve had other entrepreneurs in the food and beverage space reach out to me since, asking, ‘What has you experience been like? We’re trying to decide if we should apply to go into Walmart or not. We don’t know if we’re ready or not.’ My decision really came down to the team that I have, who have all worked extensively with Walmart. If I did not have that team, who understood the ins and outs and really what a big undertaking it would be to work with Walmart, we definitely wouldn’t  have done it.”

Learn To Say No to What Is Not a Fit, and Yes to What Is: “Everybody wants their business to grow, grow, grow. But to make it grow successfully, you have to be willing to say the word “No” every once in a while. You really need to understand the retailers… Before saying yes to any retailer, really understand who the retailer is, who their shoppers are, what the geography is, what the population is around it. For us, is it an active population? That’s definitely one of the lessons, is understanding your product-market fit, and looking at it retailer by retailer.”

Advice for Other Purpose-Driven Brands: “Have a focused purpose. Don’t just say, ‘We’re purposeful. We want to do good. We want to help.” You can’t just talk the talk, you have to walk the walk. So what is it you’re going to do? What organizations are you going to support? What is that thing or two that you’re going to do? You can’t do them all. There’s a million great organizations, opportunities, causes. Pick your lane, pick what you are personally passionate about, and pick something that resonates with your brand.”

Commit Fully To Your Brand’s Stated Mission: “Be absolutely committed to your mission. Don’t waver. If you are about X, you are always about X and that is going to permeate every decision you make, from your supply chain, to the partners you work with, to the sponsorships you do, to the people you hire, everything. It’s going to permeate your whole business and it’s going to create the purposeful culture that you want, but you must commit to it.”

Doubling Instacart ROAS: A Case Study in Effective Optimization Strategies

Maximizing return on ad spend (ROAS) is a key objective when it comes to driving success with Instacart. We recently doubled the Instacart ROAS for one of our valued clients by implementing a series of optimization strategies. In this article, we share the steps we took to achieve this, and how you too can replicate our success on Instacart.

High-Quality Product Photos

Visual appeal plays a crucial role in capturing customers’ attention and driving conversions. Upon auditing our client’s presence on Instacart, we saw an opportunity to improve the product imagery to help their products stand out on Instacart’s virtual shelf. The enhanced visual experience resulted in increased click-through rates and ultimately higher conversion rates.

Compelling Product Descriptions

To complement the improved product imagery, we revamped the product descriptions for our client. We focused on crafting compelling and informative descriptions that highlighted the unique features, benefits, and value propositions of each product. By clearly communicating the product’s value, we were able to entice shoppers and provide them with the necessary information to make purchasing decisions. The improved product descriptions played a crucial role in increasing customer engagement and conversion rates.

Optimized Instacart Search Ads

An effective search ad strategy is pivotal in reaching the right audience and driving conversions on Instacart. We conducted extensive keyword research and analysis to identify relevant and high-converting keywords for our client’s products. By optimizing their search ads, we ensured that they were prominently displayed to users searching for similar items. This increased visibility, coupled with the use of relevant keywords, resulted in improved ad performance, higher click-through rates, and ultimately, increased conversions.

Constant Monitoring and Iterative Optimization

Achieving the desired results on Instacart requires ongoing monitoring and iterative optimization. We closely monitor return on ad spend, and other KPIs. We analyze the data to identify underperforming areas and make data-driven adjustments to improve the campaign’s performance. This iterative approach allows us to continuously fine-tune our strategy, and capitalize on successful tactics.

By implementing a comprehensive optimization strategy, we were able to double the Instacart ROAS for our client. Through the addition of high-quality product photos and compelling descriptions, we captured users’ attention and increased engagement. By optimizing Instacart search ads to focus on relevant keywords, we enhanced the visibility of our client’s products to the right audience. The success of this case study underscores the importance of constant monitoring and iterative optimization to achieve outstanding results on Instacart. Embrace these strategies, adapt them to your unique business needs, and unlock the potential to significantly improve your ROAS on Instacart.

Want to drive better business outcomes from your digital marketing? Request a consultation today.

Nurturing a Successful Partnership: How to Effectively Work With an Agency

Collaborating with an agency partner can bring a fresh perspective, specialized expertise, and valuable resources to your marketing efforts. However, to truly leverage the benefits of this collaboration, it’s essential to establish a strong working relationship and maintain effective communication, ensuring a productive partnership.

Define Your Needs and Expectations

Before engaging with an agency, clearly define the type of agency you require based on your specific goals and objectives. Determine if you need a creative agency, a branding agency, a PR agency, a digital agency, or a combination of these. The agency you choose should complement and enhance your in-house capabilities, aligning with your overall marketing strategy.

Clarify Roles and Objectives

Decide whether you are seeking strategic guidance, implementation support, or a combination of both. Clearly communicate your expectations to the agency, outlining the specific roles they will play in your marketing initiatives. By establishing a shared understanding of objectives and responsibilities, you can maximize the effectiveness of the agency’s efforts and ensure alignment with your business goals.

Empower Creativity and Expertise

When working with an agency, it’s crucial to allow them the freedom to unleash their creativity and expertise. While providing guidance and input is essential, avoid stifling their potential by imposing excessive constraints. Trust in their capabilities and encourage them to explore innovative approaches that can lead to successful outcomes. Embrace collaboration and value the unique insights they bring to the table. After all, that’s why you hired them!

Treat Your Agency as a Member of Your Team

To foster a strong partnership, treat your agency as an extension of your in-house marketing team. Establish clear lines of communication, provide them with the necessary information and resources, and involve them in relevant discussions and decision-making processes. By treating them with the same level of respect and inclusion as your internal team, you create an environment that fosters trust, collaboration, and shared success.

Assign an Internal Point of Contact

Designate a specific point of contact within your organization to liaise with the agency. This person will serve as the primary communication channel, ensuring smooth coordination, timely feedback, and alignment between your team and the agency. Having a dedicated internal contact streamlines communication and minimizes confusion, enhancing the overall efficiency of the partnership.

Foster Open and Frequent Communication

Maintain open lines of communication with your agency partner. Regularly update them on business outcomes, campaign performance, and any shifts in priorities or strategies. Encourage them to share their insights, challenges, and recommendations. Frequent communication helps build a strong rapport, enables agility in decision-making, and ensures that both parties remain aligned and proactive in achieving shared objectives.


Want to drive better business outcomes from your digital marketing? Request a consultation today.

Is Top of Funnel Marketing Dead?

In the ever-evolving landscape of marketing, there is an ongoing debate surrounding the effectiveness and relevance of top-of-funnel marketing tactics. With the increasing focus on bottom-of-funnel strategies that offer direct measurement of ROI, some question whether top-of-funnel marketing is dead. However, in this article, we will challenge this notion and shed light on the significance of top-of-funnel marketing in driving long-term success and improving bottom-of-funnel results.

The Challenge of Measuring Top-of-Funnel ROI

One of the primary arguments against top-of-funnel marketing is the difficulty in measuring its direct impact on revenue. Unlike bottom-of-funnel tactics that can be directly tied to conversions and sales, top-of-funnel awareness efforts often lack clear metrics for ROI. However, focusing solely on immediate ROI measurements can lead to overlooking the long-term benefits of building brand awareness and consideration.

The Value of Brand Awareness

Establishing brand awareness is a critical foundation for any successful marketing strategy. Without brand recognition, consumers are less likely to engage with your bottom-of-funnel marketing efforts. People are more inclined to trust and purchase from brands they are familiar with. By investing in top-of-funnel marketing, you can create a lasting impression, increase brand recall, and influence consumer decision-making throughout the customer journey.

Driving Cost-Efficiency and Improving Bottom-of-Funnel Results

While top-of-funnel marketing may be harder to measure in terms of direct ROI, it plays a crucial role in improving the effectiveness and cost-efficiency of bottom-of-funnel tactics. By first establishing brand awareness, you can enhance the impact of your conversion-focused campaigns. When consumers are already familiar with your brand, they are more likely to engage with your targeted ads, click on your links, and convert into customers. This ultimately reduces the cost per acquisition and increases return on ad spend (ROAS) and overall ROI.

Balancing Top-of-Funnel and Bottom-of-Funnel Strategies

To maximize marketing effectiveness, it’s essential to strike a balance between top-of-funnel and bottom-of-funnel strategies. While bottom-of-funnel tactics provide measurable results, neglecting top-of-funnel efforts can limit your long-term growth potential. Consider allocating a portion of your budget to top-of-funnel campaigns, leveraging various tactics such as content marketing, social media, influencer partnerships, and thought leadership.


Want to drive better business outcomes from your digital marketing? Request a consultation today.

Mark Cantrell | Mushing and Music: Lessons in Leadership from Sled Dog Racing to The Florida Orchestra

Listen and subscribe on Apple PodcastsGoogle PodcastsAmazon Music, and Spotify.

Mark Cantrell, President & CEO of The Florida Orchestra, shares his incredible journey as a musician, airline pilot, and sled dog racer, to ultimately leading the largest professional symphony orchestra in Florida. He offers insights on how these experiences helped him to think creatively and problem solve, and the importance for effective leaders to possess these abilities.

He also shares how The Florida Orchestra builds community and breaks down barriers, as well as how leaders succeed by putting their egos aside, surrounding themselves with great people, and doing what’s right for the organization.

The Florida Orchestra’s Impact: “The Florida Orchestra is recognized as Tampa Bay’s leading performing arts institution, the largest professional symphony orchestra in Florida, and one of the most vibrant, innovative orchestras in America. Through extraordinary musical performances, the orchestra has inspired the people of Tampa Bay for over 50 years, and serves as a leader and beacon for the musical arts throughout the state.”

The Arts as a Means to Unite a Community: “Our whole goal is to break down barriers. We can bring people together from very diverse parts of our community, to unite in peace and enjoy something beautiful. We’re such a divided people right now, and the beauty of the arts, whether it be music or live theatre or visual arts, it brings us together as human beings in a peaceful setting. It helps us to become one and to unite as opposed to divide.”

The Tampa Bay Community’s Giving Spirit: “We have fantastic patrons, donors, and sponsors. This is an incredibly caring and an incredibly giving community that values what we do, and the better we tell our story and the better we demonstrate to our community that we’re here for everyone, not just for us, the way better response we have from our patrons. If I help promote other non-profits that are doing great work, surprisingly enough, people respond in kind and give money to us. It’s not a competition, like they’re going to quit giving to The Florida Orchestra and give to somebody else. If anything, they just double down and give more.”

On Tampa’s Bright Future: “Tampa Bay has the ability to become the cultural capitol of the world. All of the pieces for that puzzle exist right now. We have amazing growth going on, a lot of money moving into the area, we have an incredibly vibrant and rich cultural scene that just wants to get better and better. If we can pull all of the right people together, within the arts world and in the business world and the community, and assemble that puzzle, we have an incredibly bright future sitting right here where we live.”

Lessons from Sled Dog Racing: “There was a lot with the [sled] dogs about, you know, you just don’t quit, and you find a way around. The only time that you quit is when there really is nothing left to do, and even then if you keep going, a lot of times you’ll find there is a solution to what you need.”

There is Always a Solution: “Never, ever quit. Never give up. It’s rare that there ever is not a solution. It may not be a solution that you like, but if you’re willing to be flexible and you’re willing to put your ego aside and you’re willing to do what’s right for the organization and surround yourself with great people on your team, you cannot help but succeed.”

Never Stop Learning: “Leadership, first and foremost, to me means an insatiable desire to learn, and to never stop learning. And when you’re learning, you’re flexible, because you’re always taking something that you can apply to your life.”

The Road to Success Starts with Putting Your Team First: “As the musher on the back of a sled, the dogs come absolutely first. If they’re not healthy, if they’re not happy, and they’re not well-fed, they’re not going anywhere and they will literally lay down on the trail and quit. So it’s always about taking care of others and putting the needs of others [first]. I do that here at The Florida Orchestra with our musicians and our staff. Their needs are more important than mine.”

What Being a Purpose-Driven Leader Means: “For me, great leaders are those that are here to serve the people that support them and work under them. And I think every organization, when you fulfill that purpose of serving others, you do well. And that starts at the top, when I’m here to help serve everyone else.”

What You Will Be Remembered For: “Making money and being successful is all great, but at the end of the day if you don’t have anything to truly be fulfilling, which is making a difference, what’s the point of having all that money or what’s the point of all that success, if you haven’t changed anyone’s life for the better?”

Richard George | The Keys to Advancing Your Organization’s Mission & Ensuring Success

Episode 1 - Richard George - The Purpose Driven Leader with Jay Taylor

Episode 1 - Richard George - The Purpose Driven Leader with Jay Taylor

Listen and subscribe on Apple PodcastsGoogle PodcastsAmazon Music, and Spotify.

Richard George, President of the 12th largest Junior Achievement in the nation, explains the impact that Junior Achievement of Tampa Bay has on more than 60,000 students annually.

Richard shares the keys to advancing your organization’s mission and ensuring its success, such as fiscal responsibility, engaging in community partnerships, attracting the right people, and organizational culture. He also shares the number one reason people support non-profits, and it’s not what you might think.

Whether you lead a non-profit or a purpose driven for-profit, this episode is packed with incredible insights from Richard’s experience leading Junior Achievement of Tampa Bay for over 38 years.

Junior Achievement Tampa Bay’s Impact: “JA Tampa Bay offers over 20 experiential, hands on learning experiences that help students, grades k-12, discover and apply entrepreneurship, work readiness and financial literacy concepts and skills.”

Community Partnerships and Attracting the Right People: “It used to be with JA that board members represent their company, but now it’s personal. We have people that stay way beyond retirement. One of my longest relationships with a board member that I still work with today is Tom James of Raymond James- I met him 38 years ago. Tom really gets it, he is one of the toughest calls every year because he challenges you to do better things, think creatively and solve problems. That is how you really grow as a leader.”

No Money, No Mission: “You can have a great mission, but if you don’t have financial resources you will be reliant on volunteer support.”

Successful Planning, Peer Groups and Mentors: “There are many helpful leadership tips that George shares with us. One of the key takeaways from this episode he stated is to become well acquainted with peers that you inspire to be like. George has found a group of leaders with similar goals that push him to not only be a better leader, but a better individual overall. His advice is to attend that national conference, or whatever your company may put on, in an effort to meet people that have the same purpose and drive that you have.”

Being Passionate About What you Do: “Don’t default just to getting up, you need to have a reason. Find a purpose in your work every day. You’ll know it when you feel it, you’ll just fall upon it.”

A Culture That Doesn’t Accept Mediocracy: “Our whole company culture is the fact that we do not accept mediocrity. This is not just a job, all these people care so much. Our turnover rate is practically none, because people love what they are doing.”

The #1 Reason People Support Non-Profits: “The #1 reason why people support non-profits is the trust in the leadership- not the mission. Having a strong leadership team that people can trust is the biggest way to gain and maintain support for a nonprofit organization.”

4 Ways to Benefit from Google’s Helpful Content Update and Avoid Being Penalized

Google Search is continuously evolving. What many creators and website owners fail to remember is that Google does not exist to rank websites. Google exists to provide searchers with the best information.

The latest algorithm update serves to do exactly that. 

Google’s ‘helpful content update’ rewards high-quality, informative, original content made by people, for people. This means that websites with content written for search engines, rather than searchers will likely suffer. 

Here are four ways to ensure that your site is rewarded with better rankings following the latest algorithm update.

1. Be Factual, Not Fluffy

Ahrefs finds that the top-ranking page on Google only gets the most search traffic 49 percent of the time. Why? Because the top ranking page has not always included the most relevant information. The new algorithm update looks to fix that. 

It is simply not enough to quickly draft an article and stuff keywords throughout. This practice serves no purpose for the human searcher. When drafting SEO content, remember to be factual, not fluffy.

Including well-researched facts and statistics and connecting them to your product or service can help searchers make more informed decisions. Not only does this benefit the searcher, but it also benefits your business. Why wouldn’t you want your potential customers to be equipped with the knowledge you provide them with to make a purchase?

2. Be an Expert in Your Industry

Does your website convey that you’re a subject matter expert? Does it provide well-written and in-depth thought leadership content?

More than half of all shoppers report conducting research before making a purchase. This is why it’s so important to position your brand as an expert.

Be sure that every piece of blog content teaches your reader something new. Think about why your reader is on your site, and cater your content for them specifically. Prioritizing valuable information like how to use your products, the unique benefits of your services, and other helpful insights shows readers that your brand is an industry leader. 

Consider including step by step how-to’s, listicles of best practices, and any other information that your searcher will benefit from. Not only will this motivate readers to engage and convert on your website, but it will also keep them coming back for more.

3. Be Consistent and Remove Unhelpful Content

With every new algorithm update, consistency is still key and content will remain king! What does this mean for your site? 

If you have previously enlisted the help of AI to draft your blog content, or published content that was specifically designed to manipulate rankings rather than help a searcher, consider removing this content from your site. While this content may be years old, it could still cause your rankings to take a hit. 

Google suggests removing any low quality pages, merging or updating the content of individual pages into more relevant and helpful pages, or moving low quality pages to a different domain.  

As you begin creating higher-quality content, the work doesn’t end there. Remaining consistent will show Google that your site is an authority in its industry, and will help increase your rankings.

4. Enlist the Help of Boost by LEVERAGE™

Algorithm updates can often spark uncertainty, have undesirable effects on your rankings, and ultimately impact your business. With a solution, like Boost by LEVERAGE™ (our premium SEO program for brands that want to dominate the first page of Google), you can rest easy knowing that your website’s SEO follows best practices and may actually benefit from these updates.

Over the last fourteen years, we’ve developed SEO campaigns for hundreds of clients, and we know what works and what doesn’t. Let us help you gain a competitive edge and take the guesswork out of navigating this new ‘helpful content update.

Want to learn more? Let’s talk!


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