The internet is big and its size won't be any smaller. Because of its sheer size and the amount of users connected to it, various of data and information can be scattered. When you're publishing your core business details on the web, small things matter. And when it's about delivering your public identity, consistency is especially powerful.
The reason is because consistency helps everything to point towards the right direction.
Search engines are documented, and there are people and communities that dedicate their time in exploring new ways to appeal search engines by understanding how they work through relentless feed of graphs and data. While people tend to opt for changes to comply with search engines' new algorithm changes, most people ignores how Google and others regard consistency as one of their ranking aspect.
Knowing how search engines and how they work allows your to prioritize things and ignore others. While that is essentially necessary, any changes you do should be consistent. And when concerning about your internet marketing and SEO efforts, the same rule applies.
Publishing identical information about your business across the web, in particular, influences search engines' trust in the validity and accuracy of your data. From year to year, search engines update their algorithms and how they're showing results on their SERPs (Search Engine Results Pages), but the only thing that most people can count on is how they appear on search engines' local search results.
In terms of SEO and internet marketing, small things matter, and consistency here is just a mere similarities between information you post on the web. From page titles to internal links, your contents are hugely important. But when you can optimize them with the set of data that is consistent, you'll make SEO with branding in mind.
The importance of SEO and internet marketing is like creating big ideas, and then scaling them for both users and search engines. Even the most sophisticated efforts of marketing on the web starts at the very basic, and there is nothing better than delivering consistency whenever you can.
In general, marketing efforts work much more effectively when they're woven into a single process. With a goal as a target, all your efforts should complement one another.
While consistency can be regarded as the most basic thing you can do on the web, most people are missing it. Just because it's something basic it doesn't mean that it's not important.
Making Things The Same Here, There, Everywhere
There are only so many things you can do for your business website to communicate relevance and authority to search engines. From having a site with predictable user interface, on-page optimization, creating great and compelling contents, publishing them to social media networks, getting valuable and quality backlinks, understanding search engines' crawling and indexation process, optimizing site performance, robots exclusion and even meta data and many others, the most basic thing to do is to be consistent.
Consistency can help in many ways, from search engine bots crawling your site, to users being able to quickly know how to navigate your site. On the marketing side, consistency is to help search engines to point all those scattered bits of data into one place, and that one place should be your website (you).
Small But Consistent Is Better Than Great But Rare
When we're talking about SEO and its ranking elements, every one of them are communicating to search engines. When you're consistent in delivering information, search engine that applies the elements to its algorithm, will see all of those signals and point them in the same direction.
A typical website for example, is likely to have many pages with internal links. It must have a home page and at least a menu bar. Within, there are images, scripts, meta tags, description and many others. If you can be consistent, the first thing to see is a decrease in clutter. The next is an appeal that will create an distinguishable identity.
The same goes with internet marketing and outbound marketing. When you're putting a lot of effort in creating presence in business listing websites, for example, being consistent everywhere will help search engines in pointing that name into you.
Consistency is golden. Not only because it helps search engines, but also because sticking to the routine will make your marketing efforts predictable.
The same also goes to your visitors and users. When they see consistency of you in every place that they see you, they know what to expect, and that is expecting you. They should all define you.
After everything you see goes fit, the next thing to come in mind is integrating the same strategy offline. This will further ensure your presence to your crowd no matter where they are as long as they can see you.