Search Engine Optimization March 8th, 2012
It’s no secret that well-written, useful content helps boost your website’s ranking, especially when that content gets socially shared and linked to. Allow me to preface this post by saying that a blog is probably the best way to add a wealth of new content on a consistent basis; but let’s face it, starting a blog can be intimidating. You may not find that you have a lot to write about, you may have trouble finding people to write for your blog, heck you may not be the world’s strongest writer. After hearing these common hesitations from clients, I decided to write a post on how you can add content to your site without adding a blog.
When executing any of the following tips, be sure to pepper keywords throughout your content. Check out this article on how to SEO your content.
Creating an FAQ not only helps your customers with questions they already have, but it can also help your website build authority and further target its focus. Often times people pose full questions into Google, so if you can think like a user and write the way people type into Google, you may attract some organic hits for exact match phrases in your FAQ section.
Google Places reviews are ideal because they’ll appear right on the SERP (search engine results page), they also seem more impartial. Sometimes it’s just easier to ask for reviews directly on your site. There’s also nothing wrong with taking reviews from sites like Google Places and putting them on your site. One piece of advice: allow for a form that lets people submit their own reviews; this creates authenticity and makes existing reviews more credible.
Do you offer a range of products and/or services? If so, it’s high time that you show them off! Let’s say your kitchen reno company caries 10 different types of marble countertops. Do some research, find out what makes each one unique, what their strengths are and write a brief paragraph of each one.
Do you service one city or an entire region? Writing a brief description of the different locals you service will help your customers know where you operate and will also help Google know where you do business.
Showing off your team is another great way to build your site’s content. Don’t want to highlight your entire staff? Just profile your executive leadership. Linking your staff’s social media profiles is another element that adds a unique touch. LinkedIn and Twitter are recommended.
If you partner with other businesses writing about your partnerships is a great way to fill out the content of your site. You may even want to trade links with other sites you partner with. Although link exchanges generally cancel each other out with Google; they definitely don’t hurt. Someone may even stumble across your site while visiting a partner’s page.
Instead of making your sitemap just contain links. Create descriptions of each link and even add images. This will not only add content, but it will make the sitemap more useful to your user.
Most industries out there have their own jargon that regular people just don’t know about. Glossaries can be very useful for industries (like legal or medical) where there are a wealth of terms that aren’t common knowledge. No matter the industry, you and your visitors will benefit from a thorough, well-written glossary.
In mid-2011 I wrote a post about how to blog consistently and effectively, in it I tried to share tips that have helped me blog twice a week, every week. I suggest you check it out even if you’ve given up on blogging.
If you’re stumped for things to write about try writing a weekly recap blog of what’s going on in your industry. At TechWyse we do that with our series “This Week in Internet Marketing.” This blog acts as a summary of news in our industry and is a great way to keep our content focused on what we do and what links/content we want to be associated with.
When comments come through on blog posts, they’re recognized as new content by Google. So encourage your customers, family, friends, staff and site visitors to leave blog comments. A few keywords never hurt either.
In an ideal world we encourage our clients to create blogs and employ every one of the content strategies outlined in this post. Even if you only employ a few techniques, they can still do wonders for your ranking. All this additional content will benefit on-page ranking factors; what many people don’t realise is that new content on your website also provides new linking opportunities for off-page SEO i.e. back linking.
Be creative with your content and keep revising! If people think it’s useful information, search engines will think so, too. Please leave your questions and/or comments below!