There are two strategies you can use to develop content for your site. One is to create your own and the other is to acquire content.
If you were to open a store on Oxford St, the necessary ingredients for success are clearly established. It’s been said that if you build a better mousetrap the world will beat a path to your door. But when your door is a file on a server, it takes more than a road sign to direct traffic. What it takes, in a word is… more words.
In regards to website traffic, always be aware that the words on your site are sifted through increasingly sophisticated software programs. These programs send out an army of virtual site reviewers, known as “spiders”. Words are the food those spider bots love to gobble. It is impossible to over estimate the importance of relevant textual content in getting highly ranked. Without relevant words, you cannot achieve rankings.
So how do you develop your own word-based site content? The most important thing to remember is that the words must be relevant to your site. It’s not so hard really, just a mental exercise. A little creativity can yield a lot of good words.
Strategy 1: Creating Your Own Content
Exercise a: Write an FAQ (Frequently Asked Questions) page.
This one is easy. Review the questions you get from your site visitors over and over. What are the same things they are asking you about in 90% of the emails you receive? Do yourself, your customers, and your site a favor. Make a list, and answer each question. And use this opportunity to provide descriptive responses peppered with your key phrases. Let’s say you often receive emails asking how long it takes for your special ordered doorknockers to ship. One question in your FAQ might read:
Q: How long does it take for your custom door knockers to ship?
A: Our personalized, engraved door knockers ship within 3 weeks of order.
Make the page look good… neat, orderly, and professional. Go ahead and add a few of your product photos in a column along the text.
Exercise b: Getting into the psyche of your site’s visitors
Take a little time to think about your customer’s related needs. The best way to illustrate this strategy is with an example. Let’s say you’re an independent estate agent. If your site visitors are looking for available houses and prices in your area, they might also want be interested in a layman’s breakdown of the various neighborhoods, suburbs or towns in the area. How close are they to the highway and local shops? What are the local public schools like? On another page, you could discuss how to price your home for sale, as well as tips on selling a home quickly. Even a simple glossary of estate agent terms provides not only relevant, useful information, but also food for those hungry spiders.
Strategy 2: Acquiring Your Content
Exercise a: Raid your wholesalers
If you have a product-based site, your suppliers can be a terrific source of content. One e-retailer who sold hand woven rugs received permission reprint promotional material provided by the rug maker on the details of weaving and hooking the rugs. This content was beautiful written by a professional copywriter and was naturally loaded with pertinent keywords. Additionally, it was supplied in digital format so adding to the site was a snap. A few product photos were placed along side the content, and it didn’t take long before the site was ranking highly for handmade rugs, hand woven rugs braided rugs, rag rugs, and hooked rugs.
Exercise b: Lazy SEO method for adding more words to your site
The reason this is a great “secret” is because everyone wins. And that’s my favorite method of doing business. Bear in mind, authorities and experts in a given field are often seeking collateral exposure, which you can provide them. The exercise is to find an article published online that contains content related to your industry and ask for permission to “reprint” it on your site. The trick is to identify complimentary, not competing materials. And it’s out there.
Let’s go back to the estate agent example. There are numerous associated trades that go hand in hand with selling homes (i.e. home appraisals, financing, etc.). So get on the web and do your homework. Find a really good article that has something useful to say about the associated subject. If you are a regionally based business, it would be even better if you can find something from the site of another local business. When you find it, send a gracious email requesting permission to reprint their article on your site. Mention how helpful and informative their article is and how valuable it will be to your site’s visitors. Naturally you will give appropriate credit to the author as well as a link back to their site. This provides them with additional credibility and exposure, as well as a nice reciprocal link. So… what if they ignore your request, or even say no? Just keep looking. The beauty of this process is that the information is readily available. Trust me, it won’t take long before someone says yes. And voila… you have content. Juicy, relevant, wordy content. And all you had to do was a little surfing and a little sweet-talking.
Creating or finding content for your site is not rocket science. Think about it. Every product or service solves a problem for the consumer. Identify that problem, and in theory, you’re an expert on it. So, write about what you know, or find related content that someone else has already written. Just get those words on your site. By doing your homework, providing pertinent content, and supplying your customers with a wealth of resources, you are building not only business, but also relationships. And there’s only one word for that – Website success and improved Seo!
Any good seo consultant should know this, but sadly many are to lazy to implement these time consuming techniques. Also this only works when you know that the search engines are able to read the content of your site, this is where Professional Seo specialists start earning there money.
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