Here’s just a couple of the goals a good website has to achieve to pay its way for the business that owns it; be found by those looking in Google and appeal to all that decide to visit -so much so that it transforms these anonymous visitors into either live lead prospects or purchasing consumers.
Pick a simple business selling one product or service and this can be manageable. Replace this with any normal business that has multiple offerings to alternative markets and things become much more of a challenge.
If I was asked to create a list of tactics that can make this work even harder than it should be then the lack of an quality content would be #1. Yep forget about fancy design, super smart traffic building tactics or even the most detailed of analytical tracking. If a website’s content misses the mark then all the rest doesn’t matter.
Creating content is possibly the most snooze inducing subject we can talk about here at Permission. So I would not be surprised if by now if most readers are not feeling their eyelids sink lower and their breathing slowing down. No doubt soon their fingers will be twitching over a mouse button ready to move on.
Look I know that producing content is hard and therefore is the least appealing part of managing a website. Fortunately the giants of online marketing -think Google – are ready and willing to reward you for all your efforts. And when Google dishes out rewards, why not take an unfair share of what’s on offer?
Google’s engineers realise the power that a content laden website can deliver to it searchers, so much so that now they are rewarding those that follow this strategy where it matters most – in their pocket. Now don’t get too excited, there are no actual cheques being dished out. It’s more that a “bonus benefit” is being applied to those who want it.
Here’s just a few ways in which this benefit is being applied.
Improving your natural search rankings within Google
Many moons ago you could divide the amount of work required to improve a websites performance within Google neatly using the 80/20 principle. Twenty percent of the work applied to a websites content and how it was displayed. The remaining 80% was all about ensuring other websites linked into the site in the correct way. Nowadays it would be fair to say that the same 80/20 principle applies – instead the proportions of work are neatly reversed.
So if you want to rank for the search term of say “Spaniel Training Guides” on your dog training site then you will need a page that includes great content on exactly this subject.
This sounds super easy for product based businesses; however service suppliers have a harder job. For instance let’s say you supply domestic cleaning services. How many different ways do you think prospects would describe this service? Here’s just a few from the extensive list – domestic cleaning, house cleaning, home cleaning, cleaner Auckland and even home cleaning Sandringham. So if this was your business then somehow you need to have a piece of logical and well written content for every search term that makes sense for the reader.
Buying your Google paid advertising at the best possible rates
Paid advertising solution – Google AdWords -is also busy rewarding with cheaper clicks those who have the best keyword to content match. So if your paid advertising keywords included the term “Spaniel Training Guides” and your clicking prospect was taken through to the product page then all is good with Google and their advertising Quality Score metric.
It’s a great thing this Quality Score thingy exists. It ensures that the Google bidding system is about providing relevant ads and not big fat advertising budgets. Without it we would be left with those with the largest budgets achieving the highest placements.
Now unfortunately Google doesn’t share all the ingredients of an advertiser’s quality score ranking with us. However the following factors are known to influence it; how long the advertiser has been buying clicks; the % of times an ad is clicked compared to how often it is seen; and the relevant one for our discussion -the ad to keyword content match.
We have all clicked on low quality score ads. You click, arrive and in seconds realise in a few seconds that what is in front of you is not what you wanted. Back you go to Google to continuing your search. The click didn’t work for you and fortunately it wasn’t the experience Google wanted for you either as they subsequently mark down the quality score of the advertiser.
In both of these instances Google is rewarding you for doing the hard work of creating great content. First up it affects your natural search ranking – which should lead to more visitors and hopefully more leads. Secondly it helps reduce the cost of your paid advertising clicks by producing a high quality score.
There you have it, two great reasons to make this next month the month of more content. Give us a call if you are not sure what type of content to create.