SEO Best Practise – Produce Powerful Content
So, you got your new company website and it looks amazing.
Its beautifully designed, its fast, the images are really eye-catching, it has all your contact details and social media channels at the end of a click. You’re thinking ‘it’d be harder not to find me with all this information’.
A few weeks go by and your website doesn’t seem to be getting found. You do a few cursory Google searches and find that not only are you not in the top five, you’re not ranking on the first page.
You discover something called Search Engine Optimization and figure ‘that’s it’ – that’ll be the silver bullet to shoot you up the rankings.
You (hire someone to) apply it to all your pages and sit back and wait… Nothing.
No visitors. No rankings. Nothing.
Search Engine Optimization (SEO) is a must for any website but it relies on a few other things being in place to really have an effect. For starters, you’ll need to have a steady flow of content in order to have something to SEO. Otherwise you are just tweaking existing SEO on a static website.
You can read more about the mechanics behind SEO in this post – SEO or Social? You need to do them both
OK, so what now?
What is content?
Content is anything written, audio or visual that you post on the internet. Usually people/companies create content to post on their own website to promote themselves or their brand but you can create content for others if you think it will help your case in the long run.
In SEO terms, content is your website’s oxygen.
Creating content is pretty easy to do. Lots of marketers get bogged down in thinking about content as a 1,000 word article. In reality, how the content is presented is secondary.
There are a plethora of options beyond an article.
Why Produce Powerful Content?
The primary goal when you sit down create something for your website should be to produce powerful content.
Regardless of the industry, product or service, before you create your content you should be asking yourself things like…
- Who are my audience?
- What are their pain points?
- How does my product/service provide a solution?
- How can I be there when they search?
Your goal should be to solve rather than sell.
Make sure you know who your audience are. Its not a case of hoping someone enjoys reading your content and is moved to buy… The content needs to be tailored to your audiences specific needs. This allows you target them more effectively by addressing their needs. That way when they search you’ll be there.
Once you are comfortable with your audience, you need to produce powerful content.
Here are five reasons you need to produce powerful content, all the time, every time.
- Creating powerful content is the best form of SEO.
If you build an SEO process into your content generation process you are ‘killing two birds with one stone’. Search engines like websites that are constantly refreshed with relevant, trustworthy and helpful content. The more webspages you have being indexed the more chance you have to rank with search engines.
- Powerful content will more than likely be evergreen.
This means you can re-post it again in the future with only a few minor updates.
- Powerful content is easier to re-purpose.
For example, if you’ve put the effort into creating an eBook, you could then use it to record a Blab (a live streaming video platform) hitting the main points. This will give you a video to upload to YouTube and share. Blab also provides an audio only version for download meaning you can create a podcast for directories like iTunes. You could also serialise the chapters of your eBook on your website blog. Not to mention all the social media posts for all the re-purposed content.
- Powerful content means you are marketing through your website 24/7/365.
Communication over the internet is largely passive. People view your content and you only know they were there through your analytics. If you commit to producing powerful content, you never have to worry about where things turn up.
- Powerful content is more likely to be shared.
They majority of people do tend to want to help others. If your content is a genuine solution people will try let other know about it.
- No amount of SEO will shoot a static website to the stop of search engine results pages. If it does, it will be temporary.
- Content is your websites oxygen. Build an SEO process into your content generation process you are ‘killing two birds with one stone’.
- Search engines like websites that are constantly refreshed with relevant, trustworthy and helpful content. The more webspages you have being indexed the more chance you have to rank with search engines.
- Solve rather than sell through your content.
- If you put the effort into producing powerful content consistently you’ll actually save time in the long run.
If you’d like to discuss how you produce powerful content complete with SEO please get in touch today for a consultation. It’s easy, just fill out the form below or you can find my contact details HERE.