SEO: The 5 things that make Content king
When marketing your website, one force in your artillery is rest assured to fire your rankings up as far as can be; sharing interesting content. But how?
In marketing your company’s website, there’s all sorts of little things you can do along the way which can up your rankings; using the right meta tags, having the right keywords in your text, generating backlinks… All good stuff. But you’ve probably also got a social media platform or two for your brand – maybe a Facebook Page, or a Twitter feed, or a Tumblog? Well, that’s swell! But… What exactly do you use that platform for? Well, go take a look at other company’s profiles. Notice anything? They’re always posting something.
"But what can I post? What can I make that’ll be interesting? And how does that effect me?"
Well, to illustrate my point, I’d like to introduce BotShop.
BotShop is a relatively new business, who specialise in made-to-order robots, for home and industrial use. It’s a new market, and certainly a new product, but BotShop hope to get big… Something they aren’t right now. So, what can their Internet Marketing team (consisting of two SEO newbies) do to get some attention to their company, and ultimately their website?
1. Let the world know what you do
You’re not going to get many customers if nobody knows what you’re selling. Brand names can be misinterpreted, and profile descriptions can sometimes be limited in length. I mean, the name Apple doesn’t exactly read as ‘manufacturers of sleek, high quality computers and portable devices’ does it? Now this doesn’t mean that you need to change your brand name – not at all. What I mean, is that you need to let people know what the name belongs to.
A good way BotShop could utilise their Facebook, would be to show off products that they’re selling, or projects that they’re working on. For example a photo of a work-in-progress robot they’re making for a customer will certainly drive some intrigue. Along with a post like this, they could attach a link to their website – specifically, the page where readers can commission them to build a robot. And boom, they have traffic! It might not be much to begin with, but as time goes on and they gather more followers, it’ll definitely make an impact.
2. Generate further interest
So now everyone knows what you do, people are interested in it, right? Well, not necessarily. You need to really sell what you’re… well, selling. Why is it so great? Why does the reader need it? And, furthermore, why should they visit your website?
So BotShop could easily just post “Here’s a photo of a RM-E3 unit we’re building for a customer. http://www.botshop.fish”, along with said photo. Now that’s all well and good, but with that, it’s only the photo that’s drawing interest – in fact, the photo might be the only thing the reader is interested in, which is no good. So instead, their post should have more context on what is shown, and should give a drive to visit BotShop’s website. Something like…
“Here’s a photograph of a RM-E3 unit we’ve been building for a customer. This custom robot has been tailor-made to not only have the excellent mobility and strength that all RM-E3s have, but it has also been made hardier with a unique, hardened exoskeleton – perfect for dealing with quarry work! You can see more RM-E3 model units, as well as our other machines, on our website: http://www.botshop.fish”
See? Now the reader knows what the robot does (which is cool), but they also know that they can look at more of them on BotShop’s website. Now if they liked the robot they’ve just seen, they’re going to want to see more, surely? And the way they do it will give BotShop more traffic to their site, which will be great news in the long run!
3. Make it shareable
So now your content is interesting, more people are looking at it, and clicking those links to your site. That’s fantastic, yes? But there’s another way you can market your website even further – and you don’t even have to do it. With Facebook, Twitter, Tumblr and other services like that, users can share content they see with their friends and followers. Facebookers can share, Tweeters can retweet, Tumblrites can reblog, and so on. But how exactly do you coax that behaviour?
Well, that post of BotShop’s above. It certainly tells you a lot, doesn’t it? And it’s definitely interesting enough to sit and read. But that’s not really the nature of sharing content. While some internet users will share lengthier posts, most would rather share something quick to observe, and easy to discuss. Pictures are great, as they can be shared in a “Look at this!” kinda fashion, but context is still needed – but it ought to be snappy.
“This RM-E3 we’ve been building has been tailor-made with a unique, strengthened exoskeleton, perfect for the quarry it’ll be used in! You can see more of our strong RM-E3 units, and our other robots, on our website: http://www.botshop.fish”
See? Everything important from that original post has been condensed down, so nothing of value is lost when the photograph is shared. Simple! And of course, that all important website is still pointed to in an urging fashion.
4. Get the wheels rolling
So you made a successful post, that everyone seemed to like. People were looking at it, commenting on it, and even sharing it! And, you noticed on your Google analytics, that the amount of people visiting your site had risen a little bit. Superb! But that was the last post you made… and it’s been a week since then. The activity on your Twitter and Facebook have drooped, and your website’s activity level seems to have gone back to normal. What’s going on? Well the same thing as when you turn off a TV – there’s nothing new to see, so people don’t come to sit in front of it. But as soon as you turn the TV back on, the kids will skooch back over and gawp at whatever’s on the screen. Your audience is the same.
It’s been a week since BotShop made their post about the RM-E3 they were building. Lots of people shared the post, and commented on it. More people liked their Facebook page, and plently more followed them on Twitter. But now all those new followers and likers don’t have anything to comment on or share. So, to keep them all interested, BotShop concoct a new update, about the previously very popular RM-E3 unit.
“Good news! The RM-E3 we showed you last week is nearly complete! We’ve added lamps and revolutionary scanners, so it can work at night-time. You can see more of our strong RM-E3 units, and our other robots, on our website: http://www.botshop.fish”
And, lo and behold, everyone who saw the RM-E3 before comments about how awesome it looks now it’s nearly done, and more people come flocking in to see it and share it. From there, people also go back to see the previous photo, and some share that too. And of course, lots of people go and look at BotShop’s website, and marvel at all their other contraptions. Continuing the campaign has stirred interest and importantly traffic for BotShop, therefore bringing their business further into the limelight.
5. Keep going
So now that you’re regularly posting, getting more people looking at your posts, and gaining more followers on your networks, you’re ultimately going to see more traffic to your site. Now I don’t guarantee that the content you share is going to be the biggest weapon in your marketing artillery, and I most certainly am not going to promise you’ll see results immediately.
I mean, that post about the RM-E3? That wasn’t BotShop’s first post. They’d made lots of posts in the past, just not very interesting ones. But as they posted more, and then eventually made the winning post, their social marketing machine really got rolling. Dropping links to their site along the way helped to bring people to the site, therefore driving traffic to it, and boosting their rankings. As time went on, their pages got bigger and bigger, and they got more and more people coming to visit their site. And maybe someday, they’ll be the Apple of the robot-building world.
So remember; Let the world know what you do, keep posting interesting things, ensure that what you post can be spread around, and just keep on posting!
Oh, and just in case you're interested, I did all the illustrations in this article in Photoshop CS6.