Everyone wants to be popular.. with Google. Google dominates over other search engines in Australia with a 95% market share and dictates where your website sits in its search results. If you want your website to sit at the cool table in position one, on page one for your ideal search terms, you will more than likely need to work at it with a comprehensive Search Engine Optimisation strategy. The good news is, you don’t have to know the intricacies of SEO to be able to positively influence your website ranking results. One of the key aspects to ranking higher in search results is having good website content and as you know your product and your clients best, who better than you to write it!In respect to web content, Google will favour sites that are full of relevant, fresh and engaging content over static, brochure type websites that are rarely updated. The more content you have on your site, the more chance your website has of being relevant to a search query. So you understand the importance of adding quality content on the site, but how should you set about writing it? Here are some pointers.Have you promoted your product features and benefits?Think of your website as having the potential to be your star sales guy! He works for you 24/7, can pitch to multiple people from around the world at the same time and with the right content can deliver accurate/consistent messaging. You therefore want to make sure he is armed with as much of the sales story as possible throughout the site. This is not only because it relieves the pressure on your sales, marketing and administration teams to to sell and answer questions one on one, but also because the informative, engaging, value rich content you have, the more likely Google is to list your site in search results and deliver to people who are in the pre purchase research phase.Identify the concerns and questions most asked by your prospective clients and answer them online.Keep a journal record of what is actually being asked by prospective customers whether phone or email enquiries. You may also consider carrying out your own customer surveys for feedback about your business, online surveys such as Survey Monkey are a convenient option. Take inventory of what questions are most often being asked and evaluate if it is really worth keeping this information as a closely guarded secret or are you losing peoples interest and costing the business with the time it is taking to answer questions individually. Use these questions and answers as the basis for content either within the most relevant pages of the site, in its own Frequently Asked Questions page or for your blog articles.Use your own case studies and testimonials.When you get positive feedback from your customers, share it online! Whether you collect through surveys or personally ask for your customers feedback, publish their positive comments online in a testimonials page, make sure you add your own introductory paragraph to maximise the SEO opportunity as you are unable to change the wording of your referrals. What specific examples has your business given great results to its customers? Pages dedicated to case studies are an opportunity for you to demonstrate to your target audience that your products are relevant for them. By using examples of how your business has solved a problem for a client, prospective customers are able to identify with the problem and see your business as the solution.Don't limit your content to the written word.Audio files, powerpoint presentations, video and images are other forms of content that can be both engaging for visitors and an extra incentive for Google to priorortise your website. Google allows people to search for only videos and images, so why not increase your chances of being found and consider all your content options. You know yourself, why read an article when there is a video with someone who will explain it to you. Images can convey some messages quicker than words can and can be optimised using keywords in naming conventions.Have a plan and update regularlyWhen you have a news section on your website, set some basic guidelines for the post content including how frequently you plan to post them. By maintaining some consistency, it will be easier for you to manage writing them and will also be better received in the eyes of Google and visitors to your site. Make a commitment to post an article weekly, fortnightly or monthly and Google has more reason to bring up your website in search results as Google has a high regard for content that is newest.Write about topical industry newsEstablish yourself as an industry leader by posting your own internally written articles - like this one! Like images and video, Google also offers a search filter specifically for blogs, which increases your online presence. By posting regular, timely articles pertaining to industry news that affects your business and customers you do the following:
No time to write articles or get them out there? Bang Online can help! Just send us an email info@bangdigital.com.au or give us a call on (08) 9328 7000 and tell us how we can help.
