Whether you are a long-time small business owner or are just getting your feet wet running things, you may or may not have a firm grasp of SEO marketing.
In either case, I can speak from experience in telling you that one of the ultimate negatives that can befall your company site is having stale marketing content for all eyes to see.
Along with a bad public perception of your site if your content is outdated, it also proves unfriendly to search engines. Sites I have worked with over the years generally try and update their content on a daily basis or every other day. Posting an article here and an article there quite simply will not cut it.
If you are unsure of whether or not the approach you are taking to adding marketing content to your site is correct or not, consider the following:
While most companies have some form of marketing strategy in place, it is not uncommon for smaller businesses to do things on the fly at times, be it budgetary or other constraints.
Make sure you map out a strategy as to how to present content on your site, what the message is you want to achieve with such content, how you will respond to engagement from the public, and how you are always thinking ahead and not backwards.
Link to success
It is more than likely a given that a fair portion of your site content will revolve around links, be it blog posts, guest posts on other sites, etc.
Take the time to analyze which keywords will serve you best in bringing more traffic to your site. If you are writing content that will be displayed on other sites, use the keywords that will be most effective in driving traffic to you.
As an example, if your company business revolves around selling life insurance, some good keywords to use besides life insurance would be life insurance quotes, life insurance premiums, life insurance sales, etc. Always be thinking about which keywords will have the most impact in linking back to your landing pages.
Dates do count
When you are posting press releases and other such content to your site, make sure they are fresh and relevant. If you have little or no occasion to post press releases in the first place, then think twice about putting them up on the site. Having a press release once every three to six months on your site makes it look like not much is happening with your company. While that may not be the case, perceptions do matter among present and potential customers.
Design a winner
Just as key as the content is, having a reader-friendly design for your company site is important too. Have an outside source take a look at your site to see what can be done to better it. They can approach the site without bias and give you an honest assessment of it, hopefully letting you know what works and what does not. It also does not hurt to have a select group of your clients reviewing your site from time to time. They can give you a fresh perspective, allowing you to see things you may have missed from an in-house review.
Have a real voice
Finally, your ultimate goal with content is to connect with the consumer, be they a present client or a potential one. If you are essentially just putting content out there as filler, you are not only letting yourself down, but you are providing nothing of value to the consumer. Write content that engages the consumer, wants them to come to you as an authoritative figure, and lastly keeps the dialogue going. By engaging the consumer, you are also in a position to have them take potential action, such as completing a lead form, being eligible for special deals for first-time customers, etc. Look at this as the start of a long and potentially healthful relationship aka a better return on investment (ROI).
When all is said and done, strong online content demonstrates the competency in your company, along with giving the consumer more faith in what products and/or services you have to offer.
If you are seen as an authority in your respective industry, you can bet that your online content had something to do with this perception.
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