If you’ve heard me talk about search engine optimization, you’ve heard me say “industry relevant content on a continual basis”. Which just means putting good information online that your prospects and clients want to know about (and search for on search engines). However, I think it’s time to take that to the next step, because blogs for the sake of content isn’t a good idea. It means you’ll have thin content which adds “little or no added value“.
Make it Your Original Content
This should be a given. Don’t steal someone else’s content, their Social Media posts, their images, or their car. If you don’t care about the moral part of this, care about Google not liking it at all.
On the flip side, you want to make sure no one is stealing your content. How do you tell if someone is stealing your content? Check out Copyscape, Plagium, or just copy and past a sentence from your website in parenthesis into a Google search.
But it’s already been written about!
There’s a great chance that the subject you plan on writing about was already written, and that’s fine. The world (and your friends) would like to know what your take on the topic is. For instance:
- It’s your industry too! What’s your view of the subject based on your experience and expertise?
- Was their article an overly dramatic post to get clicks? You’ll see titles like these all over Facebook just to get you to click. It’s called “Click Bait”. If it was an overly sensationalized post, how about writing on the same topic with the facts that were excluded?
- How about adding to the article? Take that article that was written elsewhere and go deeper with your research. Maybe do your own poll and talk about the results.
- Reference the article and write it according to your location. Many people wrote about the real estate bubble ad nauseam years back. However, I wanted to know how that information affected me here in Las Vegas.
- Can you speak to the person who wrote the article? Maybe they have something to add since the last was published.
It Should Be Well Thought Out and Helpful
Don’t put a blog post on your website just for the sake of adding more industry keywords to your site. Some questions you can ask yourself:
- Is your article being generally helpful to the people reading it? Are you offering good information, or just talking about how great your company is?
- Do you think people are searching for your topic online? Is it a common question that people ask that you believe you can answer so they understand it?
Google changes their algorithm hundreds of times a year with the goal of showing the best content to the searches being done.
Your goal should be to provide helpful information to people searching and answer the questions they may have on that particular topic. Cite references that you mention in the article and link to the referencing websites in case someone wants more in-depth information on the topic.
Don’t crowbar keywords onto your website pages to the point where when it’s read aloud, it sounds ridiculous. An age old rule: Write for people, not search engines. I’m not saying you should leave out the keywords that you’re trying to rank for, but let’s not overdo it. This. Is. Bad:
Think Like Your Prospect
Living in your industry, you most likely talk to people in your industry all day long. You may not realize it, but you’re using words the average person won’t know. The information on your website should be written in a way that makes sense to the person that doesn’t live in your world. Someone who is just starting to search on a topic because they realized they need something in your field. In other words, if you’re a lawyer, don’t speak in legalese.
Try to think of how you were before you got into your business. It’s tough.
- What are the most basic of topics in your field that you may take for granted a client may already know?
- What would someone search for about your industry if they didn’t know your in-industry lingo?
- When people call your place of business, what’s the first thing they ask to the person who answers the phone?
People ask me about SAE, SOE, and sometimes get it right with SEO, but they have no idea what it stands for of what it actually means when I tell them. They just know they “Want to show. Somewhere. For Something. Because I heard it from someone.”
Many times when a potential client searches on Google, it will be an informational search about something before they look for a professional to help them.
Let’s use the example of an interior designer. If you were an interior designer, you’d probably want Google to bring up your website on the search results page when people type in “interior designer Las Vegas”. You should want to show up for that keyword phrase. However, writing articles on your website on questions they may search for before they search for you is a way to capture a visit and gain their trust. For example someone may search for “kitchen color schemes”, “modern bedroom furniture”, etc.
If you can offer them examples of kitchen color schemes or modern bedroom furniture, you’ll have a better chance that you’ll rank for those words. Keeping in mind that if you don’t write about it, you definitely won’t show when someone searches for it. Don’t buy that lottery ticket and I’ll guarantee you won’t win.
Once searchers find your website, you’ll want to make sure you have clear navigation to more information they may crave (as well as a phone number and contact page or form). The goal would be to keep them on your website longer. The longer they stay on your website, the more trust you’ll build, and the better chance they’ll realize that you’re the authority that they need.
The content you write about will give you a chance to show for those searches you want to show for.
Keep listening to the newbies all around you and what they ask. Those are some of the things you can write about! For more information on search engine optimization, or anything else regarding online marketing, call us at 702-490-9455!