The statistics are undeniable; consumers look to the web for information before making a decision on where to spend their hard earned money. Your customers are looking at reviews and searching via Google and Facebook for the next Anchorage business they want to buy from. Historically you might compete with other companies for air time during prime TV or radio programming. Now you are competing with other companies for better search engine rankings. The right content is key to how your Anchorage website ranks on Google and other search engines. What makes the difference? Here are 10 tips to make sure your site is worth a first-page ranking on Google.
Tip 1: Long Content is King
The length of your content matters for many reasons. Google considers longer content more authentic, probably because anyone who takes the time to write 1,000 plus words about a topic is more interested in educating and being helpful than just selling something. Longer sections of text also naturally provide a lot more space for keywords and avoid the keyword stuffing that often comes with shorter posts. Longer amounts of text are helpful both for blogs and for static pages on your website. Internet users and search patterns both focus on long tail keywords (think a full question instead of just a string of search terms), which fits in perfectly with long blogs and page texts since you are more likely to answer those queries.
Tip 2: Be Original
Being original may seem like a no-brainer, but you would be surprised how often plagiarism happens. Write original content people! No one knows your business like you do, capitalize on it. Write from personal experience, share the ins and outs of the products and services you offer. Answer questions that your customers frequently ask you, address concerns that commonly occur in your industry. Don’t be afraid to tackle tough issues. It is a pretty safe bet that your competitors aren’t doing it, which leaves it wide open for you to step in and potentially increase your market share.
Tip 3: Get Your Facts Straight
The internet is full of rumors and weird stories. Make sure you fact check what you post, especially if you are going to quote statistics on your website or in a blog. I recommend seeing if you can find the same fact on at least three independent sites. Trust me; you will find some interesting information when you start trying to collaborate facts and stories. It’s a bit scary how often the same fact is quoted by multiple sites, and it’s hard to get another source to back it up. Or you will find where the original factoid has been misquoted or misrepresented. Research is vital to authenticity, which leads to greater trust, which leads to more customers and better customer loyalty.
Tip 4: Write Interesting, Engaging Content
Write content people want to read. The key is to write for the readers, not for SEO. Google is constantly tweaking its algorithms to improve the consumer experience. They want to make sure quality content is available for their users. So when your website content or blogs cover topics people are interested in, Google is more likely to rank them higher. You can use resources like Google Keyword Planner to see what keywords people are interested in and provide content that focuses on them.
Tip 5: Always Keep SEO in Mind
Remember how I just said you always write for the reader? That is still true, but at the same time, you never want to forget SEO. The magic of good content that increases your Anchorage website’s ranking on search engines is the marriage of quality content and keywords. You want to weave the keywords into the content you are writing for the reader. Google Keyword Planner is a multi-dimensional tool; the keywords you find there not only help you appeal to the reader, but also give you the keywords to work into your blog. In the example below, I would focus on the medium competition keywords. They are still getting good traffic, so I’m more likely to be a big fish in a medium pond instead of a small fish in a huge pond!
Tip 6: Visual is King
If you are researching content marketing at all, you will inevitably run across the phrase “content is king!”. This remains a fact in today’s marketing race and especially if you are in retail or selling a highly visual service you want to capitalize on visual content. For example Long Hairstyles for 2017 by Marie Claire Magazine or 65 Layered Hairstyles & Cutes for Long Hair 2017 by Good Housekeeping. Interestingly enough neither one of these companies is actually selling haircuts. However, their posts are highly visual, and they have determined and rightly so that their female target audience is interested in these topics. So they made a blog out it that brings traffic to their website and provides an opportunity for a visitor to become a client.
Tip 7: Answer Real Questions
When we are searching the internet, we are usually looking for an answer. The sweet spot for business owners and marketers is figuring out the questions. Remember Jeopardy? You have the answers; your customers have the questions. Your job when you are generating content is figuring out the most important issues to address. Here are some ways to make sure you are answering the right, real questions.
- Talk to your sales people. What questions do they routinely answer during their meetings with clients?
- Talk to your customer service staff, what questions do customers come back with after they become clients?
- Type in a question to Google; they will give you a list of what people are asking on Google that relates to what you typed in.
Tip 8: Be Helpful!
When you are answering questions your customers and prospects want answers to, make sure you are useful and give them enough information to go on. Don’t be so vague that you aren’t saying anything at all. Many companies are afraid to give away too much information about what they do and how they do it. I would venture to say that is almost impossible. Obviously, you don’t reveal confidential financial data or what not, but short of that, don’t be afraid to share the deals of how to do what you do.
People really, really, really, don’t like to be teased. When they click on the link to your blog or web page, they want actual information. They do not want to click on the link and read a paragraph or two only to find out that you aren’t offering them anything yet. We’re all familiar with this method online, the teaser followed by just enough to keep you on the line but never really helpful information. Don’t be that company.
Tip 9: Use Case Studies
Accurate case studies are powerful tools when done correctly. They are an opportunity for you to highlight your product or service and how it impacted your client. The format usually goes something like this:
- Client’s challenge- Summary of why the client came to you and the problem they needed you to solve
- How you addressed it- Explain your solution to the problem and the steps you took to implement it. Include a timeframe if possible.
- The results for your client- Include details and statistics whenever possible, describe how what you did was successful.
- A call to action for the person reading the case study- Provide the reader with a way to contact you and some kind of action to take while they are excited about what they just read.
Tip 10: Publish How To’s
How-to blog posts are popular because it is one of the most frequently searched things online: “How do I…” So take any one of the things you do on a daily basis and write and step by step how-to post on it. Again, do not worry about giving away too much information. More often than not, if the person is a real DIY’er, they are going to learn a lot and have positive things to say to others about you. Good press is always helpful. If the prospect thinks they might want to be a DIY’er and they see all of the steps that are required to do what it is you do, it is pretty common for them to get overwhelmed quickly. You are the expert after all, and they are likely to reconsider highering you instead of attempting it themselves.
There is a lot of information here, and implementing all of it probably feels a bit overwhelming. You don’t necessarily have to do it all. Consistency is always the most useful technique in keeping your website’s rankings up. So pick a few tips you feel you can maintain and focus on them. Getting fresh content up on your site on a regular basis will help improve your Anchorage website rankings and provide the opportunity for more leads and clients.
Which tips do you think you’ll use? We’d love to hear from you via email or share this article on social media and let us know which worked for you!