You've probably heard that the best way to improve SEO and increase the amount visitors on your website is to add content. Content is king. Content draws them in. Content keeps them there. All of this is 100% true. But, then - what type of content to add? Despite what type of content you add, it is extremely important that you do add content. Content is what gets you found on the web. Simply put - IF YOU DON'T WRITE IT ON YOUR WEBSITE, THE SEARCH ENGINES CANNOT FIND YOU FOR IT. The search engine doesn't just know that you're located in New City, NY, and that you sell bedazzled dog collars. How could it, unless somewhere on your site (many, many times, hopefully), you mention things like New City, NY, and bedazzled dog collars? They scan your site with their crawler (a fancy word for a robot), and the crawler can only read text - it can't read your mind. So you need to write it, or you won't show up in search results for it. But what type of content to add, then? We'll take a look at a few different types of web content, and explain each as it relates to SEO and your overall web presence.
Creating a Blog
One of the most common and useful methods of increasing the amount of quality content on your website, while also mentioning those ever-important keywords, is a blog. A blog is a collection of articles, about literally anything at all. Most blogs are related to the industry they represent. A blog could include case studies, white papers, articles, news, event recaps - anything at all that you think your clients, employees, or the general public would want to read about you. Think of the blog as an archive, where all of your blog posts or articles will live. When someone clicks on your blog (which is just a page on your website), they will see the titles of the past 10 or so articles you've written, with a brief 'snippet' from each one underneath it. From there, the reader can click into any full article. Kind of like a Google search results page - although it should be much prettier. You can add images, video, text, diagrams, lists... anything you'd see in any news article on the web. Again, a blog is just a collection of articles. You don't even have to call it blog - I'd recommend calling it 'news,' or something similar. And the possible topics are endless: changes in your industry, a company holiday, some new hires, new staff pictures, local events, legislation changes, case studies, white papers, an awesome picture you took, new testimonials, a video... anything! Literally anything! But WHY? Well, the point of the blog is threefold:
- You give your visitors some great material to read. You want them on your website. You want them to stay there, and read, and poke around, and discover things.
- You get some great SEO juice, because in your blog articles you talk about many things related to your industry, thus naturally improving organic SEO results. Remember, if you write posts about bedazzled dog collars, and all things surrounding the bedazzled dog collar industry, then you are mentioning those important keywords over, and over, and over. That's how you get found on the web.
- You establish yourself as an authority in the industry, because you're writing about industry topics. Your clients will know that you know what you're talking about, and that you have clearly done your homework.
Case studies are an examination of particular case, problem, client, or situation that your company handled well. A case study should be about two or so pages of written content total, per case study (~800-1000 words). In each case study, we identify the problem, the approach, and the outcome, showcasing how you successfully tackled and handled a particular situation. Each case study is usually geared towards a single client, where you lay out what the client's needs were, what the obstacles were, how you handled it, and what the ultimate outcome was. A case study is meant to showcase how your company performed and excelled on any given 'case.' This helps establish you as an authority in your field, and it also, again, gives you a chance to mention the keywords and keywords phrases that you know your clients are using to search for you.
Very similar to a case study is the white paper. But what is a white paper? Well, a case study focuses on one client and how you handled it, as mentioned above. But the white paper looks at a NEW approach to an existing industry problem. The focus in a white paper is more "how can we benefit you," whereas in a case study we're focusing more on how that particular client was happy, and how we helped them. Small difference, but technically they're not the same. A white paper is usually about twice as long as a case study, and it showcases more of your creative thinking and a unique or novel approach to a problem. You're not looking at the individual client anymore, nor are you trying to highlight how happy they were. You can surely mention that, but the point of the white paper is to not only establish your authority, but your ingenuity and forward thinking, on a broader scale. For example: A case study would highlight how you helped Jensen Dogowner bedazzle her tiny Chihuahuas' collar with huge fake diamonds, despite the collar's really really small size. Tricky task, that bedazzling, but you did it, and you tackled a tough job and made the client happy. A white paper, on the other hand, could highlight an entirely new method of bedazzling that you invented, created, or discovered, and how it will change the bedazzling industry for the better. Or, your white paper could focus on the benefits of your bedazzling service as a whole, and what it brings to the world of dog ownership. Case study - focused on a single client. White paper - larger, more broad approach.
Regardless of what type of content you ultimately decide to add, the most important thing is that you are adding content. Google and the other search engines look for the "freshness" factor. Simply put, they want to see you posting new content regularly. And, coincidentally, the more content you have on your site, the more times you can mention "bedazzled dog collars," thus vastly improving your chances of being found for that keyword phrase. Make sense? For example, there is now a good chance that THIS article will pop up in someone's search results one day for "bedazzled dog collars." Not my intention, but that's how the SEO world works. If you mention it, they will come. And the more you mention it, the better your chances are of being found for it.
Need help writing content for your site? We can do it for you, if you're strapped for time. Contact us today for more information, or give it a try yourself!