Content is King in website marketing

content-is-king

For a long time now, most web folks have known that “Content is King”. What does that mean? Great content can get visitors to your website. Great content can keep people on your website. Great content gets people to link to your website. Great content can get search engines to rank you well. Keeping content fresh can help maintain your good search engine results (SERPs).

What do I mean by content?

The content I’m referring too can be text, products, photos, videos, social media, blogs, white papers, comments, polls, rankings and anything else that adds something to your website.

What makes content so important?

As a search engine optimization (SEO) geek I know, right after the very basics like meta information, the most important thing to consider in trying to rank high is content. The search engines love text, especially when it is relevant and supports the rest of the websites content. By relevant I mean, adding a chocolate chip cookie recipe to an architecture website probably won’t help your relevancy. Adding an article about computer aided design (CAD) might.

Google will tell you that one way to get better rankings on search engines is having quality inbound links to your site. You can hire a link building person to scour the web looking for opportunities, or you can develop content that someone might be interested in linking too. I hate the term but “Link Bait”, or creating content with the intent to encourage links, is a great way to increase where you rank in the SERPs.

Besides the search engines, believe it or not visitors to your site like good content. Using the example above, let’s say a visitor comes to your architecture website and the first page they come across is an article on chocolate chip cookies. The likelihood of the visitor staying on the site is low; the likelihood of them turning into a conversion is even lower. Alternately, if you have content the visitor is interested in, they are much more likely to stay or comeback.

Where can I get great content?

The biggest problem with great content is getting great content. Most companies don’t have the resources such as technical writers and content marketing specialist on staff. It can be expensive to generate and maintain content. In an article I came across on eConsultancy entitled, “Your company is awash with great content” they demonstrate all the resources companies can leverage. Below is an exert from that article listing resources you might not have thought of.

Hiding in powerpoint decks. Sales decks, investor presentations, process-focused slides…

Inside the heads of your people. Not just your smartest or most senior people; your front-line sales and support people too; and your product people.

In customer communications. Your customers are a prime source of Grade A content. Almost every interaction has at least the germ of a blog post.

In sales proposals. The things you use to get people to take out their checkbooks.

In promotional bumf. These days, marketers discount all those data sheets and product brochures and case studies as ‘old-school’ content. But there’s gold in those pdfs (if you’ve got the pan to swish it out).

In what other people say about your world. Journalists, bloggers, analysts and experts are all paid (in one way or another) to secrete content. Get your paper towels out.

In everyday working docs. Those banal process documents meeting reports, project summaries and status updates.

In emails. Your email store is absolutely packed with content ready to discover and unleash. In your In box and your Sent folder. Internal emails. External emails. Marketing emails. Viagra spam. (Okay, maybe not Viagra spam – although I did once write a post on it).

In your social channels. Stop tweeting and just listen to every one else’s tweets for a few hours. Dig under the self-promotional layer in every LinkedIn group. Peel back the social veneer of Facebook. Shine a light into the darker corners of YouTube, Slideshare and Pinterest.

What makes great content?

That is a difficult question to answer. The short of it is, it’s different for every website, company, market, etc. My suggestion is do your research. Figure out what your customers are reading, viewing, liking, retweeting and do more of that. Posting one article will not help, be consistent. Ask your sales people or heaven forbid, ask your customers what they might be interested in seeing. Having great, relevant content is not easy. If it were, everyone would be doing it.

Announcing the launch of the redesigned BrandiJackson.com and brand new JoeWatsonLaw.com

Joe Watson Law, Greenville, SCGreenville, SC – We are pleased to announce the launch of a brand new web presence for Joe Watson Law. The new website features Joe’s extensive experience as a Chief Prosecutor and Circuit Court Judge. The Greenville, South Carolina attorney specializes in Criminal Defense and Serious Personal Injury.

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Brandi Jackson Golf, Greenville, SCGreenville, SC – Brandi Jackson, professional golfer, and web|aggression are excited to announce the redesign of BrandiJackson.com. The new website refocuses on Brandi’s career helping junior golfers, assisting in their college recruiting, giving golf lessons and facilitating golf clinics. The site also features Brandi’s blog, a biography and testimonials.

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News Flash: Great Web Traffic and Great SEO Rankings Do Not Get You Sales.

Great Web Traffic and Great SEO Rankings Doesn't Get You Sales

I work with businesses of all sizes. Some are very “web savvy” others not so much. I find a common thread through many of these businesses: they are under the illusion that if they are #1 on Google they’ll get all the traffic and therefore all the sales they can handle. WRONG! There are so many more factors.

Keywords
I’ve talked before about keyword selection, but for our purposes here I summarize with an example. Let’s say you sell widgets and your companies name is “ABC Manufacturing”. You might rank #1 in the search engines (SEs) for “ABC Manufacturing” but are no where to be found for “widgets”. Even if you were ranked well on the search engine results pages (SERPs) for “widgets”, it is such a broad term it is unlikely to convert very often. I say this to point out that you may have a #1 ranking but that ranking my not give you great traffic or sales if no one is searching it.

Before we continue, I will give you this: if you are #1 on the SEs for a great keyword that is relevant to your product, you should get great traffic.

Traffic
So, you have researched your market and have decided that “widgets” is the number one target. As I touched on above, a high ranking in the SERPs for “wigets” may indeed garner great traffic numbers but that can be deceiving. If you focus exclusively on “widgets”, in most case (and all that I have dealt with) you will not necessarily get sales. In a previous post I discussed Traffic vs Conversion, where I discussed how while short keywords can get traffic numbers long keyword strings get conversions. This is not rocket science. If someone is beginning there search for a widget they may not know much about those products. They might start with a basic search engine search by typing “widgets”, right? As they become more familiar with the type of widgets that are available they might search some thing more specific like “home widgets”. As they become even more familiar they might type “stainless steel kitchen widgets”, follow me? The more specific the keyword term used, the closer that consumer is to making a purchase (it is true, trust me). In an ideal scenario, when that customer does their first search for “widgets”, your website comes up. Then when they do the following searches, your website comes up as well. With that said, if I had to choose between a customer searching for “widgets” and a customer searching for “stainless steel kitchen widgets” (assuming that is the type of widgets I sell), I choose the long keyword term every day and twice on Sunday. So just because you get great traffic that doesn’t necessarily mean you will get conversions to sales.

Website Design
OK, now your getting great traffic to your website because you’ve targeted your long keyword terms and you are ranked highly in the SERPs. You’ve got all this traffic and when the customers get to you website, IT SUCKS! You can spend hundreds of thousands of dollars (through search engine optimization (SEO) or pay per click (PPC)) getting traffic to your website, but if it is poorly designed they still might not purchase. “Poorly designed”? What do I mean? Everything from the users interface (UI), how they navigate the site, how the product is displayed, the aestetics of the site, all of that plays a roll. I don’t even want to talk about the stability of a website. If the site crashes constantly or gives the users errors, see ya, they are leaving. When selling anything online you have to have the consumers trust. The aren’t going to give their credit card number to some shady looking site that doesn’t function properly. You can build that trust by having a well designed and functional site. I’ll briefly mention it here, but does your website properly “funnel” the customer to where you want them to go? I plan to delve into that in a future post, but funneling in website terms, in this case anyway, is the process of leading the customer to the purchase button.

Ecommerce
So, now you are doing awesome. You picked your keywords well, you optimized you website and have good rankings, your getting good relevant traffic for you product and you website is doing its job and getting the customer to click purchase. Well, there is still a lot to worry about. How is your purchase process? Does it require too much information? Does it have too many steps? Are you bogging them down with up sells (can you say godaddy.com)? An ecommerce experience should be as seamless as if they called a great customer services representative. I look at a lot of analytics for a lot of websites and I know when there is a problem. You can see it clear as day. Customers get so far along in the purchase process and then they just leave the site. Sometimes it is more obvious why then others. Either way, 99 times out of 100, there is someone else out there selling a product just like yours and if people get frustrated, they’ll bounce.

Conclusion
All of things build on one another. Don’t just focus on traffic or rankings, in the end the bottom line is sales. Great keyword selection and web site optimization can lead to great traffic. Great traffic and website design can lead to great conversions (purchase buttons clicked). A great ecommerce solutions (great customer services) will lead to happy customer who will give you sales.

Now if your product sucks, you are on your own.

Announcing the launch of a newly redesigned website for Osborn Contract Services.

Osborn Contract ServicesGreer, SC – We are excited to announce the launch of a newly redesigned web presence for Osborn Contract Services, Inc (OCS). OCS, a restoration and coating solutions providers, offers its services throughout the southeast. The new website features an easy to use content management system(CMS). Additionally, the website was built to improve the companies presence on the search engines by improving the internal linking of rich content.

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MK Fundraising Services and web|aggression launch redesigned website.

Fund raising services scGreenville, SC – MK Fundraising Services offer a wide variety of products that help school and Church groups and other organization raise money. MK has many trusted fundraising products to choose from like: Maestro Pizzas, Worlds Finest Chocolate, Mixed Bag Designs, Otis Spunkmeyer Cookies and much more. The redesigned website features a custom content management systems, search engine optimization, a much more pleasing aesthetic and easily navigable information.

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We are happy to announce the launch of two new websites. One for The Gateway Clinic of Chiropractic and one for Carolina Search Services.

We are very happy to announce that we have launched two brand new websites. Two new businesses have shiny new websites. The Gateway Clinic of Chiropractic in Laurens, SC and Carolina Search Services in Greenville, SC.

Recently opening their doors for business, the Gateway Clinic of Chiropractic is located in Laurens, SC and will serve the upstate of South Carolina. GCC focuses on Upper Cervical Care and have one goal in mind, to be your “Gateway” to good health. The new website features a clean and easily navigable design with the latest in search engine optimization (SEO) techniques.

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Todd Rudisill landscape and design launches redesigned websitePeggy Zabel, owner of Carolina Search Services, has over 30 years of professional and corporate research services. The company focuses on custom research, fact finding, literature searches, and document delivery. Like the GCC site, the CSS website has the latest in SEO techniques. The website design is also setup to feature all the companies services as well as their testimonials.

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