The richer the content on your website, the richer your site traffic will be with targeted visitors.
Just a few short years ago the biggest buzz word in digital marketing was “content.” And, true enough, content still reigns in all things Search. But somewhere along the line, businesses got lost in the race to add content to drive traffic and sales.
The problem: content is not content is not content. The simple posting of text won’t accomplish more for your digital marketing needs than confuse your visitors (and Google crawlers, for that matter) and diffuse your brand message and credibility.
Business Website blogs offer valuable real estate in the digital marketing race to demonstrate your brand’s place in your industry. Posting blurbs about anything but subjects at the heart of your potential customers’ interests and concerns really amounts to little more than busy work in terms of SEO management strategy.
The confusion about what businesses should be blogging about seems to stem from the name “blog.”
In the early days of blogging, blogs were digital forums for discussion. Suburban mom’s got online and created veritable digital diaries, chronicling their thoughts, insights, recipes and discoveries. Enthusiasts from everything from sports to SciFi were able to create an online forum that was lightyears from the message boards of the ’80s and amass audiences from across the globe. Google search took notice and began ranking these forums along side industry leaders and media outlets for relevant queries related to their given industries and, suddenly, blogging became an important facet of driving traffic.
The thing of it is, posting content won’t get your business Website ranked for searches in your industry. Its the posting of rich content that does that.
A personal injury lawfirm that blogs recipes for lemon cake may draw a grandmother looking to bake a sweet treat for the holidays to their Website. But a cogent, well-written piece that carefully lays out the challenges of pursuing a medical malpractice law suit without an attorney will draw the eyes of potential clients. And that’s what we’re out here doing all this blogging for in the first place, right?
When you develop any content for your business Website, make sure it is thoughtfully written, relevant to your industry and answers the likely questions of your potential customers. That’s what your leads are online searching for.
Google knows that and that is why it’s ranking sites with rich content higher than those without it, providing more accurate results and a better experience for its customers.
So remember, save your favorite dog video for your personal Facebook page and post the winner of the company pie eating contest for the firm’s internal messaging board, and reserve your best, industry specific content for your business’ Website.
Trust me. You’ll be happy you did.