One of the biggest indicators Google algorithms look for in evaluating website authority, diverse media, is something most businesses neglect. Quite often business website owners adopt an approach to media diversity that is more visual and aesthetic than strategic. Photos and occasionally videos remain standard fair, but for the most part, that remains the limit of the types of media available.
Why does Google prize a multi-media strategy? The answer is simple: a more diverse slate of media offered on a website likely means a better resource for readers. Think about it. Before the internet, our best resources for information were encyclopedias. They offered written content and some photos. Then came the World Wide Web. We began to find not only written content and photos, but videos, audio and downloadable resources that only expanded the opportunity for knowledge sharing.
For Google at least, this kind of resource is the best. And Google algorithms reward websites with a diverse slate of media with higher scoring and, ultimately, better Search Results positioning.
What options do business website have in diversifying their media? Well, video is the best place to start. No matter what your business, there is a wealth of opportunity to create impactful video to support your marketing efforts. And it doesn’t take a professional videographer to craft something that works for your business. Online screen capturing software and video creation websites like Animoto.com allow for the development of presentation-style video PowerPoints with voice-over, promotional product demonstrations and infographic videos with little more than a novice’s understanding of online technology.
Another option is infographics. Studies show that infographics are among the most effective least used marketing vehicles for delivering your message. They capture the attention of the reader better than lengthy written content. They’re engaging and they say what you need to say in just a few images.
For Google, infographics sets your site apart from other simply because most others don’t use them. Finding infographics online takes little more than a fotolia.com account and a rudimentary knowledge of Powerpoint or Windows Paint.
There are pre-designed infographics for just about any topic. Simply find the images you want and assemble a simple infographic to communicate anything from your firm’s price superiority over its competitors to a business’ services and specialty.
Finally, the simplest way to diversify your site’s media is to get back to basics. Try offering downloadable PDF versions of resources that will assist your audience like a factsheet or an F.A.Q.
This is a practice most modern sites have gotten away from. But from an SEO perspective, it’s the easiest way to set your site apart from others. And that is just what you want to get better SEO positioning.
If you would like to speak with a consultant about strategies to increase targeted organic traffic to your business website, call Proctor Digital at 312.535.3780. We love helping firms get a jump on the competition online.