How to get your company's website noticed with social, search and content
10 easy steps to get a company’s website noticed by using social video, search and content
For small businesses, web build is just the start. A business is unlikely to be discovered online, if there is no awareness of how social media and search engines help in driving traffic around the internet. If there is not a steady flow of useful, interesting and relevant content, a business’ website is unlikely to be visited in high numbers.
Understand the roles of social, search and content and there is every chance internet traffic to a business’ website will increase.
1. Be useful, relevant & interesting
The first rule of content marketing is to ‘Be Useful’. Write about what the company knows, for an audience that is looking for advice and information about what the business offers. Don’t sell to your audience at this point, identify a core audience and write for them. Understand what they need and deliver words, videos and images with authority. Don’t stray off topic and stick to the business’ specialism.
2. Be regular
Producing loads of articles within month one and then not having any for the next six won’t be useful. Having well-written and engaging content drives awareness to potential customers and clients; it gives existing customers and clients a reason to return and also enhances search engine rankings. And when someone visits your site and sees you haven’t been active for some time it tells them something is wrong, you’re out of business perhaps, not interested in new business cos you’r busy or just not in touch with the digital age.
3. Be alive to events
Don’t just use big seasonal holidays, anniversaries or sporting occasions as a start point to produce content-even though these may be suitable. Be aware of what is happening in the world and react where relevant. Breaking news or an entertainment story might provide a hook. For instance, we are a video production company so things like the lasted BAFTA awards, film releases and technology behind the scenes are of interest to our followers. If something relevant needs to be said, say it, especially if Google is driving interest to it.
4. Be essential
Put a ‘gate’ around some content, exchange access to a whitepaper or e-book, to gain some basic information about the potential customers or clients including an email address. This could be a squeeze page of some description on FaceBook or a sign up page on your website, once people have got there – using video on squeeze pages is particularly powerful!
5. Don’t just sell
The comedian Ricky Gervais has given his opinion on how best to use social media. “I treat Twitter like a marketing tool and to make it a good marketing tool you’ve also got to be entertaining. You can’t just say ‘Buy this, buy this, buy this’.” It is good advice. This means sharing and engaging, being useful and being entertaining.
6. Measure it
Monitor what you do and learn from failure as well as success for social media marketing. To measure impact on website traffic use free services such as Google Analytics. To monitor engagement use social network-specific tools such as Twitter Analytics. Decision-making should be informed by using data, not dictated.
7. Sometimes pay for it
The main social networks have a variant of the sponsored post. Experiment with these, as most networks will credit accounts with ‘free money’ to encourage business’ to start. With the number of users on these networks and what they know about them, a well-crafted promo that is also well-targeted can produce results.
8. Understand what search engines want
Google, Yahoo! and Bing want to deliver the best results that match with the query. 64% of all website traffic comes from organic searches, according to a recent study; it’s worth taking notes on the methods search companies apply. How do they do it?
There are 2 factors that come into it. The first is relevance-do the words on the page match those in the search query? The second is authority-is the site considered credible? The key to being credible is the number of inbound links from other websites which are credible. Knowing this should help in the approach of search engine optimisation (SEO) whether the company does it themselves or buy in the services from others.
9. Create a site that’s easy to navigate
This is useful for the visitor but also for Google and other search engines. It helps them efficiently crawl the entire site and index the content accordingly. Good internal, a sitemap and a logical URL structure are key.
10. Know on-page from off-page SEO
On-page SEO is good housekeeping. This includes:
• Writing headlines and introductions that reflect the user’s search queries. Free tools such as Google’s Keyword Planner and Google Trends can help establish some phrases to use.
• Image labels, including the unseen ALT tags.
• Regularly check for broken links.
Off-page SEO is marketing websites externally. Meaning effective social media use, newsletter campaigns and inbound links working together to drive traffic, but also enhancing the search ranking of this site. The most important piece of the SEO puzzle is securing inbound links. Encourage, persuade partners, peers and customers to link back. What is one of the best ways to link build? Having and creating useful, relevant and interesting content that people want to share. Which links straight back to step one.