If you’ve researched online marketing at all, you’ve probably heard the phrase “Content is King.” Coined by Bill Gates in the mid-90s, this was his way of explaining the internet’s purpose to the masses. Yet, what are the implications for businesses not solely on-line; the brick and mortar stores, or those relying on business to business sales?
The internet is one giant content delivery system. Content is the “stuff” you see on a web page: the text, the images, and any sound or video. Content – especially text content – is “king” because it’s what search engines can find, and that for which users look. The better optimized your text content is, the easier it is for users to find you. But more importantly, the more popular your content is, the closer to #1 you’ll get in that search engine ranking. Popularity is determined by how many other websites link to yours, how much traffic your page gets, how long a user stays on the page, and how many return visits a single user makes to your site. Make sure your content is so good that other people not only want to read it and come back to it, but will also link to it. Popular content actually means more to Google than the how well optimized the content is, so always try to create content for humans first, and search engine robots second.
All of this is great for an online store or someone marketing a blog dependent on ad revenue, but it’s also necessary for businesses using a website as its virtual calling card. Even if your website exists solely to get people in the door or to call you, it still needs to have a high search engine ranking. Most people search for a business by type using certain keyword phrases. If you don’t have popular, optimized content, then you won’t be the first of that business type on Google’s front page.
What this literally means is that to rank high on search engines, you need a popular blog with regularly updated content optimized for keywords relevant to your industry. The world of blogs is incredibly deep and varied; regardless of what business you are in, there’s someone looking for information on that topic. These blog posts may not lead to direct sales (though they may), but will keep you high on Google ranking. Google indexes websites by recording its content, update frequency, and the number of inbound links; hence, regularly updated blogs capture all of these objectives. So make sure your website has a blog, and that you update it with optimized content. A popular regularly updated blog is your path to becoming number one in Google ranking.
Contact MediaMark Spotlight to find out how we can help you create and optimize your website’s blog.