How can you ensure that clients find your website when they’re searching online?
Getting to Google’s top page takes more than a well-built website and keywords. It’s all about creating something that provides value to people, not just to Google bots.
Your goal is not just to be found, but to build trust and convert website visitors to actual customers.
You may have heard of SEO (search-engine optimization), Google rankings, and keywords. But do you know the #1 most important thing you need to do to get found online?
You could spend weeks looking it up, but I’ll save you the time and share this expert tip with you:
Being found online is all about content marketing.
Content is anything that you put online: a page on your website, a blog post, a great image, video, or audio clip. Content marketing is all about creating and sharing valuable content online, to boost your brand as well as your search-engine ranking.
When it comes to getting found online and improving Google rankings, many companies focus their SEO efforts and budget on content marketing.
3 Great Reasons Why Your Business Needs Content Marketing
Let me back up a bit and tell you a bit more about why content marketing is so important.
If you want your site to be found on Google, and you want your visitors to actually become customers, you need content marketing.
Content marketing keeps your potential customers coming back to your site
Once a visitor has been to your site, where’s the value in them ever coming back if the content is always the same?
Imagine a garden centre with a new website. Now imagine that every few weeks, they update their blog with gardening tips for that time of year.
Wouldn’t a customer be interested in coming back repeatedly to this site?
Good content provides ongoing value for potential and existing clients. And Google loves fresh content and rewards increasing visits with a boost in rankings.
Content marketing establishes you as an expert
Creating content that shows rather than tells your audience about your expertise is a great way to establish your business as the go-to expert.
Create something of value, focus on what your audience is interested in, and you’ll not only be visible, you’ll also earn a good reputation, and possibly repeat business.
Let’s go back to our garden center example. The next time you’re wondering what hedge to plant, don’t you think you’d go to the garden center that’s been sharing all this useful information with you all year?
Content marketing is shareable
Word of mouth is still one of the most powerful drivers for customers. Think about it: aren’t you more likely to buy a service or product that friends and family have recommended on social media?
Creating content that your loyal customers can share with their networks expands your reach to their families and friends. Back the the gardening center example: if you love gardening, there’s a good chance that if the garden center’s content is interesting, you’ll share it with others who like this hobby.
Step 1: Start Creating Content
Ready to improve the visibility of your website?
Start by considering what kind of content your audience is interested in, and how you can drive them back to your website. Think how you can create it: write a blog, send an email campaign, take photos, record a video and upload it to YouTube. Do it from your phone!
It can seem like hard work at the beginning, but I hope you see how the benefits outweigh the time and effort it takes. Once it becomes a habit, it won’t seem like a big deal.
Like many businesses, regardless of size, you’ll learn and improve the quality of your content in time. You’ll discover more about what your audience is interested in, and creating content will get easier.
Step 2: Create original, interesting content
You don’t need to be an expert content editor or video expert to create original content. If you can use your smartphone to capture good photos or make a video, or write an article every few weeks, then you’re a content creator!
Remember the last last time a friend shared something they saw online with you?. They’re shared it because it resonated with them.
It’s the same for your customers: they want content that’s interesting for them that they can share.
Think about what’s in it for them, and avoid creating content that’s just about selling. Get a good balance of:
Content from someone else that you can share
Promotional pieces (more sales-oriented)
Creating interesting content that’s tailored to your audience is key to interacting with your potential, current, and future customers.
3. Share And Share Again
If you put the effort into a great piece of content that you spent time and maybe money on, putting it on your site or social channels just once really isn"t enough.
Here’s what the best content marketers do:
They create a great piece of content and share it on as many of their platforms as possible. This means Facebook, Twitter, Instagram, YouTube, their own website, email marketing and anywhere else where they’re active. They share it repeatedly over a period of weeks and months, tweaking it for each platform.
Then, they take that content and use it to create more content. A post can become an infographic or a Slideshare presentation or a YouTube video. If the hard work up-front has been done well, then reusing that content makes perfect money sense.
Lastly remember when you’re creating content, you’re connecting to people, not search engine robots. Make your audience your priority, increasing your visibility, engaging your customers, and enhancing your sales.