Have you written an SEO strategy for the online element of your business yet? If not, you should contact a professional SEO company as soon as possible to get started. Key to your SEO strategy should be the age-old adage that content is king. But what does that mean, exactly?
First of all, you have to write content that is of high quality. This means that:
- You give people an incentive to stay on your page for longer.
- You give something that has real value, that people cannot find in different places.
When you create content, it has to be relevant and it has to be needed, setting yourself apart as an authority.
Your content also needs to contain the right keywords, in the right place, in the right amount. Simply researching which keywords to use can take forever, and then coming up with a quality piece of content in which those are integrated is even harder. Again, this is why it is so important that you have a professional SEO strategy devised by a professional company.
One thing that all search engines love is new, fresh content. This means that your pages have to be updated, preferably every day, in order for them to continue to rank. Even more reason to work with a professional company, in other words, because it is unlikely that you have the time to both run your business AND research keywords and write quality content each and every day.
Then, there is the issue of vertical searches. This is quite a complex issue to understand and essentially refers to content that is not an article or blog that you wrote yourself. Rather, it focuses on video, local, news, and images. If you take a look at Google, you will quickly find the different headings (images, news, shopping, maps, and so on). What vertical content does, is place you under those headings and, if done properly, at the top of the search results. Navigate to the “news” heading on Google, for instance, and you will find that it is automatically sorted by relevance, and not by date. This shows how important it is to make sure your content is relevant, as well as regularly updated.
One of the things that is changing the world of how people are searching the internet, is through direct answers. If we use an example on the color of the sky, people used to perform a search on “color of the sky explained”, for instance. This would then give them results to navigate to. Today, however, they will search for “why is the sky blue”, and expect to see the answer straight away, without having to actually travel to the website. Essentially, it is like having Siri on your computer.
Google gets these answers in a variety of different ways, including from other websites. The debate on whether or not providing direct answers on a website hasn’t been resolved yet. The pro camp says that it does attract attention and makes you rank higher. The con camp says that it is useless, because it will not drive traffic to the website.