Building your website into a digital asset that will provide strong returns for your business over the long-term requires an ongoing effort to continuously improve your SEO. In the book The Art of SEO the authors point out that the companies that tend to be the most successful in SEO are those who view SEO as a lifestyle rather than a short-term solution.
According to the computer scientists and SEO experts at SEOMoz, about 70 percent of the ranking algorithm has to do with links. And in order to get links you need content worth linking to. Depending on what you sell, the difficulty of creating great content for your website may vary. For instance if you are ThinkGeek and sell USB Doomsday Devices, it is pretty easy to create linkworthy content around this because it is remarkable in of itself. However, if you are selling something that is not as remarkable, it may be much more difficult to create content worth linking to. If this is your situation, here are a few ideas to fuel your content engines.
If you are selling a product or service, it is important to have informative content on your money pages of your site. This can include specific details or facts that people would be interested in if they are conducting research on what product or service to buy. One mistake that companies make on their product pages is having too little informative content. If the buyer feels like they have too little information, they might go elsewhere. From a search engine perspective, too little content can provide insufficient data for determining the relevance of the page. Google and Bing want to provide searchers with the information they are looking for, so they are more likely to recommend a page with plenty of information than one with not enough information. Another benefit to having more in-depth information is that other websites will consider you an authoritative source and link to you, which provides signals to search engines that your site is an authoritative source on the topic.
Informative and interesting graphics on your pages can provide visitors with a richer experience. Informational graphics tend to provide a lot of information quickly and this can educate visitors about the features and benefits of your product or service. People are more likely to link to a product page filled informative graphics than a product page that is 95% text. Additionally, creating an infographic can be a great way to earn a lot of links. Infographics can often be easily embedded on blogs or websites and contain a link back to your site. If they are well done, people will want to share them with their audience with links or social mentions.
A creative way to generate content for your website is to interview interesting people or thought-leaders in your industry. Often times the interviewee is happy to link back to their interview from their own website if you ask. This also provides interesting insights for your target audience that gives them a valuable information and a good reason to visit your site for educational value, which can lead to people liking and trusting you more.
People love to see examples of other people who have used your product or service because it provides social proof. It can also help them imagine how the product or service will make their lives better. Interviewing happy customers can be a valuable source of content for your site. If you feature another business, they might also link to your site.
One mistake that a lot of ecommerce sites commit is using the manufacturers’ product descriptions on their product pages. This is bad because it is duplicate content and Google and Bing do not want to provide searchers with content that they can just find on the manufacturers’ website. If you do not have enough time to write unique product descriptions for every single product, adding customer reviews can help to add unique content to these pages. Amazon is one example of a site that provides a lot of value for customers by including reviews. Not only does this provide relevant content that adds search engine value to the page, but visitors are more likely to convert to customers if there are product reviews.
According to Cisco, video will account for 90% of net traffic in three years. The Internet is moving more towards video content in the future and Google often features videos in its search results (it helps if you set up a video sitemap). Adding informative video content to your pages can provide visitors with great information and can also make the page more linkworthy. If your video shows up in Google search results, it often has a higher click-through rate than the other search results on the page.
Here are just a few examples of content that you can create for your website that will increase the amount of quality content on your site, which Google and Bing want to reward with high rankings. If you have any suggestions for additional ideas, please feel free to share them in the comments below.
Charles Sipe is the Director of Search for Sparkplug Digital, an online marketing agency in Seattle, Washington that provides SEO services and online marketing strategy and execution for companies that aim to make the world a better place such as tech companies, startups, and non-profits. You can contact him at email@example.com or on Twitter at @charlessipe.