Content is a great way to sell your products and/or services. A well-written piece of content can attract visitors and increase awareness far longer than any other marketing channel. With pay-per-click or social media ads, once your budget is spent, so is your awareness. Static content, either hosted on your site or another, can yield sales and website traffic months or even years after publication. Creating amazing content is not as difficult as it seems and should be a regular feature of your company’s marketing efforts.
Using Content to Increase Revenue
Thanks to the internet, content can be a fantastic tool for driving sales. The primary mechanism for achieving this is something known as search engine optimization (SEO). At its most simple, SEO seeks to rank specific websites or pages as highly as possible in search engines, like Google and Bing. The higher the ranking, the more traffic and, potentially, more sales. Most professional marketers will have a basic understanding of SEO but business owners without dedicated marketing will find it useful as well. Doing some additional light reading on the topic and following a few tips can greatly improve the quality of your content and help rank it higher on search engines.
Get to Know Your SEO
There are a number of SEO guides online to give you an overview of basic principles. To rank higher on search engines, content needs to cater as much as possible to the algorithms that produce search results. Among the concepts that matter to search engine algorithms include, website load times, HTML configuration, keywords, backlinks, and much more. Tweaking your website for maximum SEO will probably involve a web developer with experience in the concept. Though many developers can create a website, eCommerce sites that seek SEO traffic are a little more complicated and require a specific skill set.
After your website has achieved a stable back end, you can add content that starts to rank in search engine results. When writing SEO content, it is important to follow a few key rules. To simplify this article, we included them in a list.
SEO Best Practices for Business
- Proper and Consistent Use of HTML Tags
- Consistent Content Updated to Your Site or Blog
- Links to Your Content on OTHER Websites
- Content Must Be Well Researched and Cited with Links
- Secure a Domain Name with Keywords from Your Industry
Be Picky with Your Topics
On the internet, categorisation is king. With more and more information being added every second of every day, the Internet needs to keep content nice and organised. One of the more interesting side effects of this trend is hypersegmentation of concepts. For example, a search engine like Google might analyse a specific website and determine it is focused on merchant payment processing and related products. When googling 'merchant payment processing that website might actually appear on the front page in the top three results, yielding a lot of traffic and sizeable sales. However, if a substantial amount of content relating to 'personal investment strategies' is created and added, Google will read the site differently. Now it sees the site as relating to 'merchant payment processing' and 'personal investment strategies'. While this might seem like a plus, the actual consequence is that the website is no longer on the first page of search results for 'merchant payment processing'. A situation like this can lead to a catastrophic loss of sales.
The example above is meant to illustrate the importance of keeping your goals clear. For a company selling a particular product or service, it is important to keep focused on topics directly related to your industry. Spreading out your website’s keyword focus beyond your industry can cost you awareness and revenue.
Share the Wealth
Links are an important element of SEO. The more a page is linked to on other websites, the more Google recognises that link’s 'authority'. Placing links to your website on other websites helps build reputation and search engine rankings. Securing these links is one of the primary duties of marketers that specialise in SEO. Paying for backlinks directly is a violation of the terms and conditions stipulated by Google and other search engines. To secure backlinks, website operators can agree to exchange links with one another or offer to write content for another website. Preparing content for use on multiple websites is a standard SEO practice for distributing content and will ultimately help improve your search engine rankings.
By Sarah Blanchard, Staff Writer, Soar Payments.