MollyGreen.com | Fall on the Homestead | Fall 2016
local customers only. Branch out. That’s where SEO
You might wonder what “organic” means in terms of
SEO. In layman’s terms, it simply means that your
company rises to the top of the search engine list
without paying to be at the top. Small businesses
more than likely do not have the funds to pay for
clicks (also called “Pay Per Clicks” or PPC). That’s
okay. You can still increase your rankings on Google
by having great website content.
Website content is exactly what it sounds like—the content on your
website. The better your content and the more relevant to what it is
you sell or offer, the more people will read it. The more people read it
and share it on social media or on their own websites or blog posts, the
higher your website climbs in the search engines (i.e., you’ll be on page
one versus page four).
The key is to have as much “sharable” content as possible. Here are a
few tips for developing valuable content:
+ Write engaging blog posts or landing pages about your products or services. By the way, a landing page is simply a page
on your website with very specific content and no distractions
(e.g., no sidebars, menus, etc.). The idea of a landing page
is that people who “land” on this page are only given information about the topic on this page with a very clear Call to
+ Speaking of Calls to Action, all pages and posts should have a
very clear Call to Action (e.g., go to this, click here, sign up for
our newsletter, etc.).
+ Don’t sell anything, but talk about how your product (or service) solves a problem.
+ Write about the benefits of the product (or service).
+ Be honest. Readers can often tell when you are selling them
something. But, by being honest and genuine in your approach
you can often gain a few shares.
+ Break content into bite-size pieces. Blog posts are completely
different from articles and therefore need to be shorter, contain more graphics, and be less formal in structure. Break up
the material into several posts if the material is long. Readers
want to be engaged with good information, even “how-to”
posts, but they won’t sit and read really long posts.
+ Add images. People love pictures. Blog posts and pages need
to be easy to read. If you stuff a post full of content with no
images, people will skim and leave … if they even skim the
content at all.
+ If the material is too much for a page or blog post, considering
turning it into an eBook and sharing bits and pieces of it on
your website. Give it away as a “freebie” or use it as a “thank
you” for people signing up for your newsletter.
Another component of website content is keywords. Google (and other search engines) value a page or post based on the content and how
it ties together with the keywords for that page. These are the terms
that people use to search Google for a particular topic of interest. You
can assign keywords to your posts and pages with SEO plug-ins (if
you use a WordPress website). Keywords are crucial to building your
audience, gaining momentum in search engines, and soaring to the top
of search results.