A Content Facelift for Your Website
You’re business website went live years ago. Although your goods or services have remained pretty constant, your site is likely to need some content refresh so that search engines crawl the pages most valuable.
Search Engines Crawl Your Website
A search engine is to provide users with search engine results pages, (SERP’s), that are quick and most relevant to the search query. The popularity, common-sensibility, and user-friendliness of your website all matter. In order to make their results most relevant, search engines are constantly crawling sites and building indexes of that information. They crawl your site through submitted sitemaps, previous crawl results, links and traffic. The number of pages crawled, or how often they are crawled, is not specific. Therefore, it’s in your best interest to sift through content to ensure you have put your best face forward.
What Pages to Address In Your Mini-Facelift
These are just a few things that you can do to improve the overall quality of your website so that search engines crawl the good stuff. Remember, search engines only crawl a sample of your website. (Refer to your Google Search Console and Google Analytics to find problem areas.)
- Pages that have more HTML than content should be beefed up with more relevant content and links to deeper pages.
- Pages no longer relevant to your business should be redirected to pages that are.
- Pages with high bounce rates should be examined to determine if they can be modified or altered to improve.
- Pages with duplicate content or content related too closely could be merged. (Title tags & meta-data should be unique to each page.)
- Pages that have too many important keywords, keyword phrases, or concepts on one page make great idea-generators for new, deeper page content. (Do some additional keyword research to support these ideas.)
- Pages should have clear hierarchy and text links for users.
Other Content Takeaways from Leaning Tree Marketing
Quality is better than quantity. However, in saying this, it’s never a good idea to delete pages once they are live. (Do a 301redirect instead.) Duplicate content is a “no-no.” Keep your site interesting by continuing to post fresh content, even if this means monthly blogs. Submit sitemaps with Google every time you add valuable pages to your website. Never forget that your site is for people. (Visitors/Traffic) The more people show that they like your site, and find what they are looking for….the more Google will notice.
Social Media position in the Sales Funnel to your Website
Social media can be used a variety of ways depending upon your business, amount of time you can dedicate, it’s relevance to your audience, and how creative you are. Social media is not a “one-size” fits all application; every channel has unique strengths, weaknesses and opportunities. One thing you can count on for sure? Constant change! If you’re a business who wishes to unfold the many benefits of social media and become part of the emerging trend, you must be prepared to change….and update…and monitor…and tweak….FREQUENTLY!
Social Media is Complementary: There are plenty of myths out there regarding how to use social media for business. In my opinion, social media should never replace what your website is designed to do. Social media is complementary to your website, your brand, and any other major media or ad campaign that you implement. As a matter of fact, social media can stretch out your dollar to create a much broader reach and frequency. Don’t play copycat. Put your creative hat on. Those businesses that lead the way will benefit most from new ideas on how to harness the power of social.
Social Media is New Word of Mouth: Maybe it hasn’t replaced face-to-face completely, but it is undoubtedly a BIG change from traditional networking. Friends+Customers+Vendors+Family+Community+Brand+Products+Services+Employees = a great way to communicate! You couldn’t possibly reach all these people as quickly in person as you can online. It’s that simple. In addition, social media is a great way to learn about your customers. Unveiling the information behind it will allow you to plan better, and make adjustments to keep your business aligned with what people want and need.
Social Media is on Google Radar: Yes, it does help your organic ranking for search results. That ranking is dependent upon a few factors we know, and many that we don’t. Your digital competitors, keywords, content, comments, followers, friends, links, reach, and relevance are a handful of likely influencers. You can find out how your current social media strategy is working by doing a simple search for your business. Be sure to ‘clear your history’ by removing ‘cookies’ from your browser prior to each trial. Type some key search terms into a search engine and see how your business appears differently in each. *Leaning Tree Marketing Social Success for Local Business
Social media in the Sales Funnel: Social media platforms and the impact each has on the path to a sale will vary greatly. (See chart.) Convertro used multi-touch attribution technology, reviewing 500 million clicks, 15 million conversions, and three billion impressions in 1Q14 to build this report. The middle of the sales funnel is where social media has the biggest impact. It’s an excellent influencer, a great way to deliver brand messages and build awareness in the research phase. It’s also a great way to push out your competitors and prevent them from stealing your lead. (That’s a big bonus!)
Research has shown that investing money on social channels will create a significant lift in conversions to your website. Maybe try a few creative ideas organically, before investing a bunch of money? You really can build your business using social media. Remember to use it as a compliment or enhancer if you will, to other strategies, set realistic goals and keep your eye on the prize!
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