Everybody wants the coveted first position on the Google search engine results page (SERP). Those first few listings garner the lion’s share of user clicks. While some pay a pretty penny on advertising to grab attention, users tend to bypass the paid-for placements. They’re more interested in sites that Google rates highly on their own merits.
- Lots of visitors to the site
- Lots of great content relevant to the search criteria
- Lots of referrals (links) to that content
Notice the theme that cuts across all three factors: LOTS.
If you’re a celebrity, or you’ve developed that “must have” product, or you’ve created an exceptionally entertaining or topical web page, you may draw a lot of visitors with a single page or posting. Otherwise, you’ll need a collection of engaging, relevant material to attract an audience and keep them coming back. What’s engaging and relevant?
- Answers to their questions
- Solutions to their problems
- Information on things that matter to them
- Breaking news
- Interesting editorials
- Amusing content
While text and images are a common means to share information, you’d do well to offer a range of media (e.g., text/images, videos, slide shows, podcasts). Reading/scanning content works for some. Others are visual learners. And still others like to download audio materials that they can enjoy on walks, in the car, or at the gym.
Lots of fresh, high quality content makes your site more interesting to search engines. If they see that you’re posting regularly, they’ll stop by more often to crawl and index your site. It also makes it more likely that you’ll acquire referrals (links) to build your reputation as an authoritative voice in your industry. If you get recognized by an especially well-respected individual or site, you’ll see tremendous benefit.
Of course, having loads of great content won’t help if no one knows it’s there. Make sure you get the word out by adding links to your email signature line, your marketing materials, your public presentations, and your social networking sites. Don’t be afraid to invite folks to stop by!