One of the biggest reasons that SMB sites fail to rank and attract visitors is because of a lack of content on their sites. They simply don’t have enough of the good stuff to support the rankings, to attract links or to serve as a resource to customers. And most times, it’s a result of site owners not knowing what type of site content they need.
“Content is King” is one of the most overused phrases in the search marketing world. But it’s also true. Any good SEO practitioner will tell you that you need content to elevate your site in both the eyes of users and the search engines. The content on your site will help you attract links, make you an authority to the search engines, answer searchers questions and help them feel comfortable making important purchasing decisions. Your content is your lifeblood.
But not all content is created equal. You want to dedicate your time to creating the content that will most benefit you. The best text for your site will answer searcher’s natural questions, help them find what they’re looking for and turn your site into a valuable resource.
If you’re not sure how to go about doing that, here are some tools that can help you identify areas where content can be built out:
Site search: Many SMB Web sites have some type of site search already installed. The power of this magic box is incredible, as it serves as your window into a searcher’s soul. When they have a question or can’t find something on your site, they’re going to type it right into that search box. They’re essentially feeding you information. You want to be analyzing these logs on a consistent basis to give yourself an idea of what’s happening on your site and what your customers are really looking for. Often, people will be searching for natural questions like, “where are you located?”, “what do you provide?”, “how much does X cost?”. However, they’ll also search for [how to fix X], [how to install Y], or [how to use Z]. These are all prime opportunities to provide informative content to increase the value of your site to both to users and the search engines.
Twitter: People are constantly talking on Twitter. They’re looking for information, to share likes and dislikes and to find others going through the same experiences. If you want to know what people are interested in in relation to your topic, search for it on Twitter and see what conversations come up. Use the Advanced Search option in Twitter to find conversations about specific keywords ( ie “wedding”, “florist”, “bouquet”, etc), to track Twitterers talking to a particular user (perhaps a competitor or someone else in your industry), to find local conversations in your area, and to track sentiment around a particular term or product. By looking at this information, you can get an idea as to what the hot topics are related to your industry and then find ways to create pages on your site to address them.
Google Trends: Google Trends is a free service from Google that lets you see what terms people are searching for and whether or not the number of searches is on the rise, decreasing or staying the same. You probably won’t be able to glean too many content ideas from it, but you can use it to find hot button issues that are suddenly taking off, perhaps due to seasonality, sporting events, news occurrences, etc. For example, if you’re a local wedding boutique, you may notice that the traffic for a certain type of wedding veil heightens in April or May while anxious brides are putting their last minute touches on their summer wedding. If you see more people looking for Ann Barge wedding dresses or wedding tiaras, you may want to create content around these areas since you know people are already looking for them or have hinted at an interest in the products. This type of data is also very helpful when writing blog posts because it allows you to piggyback off already determined search traffic.
Wordtracker Keyword Question Tool: I’ve saved the best for last. Wordtracker’s Keyword Questions tool is a really great way to find ideas for new site content. It’s probably my most favorite content tool out there. You enter in a term related to your site and Wordtracker will give you a list of questions that people are already asking about it. They’ll also tell you how many times that question has been asked to help you prioritize which pages to focus on first. For example, I entered in the term [wedding]:
And just like that, Wordtracker populates a list of content ideas that you can write for your site to help answer wedding-related questions. Wordtracker lets you hone in on real questions that you can build content around to help answer a searcher’s concerns and to create content people will want to link to. I use this tool quite often when coming up with content strategies for clients.
Though it’s overused, content really is king when it comes to helping making your site more attractive to users and the search engines. Hopefully the tools above will help you get some insight where your site could benefit from additional content.
What are some content strategies you’re using for your site?