Content is King & Internal Linking
Build for the future. Build ahead of the immediate needs of your sales. Avoid throwing overtly “sales” heavy content at people; offer site guests a great experience by showing them you’re an expert in your field.
Google and SEO practitioners often promote ‘EAT’ – Expertise, Authority, and Trustworthiness. While your staff can’t be available 24/7, your website will act as a digital salesperson for your business around the clock.
Content comes in multiple forms. Working with many local service and trades companies – not surprisingly – one of the most popular SEO marketing strategies that I’m building for clients lately involves “hiring” and the search for workers. Yes, it makes sense to create an internal hiring section on your website with a separate page for each job description. Search engines can digest that content equally as any other page.
If your website is only 4 pages now and you produce once monthly for a year (with best-practice SEO in mind), you’re effectively quadrupling the size of your website. This is a much larger presence for which people can find your business online. Companies have been doing this for years as part of their SEO marketing strategies, and it’s built on a simple theory of “what’s larger is more likely to be seen.”
- Takeaway Action: Make the habit easy. Find a rhythm that’s suitable for your ability to participate. I typically run a once-monthly cycle with clients for content and search engine marketing because that’s manageable alongside their numerous other responsibilities.
Find Balance in User & Crawler Experience
Crawlers are the bots that major search engines deploy across the web to pick up and categorize the information from websites.
For whom do we write content? Humans (audiences) or crawlers? The answer is both. When I design a new website, I often use visual site maps and topic clusters to help us understand the relationship between pages and topics. This allows crawlers to understand the same network of information.
Due diligence with on-page SEO encourages search engines to show your web pages.
- Takeaway Action: Use internal links intelligently. Create an individual page for specific topics. Then, when we create a page that mentions several topics broadly, you can link those specific pages so readers can dive deeper into a subject. Allow people (and crawlers) to navigate between topics with clarity.
Guest Content & Backlinking
You’re an authority in-person, so lend your expertise to online publishers in your industry. They have audiences that you can tap into! You could simply offer them a piece of content to publish on their website. They should be open to the idea because you’re doing them a favor. Consequently, they’re doing you a favor by promoting your content to their audiences. And, usually, that content will link back to your website or social media.