Is Your Website Delivering Your Message?
By Sean Broderick
Getting your message to the right audience is key to successful marketing. As you’re rolling out your 2016 marketing strategy, the first step should be ensuring what you’re already doing is effective.
Where to start, you ask? We have a few ideas. At the top of our list: your website.
Harness your website’s power
Marketing messages aren’t just found in ads—they’re in everything that represents your business. For most of you, your most powerful, most consistent messages are on your website.
But a website only works if people are using it. How does your site’s readiness to work for you measure up to what Google considers useful content?
While Google’s algorithms are constantly changing (500+ times a year, in fact), there are some big-picture rules of thumb that your website’s content should follow. The biggest: regularly post original, useful content that relates to your product, service, or mission.
Put another way, use your website to spotlight your expertise.
While few marketers have disputed this tactic as part of a strong web strategy, Google codified it in November with the first-ever full release of its “Search Quality Evaluator Guidelines,” written for the company’s own team of search evaluators.
Search Engine Journal has a solid summary of the document’s content-related tips.
What should your main takeaway be? If you’re not adding regular, valuable content to your site—through blogs, a “news and updates” section, articles in a virtual library, etc.—-consider working it into your strategy.
Search factors that matter
Great content is important, but it’s just one factor in creating an effective, highly-ranking site. The gurus as Moz surveyed marketing and SEO experts to determine what helps sites get found. Check them out and see how your site stacks up.
A few spoilers:
- Organic inbound links remain the biggest factor in boosting your site’s visibility. Make sure you’re leveraging opportunities, such like online directories for organizations you belong to—chambers of commerce, business associations, etc.–to maximize your backlinks.
- Content quality is a close second. This is where your content strategy comes in.
- Social links and shares are important, but not as valuable as what’s noted above. Sure, they drive traffic–and that’s always good. But the anonymity of social media makes likes, shares, re-tweets, and the like less valuable than solid, organic links from reputable sites.
Want a quick overview of where your site stands and what you can do to improve it? Use one of the many free website grading tools (like Woorank or Hubspot’s website grader) and get to work on making sure your website is pulling its weight.
Questions? Drop us a line!