Last week (Part 1), I explained that to make sure your website is on Google that there was one easy way to check, and one easy way to make sure that Google would know about your website.
Go back and read the first part of Your Website On Google if you missed the first part of the series.
This week, we want to talk about relevant content (meaning, relevant to the needs of your (potential) clients. The basic concept is: If they are not searching, they are not interested.
Effectively, if Google knows about your website, and Google can index your website the last piece of the (relatively simple) process is to make sure that you have “good and useful content that is relevant to the user’s search” (Quote from Google).
In fact, here is the information directly from Google about how they serve results (meaning, how they rank your website so that it comes up on higher for a particular phrase).
(Copied from Google’s website – 6/2/2010)
When a user enters a query, our machines search the index for matching pages and return the results we believe are the most relevant to the user. Relevancy is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site’s PageRank. Not all links are equal: Google works hard to improve the user experience by identifying spam links and other practices that negatively impact search results. The best types of links are those that are given based on the quality of your content.
So, in other words, we need to not only have good content, but also quality backlinks to your content.
What is backlink? A backlink is the “incoming link” mentioned above. Effectively, it is a link from a different website (including different server, IP Address and Domain Name) which points back to your URL. Furthermore, there is a value to what phrase is highlighted for the backlink to your web page.
Before you get too concerned about backlinks, let’s make sure there is quality content on your website.
To create compelling content, you need to understand what your clients are searching for in order to create content which will fill their need.
For example, if I was in the mortgage business, and my clients are searching for “Home Mortgage Calculaters”, then I need to have content which talks to how Home Mortgage Calculators work, and how to use them to support my efforts.
What I want to do is research which phrases are being used, and then create (and post) content to my website which supports these phrases. I will then make sure Google knows about my new content (there is a benefit to “freshness” of your content on your website) by updating the sitemap.xml page for Google.
One of the tools (there are both free and paid-for services) to research phrases is Google’s Search-based keyword tool. Ignore the first box (where you type in a website) and just type in a phrase you might want to research. I typed in “mortgage” and was able to quickly tell that “mortgage calculator” was searched 4x more frequently than the next phrase “mortgage rates”.
Now, I have an idea of what content I would want to create which could generate ‘hits’ for me when people search. There is a caveat to this method. If the quantity of pages which this phrase is extremely large, you will have a very hard time getting up to the top of the search engine.
If you are trying to create a conversation with your customers then becoming top ranked for a search term might not be the tactic you are striving for.
Either way, you have a tool and a tactic which will help you decide what the content of your website can talk about which has an EXCELLENT chance of being relevant to your (potential) clients.
Take this phrase and test it using Twitter if you would like to get an idea of what people are posting about this phrase. Go to Twitter.com and simply type in the phrase at the top of the page. Instant Research.
Once again, don’t get overwhelmed. You must start somewhere, and I have explained how to figure out what to start talking about. You (should) have many contacts and other ways in which this content is going to become very useful to you in the near future. For example, using the A.I. Website methodology, this content will be repurposed into an Email to keep a conversation going with all of your customers.
That is part 2 of our 4 part series Your Website on Google. Join our email list above to be updated weekly on different tools, suggestions and tips regarding technology, marketing and sales from Simple Steps I.T.