Content costs, either in time or money, and the internet demands fresh material every day – leave your site sitting on its laurels for too long and Google will punish you. So here are a few tips to keep your old content – as long as its good quality – working for you.
Search Engine Optimisation should already be part of your marketing plan, but what can you do if you’ve done everything you think you can on a particular search keyword?
1 – Get links
Link building is now very much in a grey area as far as Google is concerned. They’ve essentially shut down a large part of the SEO industry with their clampdown on dodgy links. However, although they’ve decreased in importance, links are still a measure of quality and utility for content.
This is going to be hard work if it’s an ‘about’ page for a small local business, which is why you should be concentrating on providing content that has a genuine, wide-spread use. Do not pay for links, that’s definitely in the black as far as the search engines are concerned, but do maximise the quality links you have.
2 – Promote yourself
A good, genuine offer will get people talking, and social media attention now has a big say in your search results. If you can link your offer to another local business – buy a takeaway from restaurant A, get 10% off a bottle of wine at off-licence B – then you’ll get double the exposure.
If you have satisfied customers, don’t be shy about asking them to talk about you. They don’t have to turn into a paid shill, but if someone’s super happy with a job you’ve done for them it doesn’t help to gently suggest they supply you with a testimonial, or review you on an industry site or even better on your Google business listing – the tourism industry has been urging their customers to get busy on Trip Adviser for years, because it works.
3 – Lists
Another area that has been stamped on by the change in the SEO landscape is low quality directory sites (part of your SEO audit should include killing any potentially bad stuff lingering out there too). However, high quality article and directory sites are still your using.
A piece of good old fashioned PR doesn’t hurt either. Are there are any local bloggers you haven’t spoken to? They’re probably crying out for topics of conversation.
4 – Double checking
Make sure your old links are all up and running, and if they’ve been discontinued perhaps it’s time to work out why and ask the site owners if they’ll give them new life. Again, you need to be cautious, Google’s newest search rules – called Penguin 2.0 – are even stricter on bad quality links. If you’re concerned, ask Toolkit about our search engine services.
5 – Stump up
Who runs the world’s biggest search engine? That’s right, Google. Who runs the world’s biggest internet advertising operation? Yes, Google again. So, do you think Google is going to penalise you for using their pay per click advertising, or use that information as a positive on your ranking?
The joy of PPC ads is that you can dip your toe in with a very limited spend and see if it’s working – give it a try.
6 – Rewrite
If you’ve got old content and you don’t think you’ve got time to come up with more, then give what you’ve got a revamp. Google will like it, your customers will like it. Write with readers in mind, and don’t be afraid of using the services of a writer or editor if you don’t feel confident with words yourself. Toolkit works with one of the UK’s top copywriting agencies to get a great deal for our clients.
7 – Redesign
The way your site is put together is very important, and should be given a damn good going over from time to time. The way pages link to each other is very important. Toolkit offers a very competitive redesign service that will freshen up the look of your site to the delight of your customers and freshen up its internal architecture to the delight of the search engines.
8 – Mentions
Think about the sort of coverage you’ve got and try to influence it. SEO experts say the best thing that can happen in this context – without the now dead keyword stuffing days of old – is if your company name (and ideally your web address) appears with the search term you’re interested in.
So, if your business is dog grooming, you want as much proximity – while keeping any content you produce beautifully relevant and flowing – as you can manage between the two terms. It’s very easily done on social media and is said to have a very strong effect on rankings.
If you’d like to talk to us about any of our search engine or design services then please just give our friendly team in Southampton a call on 02380 633 644 or visit www.toolkitwebsites.co.uk.
Find out more about Toolkit Websites, Web Design in Southampton, Hampshire, UK and how they can help your business grow.