This week we’ve looked at why SEO is no longer what many people think and what SEO really involves now. So let’s come up with a plan to really optimise the amount of traffic we get from search engines.
The first thing to do is to audit the site and make sure the pages are presented to the search engines well. Is there a sitemap? Do the pages have good, descriptive titles? Is there a nice hierarchy of pages which give the various sections identifiable themes? Is each page about the content, or has it become so swamped by sitewide menus and “page furniture” that a search engine will have difficulty identifying the good stuff? If your site is horrible, is it really, really impossible to fix, or are you just assuming that there’s not enough budget (or that head office wouldn’t improve things if asked)?
The next thing to do is to get an ambitious schedule of new content drawn up. Product information, case studies, technology background articles, staff interviews …there’s so much you could add which would make the site more lively and which would feed the search engines with their insatiable demand for new text. Your website is far more important to your company now than a trade magazine ever was …and guess who’s the editor? Just like any publisher, you need an editorial calendar.
Finally, how are you going to promote this new material? Some of it will be suitable to offer (in a suitably reworked version) to trade magazines and other third party publishers. Are you going to work it into LinkedIn discussions, or pose questions on your company Facebook page to which your content is the answer? Can you present it in such a way that other people, probably people you don’t even know, might link to it as the definitive answer to something? There are far more ways to draw attention to what you’re doing than ever before, but it’s down to you to get them moving.