I’ve talked recently about creating cornerstone content about your company and its technology. But there’s also a good argument for creating some genuinely fundamental background content too. This could cover basic concepts in textbook style. After all, if your company claims to be an authority on blue widgets, it should be an authority on the science behind those blue widgets too.
One of our clients took the opportunity earlier in the year to do this (actually, they inherited some content from another site). The pages very quickly put it on the first page of Google for some fundamental engineering terminology. But was it worth it?
In terms of simple visitor numbers, there’s no question it’s been a huge success, for very little effort. The new pages have been bringing in more than 2,000 additional visits a month, on a site normally getting about 15,000. But it’s fair to say that most of these wouldn’t have been immediate buyers of the company’s products. All were looking for some very basic technical definitions, and many were from countries not served by the company.
However, there’s a good chance that a few visitors might have been potential buyers, in the future if not at the time of visiting. Even if the proportion is as low as 1%, that’s 20 prospects a month, which I suspect would cost several thousand pounds a year to generate by other means.
At least as important, however, is the impact these pages have on the site’s ‘reputation’ in Google. Great rankings for fundamental concepts are something Google loves, and that impact is passed on to other search results for the company’s site. In the case of our client above, there’s no doubt that its position for its key buying search terms has been strengthened this year.
Finally, pages about fundamental concepts are a magnet for links. If somebody is writing about a subject on the web, and refers to a technology but just wants to link to a definition instead of explaining that technology, they’ll search for a suitable citation. Wikipedia is an obvious one, but many people choose elsewhere. Write about fundamentals, and you’ll get links. And we all know that links are the basis of getting better Google rankings.
Have a think about the basic science and technology behind your company’s products. See what Google throws up for searches on those terms, and if there might be opportunities for someone to do it better. Could that be you?