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It’s all about content

It’s still surprising how many companies get a website made, and then think that’s basically it until the next redesign. Sure, they’ll add a new page every time there’s a new product, and maybe stick on the occasional case study. But the general attitude seems to be that the website “is what it is”. Making the site perform better gets left to ‘SEO’.

This is a huge mistake. It’s treating the site like a brochure which has been printed and can’t be improved except by paper-clipping the odd addendum sheet to it. The most successful websites should be constantly expanding, adding more and more content which addresses what prospects might be looking for.

So many companies talk about being in the ‘solutions business’. They’ll justifiably talk about their expertise and their ability to solve prospects’ problems …but only on the ‘About Us’ page. That’ll be as far as it goes. How many of these ‘problems’ will be discussed on the website? They’ll tell anybody who listens that they’re not in the business of selling widgets. “What we actually do”, they’ll say, “is to use widgets to solve problems, like increasing flange throughput or reducing sprocket counts.” Yet their website says they sell widgets. It just looks like a tiny version of RS Components or even Amazon.

When anyone uses a search engine to ask: “How do I increase flange throughput?” or “How can sprocket counts be reduced?”, the company will not appear. And why? Because there’s nothing on the site about the problems they solve.

If we want to get more traffic from search engines, we should be adding several pages every month to our websites. We should constantly be asking: “What questions are our prospects likely to be asking?”, and creating pages to answer those questions.

In the end, SEO is really all about content. There’s absolutely no question that Google loves sites which are growing, and answering searchers’ queries. Do you have a scheduled new content strategy, and the resources to deliver it?