I have to confess, most companies who we create blogs for also get an RSS feed, a Twitter stream, and email distribution …but not a Facebook page. I’ll hold my hands up: while everyone here is “on Facebook”, none of us have seen enough demand from clients to really learn how to get the most out of it from a business perspective. I was interested therefore to read Think you Need a Company Facebook Page? Think Again on Daily SEO Tip, which rather backs up my suspicions. It’s a fairly controversial article, because there are so many stories out there about big businesses using Facebook (apparently) so successfully, but the RoI for an industrial concern must be substantially less. The other side of the argument is presented in Your Company Actually DOES Need a Facebook on the same site.
Did you know that one of the ways in which Google decides how relevant a web page is to a search term is by looking at the page filename? So guess what? A page called “widgets.html” has already got a head start over a page called “23frY67775.aspx” or something equally random assigned by a bad content management system. This article, on our website, is a page called http://www.bmon.co.uk/2010/03/filenames-arent-just-for-computers/ and all the websites we rebuild for companies put the keywords in the page URL in this way.
But a web page doesn’t have just one filename associated with it. What about other elements which appear, such as images? It’s important to get the keywords in those filenames too. So if you’ve got a photo of your latest widget which you’re about to upload to your website, make sure it’s called “widget.jpg” and not something pointless like “image432.jpg”. Use everything you can to help Google work out what your page is about, and Google will help you in return.
There’s a nice article called How To Name Your Websites Files on Daily SEO Tip if you find the subject interesting.
I’d be prepared to bet that in your website analytics report, no external site comes even close to Google when it comes to the quantity of visitors it sends. Well here’s something you might find interesting. I have a site where Google gets a run for its money. The referrer which does nearly as well? Wikipedia.
Now, it’s well known that links from Wikipedia are tagged so that they don’t pass on any of the link strength which powers your website’s ranking in the search engines. However, many people forget that the sheer number of visitors to Wikipedia mean that a mention there will bring you a substantial amount of direct traffic.
Any of us can sign into Wikipedia right now and create a link to our website. That’s how Wikipedia works. We’re all editors. But if it’s not a proper, helpful link, then it’ll quickly be removed by other editors. So have a read of a nice post on Daily SEO Tip called (deep breath) Sticky-Wiki Dos and Donts: How to Improve your Chances of Maintaining an Incoming Link on Wikipedia. Then think about where you could give yourself a genuinely useful link from the world’s sixth most visited website.
If a page on your site can be accessed with more than one URL (http://….), this can cause difficulties with the search engines, which might consider you’re repeating the same page over and over again, even though you’re not intending this to happen. The search engines may divide up the “strength” of the pages between the different versions they think they can see, and indeed, external links may be divided between the versions too.
But do you suffer from this problem? It’s hard to know. In Quickly Find Your Site Duplicate Content Issues on Daily SEO Tip there are a couple of ideas which might be worth investigating. I’d recommend following them up.
Note: If you like the idea of having a giant spreadsheet of all the pages on your website, we have a brilliant new tool here at Business Marketing Online called the Page Manager, which will give you exctly this. Like all of our products, it’s available for our Insider Programme Pro members to use at their leisure.
Within your company (whatever its size) is a massive resource of “how-to” information, much of it stored in the heads of tech support, installation and sales people. For almost every one of your company’s product lines, you could write general “how to install” or “how to use” articles; not designed for users, but designed to demonstrate to prospects what they’ll be able to do with your product, and (with any luck) how easy it is to do it.
Couple this with the steady increase of “how-to” websites on the internet, and you have an article which could well give you a lot of marketing benefits. It’s also great material for your company blog. If you’ve asked product managers to contribute marketing material and received a marked silence in return, asking them specifically to write a “how to use product X for…” piece is much more likely to get a response, because everyone knows they’re the best-placed people to write that article. Don’t forget in the brief to say that the piece should be written as if it’s for an existing user of the product (although in reality it will be read far more widely by prospective customers).
Some help in finding some online homes for your article (after you’ve got it on your own website) can be found in Build Links with Instructional Content on Daily SEO Tip.