Don’t have the time to create FRESH content?
Creating fresh content for your website audience is a great idea for a number of reasons – not the least of which is the importance that search giant Google places on it. Any website owner with experience will tell you that fresher content scores big “points” with the Google algorithm and this leads to better placement in search results.
I can hear you now – this sounds like an easy way to improve any site’s “search-ability”, but who has the time to sit down and create mountains of content when there is a business to be run?
Trish, from LUXE Fashion House in Bowen, had recently read about Google’s fresh content “policy” and she asked Rusty Mango Design whether she should have a blog on her new website to satisfy this requirement. I replied that a blog is a great place to start but it’s only one of many options and not really one that suits if you are a time-poor small business owner.
So – the big question – how do you keep Google happy if you don’t have the time to create content?
The answer – get onboard with some User-Generated Content (UGC) – created by your own customers and site visitors.
An Instagram feed for your website is surprisingly easy to set up, depending on the framework used for building the site. The feed can be set up to display images from throughout the web and be further refined through the use of hashtags. For example, online store Kaleido Kollection uses the hashtag #kaleidok to run a small competition on their website. Any customer who uses the tag to display their recent purchases on Instagram gets almost instant recognition on the Kaleido Kollection site and automatically enters the draw to win store credit.
Once again, easy to set up depending on the framework, a forum allows for customers to log in and talk about their experiences with your business with others. They can “show off” their latest purchases, share ideas and even help each other with advice and support. A forum, however, must be moderated by someone to ensure that brand damaging information is not appearing otherwise the forum could be doing more harm than good.
Note: by default, most forums are set up to “no index” which means the GoogleBot cannot access the information inside. If you are using the forum as a means to drive up your Google ranking, this setting needs to be changed.
Selected product tests
Do you have a “favourite” return customer who is already an advocate for your brand? Why not reward them with a free product in return for website content? For the small cost of an item from your business, you could get them to take photos of the product in actual use, write a testimonial on the merits of your services or even ask them onboard for a guest blog entry detailing their experiences working with. I know this may seem like a “bribe” but, if it is done honestly, there is no-one better to talk about your goods and services than the person who uses them.
Belkin, a manufacturer of after-market cords, chargers and cases for phones and tables, recently teamed up with LEGO and brought out an iPhone case with LEGO “bumps” on the rear of the case. As part of the launch of this particular product, Belkin ran a competition for its customers, challenging them to use their case and additional LEGO bricks to make marvellous creations. The response was tremendous and as a result, Belkin received loads of entries and content for their site.
As you can tell, some of these will still require a bit of your time to moderate and apply to your site. But in the end, regardless of which way you go, your business (and its website) will be the winner. Not only will you free yourself from creating all new content yourself but by using content created by your business’ community, you are endearing yourself to those who follow your brand.