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Is your business website getting little to no traffic?
If the only content on your website is that blog post you wrote three years ago, it’s no wonder traffic is at a standstill.
But did you know you can boost your viewer numbers, customer loyalty, and online presence by simply posting new content?
Even if you think visitors don’t notice that it’s been years since you wrote your last article or updated your site, they do.
And so do search engines.
Posting new content regularly is not only important to stay relevant in the eyes of your customers – but also with Google. It’s one of the easiest ways you can optimize your online presence for free.
And in today’s competitive online environment, that’s one of the best things you can do for your business. Why?
You stay ahead of the competition
In this fast-paced digital age, it’s crucial to think ahead.
Instead of waiting for customers to ask, have the answers they want – ready and waiting.
“But how can I answer a question I haven’t been asked?”, you might be wondering.
Have a think about it. You’re a business owner. You speak with customers over the phone, face-to-face, or even online through social media platforms. What do they ask you daily?
What do they really want to know?
It can be as simple as your weekend opening hours, or as specific as to how they should go about installing those new shelving brackets they just bought from you. No matter what, a customer coming to your site should be able to find the information they’re after.
And if they can do that on your site, rather than having to go somewhere else, you’re already ten paces ahead.
So have a think about which questions customers have asked you in the past, and start creating valuable content that provides those answers.
Still not convinced? This business owner made $2.5 million in sales simply by answering common customer questions in a single post.
You establish authority in your field
By creating up-to-date content on news, issues or developments in your industry, you’ll establish yourself as an expert with valuable insights who your customers will want to keep coming back to.
And it doesn’t have to be scary, lengthy, industry report-type content. It could be as simple as a DIY post on those shelving brackets mentioned in the above point.
This can increase customer loyalty and retention, which is highly valuable to any business – and not easy to come by.
Even if your competitors are already publishing content on topics you would like to explore for your own site – do it anyway.
You’ll have your own unique viewpoint to share, and so will your customers. So don’t shy away from leaving yourself open to comments. Encouraging engagement will boost your content even more. But the discussion starts with you!
You create more opportunities for keywords
Keywords are the words and phrases your customers type into the Google search bar to find answers to their problems.
For example, if they need a plumber in Melbourne, the keyword phrase they’ll search with is “plumber in Melbourne”, or more commonly, “plumber Melbourne”.
Going back to our shelving example, a customer might be searching for a post on how to install their shelving brackets at home. Their keyword phrase might be “how to install shelving brackets”, or “DIY shelving installation”. As you can see, there can be many variations.
The trick is to try and think ahead and work out what your customers’ problems might be, and which words they would use to search for the answers they need.
Then you can use these keyword phrases as inspiration to form ideas for content, which will hopefully come up when your potential customers do their search.
Don’t forget that your customers could be searching with voice-activated virtual assistants such as Google Assistant, Alexa, and Siri.
If you’ve written a really great blog post which ranks well for certain keywords, Google might feature a snippet, which appears at the top of the search results page. This is the first thing virtual assistants read out in answer to the requested search.
Here’s an example of a featured snippet for the keyword phrase “DIY shelving installation”:
This is also very powerful in helping to establish your business as an authority in your field, as mentioned earlier.
But remember, although keywords are essential as part of a broader SEO strategy, the most important thing is to keep your target audience in mind and write content that they’ll want to stick around for.
You get more attention from Google
If there’s one type of spider you’ll want to make friends with, it’s the one Google uses to crawl pages and index them.
Wait, what? Spiders? Crawling? I thought we were talking about Google…
Yep, that’s right. If you’re unfamiliar with indexing, Google uses “spiders” to scan (crawl) new pages on the web and mark them as suitable for ranking on search engine results pages.
It goes through this process for every new page or piece of content published to the web.
This means that when you publish new content, Google pays attention.
Indexing pages enables them to be found in a Google search, which gives you more chance of getting found online by your potential customers.
But this is where we start getting into the pointier end of search engine optimization. And creating great content doesn’t require expert knowledge of the technical side of SEO.
To begin, all it requires is your expert knowledge in what you do best.
Your products. Your services. And your customers.
So if you’re ready to start creating new website content to boost your business, but don’t know where to begin, keep an eye out for our next article on how to start writing your first blog post.