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Build Content
Part 5, Build Content. This is probably the most time consuming and difficult part of the search engine marketing game. Why is content important? As stated in Part 4 of this series, Google (and Yahoo to an extent) do not distinguish between internal and external links. The more pages indexed, the more links to spread around among your pages. But IMHO links does not, by itself, the importance of page content. Just trust me that it is important to have lots of pages. And it is even better if the content on these pages is freshened on a frequent basis.
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- Group Content Around Your Target Audience. The best selling legal form on MedLawPlus.com® is the llc operating agreement. In order to promote this form, I build a page explaining the steps to creation of an LLC along with a separate page for each state containing LLC links for that state. That's 52 pages of informational content designed solely to support marketing of the LLC operating agreement. Note: don't give in to the temptation of copying content from other web sites. If both pages are indexed, Google will eventually note the copy and penalize your web site for same.
- Two pages better than one. Build a separate page for every product and service you offer that is any legitimate way distinguishable and then link all of these products back to a master page for this particular category. For instance, let's say you are a used car dealer that specializes in BMW, Mercedes, and Porsche. My suggestion would be to have a master page for each brand containing a link to a page for every single car. Again, the URL for each car's page should not contain a variables but, rather, be fixed (as opposed to dynamic) and have a link back to the BMW master page as well as all the major pages in the web site.
Fixed URL: www.usedcars.com/bmw/528i-2003-blue.htm
Dynamic URL: www.usedcars.com/bmw/vehicle.htm?id=12332cc4
- User Comments. User comments are great content. It's essentially content for your web site created by someone else's effort. Once's the software for it is in place, you the site administrator don't do much other than monitor for inappropriate statements. BTW, feel free to click on the link below and leave any comments or questions you have. I monitor all comments submitted and will respond to questions (assuming I have something useful to add).
- Customer Newsletters. Does your company already create a month or quarterly newsletter? Put it on your web site. If you are not web savvy and do not wish to pay to for creation of a web page, just convert the document to PDF and presto, you've got a web page. Here is a free service that converts various document formats to PDF. This is a sample newsletter in PDF format.
- User Questions. Do you respond to customer or web site user questions? I recommend putting the Q&As into web pages (separate web page for each question and asnwer). MedLawPlus.com® has used this method extensively to promote the site: see Ask A Plastic Surgeon and Ask A Lawyer. It works best if the Q&A relates to a product or service that you sell or promote through your web site.
- Information Collection. Another strategy is to collect useful public information relative to your product or service and display it on your web site. The best selling legal form on MedLawPlus.com® is the LLC operating agreement. Here is a page dedicted to explaining how one goes about forming an LLC. That page also contains links to pages I created for each state contain links to that state's LLC articles of organization and its version of the model LLC act.
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Part 6: Search Engine Pay Per Click Ads
Joe's Search Engine Marketing Tips Home Page
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