The best way to increase your company’s Google ranking – often a key to a potential client finding your business — is by stocking your website with fresh content. In addition to the usual “Home” or “About Us” pages, here are 15 ideas for content-rich pages and links whose presence on your site will help push you to the top. By keeping your content relevant, engaging, and new, your site becomes a “Go To” destination for information about you, your company and industry.
A well-stocked website provides online visitors with a clearer idea of what your company does, accelerates your credibility, builds trust, and encourages interaction. Including some or all of these features will attract new visitors and keep existing clients coming back for more.
- Blog: business blogging is the best way to add in-depth content to your site–it can be informational or entertaining; a new project or an observation; just make it engaging. The more “shareable” a post, the better. A “shareable” post is one that gets incoming links from others who like what you’ve got to say. Vary the length of posts for best results.
- News: the latest news about your business and staff — include press releases, notices about speaking engagements, webinars, archived newsletters, PowerPoint presentations, awards, articles, books and new products or services.
- Glossary: terms specific to your industry – your clients will thank you.
- FAQ: Frequently Asked Questions about your business products, services or processes.
- Resources: links to other sites, companies or organizations that you recommend and think visitors may find beneficial.
- Community: events, seminars, conferences and meetings that your clients may want to attend or participate in.
- Portfolio of Projects: both completed and in-progress. Include photos or videos when possible.
- Testimonials: surveys show that sales are spurred by advocacy.
- Case Studies: discuss the Situation, Process, Resolution, Outcome of individual projects…so clients can better understand how you do, what you do.
- History or Timeline of your company: milestones and photos.
- Client Listing: you can cross-link to projects you’ve done for them or to a related case study.
- Recommendations or Favorites: books, articles, videos, new gadgets – you name it –things you think your clients might appreciate knowing about.
- Good Deeds: promote a cause or organization that your company supports.
- Video: can be video blog posts, an interview, a virtual tour, tutorials. Video gets higher Google rankings.
- Gallery: personal exhibits of photos, art, collectibles, events, travel, recipes – the personal side of you and your staff.
Bonus: While the following are not necessarily “Content” in terms of searchability, including them can make your site more functional and effective:
- Blog or newsletter sign-up: ask visitors to either provide an email address for blog postings or newsletters or to subscribe to an RSS feed
- Share buttons: make it easy to have your content shared on social networks like LinkedIn, Facebook, Twitter or Google + and bookmarking sites like Digg and StumbleUpon
- A map: if applicable to your business
- Links: to the LinkedIn, Facebook or Google + pages about you or your company
Want help with increasing your online presence? Martha Spelman is a Los Angeles-based small business marketing, branding and social media consultant. To find out more, click here.