How can I easily increase traffic to my website for free?
Start your page with a question and immediately provide an answer in one sentence.
Then, you can provide more information underneath. . . .
According to NP Digital Co-Founder Neil Patel, 14% of internet searches are phrased as a question. When starting your page with a question and answer, time spent on that page will decrease by over 20% (because people are able to find the information they need quicker); however, your rankings and traffic will go up.
To illustrate how this tip would be applicable for another small business, let’s use a painting company as an example. (Why a painting company, you ask? No good reason; just the first business type that popped into my head. Anyway. . . .)
If a painting company wanted to devote one of their web pages to pricing, they could start the page with a very commonly asked question like . . . “How much does it cost to paint a room?” and answer clearly while acknowledging every room is different. For example: “A 12×12’ room typically costs about $600 to be painted, though a number of different factors can affect that price.” Then, they could go into more specifics about their cost structure in subsequent paragraphs/lists.
Can you think of a scenario on your web site that might benefit from this trick? Share your thoughts in the comments below!
If you haven’t considered starting your own company blog, you should, because that vehicle can be extremely useful in developing and promoting your brand.
Specifically, a blog:
Creates a platform for defining who you are to existing and potential customers . . . as well as creating an additional regular need to further define yourself as you produce the ongoing content for your blog.
Provides an opportunity to promote specific products and services while giving you the opportunity to highlight differentiating qualities – your sales advantage!
Gives you a platform for telling your side of any story involving controversy or dispute.
Can help humanize your company – associating a name and face with your operations. (Toward that end, you might want to consider giving your key employees the chance to guest blog rather than assuming you need to produce all of the articles yourself, an approach that offers the added benefit of showcasing the depth and expertise of your organization.)
Establishes a venue for starting a dialogue with your customers, especially highlighting the customer service philosophy you want associated with your brand.
Provides a tool for generating new opt-in customer leads. (Collecting e-mail addresses as part of your blog also develops a mailing list to push out notifications of new articles being available.)
Adds valuable content to your website that can help boost your SEO (Search Engine Optimization) because substantial amounts of fresh content have a beneficial effect.
Creates a platform for discussing your community involvements and charitable activities, which are elements of most company brands.
Forces an ongoing process of self-examination crucial to staying on course with your branding strategy . . . while providing useful frequency in keeping the visual elements of your brand in front of your audience.
Encourages the development of your online brand personality and social media presence as you repopulate content across those outlets.
Plus . . . you get to build new accompanying skills learned while managing your blog.
With so many potential benefits, what is the possible downside?
Full disclosure – the company that I worked for across many years never did start an official company blog during my tenure, though I was certainly a proponent and made the suggestion several times. That said, I understood the reluctance – with the main obstacle being the potential drain on resources. To be successful, a blog requires regular content; you have to assume many hours of talent will be spent:
Writing the articles.
Building and maintaining the web site presence that houses the blog.
Updating/removing/archiving out of date content.
Responding to any feedback . . . and perhaps retooling operations to address this market intelligence.
Monitoring impact upon SEO and social media activities.
Furthermore . . .
If you elect to highlight the efforts and contributions of key employees and make them part of your brand, any loss of talent to other companies (for example, an employee leaves your business to work for the competition) is magnified and becomes even more potentially damaging to your success.
The Bottom Line: To Blog or Not To Blog – That is the Question
While I understand the possible downside, I suspect the risk of committing to a blog might be greater for large established companies than small ones. If you have the necessary patience and commitment . . . as well as the required communications skills, I believe a blog can be a very useful tool in building and maintaining your brand identity. While you will certainly be devoting key resources, the content you create can provide many ancillary benefits, including support of your marketing, social media, and web development activities (among others). Just know that, like every other worthwhile endeavor – any payback is in direct proportion to the time, effort, and talent invested!
SEO or Search Engine Optimization, in a nutshell, helps your web site be found online.
The very first step is to make sure search engines know your web site exists. Or, more specifically . . .
CHECK WHETHER YOUR WEB SITE IS INDEXED
Search engines “crawl” the internet, reviewing each web page found, and then organize the content in their “index” to provide as future search results based on the relevancy to keywords searched. If you’re not in the search engine’s index, you’re virtually invisible to searchers or, as applicable to us small businesses, potential customers.
Seeing whether your web site is in their index is easy. From any search engine, search for “site:yourwebsite.com”. (In our case, we search: site:brandbuildingforsmallbusiness.com.)
In our check, we found that most of our blog is a part of Google’s index. Since Google performs the lion’s share of searches (see below), we’re going to focus on them.
WHAT TO DO IF YOUR WEB SITE IS NOT INCLUDED IN THE INDEX?
According to Google, a few common reasons explain why a site might not appear in search results. The most popular issues and some potential solutions are listed below for you.
PROBLEM: Other web sites do not link to your site, and/or your web site is simply too new.
POSSIBLE SOLUTION: You can create pages for your business in social media venues (like Facebook, Pinterest, etc.) and include links to your web site.
POSSIBLE SOLUTION: Find popular web sites that could benefit from content on your web site. Once you’ve identified some possible targets, send an email or letter to the appropriate person (usually a contact page will have the needed information) and explain why you believe their web site would benefit from linking to yours. Be sure to follow up.
POSSIBLE SOLUTION: Get online reviews. If applicable to your products or services, create a page for your business on popular review sites (google, yelp, etc.) and seek out reviews. If you know of a particularly happy customer that has a web site or a strong social media following, ask for a plug to your business.
POSSIBLE SOLUTION: Think about business contacts that could help you promote your web site. For instance, you may use intermediaries or suppliers that have an appropriate place on their web site to link to your business.
POSSIBLE SOLUTION: And last but not least, post quality content and be patient. “If you build it, they will come.” Whether a baseball field or a web site that adds unique value to the digital world, people will eventually find you, and they will link to your web site.
PROBLEM: Google’s ability to crawl the site has been hindered by Flash, other specialized technology, or a lack of text.
POSSIBLE SOLUTION: If your web site utilizes Flash or another specialized technology, you may want to consider a redesign in HTML. While this could be a significant undertaking, you want your web site written in a language that search engines understand.
POSSIBLE SOLUTION: Review the image to text ratio on your web site. Do you have enough words for search engines to fully understand the content for each page? If not, you can either replace your images with text (try to use formatting to achieve that same visual appeal) or supplement the images with explanatory captions. Remember that you’re communicating with your web site’s audience as well as search engines.
PROBLEM: Your web site generated an error when Google tried to crawl your web site.
POSSIBLE SOLUTION: The most common reason for this problem is secured content. If your web site requires a log-in to enter the site, Google won’t be able to enter either. Consider restructuring your web site so that your more general pages are open to the public and only the pages truly requiring a log-in get that restriction.
POSSIBLE SOLUTION: You can also register your web site with Google’s Search Console, which can give you some more specific information about the errors generated.
If you have any questions or comments about getting included in Google’s index, we’ve love to hear from you. Scroll down to the comments section. . . .
The next goal of course is to improve your web site’s search ranking, which will be the focus of a future post.
Special Note: Brand Building for Small Business has been identified by Feedspot (www.Feedspot.com) as one of the Top 100 Branding Blogs. Feedspot provides “the most comprehensive list of branding blogs on the Internet” so we are pleased to be part of that group. To learn more, visit https://blog.feedspot.com/branding_blogs/.