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Recent and relevant content breathes new life into a website and increases the chances of being found by search engines. While a blog is a particularly common way of attracting customers to your website, there are plenty of other ways beyond your blog to improve your search engine ranking, to provide important information, and to generate new leads and customers. Here are five ways you can update your website with new content:
Create a News or Media Section on Your Website
Every business creates reports, press releases, award information, and event information that can easily be posted in a news or media section on a website.
Pamela Seiple of HubSpot suggests making your company’s contact information easy to find on your news page and then carefully selecting what you share on your news page in order to avoid cluttering it. She writes, “if you’d like to showcase your award wins or a list of the media coverage you’ve generated, you might provide a snapshot of highlights in your newsroom but also link to separate pages you’ve built to house more detailed information.”
Create a Resource Center for Long Form Content
Whether you merge your blog posts into E-books or create tutorials for your customers, a resource center or product information page can be a powerful tool for attracting customer interest and generating more leads, especially if you add a sign up form that customers must fill out before downloading your resources. Provided you keep the sign up process free and simple, you could both draw in new leads and increase the relevance of your website for customers.
Corey Eridon of Hubspot suggests, “Simply draft an abstract or select a poignant excerpt from the content to publish as a sort of preview. Then, direct the visitor to the landing page where the content can be redeemed.”
If necessary, you may also want to create another section about your products that addresses specific questions that new customers may have. This is different from a resource center that covers the needs of existing customers.
Write Original Product Details on Your Website
Unique product details aren’t just important for targeting your customers. They can also help your search ranking. Armando Roggio writes for Practical eCommerce, “Compelling, informative, and unique product descriptions can help your ecommerce business increase sales. Moreover, original product descriptions can help avoid Google’s so-called ‘Farmer algorithm’ penalty, which can affect retailers that copy product descriptions from competitors, or that use the exact descriptions suggested by suppliers.”
Unique product copy can be especially helpful in your SEO plans. Corey Eridon at HubSpot suggests, “Take advantage of this space to write unique, keyword-optimized content that describes the product, compels readers to take action, and helps you rank for important search terms.”
A Website’s Learning Center
A learning center is a place where you can share your own videos, slide shows, or customer videos demonstrating how to use your company’s products or demonstrating the way you work with customers. Content such as podcasts, webinars, and learning videos all should be easy to find on an organized page.
For example, domain registration service Register.com has a fairly extensive Learning Center that covers topics that are important for customers who own websites. If you create content for your customers or for SEO, don’t let it go to waste in a place where customers can’t easily find it.
Reviews, Testimonials and Case Studies for Your Website
Reviews are an essential source of information for customers. A recent Search Engine Land survey reported the following results: “Approximately 72% of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business.”
Collect reviews and testimonials on your website and make them easy to find by including links on your home page, media center, about page, and especially on product pages. Don’t let distributors and search engines own all of your product reviews. You can even add incentives to draw customers to your website to leave reviews.
Content creation requires learning how to both reuse and organize what you’re already creating. Sometimes you may need to write original content, such as new product descriptions or press releases, but every new press release, learning article, or video you upload to your website provides stronger SEO optimization and ties with your customers. The payoff for writing fresh content for your website can be huge.
This guest post is written by Lior Levin, a marketing consultant for a company that offers a to do list app for businesses and individuals, and who also consults for a customize neon sign store that provides various neon signs.