We have taken the key principles and made this short checklist (with explanations) so you can easily save, follow and execute the ideas below. With content on your website being one of the strongest indicators to Google these days that you are an authority on the subject at hand, it’s important to express that through your writings on the subject.
Tracking your websites online visitors
When someone visits your site, it’s very useful to know where they came from, geographic information about them, where they click, how long they stayed and many many other ‘actions’ they took.
This data helps you move forward with your business, project or hobby in the right direction. There are many free tools and techniques you can use (and paying ones of course), but Google provides you with the most up to date and accurate ones. These are free and give you a wealth of information at your fingertips.
I would start with setting up your Google Search Console profile which will help you monitor, maintain, and troubleshoot your site’s presence in Google Search results.
Following that, Google Analytics is the go to platform to get all the stats on your website (& more). You’re able to get insights into how users find and use your site. It’s one of the most accurate resources you will find to track your ROI (return on investment) and online marketing activities.
Another useful implementation is the tracking pixel. This is an HTML code snippet which is activated when a visitor enters to your website or clicks on from an email. This gives us insight into tracking user behavior and conversions.
Through a tracking pixel, advertisers can earn data for online marketing, web analysis or email marketing. Various advertising platforms have tracking pixels, including Facebook, Twitter and LinkedIn. These and all other tracking pixels are installed the same way, and offer similar functionality.
The Facebook tracking pixel is most popular pixel connected to advertising, so we’ll highlight that one.
Types of content for your website
When thinking about what type of content you should put on your website, it’s easy to get lost with not knowing where to start or what is the right information to communicate.
It’s important to always talk about your product/ service and offer the most useful ‘takeways’ for your visitor. And then hopefully you can turn this visitor into a user (of your product) or a client (of your service).
Now you may have heard about this before, but when you produce ‘evergreen content’ you have the opportunity to show Google that YOUR content is king. Evergreen content is information that is always relevant — very much like the way evergreen trees keep their leaves throughout the year.
When your content is interesting and relevant, it doesn’t become dated. This is important so that you can be found online by search engines and hopefully other websites will want to create a link to you. Websites that create links to you only increase your popularity within Google’s eyes, giving you an extra push up the SERPs (Search Engine Page Results).
The following topics should give you a great starting point! They are guaranteed winning angles to get your creative juices flowing:
- Beginner’s Guides (like this one!)
- General ‘How To’ Guides
- Data and Stats (geographical or otherwise)
- Product Reviews (and then update them periodically or with new product versions)
- Case Studies
- The History of Something
- Reference Books Relevant to Your Market
- Rethink a Common Viewpoint
- Your (or someone you know) Failure Stories
- A Success Story (also can be yours or someone you know)
- Lists (these never get boring)
- Top Tips for People to Understand Your Industry
- Best Practices
- Checklists (make it downloadable too)
- Pros and Cons on a Subject
- Refresh and Update Old Content
- Curate Content
- Drill-down on a Sub-Niche
- Series of Tutorials (a lot of people looking for help on the web)
- Strategies for Common Problems
- Interviews With Famous People
- Encyclopedia Entries
- Definitions, Glossaries, Acronyms (becoming more popular)
- Detailed Reviews/ Testimonials From Client
Now that you have the topics & plan, let’s move onto the actual core of the article…
Creating successful content on your website
Think of your content piece as a pyramid of keywords. You will have a single focus keyword/ key phrase at the top, under it will be ‘almost’ exact match keywords with slight differences.
Under that will be closely related synonyms, while beneath that will be loosely related synonyms and content arrangements. This concept keeps expanding as far as you can go, but in the end you get the jist of it.
To solve a problem in your article is one of the biggest draw cards to a visitor reading your content. The top three of all searches on line are questions. If you write answers to someone’s question, not only will this become valuable to them but it will to many others.
The more your answer is found, liked, shared, linked to and even quoted, the more Google will rank the page above other similar content. It’s a win/win!
We all know that the most memorable way to store information is when you hear it in story form. So what’s to stop you here? Take your content and write it as you were telling your best friend about your biggest passion.
Give it a strong opening, dig deep into the topic, elaborate on a point, frame it with easy to remember names, places, emotions, words and summarize its thoughts into a well executed ending.
One important thing to remember is that the length of your page, closely affects its natural ranking. Google LOVES pages with 2000+ words and these will commonly rank on page one of the google search results!
It goes without saying that when speaking on a topic, you should always combine the industry jargon and terminology in context. The main purpose of this article is for you to be seen as an industry expert right?
Someone who’s an authority on the subject…?
In doing so, when you release your next article, you will already have a captive audience from before.
To strengthen your position, it’s a great tactic to bring in other industry experts. This shows a collective thought on the subject and adds weight to your stance as an authority.
A quick and easy way is to reference them with a quote and link to the source but there is no limit to creative cross collaborations.
Internal back linking is a very important strategy to keep in mind. Play with your anchor texts from stronger, older pages and link to this newer, fresh piece of content. This again shows relevance to Google as well as onsite linking structure. The more you can help navigate the users around your site to the content they want to read about, the more it shows you care about their full journey.
A rule of thumb (as hard as it may be) is to stay far away from your content being too ‘pitchy’ or ‘salesy’. In this day and age, it feels like everyone is trying to see you something. Offer value rather than try and sell. If you work on the 90/10 rule, you will see much more retention of brand value with longevity as an authoritative source. Keep this up and the benefits will strongly outweigh the once off (potential) sale.
If there is one thing you can be sure on, its the data. Trust the data! But don’t just trust it, follow the data too. You can base all you decisions, strategies, planning, etc on real world information into how visitors used your site, where they went, how long they spent, which pages were read the most and so much more.
Its this data that helps you create more winning content, increase your success rate and actually add value to an ever growing user base. This is where Google analytics comes into its own, as they hold a goldmine of data for you to go through. Once you learn that software, you will have a much stronger direction, feeling more confident with each step. When they say knowledge is power, it really is with analytical data.
Revisit and revise content regularly
Now if you come to a point where your content gets outdated, there is no reason to delete it as you can now create an even stronger page. Google sees outdated content that gets an update even more valuable than if it was submitted for the first time.
Not only do you have all the link juice, authority and page history but now by refreshing it, you’re telling Google that you are keeping the page relevant. Continued work on a page just communicates your continued focus on the content relevancy. Modifying a change in focus, expertise or growth, reflects this new point of view (new knowledge).
Many times you will also be getting comments from your visitors and this is a great time to address those. Getting feedback (positive or negative) is just one very strong validation point for your information. You can turn these into more content pieces, distributed in widgets or sidebars.
Set yourself up for success
A very important part of this process is that once you have attracted and won over the visitor, it would be a shame to have wasted all that effort and lose them.
This is your chance to ‘keep’ them for life. Of course nothing is eternal (except maybe taxes) but adding in a call to action on every page is your starting point to building your database. This can be done in various ways:
- Enticing them to sign up for your daily/ weekly/ monthly newsletter
- Offering times/ dates to schedule a consultation
- Showcasing the social media accounts, so they can choose which would be best to follow
- Presenting an opportunity to let you know what they think in the comments section
This is a great way you can stay in touch with your new, developing community. Popular ways are with an email newsletter, your social media accounts, phone calls, Facebook (or other online) ads, etc.
One thing is for sure, you now have a strong piece of targeted content, relevant to a multitude of people, these people are now engaged in your offering, your community is building and your tribe is growing.
Pat yourselves on the back!