Before you hire a SEO firm, let’s look at some of the best websites out there and how you can use their examples to improve your website.
Wikipedia is in the top search results for a surprisingly high number of search terms. A 2012 study found that Google in the top five positions of 96% of the 1000 search terms they queried.
What can the rest of us learn from Wikipedia’s dominance of so many search terms? Have a large volume of unique content. You won’t get this by rewriting the same article ten times. This isn’t achievable with a short answer to every user’s question.
Another lesson to learn from Wikipedia is having a targeted web page to each key term without keyword stuffing. One way to achieve this is having a separate web page for each of your products or consultants. Provide details product specifications for each product. www.ThinkTankSEO.ca A Calgary SEO firm can give you ideas on the content you probably already have in the organization and optimize it for generating page views, as well as ways to funnel visits into purchases.
A surprising number of searches bring up eHow and other content by Demand Media. Long dismissed as a content mill, what does Demand Media do that puts it so high in so many search results?
List both the questions people ask about the product and the answer. (Google’s context based searches reward websites that answer the question Google thinks users are answer. Placing the question on the website maximizes the odds that users searching in that context see your page. Putting the answer to that question almost clinches the deal, as long as Demand Media hasn’t already written an article in narrow band. A Calgary SEO firm can help you determine what content won’t compete with the top dogs and how to improve your content to get the top rankings in a number of common searches.
When you search for a health related term, the odds are that the Mayo Clinic’s page on that disorder or disease is near the top. It sometimes ranks up there with Wikipedia and scholarly articles on the subject. Why is this?
Google awards author ranks. Authors who are verified have content rewarded with higher scores with the search engine. Sources that are considered ultra-reliable or expert receive even higher weight in search engine results.
Getting your website’s content creator an author ranking is one way to try to copy the Mayo Clinic’s success. Adding scholarly links like professional papers your team members have published to the website also improves its reliability. For example, add excerpts and links to professional society papers your team members have had published to their biography pages. Post articles of process improvement endeavors at your plant published by the ASME or IIE on your website. Conversely, anonymous content should be avoided.
Long mocked as the latest generation of the boob-tube, Youtube frequently comes up as a top hit in response to queries. This is due in part to Demand Media’s outpouring of how to videos that answer the context based searches Google tries to answer. But why would a video be considered the answer to so many questions?
One reason Youtube gets the rankings is the sheer stickiness. Google gives credit to sites with “stickiness”, where people go to get an answer and stay for a while. Youtube’s ten minute video on how to troubleshoot a rattling dishwasher gets more points than the half page of instructions simply because someone stayed on that page longer.
There are two main ways you can copy Youtube’s example. The obvious one is creating how-to videos that promote your product in addition to answering questions like “How do I change out the XYZ part?” Another option is creating much longer, detailed content that keeps readers on your website longer, leading to a higher “stickiness” rating that improves your Google rankings.