Small business search engine improvement is not for the feint of heart. Google, Bing, Yahoo, and countless other search engines have been updating their mathematical algorithms to give users improved search results. The downside is that most businesses and non-profit groups don’t really know how to keep up. One thing has rung true above everything else:
Great Content = Great Search Performance.
Between email newsletters or blasts, social media, guest blogging, and good ‘ol fashioned organic search performance, your website has a lot of potential vehicles headed for it. Content is the fuel powering those vehicles. The better content, the better the vehicles perform. The question is: how do businesses and organizations produce great content?
Businesses and organizations really have two choices for developing great content. They do it themselves or pay someone else to do it for them. Having an outside vendor develop that content isn’t a bad thing, either. Not everyone is a writer and not every business or organization should devote time to writing. Think of how long it takes to write an article. Think of the hourly rate of that person writing and now think of the other work that person writing could be doing. The math adds up fast. An outside service provider might be a world less expensive.
In truth, it might be far less expensive to have someone else write the content, but it doesn’t stop there. All of that “brand vehicle fuel” just sitting on your website isn’t doing much good, either. It needs to be pumpe into social media, distributed in email blasts, shared in discussion boards, and flung out into your interest community. Looking at all of that, the cost benefit of doing internally versus an enthusiastic vendor partner might be startling.
We’ve succeeded with this on many occasions. We’ll even write one or two free blogs for our clients just to prove how well it works. We demonstrate how it works with social media, with email, with search, and measured with real metrics. In almost every occasion, we end up regularly developing that content and managing its dispersal.
Spend wisely and not just “downstream” with SEO, but also “upstream” with the right website, the right content, and a pro-active content calendar. Your business or organization will quickly find that the river of results starts to flow pretty fast from the “source” — content.