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The more pages your site has, the more opportunities it has to rank for new terms. But how can you add content without adding clutter?
Every page on your site has optimised content. Visitors and search engines seem satisfied by your unique body copy, but you’re not. You’ve reached a crossroads.
Whilst the site has achieved good rankings for some terms, there are still more that you want to target. Hundreds, if not thousands of opportunities to get your site noticed. What can you do to increase the size of your site, get more pages and earn some new rankings without shoehorning in worthless content?
But before going on to explain the how, we should take a quick look at why you need more content.
Well, essentially Google feasts on words. It uses them to determine relevance when it comes to indexing sites. The more information you are able to give the search engine, the better your chances of ranking for your targeted terms.
With each page being an individual entity able to earn its own rankings, your search engine visibility can be increased hugely simply by adding more pages. More pages, means more content and that I think sums up the why part of this post well enough.
So how exactly can you expand your site? Below we look at some of the more natural options available:
A Blog / News Section
This is probably the most commonly used method for boosting site content. An integrated blog or news section allows you to provide useful updates, share industry information and address visitors directly. It is also a great way of improving site wide SEO.
Each blog post becomes a new page on your site. It provides fresh opportunities to earn links and attract targeted traffic. It also allows you to share links across your site, providing an opportunity to strengthen and divert visitors to your real money pages.
The content itself is up to you. Most business sites blend industry news with company updates as this will attract a targeted audience. Clearly it has to follow the tone of your business and ought to be relevant to what you offer.
Buyer’s Guides / Advice Section
Kill two birds with one stone. Give your visitors extra information that will help inform their decision to buy and improve your search visibility for the phrases used. These sections tend to be permanently expandable, allowing you to update as new products and services become available.
Whilst you don’t want to get too carried away, expansion of a buyer’s guide or advice section is largely driven by your resources and available subjects. Including tenuous guides of little value won’t reflect well on the site and will do little to encourage visitors landing here to investigate further. So always try to ensure that the content you include adds value.
A common feature on many sites, the FAQ section allows you to address the questions that your visitors have and develop your content. Again, you don’t want to find yourself answering obscure queries for the sake of an extra page; however, as your site and services develop so too can your FAQs.
Build yourself a useful resource and ensure that you are helping your visitors, not just yourself.
So there you have it, three straightforward ways to expand your site without devaluing it. By ensuring that you maintain relevance and don’t just add a page for the sake of gaining a ranking for a new term, you can help your site improve as well as grow.
Make sure that your money pages don’t fall off the radar entirely though. New rankings aren’t quite as beneficial if your main search terms start slipping. Freshening things up on your key pages can help to get them re-indexed and improve focus on the keywords they’re targeting.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.