Max loves fishing. In fact, at the back of his garage you’ll find a “man shed” dedicated to his passion — lines and reels cram every available space. I asked: “Why do you need so much gear? Surely one rod and reel is enough.
“Well, you see, Max has a theory: Five rods are better than one. How much better? Five times! He has a point and, as a content writer, I take a similar approach.
Feed the fish
To me, search engines, like Google, are hungry fish. When you post new content (blogs, case studies or white papers, etc.) search-engine crawlers visit to check you out. They take notes and this is called indexing. If you post regularly, your website becomes known as the “place to feed.” If you don’t, the crawlers visit less often.
Why is this important? Well, it’s through indexing that search engines decide on your website’s authority and who to send there — hopefully valuable prospects.
Make that content tasty
Your content must be relevant, so don’t write for the sake of it. For example, if you sell furniture, write about the furniture industry — regular posts describing your overseas trips won’t achieve anything.
It wasn’t so long ago that you could search a term and find articles that were completely irrelevant. This doesn’t happen so much anymore. You see, search engines are continually evolving to ensure that users find good-quality content online — their own survival depends on it.
Put your bait on thick
Be generous. Word count is another factor search engines consider when assessing your website’s authority, so the more words the better. As a rule, my blog posts contain at least 400 words. A reasonable word count is not only an indication of quality but also enables you to include more key words that your prospects use when searching for your goods or services. Be careful, though: a short blog is better than a long one that is padded out with waffle.
Why fish in one pond when you can fish in many?
Being “social” is good and the online communities that you are a part of influence your website’s authority. You see, if people find your content useful, they will write comments and share it among their networks. Everyone likes the popular kid, right? Search engines are no different. So, promoting content through social media sites like Linkedin, Facebook and Twitter, is an effective way to extend your reach, gain incoming links and build your site’s authority — word can spread exponentially in the online world and, before you know it, the “fish” will come.