I was browsing Upwork for interesting projects and came across one for an IT company that needs SEO help. I checked out the company’s website and its social. I never got around to submitting my actual proposal to do the SEO work because after seeing their digital footprint, I decided to just offer some advice. My advice was so spot-on for many of the SaaS and IT companies I’ve done copy for that I decided to make it a blog post. Enjoy and deploy.
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I’m going to lead with a peculiar statement and that is this: I’m not sure what it is you do.
That may or may not be a bad thing, depending on who your client typically is. If your clients are other tech stars, huzzah! You are probably winning!
If they are regular Joes like me (I literally read your website, then went and made a cup of coffee before coming back again), you may have a UX issue as well.
The next thought I’m going to lead with is that I may not be the best fit for your team. I say that because if someone on your team cannot de-nerd your home page for me, I’ll be no good to you.
But I am a helluva SEO writer and a brilliant content strategist, if I do say so myself. So, I do have recommendations for you.
TIP #1 – BLAND, WHITE-LABEL FILLER
Get rid of sentences like these: “Our company provides a wide range of Project Management and Installation Services to meet your business needs.” Found it on your IT Project Management page. You get one or two sentences to drive the point home before your prospect’s eyes start to glaze over. SKIP THE FILLER. NEVER FILLER. Gostraight to their problem, the pain it causes them, and how you solve the problem.
TIP #2 – WHAT TO BLOG ABOUT
Only write about what your customers are searching Google for answers to. None of your customers are searching the term “Redundant IT Support.” But they are white-knuckling their phones and dashing around the office punching in stuff like:
“What to do when your IT network is down.”
“How do I choose an IT support team?”
And saying stuff like…
“OK Google, how do I repair a broken network fast?”
The words your customers use to conduct Google searches are your KEYWORDS, and keywords are what Google is looking for to connect your solution to their problem.
Use keywords in your blog titles and throughout your blog content at a density of about 2% to 4% (2 to 4 keywords to every 100 words in your blog post).
TIP #3 – GET YOUR FACEBOOK AND INSTAGRAM GAME TIGHT
I see you’re making use of your Facebook page. I have one suggestion: Stop talking just about technology. If you MUST tech-it-up, how about telling people the inner workings that must be in place for the Oscars to go off without a hitch? How about just putting up a cool quote or two that the funniest guy in the office said? What about a 10-second Instagram series called, “What I hate about tech guys”? Just be people like 30% of the time and techxperts the other 60%.
Oh, 10% of the time, you’re going to be asking for the sale.
That should get you started.
I’ve attached my resume for you to review. I can help you. Contact me. -Sorilbran
P.S. – *** If you have the resources, consider updating the look of your website. Go full-width, bold colors, clean design. When it comes to your home page, choose graphics + headlines over paragraphs. Easier to grab people’s attention that way. I’ve attached a picture of how your current home page looks on my phone. So many words. It’s like a Stevie Wonder song.
Do you need a blog for your business? Yep. Why? Because blogging works. But there’s one catch here that most people don’t seem to grab hold of when they first start blogging. I didn’t get it at first either.
If you’re going to launch a blog that you’ll be running yourself, you should definitely, without a doubt, FOR SURE…
Blogging is one of the most effective, affordable, and profitable marketing tools a small, new, or bootstrapping business can use to make money. But blogging and creating content for the web is time-consuming. And if that isn’t your primary business, you can end up putting in a lot of work then questioning whether your efforts are really worth it.
There are about a billion digital properties currently online, each fighting for the attention of two billion Internet users. That means you have to find a way to rise above the noise.
A great strategy to implement if you’re going to start blogging to promote your business is to focus your attention on specific topic. Try to appeal to just a segment of your target audience and provide them with information about the things they want to know about.
In his book, The Longer Long Tail, Chris Anderson talks extensively about focusing on selling greater quantities of product to a smaller segment of your target audience.
Uh-huh. How does that translate into blog content?
I’ll tell you.
First, let’s get the obvious hiccup out of the way: The narrower your topic, the better your chances of getting found for your specific area of expertise. But it’s also true that the narrower your topic, the smaller your audience.
That’s not a bad thing though.
Let’s say you run a nursery with lots of greenery, flowers and gardening tools. You may be tempted to blog about all things green in an effort to attract the widest audience. There are several challenges you face by going this route.
First, you’re not going to be able to turn out enough content to meet everyone’s need unless you hire a team of writers. And contrary to popular belief, great writers ain’t cheap.
The second challenge you will face is that going wide puts you in a position where you’re competing online with everybody from HGTV to The Huffington Post, both of whom occasionally publish content about plants.
If you “niche-down” your blog (that is, narrow your focus), you may decide to zero in on creating content that helps novices develop a green thumb, for instance. You will be targeting a smaller audience, but you will have a better chance of getting and keeping their attention. You could blog about topics like:
Which plants are the safest indoor plants for pet owners
How to quickly grow tropical plants
When to re-pot your spider plant
How to recognize poison ivy from a mile away
Fifteen edible plants to plant in your yard
Six edible plants that you can grow in your apartment
By only targeting new gardeners, and plant lovers who have special circumstances like living in apartments or raising small children, you can draw droves of potential customers who may have a hard time finding what they are looking for on larger sites that publish masses of content on every aspect of your industry, but not enough content on the topics that specifically appeal to them.
Just think about it: If you’re a novice at something, you do want information, but what you’re really looking for is guidance. You want a step-by-step plan to accomplish what you want to accomplish.
When you are trying to grow your business with a blog or use blogging to position yourself as an expert, your best strategy is to be very specific about who you’re talking to, and use the momentum you create to build a loyal and growing following of a very particular type of customer.
By the way, search engines love good blogs on specific topics. She whom the Great Search Engines loveth, gets the first of the traffic.
If you think every body is already blogging and you’re tardy to the party, take heart. It’s better to do it now than do it never. Let’s talk about blog basics, then you decide how it can benefit your brand.
What is a Blog?
Weblogs, more commonly referred to as blogs, are websites that are frequently updated with content. Blogs are usually authored by small groups of individuals and published to the Internet as commentary, information or diaries.
Over the past 15 years, blogs have gone from being mostly the chronicles of a person’s daily life (that’s where the term “web log” comes from) to being actual news outlets.
Yes, CNN is a news outlet, but CNN.com is a giant blog
As more and more people took to blogging, and more and more people took to reading blogs, the validity of blog content grew. These days, many major news companies grab their headlines and story angles from the blogs. Bloggers with large, loyal followings are consider influential members of the media.
Blogging is used as a way to publish breaking news, spread ideas, and express opinions. Social media enables blog content to be shared (and re-shared) with thousands of people in a matter of seconds.
Blog Are the New Press
One benefit of blogging is that it allows folks who are not tech-savvy to create and publish articles, pictures,videos, and other media for the world to see. In stark contrast to what blogging looked like at the turn of the century, blogs today often look more like CNN, Ebony.com, and Vogue.com.
A stat published by Journalism.org reported 50% of Americans under the age of 30 get their news online, and 49% of Americans 30 to 49 get their news online.
What that stat means is that if you are not in a position to broadcast to the masses by television appearances, you can likely reach your target audience online.
There are blogs in just about every niche imaginable, and many of these blogs are considered “authority sites.” Authority sites are websites that rank high in search engines, have a high trust factor, and are typically viewed as credible resources on a given topic.
Many of today’s self-made gurus have earned the designation, in part, by consistently creating and sharing quality blog content.
There credible blogs in every niche imaginable.
Blogs vs. Site Pages
Now, there is a difference between your blog posts and the pages on your site. The pages on your site include your About page, products and services pages, legal notices, and contact page). They are static content, meaning they don’t change often. You may update them once or twice a year, more if you get new products in or add to your menu of services.
Blogs posts, on the other hand, are dynamic content. You will be adding blog posts to your site far more frequently than you add pages. When you land on a site like BlackEnterperise.com or Inc.com where there are tons of headlines on the home page, you can bet the entire site is essentially blog content.
If you are looking for a way to grow your brand, establish credibility and get found online, blogging is a fail-proof method for doing just that. Post as much as you can as often as you can consistently. And watch your brand grow.
Of course, if DIY content is not your thing and you want help developing your content strategy, creating your content calendar, and actually creating multi-media content, I’m just a phone call away.
One of the challenges many micro businesses face is finding the most effective ways to market so they get found online. If you’re not an Internet marketer it can be difficult to find the time to make DIY online marketing efforts worth your while.
For all it’s simplicity, Internet marketing ain’t all that easy. It’s time-consuming enough just to learn the jargon – content, backlinks, SEO, keywords, long tails, CTR, PPC, PPM, on and on… Let alone the fact that tomorrow (if the Google gods see fit) the entire landscape of online marketing could change.
I’m going to let you in on one of the easiest strategies you can use to get found online. And you won’t have you to attend several days of YouTube University for it to work.
It is this: Add a Product and Services sectionon your site, not just a single page where you list your products and services.
Why You Need to Create a Page for Each Product or Service You Offer
The Services / Products section of your site is made up of a series of pages. Those pages should quickly answer a single question for your customers: How can you help me?
As awesome as your products may be, your customers don’t care about your products. Your customers care about their own problems. If you position your products and services as solutions to their problems, you can close the distance between your customer’s first visit to your website and an actual sale.
Search engines rank individual pages, not entire websites. So, make sure each product or service you offer has its own page that search engines can rank.
Think about the last time you searched for something online. You probably asked Google (or your search engine of choice) a specific question: “What time does Fung Lim’s close tonight?”
Maybe you didn’t ask an actual question; maybe you searched just by saying keywords: “Chinese restaurants near me” or “Chines restaurants 48220”
If this is the way you search, you’re not an anomaly. That’s how most people search now – few words, no filler, very specific.
Search Engines Rank Individual Pages, Not Entire Websites
With that in mind, if your customer conducted a search using just the name of your city and the service they were looking for, would your website come up in Google search results? Would your customer be able to find you online?
Check out the screen shot below. As I was writing this article, I conducted a search for the term “avocado nutrition benefits.”
In the screen shot above, you can see “avocado nutrition benefits” in the search bar, and the featured result comes from AuthorityNutrition.com.
Authority Nutrition is not a website about avocados, Authority Nutrition”provides daily articles about nutrition, weight loss and health,” according to its About page.
But Authority Nutrition has at least one page on its website about the health benefits of eating avocados. Authority Nutrition isn’t the only health website that does.
In the screen shot above, you can see results from WebMD, Medical News Today, Well-Being Secrets, and Organic Facts. Each of the websites showing up in the search results for “avocado nutrition benefits” contain at least one page on their site that is about the nutrition benefits of avocados. None of the sites are websites specifically about avocados.
That’s what you want to happen when people search Google for answers to problems you can solve.
You want specific pages on your site to be so well-written and so succinct that search engines know what your page is about and can recommend it to people when they are searching for the service you provide.
Your Products and Services Are Your Keywords
Think of each product or service you offer as a keyword – that is, an actual search term – that your customers are using to find you and your competitors online.
Make sure search engines can find you, not only by your industry (as in “plumbers in Decatur, GA”), but also by the specific products and services your company provides (as in “how to fix a busted pipe”).
You exponentially increase your chances of getting found online by creating one page for each product you sell offer.
Describe your product – the features and benefits, how it works, how it helps. Include any testimonials you’ve received or case studies you’ve conducted in support of the products.
Your product pages are basically sales pages. And they are key digital real estate on your website. Include images of the product and a description of what you have to offer. Also list specs, prices and what the user can expect to receive by using your product or service.
Use Geo-Locational Keywords to Get Found Online
If you target customers who live or work in a specific area, they will probably search for products and services in that region. For instance, someone who is looking for lawn services will search for local landscapers.
“Landscapers in Atlanta” or “Denver snow removal”
If you offer a product or service that is specific to one geographic location, add location to the products and services you offer. A Denver-based landscaping company may have the following pages on its website:
Snow removal in Denver
Lawn services in Denver
Denver Hardscape design company
Help your customers find you. Once they find you, use your smarts and good web design to help make the buying process easy.
The “About Us” page is the section of your website where you direct the reader’s attention away from what you have to offer and focus more on answering core questions:
Who you are
What you do
Why they should care
The “About Us” page is the part of the website where you tell your story and demonstrate your value.
The “About Us” page generally serves two core purposes:
To build a connection by engaging the reader, and
To establish the value and build trust by telling the backstory that eventually led to them finding you
Companies often have multiple “About Us” pages, in the form of company information, corporate culture, mission and values, and bios of key personnel.
When this is the case, it’s good to include each topic as a separate drop-down item under the “About Us” menu. Doing this makes it easier for your readers to navigate your site.
Different Types of “About Us” Pages
Bio – This is the “why you should trust everything I say” page. The bio is often written as a third person narrative. It is the go-to choice for professionals who want to establish their expertise in a certain area. The bio leans heavily toward chronicling your technical or functional competencies. Its job is to establish trust based on these competencies. It focuses on providing specific brand-building information such as academic pedigree, professional experience, credentials and career achievements.
About Me – The About Me section of your site is like “bio lite.” Usually, companies will write the About Me section in the first person to make it read more like a short story than a list of credentials. This page leans more toward chronicling your behavioral competencies and facilitating empathy to establish a connection between you and your customer. It can focus on the challenges you have overcome, your values, job-related discoveries, and personal or professional goals. It’s the “I’ve been you” page.
Our Story – For corporate websites, this page helps to bridge the distance between brand and consumer by delivering a compelling backstory. Popular backstories are ones where regular people play a key role in the company’s conception, development and ultimate success. The “Our Story” section of the site can help the company demonstrate relevance and add a human element to a corporate entity. It’s the “This company is an ‘us’ not an ‘it’” page.
Mission – The Mission page relays to the reader why the company, brand and/or site exists. It defines the function, audience and promise of your website and business. Your mission statement should reflect your company’s culture and personality and mimic your company’s voice. It is a reflection of the brand itself.