Ian Lurie // Sep 8 2009
Content. I’m always harassing my clients to produce more content. It’s essential to good SEO and delivers value for visitors. It’s a pain in the neck to create new content. But chances are, you’ve got lots of great stuff already.
If you have local stores or independent retailers who sell your product, create a directory that lists them all. A ‘directory’ means someone can find every single retailer in the directory by clicking.
For example, on momAgenda, clicking on a state takes you to a list of retailers. If you can click to it, so can search engines:
If you have any video or audio, even if it’s not currently on your site, get it transcribed. There are a lot of services that’ll do this at a low price.
Then post the video or audio, and link to the transcript. Voila. Lotsa content. Here’s an example with the transcript on the same page:
Oh, and for all you poor little kids who’s schools didn’t let you watch Obama’s speech, you can watch it here.
Product manuals, company training materials and specifications can all make useful additions to your site. Your customers will appreciate the online manuals. Training manuals will attract links (make sure it’s OK to publish them, of course). And any data sheets about your product help establish trust.
Kodak does it well:
Ever write down the terms your sales team needed to know? Use that to create a glossary on your site. Trust me: Every industry, every organization, uses lots of terms that don’t make sense to their customers and fans. A glossary is great additional content.
Did a client tell you you’re the best business decision they’ve made all year? Ask them if you can write it down. Then put it on your site. If you have a rolodex, go through it. Remember who praised, and drop ‘em a quick line. I used to hate doing that. I still do – it’s hard to ask for praise. But most clients want to help you succeed.
Before you say “I don’t have any content”, think carefully. You’ll find content all over your office. It’s like a virus – the stuff just multiplies…
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More