Website Content: The secret to "Getting Found" Out There

©2008*

It seems to be getting harder and harder to achieve visibility for your company without spending a lot of money, but it can be done. Website content is the trick of knowing how to “get found”.

A sure way to increase the odds of having someone find you is to make sure your content is set up for maximum effectiveness. What is “content”? Any data or information you use to promote you, your company, and its products or services. That includes white papers, press releases, web pages and any other written material. By paying attention to the words you use, you can increase the effectiveness of key word searches being conducted by writers, editors, and, yes, potential customers.

Here’s an example: You’ve just finished an important white paper on your proprietary technology and an industry web marketplace is interested in posting it to their site. The technology has applications in fiber optics and it’s full of fiber optic references, so you’re excited about the possibility of interested parties finding you through keyword searches. But guess what? You’ve just limited the number of people able to find you to thirty percent (or less!) of the potential total number. How did that happen?

It didn’t occur to you to include all possible term usages. After all, it’s not just fiber optics you’re talking about, it’s also fiberoptics. And optical fiber. Maybe even optical fibre. You didn’t think about how people might search for fiber optics and so you limited the chances of large numbers of potential customers finding your white paper before it even got posted. This holds true for just about anything that might end up on the Internet – from press releases to technical articles, research papers to sales literature.

The same principle applies to your website. Companies, especially start-ups, often begin with a relatively simple site that might be one long, scrolling page created for the sake of speed and simplicity. One set of keywords and you’re done, right? Wrong, if you want to make your site appear as big and fat as possible for the search engines. That doesn’t necessarily mean you’ve got to increase the amount of content on your site (although that certainly helps, because content is king), it simply means you need to break up that one or two l-o-n-g pages into several shorter ones, each with its own set of keywords. More pages mean more targets for the search engines, along with the added benefit of enabling your potential customers to get right to the information they may be looking for, limiting the number of clicks needed and providing them with a more satisfying experience when they visit your site.

These are just some of the tricks available to help you get found faster and easier by the people who can help make your company a success.

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