I’ll say it time and time again. There’s no single secret or tactic to driving traffic to your site. There are a number of methods, each with their own levels of effectiveness. The winning strategy is one that combines multiple tactics and tests their results. Once you find the ones that work best for you, build off of that momentum.
This post focuses on ONE method that takes advantage of Google’s renewed focus on content and specifically, the popularity of in-depth articles in the search results. It’s meant to be a quick intro to something you can do today. Let’s get started.
Google results contain articles a reported 6% of the time. While that may not seem like a large number, think about how many searches occur every day, every hour, every minute and every second. I don’t know exactly how many that is, but, I assure you, it’s a lot! Here’s how to take advantage.
Select a Topic and Write
Choose a topic that’s relevant to your business and that addresses a problem/challenge your customer’s face. Think about feedback you get from happy and unhappy customers. Use that information to select a topic that makes sense. Create a detailed article at least 1,000 words in length. Make sure the article discusses the problem and goes in to deatil about how to address it. It needs to provide value. Of course, you can add your info/sales pitch at the end. Just don’t be too pushy. Create the interest and let readers know you have the solution. Publish to your blog or standalone web page. Next is the most important part…
Optimize the HTML
Writing the article isn’t enough. This is where most people are left scratching their head because they aren’t seeing a bump in traffic. You need to tell Google that it’s an article and not just another piece of content so it shows up properly in the results. Otherwise, Google treats it as any other page and makes it a lot more challenging to get noticed. Since most businesses aren’t yet using this technique, there’s opportunity.
Google Webmaster guidelines explains the required process which includes:
- Schema.org Article markup
- Google Authorship
- Logo markup
Take a few minutes to review these tips from Google and start writing your first article. Once you go live, you can follow the traffic increase using your Google Analytics. This is something you can get started on immediately, and at no cost! Once you get past the first one, plan to keep up the practice at least monthly. Be sure to let me know how it works out.
If you have an opinion or experience on this topic, please leave a comment below.
Yours in success,
Mark F Simmons
Learn more about my Twitter e-guide “Unlock the Hidden Potential of Twitter: What Your May Not Know About Using Twitter for Business May Be Costing You Money”.