Archives for April 2008

Social Marketing-Building On-site Content and Links

Part 3: Building On-site Content and Links Social Marketing 

In the first article we covered Social Bookmarking to help increase your websites presence in alternate search portals, and boost your rankings in the search engines.  In the second article we discussed how to use outside Social Content Sites to create content and links that drive customers back to your website and increase your search positioning.  This month we discuss ways to position new content on your website and create additional links.

Everyone has heard the key to front page search engine rankings is good content, “Content is King!” When it comes to attracting links (especially from social media sites) your content needs to be GREAT!  There is one big problem – what makes great content from the perspective of the average web surfer?

The average web reader wants brief, informative, easy to read text that answers or addresses the concerns they have.  In addition, for a web page to receive links back from other web sites it must fit a specific niche of a generalized subject.  The best formats to accomplish this are; Top Lists, Best of; Favorites; Local or Insiders Tips; Consider This; How To. 

Lets looks a some sample titles to understand these popular formats:

Top List example – Top Apres Ski Spots in Breckenridge

Best of example – Best Day Hikes in Steamboat Springs

Favorites example – Favorite Sightseeing Tours in Alaska

Local or Insiders tip example – Locals Tips – Must Play Golf Courses in Seattle

Consider example – 10 Things to Consider when Hiring a Wedding Photographer. 

How To example – How to Backup Your Home Computer Online

These are attractive formats for two reasons, they are easy to read, and easy to write!  In addition, anyone writing a broad or general article would be happy to cite (link) to your very specific subject matter.  Everyone is an expert on something, the key is to keep the content relevant to your website.  The articles should be brief, 400 to 500 words is the perfect length.  Look at the del.icio.us Popular Page to find some good examples – http://del.icio.us/popular/

This is content that is designed to go directly on your website.  The goal is to build content and links that drive traffic back to your business address on the web.  If you do not have an article area, blog, or local news section on your website, you need one this year.  Sites without this type of constantly updating fresh content are finding it harder to maintain top spots in the search engines because the search engines like growth and progress.  They will spider web sites making “progress” with new webpages more often.  If you do not have a spot for content on your site currently, check with the Netrafic team for ideas on placement and development.

So you have an article, and a place to put it on your web site.  What is the next step?  Contact Chris or myself to help tweak the article so that you get the most out of the search engines.  This is a critical step, without it your writing piece could vanish into the web, never to be found again.

Next step, promote.  There are dozens of locations that you can use to promote your article.  They act as news posting sources. 

The most popular services are:

Digg – www.digg.com

Reddit – www.reddit.com

Propeller – www.propeller.com

Mixx – www.mixx.com

These services are simple to use.  You sign up for an account, and then post your article URL plus write a brief description and title for your article.  This creates instant links back to your site, and anyone that reads the article is reading it ON YOUR SITE.  We are happy to coach you, or your PR person through this process.  After adding your content, you will want to go back and bookmark the article using the techniques described in article 1 of this series.

Find a Writer – If you do not have someone on staff that can write this type of material, fear not!  There are many resources to find qualified writers.  You can contact Netrafic for a possible referral, we come in contact with writers often.

Craigslist – You can find someone local by looking on Craigslist in the Services, Writing / Editing section.  You can also post a “help wanted” in the Jobs, Writing / Editing section.

ProBlogger – You can post and find individuals with writing skills on this site.  It costs $50 to post a job for 30 days.  You will receive a large number of responses.  The overall quality of the writers is outstanding.

Regardless of where you locate your writer, always get writing samples first before hiring anyone—and eliminate anyone whose grammar and spelling skills aren’t in top shape.  Plan to write 2-3 articles per month, and before you know it you will have dozens of pages with sticky content attracting web searchers to your site.