You’ve probably heard the phrase “content is king.” There are many reasons for this. But in today’s digital world, how you produce and present your online content can determine your Google Rankings and your customer engagement. To help you understand how to boost your rankings effectively, by engaging in a website content analysis process, we are going to reflect on a traditional brick-and-mortar store.
Can Customers Find Your Store?
Sure, a website can be sexy with nice graphics and great products. With all the digital technology advancements, some companies have forgotten the importance of some of the factors that make shopping in a traditional store still relevant.
The biggest factor of all is making sure customers can find your store. If you are buried in the Google Rankings, then all your hard work in creating great content might be for nothing. You need to make sure that all of your content is optimized in such a way that website crawlers can associate your content and website as one of the top sources on the Internet.
In order to do this, you need content that includes relevant keywords. It is not just the quality of the content alone that you need to consider—it is the quantity as well. When Google crawls, it looks for both.
This concept does not just apply to content you will create after reading this article. It applies to the content already on your website. This is where a content analysis comes in.
Can a Third-Party Analysis Be Valuable?
If you are running a small business or a large organization with many moving pieces, taking time away from creating content and engaging in sales activity might be an option you may not have. Alternatively, you might think a content analysis is a waste of your time. However, with Millennials continuing to increase their buying power and the improvements in 3D printing technology, malls and brick-and-mortars may be a thing of the past within a generation. In light of this, it is important to engage in this activity now before a larger change occurs.
Once you have aligned as an organization on the value of conducting a content analysis of existing web assets, find a third party that can give you an outside perspective on how you currently rank and why. They can also tell you what you need to improve the ranking.
By leveraging outside help, your organization can continue servicing valuable customers while figuring out how to boost the number of customers frequenting your website.
Can Customers Find What They Are Looking For?
The second most important thing to learn from a brick-and-mortar is the customer’s ability to easily walk into the storefront and find exactly what they are looking for. If they cannot find it, someone will quickly be by their side to help. This level of convenience and service is something that all websites are still trying to emulate.
So if a customer walks into a retail store that sells sweaters, they should be able to find that same sweater online with a similar level of convenience. This ensures that your customers will not leave their computer screen and/or pick up the phone.
Now that example may only be relevant for a B-to-C model. For B-to-B, the same principle applies. You want to make your customers’ web experience easy, so they can enter the buying cycle. Now that you have finished your content analysis and made the necessary improvements, make sure the content is organized in a way that best serves the customer.
Do Mom-and-Pop Stores Still Matter?
Maybe one day we will do all of our shopping at home and the good or service will be manufactured in our own living space. If this happens, the lessons from the old Mom-and-Pop store will matter even more. Because the first to the customer often wins. If you are not at the top of Google’s Rankings, you might be losing out on that prime storefront real estate.
Even brick-and-mortar stores conduct their own content analysis on what is on their shelves, so you should too.
If you need help distinguishing yourself and making an impact on the search engines, contact Coalition Technologies today at (310) 827-3890. We work with businesses large and small to improve rankings and revenue using cutting-edge approaches. Contact us today.