Before I begin, some of you are gambling when it comes to your digital content--and you know you are. So stop it! Even if you feel like you're getting lucky right now, that isn't to say you wouldn't be winning even bigger, more consistently if you'd start playing the odds instead of just rolling the dice and crossing your fingers.
If you've been paying any attentions to some of our previous blog posts (or recent webinar), you certainly know you need a digital content strategy. You probably are all kinds of on board with the idea, as you don't want to be wasting your money to create, publish, and promote content for less than optimal ROI. But if you're like a lot of the strategy-less folks we meet, you intend to keep tossing content out there without a plan because developing a proper content strategy doesn't seem easy.
When you are performing a website content audit, there are a heck of a lot of things you could look for. However, there are a few essentials I include in every content evaluation I do to make sure the site's content is at least serviceable.
It's important to step back every now and again to give your website content a good once over to be sure you're on-point, on-brand, and providing value for your audience. When I'm doing a content evaluation, there's a lot of stuff I like to look at, but here are my five essentials to look for when evaluating website content.
I know. SEO audits are generally good things for your blog or website, but they aren't always what's best or what's needed right now. Sometimes they may even be a bad idea. Here's why:
A lot of folks have interesting ideas about what content strategy is or is not. That's why I'm laying down a really quick crash course right here.
It's 2016. Out with the old and in with the new. It's probably high time to ditch the things that aren't working for your business, and when it comes to your marketing, SEO myths are pretty brutal. Believing misinformation and old news could be counterproductive, blocking your efforts, and sinking you in the search results.
Spoiler: Nope! You definitely don't need to use a search engine submission service for your site to be indexed by Google, Bing, or any other search engine out there. I thought this was something almost everyone knew, but as new clients here or there ask about when we are going to submit their site to Google (or wonder how much that costs!), I realized that this is something I needed to address. This is one of the more frustrating, yet rare SEO, myths that stick around.
Search engine optimization is important for most businesses' web presence, and content is a huge part of SEO. When folks first realized this, the content trend was kicked off. If search engines wanted content, then content they'd get. SEOs were turning out web pages by the ton, and content farms were born to churn this all out on the regular. This content catered to the search engines almost exclusively--a lot of gibberish was whipped up to get the attention of web crawlers. Pages existed purely for the purpose of slipping in more keywords and links. It didn't matter if the words there made any sense or served up any value to real people, but who cared about real people?! They weren't going to get you to the first page of the search results. But that's all old news.
There are a lot of marketing and content agencies out there, and even if they do good work, that doesn’t mean they are good for you. Yep, that means that Impressa Solutions might not even be a proper fit—even if it pains me to say it. So how do you know you’ve found the right agency to work with: