Ask digital marketing experts in Australia how you can improve your brand’s online visibility, and they will most likely tell you that the trick lies in Search Engine Optimization (SEO). Search engines, such as Google, Yahoo and Bing, are the workhorses of the Internet age. They carry out the tough task of indexing all the content that can be found on the World Wide Web. This content is ever growing. Each day, over 4 million posts are added to the internet. Search engines are ever on the hunt for content that is unique and relevant to the queries that are made by people across the globe. This content is then ranked using a wide range of metrics. The goal for businesses is, therefore, to make sure that they are well represented in this regard. If, as an example, you own an ecommerce site that sells felt hats to people across the country, it’s your duty to make sure that your content gets ranked at the top when people make relevant queries.
The relationship between SEO and content production
Content production is closely related to search engine rankings. Generally speaking, the following are held to be true of the relationship between content and search rankings:
- Content needs to be relevant: Uploading tons of garbage to your website is not going to help your search ranking. It’s not all about volume, though volume, as we show below, plays an important role in your rankings. The issue of relevancy has become even more important with the introduction of Google’s BERT update. The update gives Google the ability to contextualize searches. What this means is that the search engine is better able to distinguish chaff from gold.
- When it comes to content, the more the merrier: Having said that, Google generally favors longer articles. If you write a 2,000-word article that is relevant and well written, then it’s most likely that, everything else being equal, it will rank better than a 300-word article.
- Content production needs to be regular: This is where most businesses falter. You have created a top of the range website and think that you have achieved your goal, right? Well, wrong! Content production needs to be regular if it is to have an impact on your brand’s search visibility. This is where blogging comes into play. Make sure that you have a blog section on your website, where you can engage people through relevant content.
How brands produce content
For most people, writing something relevant can be taxing, time consuming and costly. Big brands usually have content production teams in-house. These are responsible for writing articles that promote the brand. This content is posted, not only on the company’s website, but also on other platforms across the web.
Other people prefer to outsource content production. The evolution of freelancing makes this possible. Today, it is possible for a company in Melbourne to hire the services of someone in Pakistan to write an article or to carry out SEO work.
User generated content
If you go to a platform such as eBay or Amazon today, you will see what is meant by the term “user generated content.” Ecommerce platforms have a unique opportunity to gain from the power of user generated content to achieve greater search engine visibility.
Ask people in digital marketing and they will tell you that content is king when it comes to SEO. Today, it is possible to modify this statement to say: “user generated content is king.” Instead of paying or hiring people to produce content on your behalf, why not get people to do the hard work on your behalf?
User generated content gets indexed by search engines
Most people think that user generated content is ignored by search engines. That couldn’t be further from the truth! If that were the case, then we wouldn’t have such platforms as Quora. Carry out a search today, and you may find that some of the results are from Quora or related platforms. The same applies to Yelp. There are some searches out there on which over half of the results are from Yelp. There are also searches on which the content is from such platforms as TripAdvisor. Truth is, user generated content gets indexed by search engines. And the fact that you are not paying for it makes this type of content even more appealing. But how can you make the most out of user generated content?
Making the most out of user generated content
The following are some of the tips that you can use to make the most out of user generated content:
1.Harness the power of online reviews: Online reviews are a great way through which you can get user generated content for your brand. We have already mentioned review platforms such as Yelp and TripAdvisor. You can also sign up with an online feedback management company such as eKomi for a comprehensive online reviews experience.
2. Claim as many free listings as possible: Still on Yelp, you do not have to pay to get a free listing on the platform. The same applies for Google My Business and many other review sites. All that you need to do is go there and claim your business page. You may not be aware of the fact that people can still leave reviews on Yelp and Google even if you have not claimed your business page! The type of feedback that is left this way tends to be negative. You need to, therefore, try as much as is possible to maintain control over user generated content surrounding your brand.
3. Beware of negative reviews: User generated content can be a double-edged sword. It does not follow that all user generated content is positive. Far from it! There is a lot of negative stuff floating around out there, and this can be damaging to your brand. Negative feedback is something that you have to deal with as you seek to market your brand. The thing to remember is not to panic and to quickly try and resolve the issue with the customer.
4. Display positive feedback on your site and on social media: Don’t be abashed about displaying positive feedback both on your own website and on social media. Most sites have a testimonial section that is dedicated to this. You can also push user generated content to social media platforms such as Facebook and Twitter. This helps get the word out about your brand and is great for your SEO efforts. The goal is to provide social proof. People are likely to follow where others have gone before. And they are much more likely to want to do business with you if they read glowing reviews from their peers.
We can help you get your user generated content seen by the right people. Contact eKomi to book your demo and learn more today.