Welcome to the March 2017 edition of Web Talk, helping Kirklees website owners to prosper online.
This month’s column is about ‘trust’ – specifically online trust and how it has to be earned if you want your website to feature high up in the search engine rankings.
Trust is not a given when it comes to many things, but in particular, when it comes to search engine rankings it is something that has to be earned over time, and can easily be lost.
Building trust for your website
The most important thing to think about when it comes to building trust for your website is the content, both on the website and off the website.
Sites that have regular new content generally do well because the search engines see them as being active, evolving and offering something new, so people would want to come back to the site again and again.
If visitors keep coming back and engaging with the content then it is deemed to be relevant and so over time, the search engines begin to trust that the content you are offering is of interest to people searching, so you will show up more often following a search for the services you provide.
Content comes in various forms. Video content is more engaging than text and the more engaging the page is, the more trust and authority it receives.
This is why natural content, content that is right for the services you provide is the right content to be displaying on your website.
Over-use of content, using content that is not naturally written, will be less engaging and maybe considered as spam by the search engines and this will hold the website back.
When you are happy that you have your website content strategy in a place that is manageable, the key is to getting visitors to read it and engage with it.
As the search engine positions improve this will occur naturally, but in the early days you have to spread the word!
Building trust through content marketing
Contact marketing is a huge subject and covers many areas within the digital marketing world, however for small businesses the simplest form is using social media to get your message out there.
When you add new content onto a website, if no-one ever reads it, this can do more harm than good.
If the people that do visit the page don’t engage with the site (watch a video, visit other pages, follow a call to action etc) then the trust for that page will not be as high as it could be.
When you add content, share it using social media, but do it in a way that generates some interest.
Your social media post could pose a question, you could share it with advocates of your business to encourage their comments and you can use calls to action to get new visitors to your page.
Demonstrating expertise, being quirky or humorous are all ways to spark an interest. Then, once the visitor is on your page, let your content do the work.
If you own a website and you are not sure about how to market it then you could be missing out on an opportunity to grow your sales!
• To read more on this and other subjects, please visit the blog at www.ascensor.co.uk/blog.
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Ascensor are a digital agency providing website design, ecommerce and search engine optimisation.