In a previous article I went into Content based Search Engine Optimization In that article I focused on the content within your website, in this article I am going to go one step beyond and into how to promote your website content outside of your own domain.
Back when I started KeepSafe Systems, I wrote a number of informational articles. These articles were published in several local newspapers as well as some magazines. While this was prior to the Internet, the model is the same. I created content which would appeal to readers, and thereby the Media who want to attract them. Once the Internet, as we now know it, came to fruition, much of this content found its' way onto websites around the world, including one article (Theft by Fire) which made it onto some municipal information website somewhere in the Mid West of the United States (I am in Canada.)
While the content provided value to the Media sources, it also included my contact information. Prior to the Internet, the value of the contact information was limited by the number of people who actually read the content and to the time the publication was out. Sure, I did obtain some clients from it, but the actual value is time limited.
Flash forward to the modern digital era where paper content is relegated to tattered and outdated magazines in the Dentists office and the Yellow Pages are only used as a door stop. Pretty much the entire world relies on the Internet / Social Media to research their purchasing decisions. I like to think of this as a grand equalizer, where the small business owner now has a world of promotion avenues at their finger tips.
Aside from the obvious Social Media platforms such as Facebook, Linked In, Twitter, Instagram, and now Tiktok, the possibilities are endless. While the promotional methods are limited only by the ever evolving technology and your imagination, In this article, I will focus primarily on how social media and other online resources can be utilized to increase your search engine rank... the Holy Grail of Search Engine Optimization.
First of all, lets look at the logic behind how Search Engines value and categorize websites and the content they contain. While much of this information is buried deep within the Search Engine Algorithm's and is constantly evolving, the constants remains the value of ORIGINAL content as well as LEGITIMATE online reputation. With that in mind, consider how a machine would determine the value and legitimacy of a website, on any given topic. In the SEO article https://entrepreneurialacumen.com/Content_based_SEO I discussed the content on your website, now I am going to talk about promoting said content.
Earlier in this article I mentioned some of the plethora of Social Media Platforms. Now think of how these platforms work and the life of the content after it is posted. Also consider how your privacy settings may affect the ability for search engines to see this content. Look beyond the never ending struggle to obtain followers who may or may not see your content and consider the endless scouring of the web done by Search Engines. Try to think beyond the immediate gratification of social media likes and and engagement ranking and consider how to increase the online presence of your Web Domain. Think beyond hashtags and keyword lacking memes and consider the reach and longevity of your online promotional activities.
So what does this mean in the form of an action plan? When looking at your online promotional budget, while the immediate in your face content does have value, you also need to focus on getting some LEGITIMATE and ORIGINAL keyword rich content onto the web. When doing this, you also need to consider the legitimacy and Search Engine valuation of the sites you are posting your content to. Link farms, for example, are next to useless. The content is jumbled and far from focused, furthermore, many of these sites are blacklisted by the major search engines and your presence there may be more of a hindrance than a help. You also need to consider the rules of those platforms. While Wikipedia may have great search engine value, many of the moderators get a techno-woody by searching for and destroying overtly promotional content. While you can create your own profile and page, within Wikipedia, this is only one of many options.
Depending on your industry, there are many “ask an expert” type websites out there. I will add names as I think of them. You can also create your own SEPARATE content website filled with legitimate content and sprinkled with a few back-links, for good measure. Seek out websites and online publications within your industry, which provide you the ability to submit original content, along with back-links to your website. Even if these sites are generally not viewed by your target market, the search engines see them as legitimate sources of information. The inclusion of your URL within this keyword rich legitimate content has immense value in building the online credibility of your website, far beyond the immediate gratification provided by Social Media Platforms. Remember, search engines crave originality, social media shares are not original.
Based on the above content you may think I am against social media promotion. This is far from accurate, as Social Media sites can be used to promote content to search engines, just keep in mind the search engine reach and content within the pages and groups you are using to promote your website.
This is a very rough article, written in about 15 minutes. There will be updates and modifications.
If your business supports other businesses and you have some ORIGINAL and LEGITIMATE content you would like to submit for publication consideration on this website, please feel free to reach out via the contact page. Keep in mind, the content must be original and it must provide value to our readers.