Despite all of the focus on keywords and catchphrases, the single best way to optimize your copy for search is to have great content with motivation and substance.
It can be hard to convince a company to put money behind content they are giving away for free. But the days of people coming to visit a website or a facebook page just because they're there are over (if they ever existed at all). Users have to see more than just marketing blather on a page to want to visit a site more than once. Meaningful content also acts as 'link bait', improving SEO for the company not just because keywords appear, but because people find it valuable enough to share.
Of course there are mechanics that can be learned to help with SEO, but the core values for creating a great brand awareness promotion are no different than they are for 'traditional' media. Create a branded promotional item that is useful, and people will remember your company's name. Think of the recipe for Rice Krispie treats that made the cereal both a breakfast and a desert food. The Maxwell House Haggadah continues to make the coffee brand a must-have at seders, and a product to remember throughout the year. The Betty Crocker cookbook has cemented the brand as a go-to cooking resource.
There are sites that are doing this very well. One of my favorites is King Arthur Flour, which offers a wealth of recipes that serve a variety of needs -- including a whole section on gluten-free baking -- plus a baking blog that updates regularly. Stride Rite offers a section on keeping your child's feet healthy, as well as a downloadable sizing chart. On the non-profit front, the NRDC has a treasure trove of link bait, including sections on 'Smarter Living' and 'Smarter Business' that offer practical tips and suggestions for improving health and environmental well-being in the lives of people.
The idea of offering free value to build brand awareness isn't new. But it is more powerful than ever. Online distribution is cheap and allows for previously unheard of viral spread of useful material. Keywords are important, but even more important: create a promotion that people want and need.
No comments:
Post a Comment