For a change I am not going to write this blog with a view to it getting found ( recently I was talking to someone about the fact that – for those in the know – most content is ” written to rank ” – in search engines. ) I have loads of content on here that is written to achieve a ranking objective.
I also saw recently some debate about the fact that a website should be built to be found ( for the products and services that you provide ) with some people saying that a website was for ” validation ” rather than being found via search engines and converting visitors into prospects and later, customers. Frankly I think that is ” tosh ” and anyone who builds a website and does not want it to be found is crazy !!
There are still loads of people who think that the only thing a website needs to be found for is the company name – LOL !! ( If someone knows your company name then one of your other marketing methods has already worked ).
The fact is that it is not even about building a website any more it is about building an effective Internet Marketing Ecosystem ( as I call it ).
If we consider what one of the leaders of ” Inbound Marketing ” ( HubSpot ) has done then it has moved from providing software that graded the effectiveness of a website ( Website Grader ) to software that grades the effectiveness of the Internet Marketing Ecosystem ( Marketing Grader ).
An effective Internet Marketing Ecosystem will comprise of the following components:
A ” website “.
A number of Social media accounts ( Linkedin, YouTube, Facebook, Twitter, Google + etc etc )
These are the basic requirements. Knowledge and membership of other sites is also required/advised like:
Internet Press Release sites.
Various ” Bookmarking” sites.
The website and blogsite ( which may be one and the same ) should be based on a ” powerful platform “. WordPress would be a typical example of this. ( WordPress ranks 18 on Alexa so you are building your content on one of the most powerful platforms in the world ). Platforms like HubSpot’s are also becoming important ( for a variety of reasons including being ” powerful ” ).
If you build your website on a “powerful platform ” and then get the on page SEO right ( Titles, tags etc ), populate it with relevant ( keyword and phrase aware ) content and then keep blogging on a regular basis you will get noticed by the search engines ( spidered ) and you will start to collect links ( from other websites ) to your website.
( In doing the foregoing you will have fulfilled most of the conventional requirements – On page SEO, Relevant changing content and a start on backlinks ).
If you build networks on e.g. Twitter, Facebook, Linkedin, Google + and YouTube then in addition to the engagement that you can achieve with fellow members you will be able to post items with links back to your web and blog sites. Whilst the value of backlinks from Social Networks is debated ( amongst SEO types ) there is a value and in any event prospective customers are being driven ( led? ) back to your web/blogsites.
Of course there is a way to build networks ( on social networks ) which will be covered elsewhere, but the fact is that they are a necessary part of the ” ecosystem “.
In order to ” convert ” all the visitors to our website and blogsite into prospects we will need ” email sign up box’s ” and various ” Call to Actions ” e.g. sign up here and you can download a white paper. You may even have a ” Buy one now ” button where appropriate.
Finally you will want to know what aspects of the ” ecosystem ” are working best in terms of ” Being Found and Converting visitors to leads “. Are they coming from you being found in search engines ( for your keywords and phrases )?; are people just typing in your company name or url?; are your email marketing campaigns working best?; is Twitter, Facebook, Linkedin or Google + the best at sending you new visitors.
This requires an analysis system like Google Analytics ( plus other apps ? ) or an ” all-in-one ” system like HubSpot.