Search Marketing
Content Marketing for SEO
By Ken Arp
Content Marketing for SEO refers to having an ongoing plan to continually add more pages of content to a website in order to increase search traffic over time. It is a strategy that will benefit the overall search rankings of a website in a number of ways.
1. By adding more pages to a website it will gain respect from the search engines. Sites with more pages (typically over 100) are viewed as authority sites and given better ranking for searches.
2. Adding fresh content on a regular basis will also improve the overall SEO of a 
website. The search engines love fresh content and if your website is continually adding more content it will rank higher than a site that remains stagnant or a long period of time.
3. The more pages that a website has, the more keywords that it can be targeting. As I written about previously, 35% of searches today are made up of 4 or more words and that trend is only going to increase. People are getting more defined in their searches and this opens up the opportunity to optimize for these longer keyword phrases. It also opens up the possibility of targeting timely search phrases based on current events.
For many companies the biggest road block to this type of strategy is coming up with new things to write about. We’ve developed a few different ways to help with this depending on the type of business and the level of involvement they want to have. There are some businesses that have a level of expertise required in their content only they can provide, but we can still assist them by providing them with a “content blueprint” to guide them. In other cases we can research and write effective content on their behalf without client involvement.
In today’s world of internet marketing content is still king. Content marketing can be a cornerstone to an effective internet marketing plan.
How To Turn Website Traffic Into Business
By Ken Arp
Often times I find that all of the focus in internet marketing is on getting traffic to websites and not enough time is spent on how to turn website traffic into business. The fact is, the vast majority of website today are not effectively built to do it well. A big reason for this is that companies often will have a graphic designer, in house staff member, family member or friend design the website and not someone that is well versed in internet marketing. The end result can be a very pretty website that they think is wonderful, the problem is that it was not built with “Conversion Architecture” in mind.
So how big of a difference can it make? Let me give you a scenario with real figures to explain. A client has a website and the average sale is worth $750 with a 20% margin for a profit of $150 per sale. Historically they averaged 1,000 visitors to their website per month with 5% of them inquiring and becoming a prospect (50 prospects) from which 20% convert into customers (10 customers). Their website generated $7,500 in revenue per month with a profit $1,500 per month. By incorporating effective conversion architecture they were able to increase the number of visitors that inquired and became a prospect from 1 out of 20 (5%) to 3 out of 20 (15%). That change alone tripled their revenues to $22,500 and profits to $4,500 per month.
In many cases the most cost effective way to increase revenue for your business isn’t to get more traffic, it’s to focus on how to turn the traffic that you have into business. You are welcome to contact me for more information on conversion architecture.
Why You Should Have a Company Blog
By Ken Arp
Blogs are one of the original forms of Social Media, and there are literally millions of blogs online today. So why should you have a company blog? There are many reasons why companies should blog, below I’ve listed 5 primary reasons so in no particular order here they are.
1) The Ultimate Humanizer
Blogging for Business
Writing a blog allows you to express the personality behind your company and brand. Your customers ultimately need to feel comfortable with you and your company if they are going to give you their business. Blogging allows you to showcase that you are knowledgeable in your industry and you are more than just a corporate brand; you are real people.
2) Easy Distribution
At its very core, a blog is a website. As such, the content contained within them is easily distributed, easily shared and easily reference by others. If you provide great content and promote your company blog well, your blog will likely be picked up by others and mentioned on other blogs as well. This all contributes to building your company brand.
3) Better Than Your Email Newsletter
Blogs are essentially more easily edited versions of a newsletter. You can update your company blog on the fly, any time you need to and virtually anywhere you have a connection to the Internet (computer or mobile device).
With a newsletter you are limited in your updating capabilities once you have distributed that newsletter to your database. So if you are looking to have an easy way to give your audience information in a frequent manner, blogging is the ideal solution.
4) Great Place for Comments
Like all of the other social media tools referenced in this kit, blogs have the room for comments and feedback. It is another great way to find out how your company is doing and connect with your audience / customers.
5) SEO Benefits
When written strategically blogs can drive your organic rankings on search engines, and in today’s world, we all know how important it is to be visible online. If you are going to use a blog platform external of your company website, be sure your posts provides links back to your site, so it can also benefit from an SEO perspective. Ideally it is best to have the blog as part of your website to maximize the SEO benefits for the whole website.
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