Recently Google changed its formula for how it ranks content found by its search engine. We covered these changes here. The Wall Street Journal reports, in a nice story by Sarah Needleman, on some businesses whose businesses have been seriously affected by Google’s changes.
Successfully businesses are finding that one of the best ways to ensure their web sites are at the top of Google’s rankings is to become publishers and produce original content on their web sites.
Instead of just writing vacuum cleaner descriptions on their web site, for example, a vacuum cleaner retailer should write content (including video) about how to clean carpets and other aspects of cleaning as related to a vacuum cleaner. With this kind of content, Google (and Bing) will rank your web site higher than web sites without “authentic content”
The Wall Street Journal article reads:
His company’s website, onewayfurniture.com, saw its Web traffic from Google drop as much as 64% after the changes. Part of the problem, Mr. Lieberman suspects, is his company has relied on manufacturer descriptions for the 30,000 products it sells. He says many of his competitors buy from the same manufacturers and use the same write-ups.
Mr. Lieberman has started paying free-lance writers to create original, more detailed product descriptions. He recently added canonical tags to his website, which help search engines distinguish original from duplicated content. Despite his efforts, he says his site’s ranking on Google has yet to improve. [END QUOTE]
Search engines are one of the biggest sources of traffic to web sites, but don’t rely on them alone. Encourage customers to buy from you – or visit your web site via your email newsletter. Encourage customers to refer other customers your way through social media. Invite prospective customers to join your “carpet care” newsletter and win prizes for the best tip submitted.
If you want to boos the traffic that comes to your content invite guest bloggers, starting typing, invite customers to share their stories and MORE – just get more content.