When building a website, I love the idea of creating good evergreen content which people want to link to. When you publish high quality content SEO will occur naturally.
Obviously Google is aiming to provide the most relevant results to the user for whatever the user is looking for. Google’s challenge is to filter out any low quality content and provide the best results for their customers. The way they do that is, basically when we’re talking in terms of SEO, it is natural for things to get inbound links and for those links to grow over time.
It is important when building a website to begin with the objective in mind to provide exceptional content. If you say the first version of a particular product is excellent and that has now been surpassed for a while with another model or feature your reputability in terms of technology it is a little challenging.
If you can write an article even within your industry, even in technology you can do a general article on how to pick technology. Call other customers of the software, read the industry magazines. You can always come up with this generic tip or check list, no matter what your industry is, even if you have specific information that changes over time. When I teach people radio, we use a radio site. We give a lot of tips on how to increase the ability to make money, but also to increase your credibility and your celebrity.
Lucille Ball, I don’t know if my friends in Australia and New Zealand know who she is, but I believe she is a global phenomenon. She was a funny lady doing sitcom television in the 1960s in black and white – she’s now available on all the video/dvd formats. She didn’t know what DVD was and in fact she’s passed away years and years ago. Her content is evergreen because it is funny, humorous, slapstick stuff but it stays around forever.
When I had executives on my radio show, I would say, you’re coming on the radio show, why don’t you have your publicity people, your PR people do a press release? What do corporations and companies do? They put their own press releases on their websites. You have to be smart enough to suggest it. They pay a PR company $5,000 a month to do stuff for them. I’ve now got a company paying $5,000 putting my links up on their site. The next wonderful thing about corporations is, once they put something on their website, they hardly ever change it. So now you’ve got the longevity. Now you’ve got a link.
I did an interview with the world wide vice president of marketing for salesforce.com. They were doing a big push. On their website they have a link from a press release because this guy was appearing on the a well known ebiz show. The last time I checked, I remember that being up three years later. They had their own publicity going. So even though it wasn’t a direct link to me all the time, the fact that they had a link there to your site means you’re going to rank higher in the search engines.
The other thing we discovered is that video ranks higher, faster. Google made a foray into video a couple of years ago and I was at a conference in London and somebody mentioned it. I had some video with me and I just threw it up. I was number one in sales and marketing for quite a long time because other people hadn’t even heard of it yet.
Google likes fresh material as well as good material. So when building a website, they like fresh content. This is why blogging is so important. It all interweaves. We just keep going around in circles with the material. You do a press release, you do a video, commentary on it for a minute, you have your own YouTube channel. By the way, the number two search engine now is YouTube. Most people don’t think of YouTube as a search engine. They think of it as a toy, a place to go to in order to see the latest vids, but you can go on there, and people search on there for ‘real world’ ‘business information’.
Deliver fresh, evergreen content and learn how to use and distribute it. Your websites will benefit greatly.