SEO and Beyond: Dynamic Content
A fantastic-looking website is one thing, but if clients can’t find it then what value does it add to your business? That, obviously, is where the previously-discussed topic of SEO comes in – SEO can take all the time, money and effort you put into the creation of a website and make it start to earn its keep by putting it right in front of those people who are poised to invest in your product or service.
There is, however, a logical next step to this plan. So far, by building a website and hopefully having it appear in the right searches, you’ve reached your market. You’ve got yourself advertising space on the biggest billboard (Google) on the busiest highway (the internet) in town, and the phones are starting to ring. Do we stop here, though? No, because so far our online marketing has been passive, but wth with an online presence there’s a massive potential to take your message directly to your clients in a number of ways. It’s time to get active!
Dynamic Content:
Some websites are almost like extended business cards or brochures – they give a little extra information about a business, a person, a product or a service. This information is the core of any good website, as this is the content that likely answers the prospective clients question (what was typed into a search engine). Many businesses, however, stop here.
Business, typically, is a pretty dynamic field – products, services, prices – they all change constantly. Consider two retailers who keep details of a certain product online. A new model is released and comes into stock at both. The first retailer immediately updates his website to reflect new features, images and pricing. The other also does, but waits several weeks to do so. In that time, several hundred searches are conducted on the new product. Guess who gets those clients?
The first step in managing your online presence is ensuring content is up to date, constantly. It might sound like a lot of work, but it pays dividents – and it’s a function that can certainly be outsourced if there are time constraints. For some businesses, this might just mean a small adjustment every six months or so – imagine a cafe changing it’s opening hours seasonally or a restaurant updating a menu online. Others, such as retailers with an online store, might update their content daily. While daily updates might sound time-consuming, good web design firms can ensure this process is quick and painless for their clients by designing a user-friendly content management system (CMS).
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