When I was in marketing for a tech company in the beginning days of content marketing, links were gold. Every time someone linked to our content my boss got excited. While I loved the free publicity and SEO awesomeness we acquired from links, I hated the act of actively pursuing them. It felt like we were begging people to like us and—let’s face it—we were.
But while a lot of things have changed since that time, the importance of links is still relevant. Search engines use links from other sources to your website as an indicator of quality content. While it’s not the only indicator, it is an important one.
Your business website needs links to show the search engines you’re loved by others. But not all links are of the same worth. Here’s how you can get some great links for very little effort.
If you spend any time speaking with copywriters or website writers, they will tell you a lot of businesses understand the importance of an effective About Us page on their website. As there’s been a lot of information written about telling your business story over the last decade and how customers want to do business with people they know, like and trust, many realize the value. You likely know that the About Page has the potential to become one of the most heavily visited pages on your website.
However, that’s where most businesses miss an opportunity.
They stop at the About Us page. Their business story never moves beyond it. But for the story to be believable, understood, and remembered—and thus effective—it has to spring off the About Us page and into these other places.
According to SmallBizTrends.com, “The first set of holiday data and analytics from Adobe reveals online spending is set to increase by 33% in 2020 over 2019.” It’s also likely that this trend will continue as we enter into 2021 and if the pandemic numbers keep increasing. People won’t stop shopping, but they may stop shopping in-person.
Online shopping needn’t be owned by large entities like Amazon or Etsy. Your business can excel in online commerce as well. But first, you need to be top-of-mind. One way to do that is to produce valuable content so that when potential customers are on your website, they are moved to action and purchase from you.
Online Necessities Before the Content
Before you create the content, work on a few things such as:
The last two will help with the content you produce but the content will also help engage your followers and solidify your brand.
Now let’s talk about the content you need to drive online sales.
Content That Drives Online Sales
The content we’re going to suggest creating should be posted on your website, shared on your social media platforms and through sponsored content on Facebook (and any other social media platform that you participate often on), and posted/linked to in your newsletter. Excellent content will do nothing to increase your online sales if people don’t know about it.