Remember in SEO, content is King, coding is just about the performance

Last Friday, a client called me for SEO service. After scanning his website, there is just 3 pages < 2000 words and a webform.
A simple system to let people ask for quotation about his machines. The previous web developer should know something about SEO, the website has

1. img alt code - *No words inside
2. meta keywords - *More than 10 words
3. added Page titles - *always the same page title
4. News / Blog function - *nearly no update

In the case, 1/2 of the basic functional requirement about SEO is ready, the matter is that it doesn't contains enough text. And the website do not have traffic.

The result is that, the programmer is not about IT things, but basic marketing kits. If the client want to get more visitors, he should have much rich content in text. For more attraction, videos / slides are appreciated.

Will you trust the content created by someone not in your industry ?

Some clients will also ask me for help about creating good content ~ wait ! Any conflicts? Your content is your core business, should it relies on other ? For an IT company like me, I can help you to create content faster, better information flow and performance. And really not about what to write on the website.

SEO is about the whole planning of visitor flow and information flow

You may ask yourself first

1. Where are your target customers online? Any famous website in your industry ? Or Forum ?
2. Your target age group ? Will they blogging / twitter / facebook ? If yes, you can add their group
3. If you are buying paid ads, the visitor is just going into your front page or the right landing page ?

Before you goes on with your SEO / Website development, you should have a picture like below

It means You want your target customers come from forum, search engine (Both SEM & SEO) and facebook (SNSs)to visit your blog, share your posts and visit the product page. Finally contact you via email at "Contact us page".

You have to target a market segment. Remember, Target all means targets nothing

And you need a table like below and get focus on your source (Channels), usually it is where your budget spent

Finally, How to attract people ? That is why Content is King

In today's Internet, you have to be the influencer and your content matter ! For SME, you may feel trouble to create content (Articles, image, blog, course outline, demo ... etc) Anyway, you have to know, even without the Internet, it is also what traditional marketing department are doing. It is not the matter of online marketing or offline marketing, it is what you should do for marketing.

You may not try this before, because the budget is very high on traditional marketing channels (TV, magazine, ads, posters, direct mail, radio ...).

The Internet lower the cost barrier of distribution channels NOT the quality of content

If you are about to understand what is going on, please beware something you may currently doing

1. You don't have news update and you are paying for PPC (Pay per click)
2. You are doing broadcasting & burning money, not target marketing
3. Advertisements always bring visitors to the front page, not the page where they want

What to do if Bosses / Sales really do not want to write your content

Here are some ways that Enterprise are doing

1. Hire technical writers and meets with your company's technicians / Sales
2. Read good articles online and modify them, repost on your own
3. Outsource to marketing firms with a good enough budget

If you are budget limited, what to do ?

1. A habit of posting, like me, post my just hot experience
2. Find a marketing partner
3. Locate your industry's bloggers, read their post, digest and you write your own much easier

Keith Yau, Project Consultant in Yubis - Specialist of Drupal, Online marketing, Server solutions and IT training.

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