Over the years I have come across many online businesses that have ranked reasonably well in the search results yet failed as online businesses. The traffic hasn’t been sufficient to create sales and the costs of developing their websites exceeds profits. So why do they fail?
There are of course many reasons why a business fails, whether it is online or offline. Poor page design, poor products, the list is endless. However, one of the biggest failures for online businesses is simply content.
We hear terms such as ‘content is king’, and while it sounds good, it doesn’t tell you much. What content? How much? On what topics? All simple questions, yet these questions are the very ones you should be asking yourself. SEO needs material to work with. Keywords are fine – if you have somewhere to use them.
As a business owner you need to think like a prospective or existing customer. What sort of information are they likely to be looking for. How should you present that information, through a blog or through web pages? Each option has their own search engine optimization strategies that can deliver traffic – if given the chance.
The biggest decision to make is what sort of content will you provide your customers. This is an individual decision. However fact sheets are always welcome as are ‘how to’ type articles. Product descriptions and upgrade options are also in demand by online users. This range of content has the scope to extend your range of keywords. With more keywords to choose from the more extensive your search engine optimization program can be. The more highly ranked keywords you have – the more traffic.
Having a single, or at most three or four web pages, generally is not going to develop into in a thriving online business. The scope for keyword optimization is narrow resulting in less traffic. Your search engine optimization programs will be easy to undertake, however the results will not be spectacular. Quality content on a range of topics associated with you business will lead to more visitors and potentially, more sales.