More content… really?

Content. At SEO Liverpool we’ve noticed this buzzword in the SEO space has grown to astronomical levels. As I speak with companies on a regular basis, they constantly tell me that they’ve been advised by an online marketing company to write new and unique content by the boatload — no matter the Web site or space they’re in.

It’s time we review the advantages of content, and where it may be applicable. Let’s look at a few sites that will either need heavy amounts of content or little to no content.

These sites need content:

* Affiliate sites, which typically add little to no value by simply copying from others. These sites need a specific value-add, to differentiate themselves from the rest of the pack.

* Sites with heavy amounts of graphics, Flash, video, or any other site that may be difficult for a user requiring a screen-reading program to view.

* E-commerce sites that use a set amount of content from a massive distributor, like Ingram Micro or Tech Data. Each merchant has access to the exact same data — what makes your site different from the rest?

These sites don’t need heavy amounts of SEO-specific content:

* Sites with a large community of content contributors who spend a good portion of their time writing about the topics surrounding the subject matter of each site.

* Sites that generate content on a regular basis, such as news sites or blogs.

Instead of trying to manipulate search engines, consider providing a way for your users, distributors and/or manufacturers to give you unique and well-written content. It’s likely that they have written marketing materials that won’t make it to their standard (and usually expensive) forms of distribution. This content could add a great deal of value to products and/or services that may be offered by many other online dealers with either the same or slightly different data.

When creating content to enhance search engine placement, keep in mind that it can come in multiple forms — services, contests, games, video, and even news . It’s critical that the content is interesting and compelling, so it has the chance of being linked to by a “fan.”

It’s very important that if you offer a special guarantee, such as a price match, you honor it to any possible level. By having complicated terms that make it nearly impossible to use… you’ll wind up upsetting your client base. While you may get links to your site, it will hurt your reputation.

It’s also extremely important to have a “yes we can help” customer service attitude. Your loyal customers can be solicited to come back and write about their experience. This most important feature has helped companies such as eBay and Amazon.

The retail sector, some stores have lost this attitude. In many cases, no matter how small the request, they just say no. You wind up spending an enormous amount of time arguing with them that you’re right.

However, if you buy the same product at a sites like ASOS, with their very friendly customer service attitude, you’ll be satisfied through the entire process and come back to buy more.

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Successful SEO and site Architecture with B2B

I’ve seen recently some very common mistakes here at SEO Liverpool with B2B marketing websites. They usually make mistakes with organic search and inadequate site architecture-the fact that many B2B sites don’t have sufficient content to respond to desired search terms.

The common solution is to adding more content and trust me many do… proper site architecture is also critical.

Here is the first of many key points that will help your B2B site.

1. Identify potential keywords

Keyword strategy in B2B SEO is downright difficult. As numerous blog posts will tell you this is very step in your SEO Campaign poor keyword data can debilitate your strategy before it’s even got going. Your goal in this first step is not to make keyword choices or judgements, but rather to create the gross list, being as inclusive as possible of the potential terms actual prospects might use.
Focus on generic keywords; don’t get caught up in proprietary brand terms. Think of the types of products and services you sell. What do customers and prospects call things? Will their search string express the product/service sought, the problem they’re experiencing, or the type of company potentially offering solutions? Does geography play a role in the search string? Geo-specifics are quick wins.

keep reading for more tips.

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