When it comes to websites, findable beats lovable.
You know about ROI. What about ROC?
Return on content (ROC) is fundamental to a website. It is the ROI of the site. Too bad so few marketing people have even heard of the concept, much less how to achieve it.
It’s not complicated. Here’s how to get started:
1. Create a blog. You miss a huge opportunity to drive more traffic if your site does not feature an active blog. This is more than just fundamental to a good ROC, it is central to making your site findable in the first place. And getting found is what online marketing is all about. Web analytics prove this beyond all doubt. Blogging is a great way to reach your target audience with your thoughts, opinions, and offerings on relevant topics. If you are not blogging, your site is not working nearly as hard or as smart as it should. It’s an easy fix: but you have to start blogging. What you’re shooting for is growth in the traffic you attract and the number (and quality) of links that point at you.
2. Post as often as possible. Infatuation with your cool graphics, typography and imagery is understandable. Problem is, they aren’t the key driver(s) of the high-quality prospects that convert into customers and clients. Your content, specifically your blog, is. So, what you post on it becomes the de facto voice of your site–and your business. It is also the one place where you can most quickly and easily update and refresh the content that grows the number and quality of links pointing at it.
3. Grow your “indexed pages”. These are the pages on your site that are stored by search engines. Web crawlers for the major search engines will visit your website periodically and look for new content to index. New content such as new blog posts relevant to your prospects’ searches. The more pages found on your site by search engines, the better.
Coming up: Optimizing your content for max ROC.