Would you like to become a Google darling?15 Sep
Times of cheap gimmicks and occasional technical tweaks to your website in order to gain a better ranking on Google are over. Many people seem to be oblivious to the fact and keep looking for a magic bullet. Usual places where hopefuls are trying to get the answer are IT department or just a house of a random computer programmer they happen to know.
Unfortunately, computer wizards will not help you there. You need to figure out how to tell a compelling story about your company and how to get that story in front of a crowd that cares to listen. This is not what normally IT or SEO (search engine optimization) people do.
More than anything else, Google loves original content. Not the stuff you ‘borrowed’ from another website, not something you bought for $5 online that is so impersonal and mangled, it’s hard to tell whether it was written by a real English speaking person, or a machine.
Even though aesthetically appealing website is a must, a lot of technically outdated and visually unattractive websites often rank much higher on Google than shiny flashy pieces of art with no original content.
If you are not the writer type or you do not have time for that, look for outside help. Try to hire somebody who is more than just a good copywriter. The ideal candidate might be a boutique PR and online marketing firm that can give you a lot of personal attention. If your company is a little bigger than mom-and-pop shop, you need somebody who is able to think strategically, who can interview key people in your company and literally get the juicy information out.
Whoever will be doing it, they need to integrate the content in your current website or blog. They also have to make a decisions on what to use outside the website, what press members and bloggers to contact, where to post the original content and where to link it back.
Remember, every company has a story, but only a few are able to tell that story in a compelling way and get it out to the world quickly and efficiently.
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