Getting Creative with Content for Universal Search - Have a Plan
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Once you’ve done everything you can to optimize your current content, you’re ready to brainstorm. How can you make your current content more useful to visitors? And what different kinds of content can you add? You may not be able to do a full-fledged podcast, but what about a regular blog? Think about what your visitors will want to see, and come up with some approaches that make sense for your field.
Say you own a real estate site. Some real estate agents have done well with a regular blog that discusses the advantages of moving to the area in which they’re selling homes. But what if you don’t have the resources to maintain a regular blog? Can you at least add video for featured homes that lets visitors walk through them online? If you can’t do that, can you add multiple images to your site for each of the homes you list, showing the different rooms as well as the outside of the buildings? Something this simple can make a huge difference, and your visitors will love it.
Once you’ve decided what kind of content makes sense for you to create and add to your site, you should set up a regular schedule for getting it live. Think of your web site like a publication. This will help you make sure you keep producing fresh content to get the search engines and your target audience to revisit regularly. Don’t overlook the advantages of using RSS feeds to lure visitors back to your site!
You may be wondering what that has to do with blended search. One aspect of blended search involves getting a wider variety of content on your site, so you’re more likely to show up in several places on the SERPs. Another aspect involves depending on the search engines a little less for traffic to your web site. If you have a plan for regular publication, you will have an easier time promoting your content on social media sites because you’ll know when items will go live. It’s one reason why Adler’s did so well. In the next part of this series, I’m going to delve more deeply into social media optimization and other ways for your SEO campaign to take blended search into consideration.
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