The changes will penalize websites that are “over” optimized for search engines, said Google’s Matt Cutts recently at SXSW. This means that sites using lots of key words, links or other SEO (Search Engine Optimization) tricks will be penalized in Google’s rankings.
What does this mean to event professionals? Just that good, quality content on your website is like advertising money in the bank. Smart marketers will not throw that money away by missing opportunities to make use of content wherever they appear.
It’s important to understand that the changes Google is making are part of a long-term effort to level the online search playing field and encourage use of quality content in driving website traffic. Google also plans to employ a search change that will provide facts and direct answers to questions at the top of search results pages, according to a recent Wall Street Journal article .
So how do you ensure you are making the best use of content to drive traffic to your event and/or business website? Here are a few tips:
* Create a (FAQ) Frequently Asked Questions page on your website addressing potential client/attendee concerns.
* If your website doesn’t have a blog yet, get one.
* If you don’t have time to create content for your website and promote it on social media, hire someone.
* Post captured content from your events on your website.
* Create an editorial calendar for your blog.
* Learn how to write short, useful and entertaining articles.
* Make sure you are interacting and building relationships with people online who will help promote your content.
* Keep an eye on trends relating to your niche and write timely blog posts on them.
* To avoid the pressure of being a “thought leader” take a reporter’s approach: interview others.
* Be consistent. Post at least once a week on your blog.
* To stay motivated and on track, monitor your website’s analytics on Google Analytics.
* Make sure your website is registered with Alexa & check your rank weekly.
Things are changing very quickly in the world of marketing and agility will be a key to success during these difficult times. With online search being such a key driver of new business, it’s imperative that event professionals take note of any and all changes to it.
No longer will setting up a killer website with all the bells and whistles be enough to get by. A steady stream of quality content supported by an engaged online community will help to ensure your event and/or business will be seen by as many potential clients or attendees as possible.