Content Marketing | Why does your website not help you?

Autopsy of a recurrent case: I will share with you the most common reason for this mishap so that you do not make these mistakes. Finally, I will talk about the content marketing. Many entrepreneurs have invested in a website for a lean profitability nest egg. If this is your case or you want to avoid these setbacks, this article is for you …

My first contribution for Webmarketing & co'm will not be technical. This is about giving you the best advice to avoid losing money by investing in your web presence.

Training & Co'm

Too much design kills design

It's not because your site is beautiful that it will be effective. By "beautiful", I mean too much graphically worked and inducing a tedious user experience. The time of effective websites only through successful design is irrevocably over.

It's important, it's true, but it's not the most important. A website must be the relay of your commercial speeches. It must be visible and thought for bring business. The condition sine qua non to get to do this is d'to be visible. So a beautiful site yes, but thought to be useful and optimized SEO to be visible.

Be visible

Today, your website is one of your most important assets.

Let's be clear: The reason so many businesses fail their web projects is this "design first" approach. Instead, opt for a provider who will be able to guide you efficiently from the first steps by starting to offer you a SEO optimized content architecture. Thus, your site will aim to deal with your target themes.

Without SEO, all your investment in design will be in vain. For example, you can paint the walls of your shop by Banksy, if your shop is 10 km from the nearest road, no one will come to see you. (Yes … unless it's really Bansky, but you understand the idea).

The recurring scenario

Take the following example. To refresh his site, a contractor hires a friend or webdesigner found on the web according to his style and budget criteria. What often happens is that he / she realizes after the fact that his website is not optimized for search engines. So, the new site is deployed. A little com 'and a few visits later … everything deflates immediately. The site is not more visible, it is just visually more fun.

What can happen also is a modification of the title tags (the tags

etc.). These tags are essential for Google to understand what your website is about. Incorrectly changing tags or content may even result in position loss in search results.

It is never a good time to explain to an entrepreneur that he / she would need a complete overhaul to achieve his goals. business goals relying on SEO. Especially after investing in a graphic redesign that will not be profitable …

Attention, I have nothing against the webdesign and the webdesigners. I see you coming: "He does not propose a graphic redesign on his site, I went to see. He wants to sell us his services by putting an article on Webmarketing & co'm pretending to be a good preacher! "

Yes and no, if this article brings me business, all the better. This isinbound marketing and you will know how to choose the right freelance webmarketing. I do not propose graphic redesigns, because as explained above, you will not gain if you want to give a boost to the visibility of your website.

Far be it from me to want to give advice to the web industry from the top of my small freelance status. But if a web agency does not offer to integrate the SEO dimension of your website in 2017, run away.

Your site must be a solid building

The foundations of your website should be provided with a page architecture consistent with what your target is looking for.

For example: ban the pages of the type "http://entreprise.fr/services" which list all your services on the same page. If you stick to this page, use it as a sub-page hub of each service by optimizing each page for keywords related to your services. Finally, add a layer with local elements, for example.

At the top of the pyramid is the main keyword, often the most competitive. You will look for specificities and long trolls with sub-pages and a blog section for example.

A redesign design can help you assert a visual identity in a relevant way. But will your website be more visible? Thought for bring business ? Refreshed according to the latest updates from Google algos? Not necessarily.

Once again, if you want a solid and timeless building, do not ask an interior designer to set up the Eiffel Tower.

The web changes, the dimensions of marketing and SEO are essential for a website to be effective.

SEO and Content Marketing

Of course, it is not a matter of making a techos site gargled with the latest technos useless for your business. Of course, a good design creates a good first impression, and it is vital to have a website that is nice to navigate.

As stated above, these two "disciplines" are peer-reviewed. A good SEO brings some qualified traffic on your site and good content the turns into customers. If your site has a lot of traffic, but nobody buys or calls you, it's time to get started content marketing.

Taking positions on Google effectively, it never works in one night. It is a long process. It takes effort and skill. But believe me, this will allow you to bring prospects in a natural and sustainable way.

Think of your content as your savings. #inbound #content #SEO by @ioquery Click to Tweet

One can return my dilemma of the entrepreneur and his graphic redesign in all directions with these three components: Design, SEO, Marketing.

Beyond visibility, a good site must bring value to its customers. He has to educate, inform and possess elements of conversion.

The method that works every time

Be careful, I'm not talking here about a miracle recipe, but about a modern marketing methodology that pays off in the long run. If you do not have a website and want a profitability under three months for example, do not invest in a site at a discount because everyone at a site and you need a site.

" Inbound marketing »And« Personas"You've read it everywhere, but you do not really know what it is or how to apply it? Before I trained professionally in content marketing, I could not figure it out either.

TheInbound marketing, it's about creating content to: Attract, Convert, Conclude a Business and Retain.

This consists of best understanding your target (s) to understand the path of the purchase decision. At each stage of this journey, it is mandatory to create content (blog article, page on your site, white paper, video, computer graphics, etc.) that provides an answer to the problems and opportunities of your target.

The different contents will be points of contact that will guide them to the last step: make a deal with you. To increase your popularity and build your expertise, your content will retain your customers. You will become a medium for them.

If you hesitate, I invite you to look further down to find out why you should opt for content marketing.

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