One of the things people are continually telling us is that online Content is King.
Even Google tell us that it is relevant, original content that their search engine looks for online.
As a result many businesses literally busy themselves creating content. And that’s good thing – provided you think about the best way to structure your activity.
The way Google and other search engines work is based upon relevance of content to the searcher’s search terms. Thus, if you search for blue widgets, the search engine will look to offer you links to content about blue widgets.
But the search engines do not simply list all the content that has “blue widgets” lost within it. They are becoming ever more sophisticated, and they understand not only the context of the content but the relationships between similar pieces of content.
For this reason we treat content as worker bees that we send out into the wider world to bring value back to the hive. Like pollen, link juice from other platforms can be brought back to the hive – our website – in the form of links.
Consider this…. we write a piece of great, relevant content on facebook. Lots of people read it and many of them link to it and pass it on to their friends. Facebook’s traffic grows. But very few visitors bother to visit your website.
And here’s the thing – you don’t control Facebook. There is nothing – absolutely nothing – to guarantee that that stellar content you posted there will still be available in one week, one month or one year from now. Think about all that content that people wrote on their Google+ page (you’d forgotten all about Google+, hadn’t you!)
But consider the alternative…. you write a great piece of content – just like this one – on your website and then you put a teaser post on facebook, like this – and people who are interested in the content will go from facebook to your website to read the complete article.
And there’s more, because now the search engines are seeing online content on facebook that links back to your site – and that improves your ranking with the search engine.
And, finally – the best part… you own the content. You control it. You are, quite literally, the Queen Bee!