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At a recent workshop with successful small business owners I asked the question. “If quality content is the key to success online, what is quality content and why do you think you’re failing online?” Everyone was wrong, but most were 1 step away from success but were failing because they didn’t know what quality content was.
You may be asking yourself the same question. So I created the video below that shows how I edited a web page for a client to create quality content. Quality is based on how the search engines and Google in particular rank pages. They don’t look at websites, they look at individual pages
Each web page is crawled by the Google robots. They evaluate numerous criteria starting with keywords. What is the page about, how does it compare to other pages and is it valuable to a search visitor? Then Google positions the page based on what they perceive as quality relative to other pages. The best pages rank and get the lead. You don’t need to be the best business to succeed, but you need the ranking. Sorry, like it or not, that’s the way it is today. The best marketer wins.
Google is not a dictator, they base their results and pages that rank on consumer behavior. Every day they are crawling through billions of pages and evaluating what produces the best user experience. That being said, quality is based on what appeals to a consumer. The internet is demand driven marketing. It’s 180 degrees from the way businesses promoted their products and services before the internet which is called interruption marketing.
Interruption marketing is a television commercial, a radio add, a cold call, printed brochure, even a business card. Today, the consumer is in control. Think about how you get what you want. You Google it. You start searching for what you want. You keep clicking as you get educated until you find what you want. When you find it, you stick.
Many of my clients tell me at first they don’t like the content I create. But when they see the results, they start to understand it. When a contractor gets a $500,000 project from an internet call, they get it. Or a commercial real estate broker gets a lead that might be a $100,000 commission, they get it.
The reason then that most businesses fail online is that they don’t create quality content that converts a customer to a sale. They create what they think a customer wants, they don’t stop and consider what the customer really wants.
The formula for creating “quality content” is easy. You just need to know how it works. The NicheQuest Formula eBook lays it out in detail. Every message online to be successful starts with a simple formula that very few know. But it’s right there. Most business owners are writing blogs, creating posts on Facebook, Twitter Google Plus, Linked In and getting zero results. They are creating white noise. A big humm that produces nothing. They don’t have a plan or a system. They just jump in and start using free tools. An anology would be like going to Home Depot, buying a power saw and thinking they are now a real estate developer. Or just because you own a tennis racquet you think you’re a tennis pro. Do you have an online plan? Just because you have a website and a bunch of social media accounts doesn’t mean you do.
To go from failure to success online for your business is easily achieved when you know how. Watch the video below. It takes a few minutes. It’s the foundation for your success.
Edward Winslow
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Casey Hart says
21 Feb 2014 at 9:52 pmGreat content, great ideas. Shows how easy it can be if you get to know all the right steps. This is a good intro to all the ideas, but working with you on my site helped me go deeper into the “best practices” to get ranked for my keywords like “messages on hold”