STEP 5: Promote
So you website is now the finished article - the only problem is that you and maybe a few friends and colleagues are the only ones that know about it. What it needs is 3 things - exposure exposure exposure. ( corny I know - but none the less still absolutely true.)
From a SEO perspective search engines have given you top marks for design, build and content but the biggest ranking factor is something it doesn’t have - and that is popularity.
In the seo world this comes down to one thing - backlinks. Quite simply search engines use the quality and relevance of backlinks to rank how popular a website is. More popular means higher rankings - its as simple as that.
Now before you go crazy and run around trying to get heaps of good backlinks you first need to understand that the amount of backlinks you need is relative to the market you are in. In other words you only need to do better than your best competitor. For example : if you are the only person in the country selling something like ‘handwoven alpaca tapestries’ you will be at the top of the rankings because you have no competitors. So you need to find out how many backlinks your competitors have for any given page and you can do this, for free, using the previously mentioned moz toolbar that can be installed on the chrome browser.
Once you know what the target number of backlinks is for each page it’s time to go out and get them. And it’s safe to say this is no easy task and may be something you look at outsourcing to a pro because it’s time consuming and, if done incorrectly, can lead to search engines penalising you.
If it’s something still fancy doing yourself then here is a list of possible avenues you can use.
- blogger outreach
- Press releases
- Social influencers
- Media articles
- Guest blogging
- Voucher websites
- Business directories ( also called business citations and are good for local business.)
- Competition partnerships
- Journalist outreach
- Sponsor an event
- Get yourself interviewed
- Become an expert
- Forum posting
In addition to backlinks, search engines also use social popularity metrics as part of their ranking algorithm but I suggest you use these channels as a way to communicate to customers with the resulting popularity metric as a bonus.
Top tip: pick one social media channel and run with it because unless you have a dedicated social media employee you are not going to be able to manage more than that. (you can auto post to multiple channels from a single source bit in my opinion it gets a bit messy.)