Stuck creating content?



Stuck creating content


Maybe now it is time to create some new solid content. If you are stuck, all is not lost. Here is a process to help demystify the task. Either way don’t wait, after all content is king.


So how do we begin to create content from a blank page? This is my simple approach!


Absolutely first of all, have in mind your key 3-4 key search phrases that you want to use to optimise your overall site. If you have these in mind or written down, they will naturally appear in your content and this is what Google wants to see.


1 Plan the content you are going to make. I find it difficult to pull content from thin air. But if I plan what I’m going to say on 4-5 pages, I know what I need to generate.


2 Ask yourself a question. Let’s say you have planned pages called About Us and Services. Start by asking yourself a question as if a client has rung you on the phone. Questions such as ‘how do you guys operate and what territory do your team cover?’, ‘What services do you provide and what size businesses do you generally work with?’.


3 Once you have asked these normal everyday questions, simply answer them! You could answer these naturally if someone were to phone you, so write that answer down. Turn the questions into sub headings – ‘Territory we cover’. Writing in your own personal manner can be really appropriate for content on websites for small and medium size businesses. This depends on a little on your industry. Mostly we don’t all have to write content trying to sound like some high flying marketing corporation. At the end of the day, it’s about good, useful information for your clients. Here are some additional tips to keep in mind while creating content.


*  Write for the customer personally

*  Keep paragraphs short, 3-4 lines

*  Use Sub Headings

*  Write short sentences

*  Keep your keywords and search phrases in mind

*  Add little bits of content regularly over time and Google will love you!





Check out the competition online & undercover.



Check out the competition online & undercover.

It’s one thing to know what key search phrases you want to optimise your own site for.


It is quite another to know what your competitors are trying to rank for.


There are some clever little tricks where you can check websites in your industry to see their search engine optimisation efforts. For a start you can quickly see what their Meta Titles are on pages on their website.


*  In older versions of Internet Explorer, the Meta Title appears in the blue header of the window it’s open in.


*  Internet Explorer 9 and up, Firefox and Chrome, mouse over the tab the webpage is on. This shows the Meta Title (and the URL in IE).


*  Right click and select View Source in any IE version and you can see the actual Meta Title between <title> tags, Meta Description in a tag that starts with <meta name=”description”…, and also the keywords (although Google doesn’t look at this field anymore).


*  Firefox and Chrome you right click and select View Page Source to do the same thing.



Try to avoid clicking on content and images, click in space or on the background outside the website. Take a look at multiple pages and you should get a feel for what they are trying to optimise their site for. Then test those searches in the search engine and see where they turn up. If their Meta Titles are short, or all the same, then you know they aren’t doing a great job. Likewise if their Meta Descriptions are short, all the same, or non-existent, they shouldn’t be hard to beat!







Create a Links Page Today


Here is a links page strategy ready to go.

Everyone knows relevant links into your website are like gold dust. Not to the same level, but links within your site and out of your site can also contribute.


Google doesn’t want to just see links of any quality. It really likes it when sites with similar or associated topics are linked together, and when the link text also supports the search phrases of the site. So these are really good quality hand crafted links. The bonus is this is really good content for Google and it is real content that is useful to your site visitors.
Here is a bit of a template on how to tackle creating your links page.


1) Make a list of links. It is best to select sites that are on a related topic to your website. These shouldn’t be general generic links like ‘’. Rather they should be industry body sites, Government sites, supplier sites (if there is no conflict of interest), clubs, related industry sites. For instance if I’m on a builders site, I might want to see links to some recommended architects or EQC!


2) Use a simple formatting system to keep the page looking consistent. To get the page indexed by Google you do need to get more than 200 words on the page ideally, so a short description will really help. It also makes more sense to visitors, rather than just a list of links off somewhere. Something along these lines-


* Text heading with your search phrase in it. Make this text a link to the page. This is the bit that helps Google recognise your search phrases. Learn how to do that here – make sure they open in a pop up window – You don’t want links opening in the same window as your website. Your visitors will simply browse away from your site. With a popup link, your site stays in the background for later.


* Take a few lines of text from the page you are linking to. Paste this in or use it for inspiration. Learn about pasting as plain text here –


*Put in the actual link so people can see where it will go.


* Repeat!



Here is an example to follow-

Nice Heading For the Page Using Your Search Phrase

Here are some links we hope are useful for your search for items related to your search phrase.

NZ Government Employment Services Your Search Phrase

Find out about assistance available when hiring a new employee, or offering work experience – from apprenticeships to on-the-job training. Find out how Work and Income works with businesses to help you fill vacancies. Find out what Modern Apprenticeships are and whether they are right for your workplace.

NZ Government Employment Services Your Search Phrase

Find out about assistance available when hiring a new employee, or offering work experience – from apprenticeships to on-the-job training. Find out how Work and Income works with businesses to help you fill vacancies. Find out what Modern Apprenticeships are and whether they are right for your workplace.






Is Facebook for your business – take the test.



Is Facebook for your business - take the test.

Facebook isn’t going away anytime fast. And what we call ‘more mature users’ are joining at the fastest rate. So with this normalising of Facebook amongst your target customer base, the question needs to be asked – is Facebook for your business? Take this test.


i) Social media is about online communities. People like to talk to each other about things they have in common and are interested in. Appropriate clients of ours that pop to mind would be doing things like fixing high end brand scooters, fashion designers for ‘mother of the bride’, road and mountain bikes sales and service. Are your clients likely to form an online community and chat on your Facebook page?


ii) Facebook can be a natural place for testimonials from clients thankful for the work you have done for them. An example might be a wedding planner or wedding photographer; clients might naturally come and add a comment and some photos. An indication might be you already receive a lot of testimonials naturally from clients. Are your clients likely to provide feedback and testimonials on your Facebook page?


iii) You will struggle to get Facebook friends if your service or product is something clients would rather keep private. This largely covers all medical services. I think my dentist is on a hard road to build friends on Facebook. I’m unlikely to discuss this with my friends in normal life, never mind have it posted on my Facebook wall and friends feeds when I ‘friend’ or ‘like’ or comment on their Facebook page! Is your service something your clients would be likely or willing to refer and discuss in normal life?


iv) Facebook is one of many opportunities to put together your company profile for display in the digital world. You only have so many hours in the day, and other online options may make more sense as a priority. Some of these options are Your Website, LinkedIn profile, Google Places page, Finda directory listing, Google+ business page etc. Have you completed your website onsite optimisation and are you consistently creating quality content for your site?


v) Facebook for businesses is only appropriate if you can generate content on a consistent basis. You can’t set it up and just leave it. This content needs to be targeted correctly. There is good evidence people don’t respond well on social media to direct hard core marketing. You must respond to contributors. Do you have the skills and time in your business to create appropriate content in sufficient volume?



If you answered Yes to all or some of these, Facebook could be for your business. Make sure you re-read point v).


If all you heard was a resounding No, you have your answer! The one thing that is certain in business is that things change. So while Facebook may or may not be for you right now, we will keep you informed as things change on the internet and social media landscape.





What key search phrases are important to you?



What key search phrases are important to you?

People say they want to be on page one on Google. That’s a reasonable request, but it’s missing a step.


The first question should always be “On page one for what key search phrases?”.


To properly optimise a website you need to know the target key phrases. Do you have a plan of attack when it comes to optimising your website?


There are some questions to ask that might help you.


Q: Are you looking for ‘new’ clients who are randomly searching the web for your service? For many business people this isn’t the case. For many of us the website is there to support existing clients, and to support specific marketing or referral clients. Someone is referred to you, they check you out more online to see your product or service, and your team. To see how credible you are before making the next step. In this case the answer is simple. You really need to make sure you rank well for your company name. You should also try to rank well for the owners name, or key staff. There isn’t space here, but to do this read the SEO Guide we gave you at training, or any of the Search Engine Optimisation blog articles and videos we provide. Everyone should at least optimise for their company name, it’s just sensible.


Q: How broad is your target market online. We typically don’t focus on Key Search Words. You will hear us talk a lot more about Key Search Phrases. The reasoning is as follows. Say you decide to optimise your website for one word, for instance ‘builder’. For a start common single words are usually very competitive so you are going to struggle to get on page one anyway. Secondly it is very broad. You would essentially be fishing for anyone searching the word ‘builder’ and that could include searching for ‘train to be a builder’ ‘website builder’ ‘boat builder’ ‘building courses’. You might get large amounts of traffic, but it won’t be target market. This is just like the SEO specialist email offers that arrive in your mailbox everyday, making claims about huge traffic increases. What they don’t tell you is that most of it is useless traffic.


Q: How narrow is your online target market? Let’s say you do one thing and you know who you want to reach. Optimise your website for something more specific and something longer. For instance ‘house and land packages’ will pick up very particular people looking for a very particular thing. Your search traffic may be lower, but it will be better targeted.


Q: What is your target market searching for? There are Google tools to see what is being searched across the web. You can start typing a search phrase into the Google search engine and the suggestions that appear in the drop down indicate most common searches. However this is internet-wide. This doesn’t tell you about your target market. The key to the answers above being effective, is matching them up with actual phrases being searched by potential clients. We all tend to live in our own industry jargon bubbles, but get out there and talk to some clients. If they call it a ‘sandwich board’, or if they think of you as a ‘computer technician’, then those are the phrases you need to optimise for.