Putting interesting new Content online is essential to attracting new website visitors and persuading Google to rank you higher in its search results. But how do you maximise your visibility?
Tactic 3 – Love Inbound Links
Inbound links are links on other websites that point to a page on your website. They are also known as inbound links, backlinks, and links to your site.
Inbound links are crucial to Google’s PageRank system – the more relevant websites with good reputation refer to your site, the higher your website appears in its rankings. However great your content, your website power and traction is provided by trustworthy, authoritative sources linking to you.
Whilst link-building takes time to implement and reap results, Backlinko https://backlinko.com/link-building analysed 1 million Google search results in 2016 and found that links impacted rankings more than any other factor.
Quality links are more important than the quantity, although this varies by industry. Links in the middle of the main body of text are most valuable. A diverse and natural-looking anchor text (the clickable text section of a link) distribution improves your site’s rankings.
Inbound links are different to Internal Links – links that point from one webpage of your site to another page of your site, also known as website navigation. Internal links can assist your SEO by pointing to your best resources and improving visitor experience and time spent on site, which can improve your page’s search rankings.
Short-Term Actions To Win New Inbound Links:
1. Check Who is Already Linked To You
Use Google Search Console https://search.google.com/search-console/about to learn about sites that are referring to you. Be aware it shows all websites ever linked to you, including ones that have been removed, and you can’t check what anchor texts are being used.
We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what how do you maximise your visibility?
Tactic 2 – Know Your Keywords
Keywords are the words and phrases that your customers type into Search Engines when looking for an answer to their question. It is crucial you have the right keywords to rank well so:
1. Review what keywords and phrases you are using now
Inspect your website headings (visible to the public), titles (visible to search engines, see https://moz.com/learn/seo/title-tag), URLs, meta-descriptions, sub-headings, images alt-text, product descriptions, content and blogs.
Example 1: For a Health & Safety Training Provider to be found by:
Emily – HR Manager, graduate, career-focused, wants to use a professional, credible company Keyword ideas: IOTB, NEBOSH & CITB accreditated training, How to win staff buy-in to a safety culture
Mark – Supervisor, results-focused, has to manage site safety and employees’ time off-site Keyword ideas: How to motivate staff to report near-misses, how to train different personalities to pass tests first time
Example 2: For a Home Cleaning Company to be found by:
Kirsty – doctor, relationship-focused, no time to keep a clean house and needs reliable service Keyword ideas: top tips for a clean-looking house in 10 minutes, checklist for your ideal cleaning company
Jo – age 34, Finance Executive, environment-focused, wants a clean but green, ethical home Keyword ideas: most effective green cleaning products 2018, how to encourage more recycling in your workplace
Short keywords describe the product or service, such as ‘training, cleaners’, but are very broad terms that have a huge amount of competition from other sellers to rank on Page 1 of Search Results, and may not have Commercial Intent – the searcher may not be your serious buyer.
Longer-Term Keywords or phrases, such as ‘CITB Health & Safety Awareness Training in Cardiff Bay ‘, ‘reliable home cleaners in Cardiff, Wales’, are likely to produce much lower search volumes, but ideally have lower competition to rank highly from other sellers, and high Commercial Intent – the searcher is likely to visit and purchase from quality website results. They are worthwhile if you know exactly what you need to rank for.
Medium Keywords, such as Health & Safety Training, home cleaners, narrow down the concept, and are somewhere in between the above 2 descriptions. For detailed explanations see https://backlinko.com/commercial-intent.
Short keywords are very high volume and competitive, a mix of medium and long-time keywords gives you a good balance between volume of searches and conversion likelihood.
We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what do you need to know to maximise your visibility?
TACTIC 1 – BE AUDIENCE AWARE
Build 4 audience personas which accurately represent your target customers. Work out their demographic information such as gender, age, income, employment, location and education using social media profiles, customer service surveys and FAQs.
Add depth such as their interests, families, homes, pets, cars, holidays, clothes, sports, music, tech, food, news and entertainment sources.
Look for trends, such as mostly men in their 30s or women in their 50s, specific cities or job roles, and other common factors such as marital statuses, career histories and interests.
Identify their motivator – money, recognition, achievement, comfort, independence, relationships, development or something else. What goal does your service help your personas achieve?
Discover their pain point – is it getting employees to follow safety procedures consistently or high staff turnover? What barriers to success does your service help your personas overcome?
A good persona is a picture of who your customers are and who they want to be. It allows you to build deeper relationships by delivering personalised content where your target customers want it.
Examples of Audience Personas and Content Solutions For A Health & Safety Training Provider
Emily – age 36, Human Resources Manager, graduate, career-focused, married with young children, runner
Pain Point – wants to use a professional, credible training company
Content Solution- website verifies credibility by displaying IOTB, NEBOSH & CITB accreditation, Mission statement, Client List plus an up-to-date Linkedin profile
Jack – age 24, Construction Worker, 5 GCSEs, money-focused, single, grime music
Pain Point – perceives training as boring and trusts peers not companies
Content Solution – website introduces mascot, interesting training methods, peer reviews plus amusing Facebook and Twitter posts
Mark – age 45, Supervisor, 20 years industry experience, results-focused, has a partner and grown-up kids, rugby fan
Pain point – has to manage site safety and employees’ time off-site
Content Solution – website promotes different options including e-learning and weekend courses, emphasises experience and Trustpilot reviews, plus Facebook gives 5 star recommendations and safety fail videos
Geoff – age 57, Director, 40 years experience, company-growth focused, married with kids and grandkids, golf and travel fan
Pain Point – directors responsibilities including financial restraint and safety legislation
Content Solution – the website reassures with accreditation, blogs, a pass promise, payment plans, discount deals and informative industry newsletters
Examples of Audience Personas and Content Solutions For A Home Cleaning Company
Kirsty – age 46, doctor, married with teenage children, relationship-focused (parents, teenager’s friends, PTA, health club, dinner parties)
Pain Point – no time to keep a clean house and needs reliable service
Content Solution – website displaying customer testimonials, reassuring cleaning will always be delivered and all staff referenced, plus helpful Time Saving tips on Facebook
Jo – age 34, Finance Executive, environment-focused, single, gym bunny and charity work
Pain Point – wants a clean but green, ethical home
Content Solution – website introduces green credentials such as products used and recycling targets, and focuses on staff welfare, plus self-development blogs and Twitter posts
Mark – age 51, Company Director, divorced with grown-up kids, reputation-focused, racing and tech gadget fan
Pain point – workaholic so wants to enjoy precious free time in nice environment
Content Solution – website succinctly covers FAQs and has a postcode checker to quickly allow access to the local contact, plus Linkedin gives 5 star recommendations and home gadget articles
Ben – age 26, web designer, money-focused, living with partner, real ale, folk music, surfer
Pain Point- building own business any time not in the day job – no time to keep house as well
Content Solution – website reassures with minimum hours service, peer reviews, loyalty scheme and inspirational Instagram posts
The great thing about named audience personas is that when writing Content to promote your online visibility, you can check back whether it would be interesting and attractive to your Emily, Jack, Mark or Geoff. If not, change it.
If you are a training company looking to stand up and be found, Content Marketing is the way to win more business.
What Is Content Marketing?
Content Marketing is the creation of entertaining and educational material that solves problems for your potential customers, generating interest in your business by offering solutions in a non-salesy way.
It includes blog posts, articles, podcasts, newsletters, e-books, webinars, quizzes and videos, and sets you apart from your competitors.
Consistent Great Content builds trust and loyalty with your target audience, and interprets your offering to search engines – through keywords and text (SEO) – to allow more buyers to find you online when researching answers.
Informative Content Marketing is a long-term strategy that continues reaching quality buyers by ongoing sharing of your valuable insights through blogs, forums, social media, paid and influencer channels.
Accurate and relevant Content Marketing brings people to you rather than you approaching them, bringing you website traffic, leads, customers and advocates. How Do I Plan Content Marketing?
People are looking for information online, so answering your target clients’ questions with valuable knowledge via blog posts, e-books, and videos will push you up search results and highlight you as an authority in the training industry.
Use timely ideas (such as holidays, industry events, seasons, awards) plus evergreen topics that stay fresh (such as ‘How To Motivate Difficult Staff’).
Choose your goal – new customer sales, increased existing customer sales, improved brand awareness, industry expert status, education of Influencers, building a long-term audience, a larger social media following, more website visitors, increased conversions to sales – and tailor content accordingly.
Choose a content marketing mission to keep you focused, such as “We provide SMEs [our audience] with staff development information [our type of content] to help them increase profitability through reduced sickness and improved safety [their business goals]”.
What Content Should I Publish To Win New Training Business?
Blogs are the main starting point for Content Marketing. Provide, for example:
Useful How-To Guides – Establishing A Safety Culture In The Workplace In 2019
Educational Tutorials – How To Perform A Risk Assessment
Industry news and Insights – Mental Health At Work – Your Obligations
Checklists – Comprehensive Accident Reporting, Fire Test Procedures
Inspirational Case studies – How Company X saved £50,000 per year on staff sickness and recruitment after Company Y Delivered the Mental Health First Aider course
Expert Advice – 10 Most Common Health & Safety Myths
Blogs Should Be:
Relevant and Recent – How Shell Could Have Avoided a £60,000 Health & Safety fine
Long-Form – Complete Guide To Care Home Workplace Safety
Targeted to a Specific Persona – How To Manage Working At Heights In The Commercial Cleaning Sector
Lead magnets can be ebooks, webinars, resource lists, reports, free trials, quizzes, mini-courses that generate leads by solving a real problem for your customers, such as ‘How To Manage The Health & Safety Of Mobile-Workers’.
They should provide valuable insights with easy-to-implement solutions that show off your expertise.
Guest blogging is a fantastic way to improve SEO, raise your brand awareness, attract inbound links, build trust, and get new online visitors.
Identify appropriate and authoritative sites that your ideal customers visit, such as business agencies, enterprise news, trade journals, management, health and finance platforms.
Pitch and write a great topic such as ‘ How To Protect Yourself From Personal Liability In Workplace Health & Safety Claims’.
Respond to comments and shares to engage individuals and build new relationships.
Promote content using social media and measure results.
Gated Content means hiding some content to entice visitors to subscribe, using a powerful Call To Action (CTA) in your landing page.
You can gate blog posts, news articles, white papers and research, webinars and videos, checklists and cheat sheets, downloadable resources and tools, lead magnets.
Whilst gated content can annoy visitors, and reduce the number of people you connect to, it can help you understand who your true audience is, what matters to them, build deeper relationships and create more targeted marketing. Videos
Video is one of the most popular content formats around, and is proven to generate leads and make sales.
You can create explainer videos, showcase your services, deliver tutorials and lots more simply using a mobile and YouTube, so it’s easy to get started.
We have so many opportunities and responsibilities these days – everybody else seems to be having such a great life on social media. So how do we avoid FOMO (Fear Of Missing Out) and become pro-active in living a meaningful and happy life?
Here’s a round-up of expert advice for you to choose from:
Know Your Self
Spend time working out what fills you with joy, and what success means to you. It could be spending time with family, travelling the world, improving the lives of the underprivileged or putting an end to palm oil use.
Knowing who you are enables you to decide who you are going to be and why you’re here. What’s important is to find your own definition of meaning and path to fulfilment.
Your purpose is a deep belief that leads to passion and inspiration. In childhood we have many grand ideas for ourself, before life squashes them out.
To find your purpose ask “If I could do anything with my life, and I knew I couldn’t fail at it, what would I be doing?”
Connect your purpose to your activities to achieve lasting fulfilment, as opposed to temporary happiness or success. Happiness comes from what we do. Fulfilment comes from why we do it.
Making the decision to do what you are passionate about takes courage, and is actually a rite of passage to reach mental, emotional, and spiritual maturity that not many adults experience.
Work out what you want and imagine yourself getting it. Many people ignore this to avoid disappointment if things don’t work out, but it is a crucial step to achievement.
Remain open to change and new ideas. Don’t give in to doubts about your abilities. Make contingency plans and strengthen yourself emotionally to be ready for new experiences.
Society tells us we are not good enough and happiness comes from external objects. But whatever we acquire, our purchases soon lose their appeal.
Fulfilment comes from ongoing self-improvement and acknowledging your growth.
Reflecting on challenges tackled and celebrating achievements gives a sense of meaning and purpose, along with the motivation to continue striving.
You are responsible for the way you perceive situations and your own fulfilment.
Stop blaming others or the world, and you’ll discover the power to control your own life. When you change the way you look at things, the things you look at change.
Live In the Present
Let go of your never-ending self-talk. Take a break from social media distractions. Pause, and just be present.
Lower anxiety and improve focus by connecting to the stillness of the here-and-now. Immerse yourself in the present moment and your productivity and happiness will increase.
Stop expecting and start appreciating. Stop thinking about what “should be” and start being grateful for “what is.”
Enjoy the simple pleasures such as silly jokes, a child’s hug, a dog’s welcome, sunny days, a good meal, a winter’s frosty walk.
Contributing to the well-being of humanity and being part of something greater than yourself tends to make us feel better about life.
Find a cause you truly care about and give your time, money or ideally both. The act of contribution reminds us how successful and fortunate we are, and how small our problems really are.
You can be rich and successful by living your purpose, but you will be fulfilled everyday by what you give to ensure the happiness of others. Find Out More: