April 21st, 2010 by Mike

Good search engine optimization services always rank diversity among their link building strategies. The trouble is, too many SEO companies remove the human element from their game plans – thus losing their clients many valuable links. For example, a person looking online for curtain fabric does not have that as the be-all and end-all of their existence. In fact, fabric hunting is a pretty dull job, so while they’re browsing they may well veer off in other directions – social networking sites or games rooms, for example. So think about expanding into other areas – humour, for example, is an irresistible hook.

Diversifying your content also means diversifying the channels you feed it through. If you use blogging as a tool, think about posting videos. If you use multi-media as linkbait, think of writing a few “How to” articles, and so on. Basically, you must think of your clients as random, browsing herbivores, rather than carnivores intent on targeting just one type of “prey”. By spreading your net wide, and in lots of different genres, you’ve more chance of getting multiple links. They may not all buy – but you’ve increased your chances. So add diversification to your list of search engine optimization tools.

Diversity doesn’t just mean targeting your link building strategies in lots of locations – it means diversifying your blog content too. There’s not much point in posting a wacky video link to curtain fabrics, if most of the people browsing have no interest in curtains. However, it can have a link to other areas in your blog. For example, you could have a humourous video showing the dangers of fitting a curtain pole. You could use cute pics on a light-hearted slide-show – cats climbing curtains, that kind of thing.

As an example, one double glazing company built up a lot of links by compiling a slideshow of owl prints – those curious “etched” pictures left on glazed windows by birds who fly into them. The campaign worked on a number of levels, and was posted on no end of sites, totally unrelated to double glazing. Don’t be afraid to let your diversification tactics stray into the realms of viral marketing – it’s often the best way.

Of course, you don’t want to wander off into totally unrelated areas – using search engine optimisation tools only works if the end result is a good customer conversion rate (i.e. a high number of browsers becoming buyers). Just remember that, as in the bricks-and-mortar world, your clients will come from a diverse number of areas, and for many different reasons. Coming back to curtain fabric – it’s a useful medium for creating fancy dress and historical pageant costumes. So the site owner could post some interesting blog articles on that side of things, and put links on costume and history sites.

Remember that content is key to a good blog. A good search engine optimization company should never place keyword-spotting at the expense of everything else. The content must be informative and well written, accurate and easy to understand. If people like what they read in your blog, they will follow the links for more – all part of good search engine optimization.

Link to us

If you want to link to this blog, copy and paste the following HTML code to your website.