Interested to know how to drive traffic to your marquee hire website? Read on and leave behind a static web presence
As with many technical disciplines, online marketing is surprisingly no different actually in the sense that the key success factors are not of an artificial/scientific nature (despite what the very many global commentators say), but rather grass-roots, school of life fundamentals.
The root of which is hard work.
We've been working in the digital marketing business now for 7 years, although Selmore Event Hire being a more recent iteration of our service provision has bit more proving to go through.
Do we have any first hand experience to talk of?
Having worked with many local small business service providers, including, marquee hire companies, we have had the opportunity to experiment with many prevalent types of internet marketing techniques.
Whilst we can tell of varying successes over the years following one method or another, we can say the constant success factors have been hard work and patience.
Learn how to do organic search marketing well and rank on Google...
The nature of organic search engine marketing, i.e. relying on natural search listings to bring in your new business interest, is that it credits relevance and perseverance.
When a new business web address is introduced to Google, it marks the beginning of a relationship where good will is garnered by selfless service one to another.
The more you seek to help Google with its commercial goal of delivering to its search users, the most useful information according to their prescribed search criteria - then Google in return will rank your website favourable.
Quality content being the main buzzword.
The constant here though is change.
What is quality today within the online search landscape may not hold the same relative value tomorrow for many reasons, such as: 'timeliness' (become redundant because the content is outdated) or 'competition' (many others have published much better quality on the subject over time), for example.
To stay on top of building that relationship with Google via your website content, you will want to make sure that your publishing of content is of a high frequency.
Prompting Google to consider your value is an ongoing work and one which has paid off time and time again for those who patiently wait for it.
What it is the best format to publish new content on your marquee hire website?
A blog. Without a doubt.
Blogs are built for frequent and relevant publishing of specialised web pages (called, 'blog posts').
Posts are date-stamped, digital news articles which when published accumulate within your website in organised, categorised archives which can be easily located by an intuitive system of internal links and silos.
Each blog post published, just like a news article... has a central theme, defined by a key phrase or word, which is the foundation of the entire piece.
Other pieces of similar focus will be collated within a relevantly termed category or tag archive.
Blogs, because of their purpose-built, user-friendly interface for readers are the ideal digital serving platter for digesting communications across various media, including, text, image, video etc.
Blogs and Google work hand in hand. They are the ideal instrument for your journey in getting Google acquainted with your business.
Free, open-source blogging software such as WordPress are popularly used by businesses and individuals alike for sharing their digital wares with the world, via the major search engines.
It is touted that some 30% of all webpages online belong to WordPress-built websites/blogs.
How does the practice of search engine optimization (SEO) factor into all of this?
SEO, essentially is the 'giving to Google what it is looking for' so that it may 'give to its searchers what they are looking for'.
The more content Google receives, the more 'automated software organising' it does to separate out those pieces which its users will find useful vs. content which may not be as useful.
Some direct quotes from Google:
"The key to creating a great website is to create the best possible experience for your audience with original and high quality content. If people find your site useful and unique, they may come back again or link to your content on their own websites. This can help attract more people to your site over time." - Google Search Console
"...you want your users to quickly and easily navigate your site to find the content they are looking for. You also want search engines to easily crawl your site and understand the content that you consider important." - Google Search Console
"These algorithms analyze hundreds of different factors to try to surface the best information the web can offer, from the freshness of the content, to the number of times your search terms appear and whether the page has a good user experience. In order to assess trustworthiness and authority on its subject matter, we look for sites that many users seem to value for similar queries. If other prominent websites on the subject link to the page, that’s a good sign the information is high quality." _Google Search Console
There is a core collection of search rules here by which Google declares openly it uses for ranking web pages:
- best possible experience for user
- original, high quality content
- useful, unique
- links to your content
- attract people over time
- quick and easy navigation
- search engines easily crawl
- prioritise important content
- no. of times search terms appear on a page
- trustworthy & authority
- prominent pages link back
As you can see, there is nothing within this list which isn't a reasonable factor in assuming the relevance of a web page for a corresponding search term.
But how is it best to pull all of this together to drive traffic to my own marquee hire blog?
In our recent digital research expeditions throughout the internet, we have found the following article to be a good example real, case study illustration of how to ramp up your web visitors by way of Google organic search:
- Search Engine Journal - Bill Belew, "Case Study: How Long Does It Take To See Organic Search Results?"
This case study is unique in the sense that although it is written by an industry insider, it features web novice, MBA students who went from zero-to-hundreds of unique visits per day via Google Search, following a simple & repeatable approach.
- The summary:
- 40+ MBA students took part in an online marketing experiment led by an expert, Bill Belew
- None of the students had any prior industry experience in online marketing
- The aim was to discover if...
- 'frequently published, quality content on a new domain name would be enough to drive traffic'
- No convoluted strategies of back links etc. just honest writing and simple social sharing
The results of this experiment support the author's notion that "approximately 100 daily unique organic visits could be achieved by an internet marketing novice, in almost any niche topic with blogging, within 3-4 months".
This read was of great encouragement to us, which we share with you, in contrast to the countless highly technical takes on content marketing online.
The basis upon which this theory was proven were:
- producing high volumes of blog content
- delivering unique and useful blog content
- daily delivering at least 3 blog posts
- over months hitting those daily targets non-stop
The formula in a nutshell: (a) Writing 200-500+ word posts, (b) 3 times daily - every day, (c) for a minimum of 3-4 months generated the following astounding results:
A sample traffic profile of one of the students - 10 of the 40 (25%) others produced almost identical traffic trends:
As the snapshot of Google Analytics shows above, it took a good 3 solid months of blog content creation and publishing in order to reach a huge increase in organic search engine derived traffic.
There are many theories proposed to explain this delayed leap in traffic.
The most prevalent theory amongst industry insiders, including the author and teacher of this case study, Bill Belew, is the Google Sandbox theory, which suggests that Google arbitrarily holds back from favourably ranking unproven websites without a track-record, in order to prove them for staying power.
As each of these MBA student websites started with a fresh domain without previous history, having launched a common blogging schedule on the same day (although writing about different niche topics), it can be clearly seen that it would be beyond coincidence that the sudden surge in organic searches was resulting from anything other than a probationary period, of sorts, being imposed by Google.
The cumulative unique web visitor totals for the top 5 MBA students over a 16 week period were as follows: 9497, 8993, 7422, 4365 and 3720 unique visitors respectively. Impressive results!
What about our own experience?
In our own online marketing experience we have seen a similar correlation in a sudden increase in web rankings, using a fresh domain, having begun to blog - nigh on daily - for 6 months.
Had we posted our blog posts as frequently (3x per day) as the students in the above example, we might we have shaved down our 'time to surface' to 3 months, likewise.
We recommend the following steps to driving more organic search traffic to your marquee hire website:
- If you haven't already, register your company domain name
- Buy a small business web hosting package
- Install WordPress
- Buy a premium business theme like Genesis Framework
- Customise your theme with your business brand identity
- Make a list of about 30 of the most common marquee hire topics, like 'marquee hire prices', 'costs' etc.
- Get a calendar and mark out a 3 month timeframe
- Index your website with Google Webmasters
- Register with Google Analytics to track your website's traffic
- Begin blogging furiously, 3-4 (200-500 word) posts per day on niche, sought after subjects related to you aforementioned key topics
- As you build your post and page count begin linking internally to previously written posts
- Link to external sources which you found useful on your online research runs
- Don't stop blogging everyday, knowing that the return on this investment won't really present until 3 months down the line
- Catch the traffic wave...
Any experience to share of you own with business blogging?
We welcome you sharing your thoughts on what was written above, as well as your own experience in driving traffic to your business website by blogging.
Categorised in: A Guide To Event Business Management
This post was written by selmore