It’s a sad truth: search engines don’t pay attention to the little guy. Building external links can help, but let’s face it: most people, if not all, link their pages to the same sites. Getting noticed gets easier after you’ve made quite a number of posts, even more comments, but getting there takes time, and there’s no real guarantee that your site will be so outstanding as to get ranked, especially if everybody’s following the same SEO guidelines.
The big question is how do you get perceived? Here’s how you can approach it:
1. Spawn Positive User Feedback
Most companies are afraid of user generated content – angry comments, brand bashing, and even customer service abuse. We recognize their anxiety over it. It is, however, possible to generate positive feedback on purpose.
You can ask your customers to post pictures of themselves with the cars they bought from your car dealership to your site, for example. Or their favorite dish in your restaurant, or their favorite guitar amp in your store. Don’t ask for positive feedback; ask for feedback that turns out to be positive. By asking people to post their pictures, your customers will naturally end up telling their friends about your site because of their picture. By asking people what their favorite dish is, you attract only positive comments because it’s their favorite dish. In doing so, you attract your brand loyalists and you put them to good use.
2. Turn the tables and focus on Local Perspective
If you’re into real estate or you’re practicing law, have you noticed that most realtors and lawyers sound generic? The scope of their focus is so large, which is why they all tend to say the same thing.
You can be different by taking the local angle. And don’t just talk shop; talk about the highlights of your locality, like where you would want your future kids to go to school, where you like to do your shopping, where you like to eat, where you like to hang out. Talk about the local attractions and why tourists go there. You can even talk about weird laws unique to your particular area. Don’t mind getting a bit personal with your content; that’s actually good because it means you know and you care about it. This is good for business because you talk about the reasons why it’s good to live in your neighborhood. This is also good for your site because being localized with your content will attract local links.
If there’s anything you should get out of this post, it’s that you should be unique. Say something that nobody else is saying. Put your own spin on what’s happening in your business, and the links will follow.