Your company has a web site, but few visitors. You’re hardly alone, but what are you going to do about it?
This is not a post about the finer points of search engine optimization. Rather it’s about one straight forward step you can take to boost traffic. Google and other search engines look for relevant terms a.k.a. key words. More relevant key words help the rank of your web site. If your company sells ball bearings, your site will have a higher rank if it contains lots of information about ball bearings.
How do you credibly add key words to your site? You could, of course, write lots of to the point content about your products, services, and industry. Many high ranking sites do this. It pays, but it can be a lot of work. Recently, one of our clients lamented the modest traffic on his fledgling web site. Still he despaired of adding content, because it would be too much work for his start up company.
There is another way – let your customers do some of it for you. You can do this through easy to add components such as blogs, public wikis, and product reviews. This user generated content is at the heart of Web 2.0. Yes, it does mean you give us a measure of control along with a lot of labor.
You can and should filter offensive content, but this is uncommon. If your product gets an unfavorable review, you’re more likely to learn about in time. Reviews also give insight into what customers like about current products and what enhancements they want. Just let your visitors do the typing.