Why should you create great content for your website?

Can people find your website on Google? Before you answer that let me give you a statistic: 80% of your website traffic comes from Google searches. Yes, your website link is on your Instagram, Facebook, Twitter, Tumblr, Snapchat and Patreon accounts, butthose only roughly account for 20% of the traffic your website gets. Let that sink in for a moment…

Okay, so going back to the original question; how does a website show up on Google search? You probably heard there is a sophisticated algorithm that takes care of all this, and you might despair that it is probably a big mystery that none of us “artists” will understand. First of all, yes it is a complicated algorithm that evolves every day, but it is not a big mystery and I will break it all down for you in this post.

When you do a search in Google, the ranking of results will be based on how ‘important’ Google thinks the website is. Pretty vague, right? What is ‘important’ and how does Google decide that? Well, it is a mix of factors. For instance, if other popular websites have links that lead to your website, that’s good. The more links point to your website the better you are. Another aspect is the title of your page. If you don’t write anything here, it will probably show up as “Untitled” or “No Document’ or even worst “Lorem Ipsum” (my least favorite), which you don’t want. Aside from this one, maybe the most important factor is having keywords and content in your website that people will find from a Google search, which I will get to in a second.

Creating a blog is one of the most effective ways of drawing traffic from Google to your website. The way it works is simple: the more written content is in your website, the more likely your website is going to get matched up with the keywords being searched in Google. Also, promoting and marketing your blog with partners will get you a step further! For instance, if a website with popular traffic likes your blog post and they decide to quote it (assuming that they feature the link of your blog), suddenly your website will be perceived as “more important” by Google and it will show up higher up in search results. Another method could be having guest bloggers from other websites write a post for your for a week, and then they can promote it on their website, with a link to your website. So it would be not only a great partnership, but also a very valuable tool to get your website higher up on Google search.  

Going deeper into content, I think keywords are everything when it comes  to search engine optimization (SEO). Having a strategy – perhaps even forming a list of the keywords that define your brand will be effective. That way, you can craftily embed your keywords in your blog posts, website title and other various content on your website. You can also tag your blog posts with these keywords. Furthermore, these keywords can translate into hashtags for your social media accounts!

At this point you might think: “Okay, this all sounds great, but why is so important that my website shows up higher up on Google searches? I already have 350,000 followerson Instagram!” Well, first of all, social media and website complement each other, but certainly neither is a replacement for the other one. They are simply different tools for you to promote your brand. To be more specific, when you are engaging in a business communication, such as booking a performance, or reaching out to a promoter or when you are trying to get an article published about yourself in a newspaper, there is a very high chance that they will want to see your website. So, it would be great if people could easily find you on Google!

To put this in another way, it is essential to make your website your hub for everything about your brand. People should find your content, videos, pictures, blog, social media accounts and everything else from here. After all, it is much easier to navigate a 50 story building from a distance, than trying to find 50 houses scattered around a largecity. The same logic works for your online presence too.

What are some of the strategies you use for creating content on your website? Feel free to post them to the comments below!

Alper Tuzcu is a Berklee College of Music and Denison University alumni, and a Boston based guitarist, songwriter and producer. His debut eclectic album ‘Between 12 Waters’ featuring 8 different vocalists is available on Spotify, and you can follow him on Instagram or Twitter @alpertuzcu, or visit his website http://www.alpertuzcu.com

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