With Google’s Hummingbird Algorithm, it has become more essential that your HR website content is current, unique, engaging and speaks to your potential clients. Hidden costs incur when a Communications Strategy and Content Plan are not created first. Here are ways to avoid the ‘hidden costs’.
- Establish writing guidelines for website content. Inconsistent writing style is a danger of company websites. A Website Best Practices Guide will ensure you don’t lose the credibility you’re working hard to achieve. Things to include in your Best Practices Guide: message guidelines, publication frequency and stylistic preferences.
- Train staff to be Online-Writers. Online readers have unique expectations; from how we read to how we search. In order to meet your target audience’s expectations, before writing, document your approach to writing online, then train and practice it.
- Focus on WII.FM (What’s In It For Me?). Be other-centred in your content. Avoid words like ‘me’, ‘us’, ‘i’. Focus on topics that interest your target audience or you’ll lose key opportunities to make your audience think well of you.
- Employ a keyword strategy. Each article must be indexed with search terms (SEO) or it won’t be easy to find topics on your site, let alone on the Internet. SEO is essential to help search engines see your content.
- Stick to a content plan and calendar. If your last update was Nov 2011, readers think you lack either the resources or the level of care to manage your online presence. Also Google will stop thinking you are the ‘expert’ and you will be harder to find online. Having a Content Strategy and an Editorial Calendar will help ensure you’ll be creating a well-organised, searchable, target-market-relevant content to attract readers to your website.