A tenuous link perhaps, but in these chilly conditions the warmth and comfort provided by our winter coats is firmly on the minds of many. If you are currently still trying to pass off that light jacket as appropriate winter wear, give it up; you’re fooling nobody as we see you shivering in the corner. When looking for a perfectly cosy winter coat, the criterion most of us use is not dissimilar to that of the standards we look for in a good SEO campaign; let me explain.
The Fastenings
Whether you prefer buttons, zips or the ultimate combination of an initial zip covered over with that flap of material and statement toggles, the fact of the matter is that you need fastenings to hold the coat together.
When looking at online marketing on the whole, it is important you decide what keeps a campaign together even in the toughest of commercial climates, from link building to a social media campaign. Once you have decided on how important each facet of your campaign is, you can begin to assess budget proportions to ensure the fundamental parts continue to work for you.
Colour and Style
As much as we all love to think we put practicality ahead of fashion, most of us don’t (if I could bypass fashion I would arrive at work every day in a sleeping bag with holes cut out for my hands and feet). Both colour and style are important and before we even hit the shops we will have an idea of whether it is a duffle, parka or belted beauty we really want.
The importance placed on aesthetics should not be forgotten when it comes to online marketing and this is really the crux of the matter; if your website is dull and old fashioned, it doesn’t matter how well you link build or add content, nobody is going to want to stick around long enough to know what your do, meaning your bounce rate will higher than your company really deserves.
Padding
To truly brace the harsh winter elements, we need a certain amount of padding in our coats to keep us cosy and warm; whilst I’m not suggesting that some kind of 90’s bomber jacket is what’s called for (I had one complete with archetypal orange lining, not my finest purchase) we will undoubtedly be looking for that extra insulation.
Think of your homepage as the woman you see tottering down the high street on a Saturday night in November wearing simply a dress and heels, sure she looks great but you know she needs an extra layer. Regularly added content is the padding to your website; a nice warm layer that ensures you are seen as more than just a pretty face. Make sure the content is both appropriate and protects your business through accurate articles that enhance awareness of all you can offer; put simply your blog is your website’s winter coat.
When you are trudging round the shops at the weekend in search of the perfect winter coat, take a moment to think about the features you place importance on and apply these to your SEO campaign this winter.
