Popular websites are not always the ones optimised at all costs for search engine spiders, but instead those that comprise all the elements required for a successful core story. Take a large percentage of the forums, blogs and business websites that rise in fame, and you will see they all have one thing in common – a compelling ‘core story’. For example, at Mitash, we aren’t just an SEO company; we operate as a digital marketing agency. Because we understand that page features, content, widget placement, tone, branding and design play a massive role in the overall SEO strategy. It isn’t just about backlinks and keywords for us. SEO is so much more than that, and this forms the basis for our core story. Without this understanding and this vision, we might just of ended up another boring SEO company.
In fact, many websites rise to fame with a poor SEO strategy and then maximise their SEO at a later date. I wouldn’t recommend doing things this way, but there is a reason this happens. Some websites are so passionate and sure of their cause that they naturally put out the right mixture of elements for success. In turn they benefit from repeat business and word of mouth popularity. Their natural, honest and ethical approach attracts reasonable search engine placement and the Internet community does the rest for them.
Core story is about your mission, your vision, your overall stance. From a page title down to whether you say ‘buy now’ or ‘time to check out’ in your shopping cart, everything needs to relate back to your core story.
The most important aspect of your site is the way you come across to your clientele, and this relates directly to your core story. Don’t forget, your site is no different from the shop floor or office door; you need to get the communication right as soon as someone walks in. For example, if you run a media-type company you might want to consider your core story as:
- Light hearted
- Down to earth
Before you even think about web design or SEO, think about the core story of your company. What are you about and what do you represent? Once you fully understand what you are, where you are going and where you want to end up, everything else will fall into place naturally and you will achieve SEO like never before.