The Importance of Unique Web Content

We’ve talked a lot about “dynamic” web content in terms of having fresh content posted regularly on your site. Indeed, content is king when you want to enhance SEO and increase organic site traffic. The more content, the better. However, you also need to be focused on what type of content you are adding. The writing needs to be strong and the content needs to be UNIQUE.

We can’t stress the importance of unique content enough. So many shop owners will start a blog with the best intentions. They may write a custom article every now and again, but then they start to get lazy and commit one of the worst web sins: copying and pasting text from other sources.

We can understand the thinking. If there’s already a good article online about something pertaining to your business, then why reinvent the wheel? Why take the time to write something fresh when someone else already did the work for you? Unfortunately, Internet plagiarism is rampant and it can actually be bad for your SEO if you simply copy and paste information from other sites.

Why? Because search engines such as Google are very, very sophisticated. Their systems can easily recognize duplicate content and it can actually work against you. If you are simply pulling your information word for word from other online sources, you will not see any positive returns. This is true beyond just your blog. Any page on your site should ideally have content that’s unique to you. If you have a template site, do what you can to customize the content as much as possible.

Something else we often see is blogging services that simply frame other stories on your site. Perhaps they are custom-written articles that are disbursed to all their users or they are just pulling stories from online news feeds. The new content consistently being added to your blog page is good, but it really won’t help that much since it’s the exact same content that can be found on many other sites.

That said, you can use the information found online as reference and inspiration as you write your own stories. Frame the story differently. Use different wording and phrasing. Make it your own by relating it as much as possible to your business, your geographic reach or your target customers.

The point is if you are going to add content your site, don’t just copy and paste it from other sources. Nobody wins in this situation and it can actually do more damage than good for your own site’s SEO. Make the commitment to customize your content or have custom content written by a professional. It’s worth it in the end.

For more information about blogging and custom web content packages from NextGear Marketing, contact us today.


How Often Should You Post a Blog?

We get asked all the time how often we recommend running new blog posts. There are definitely some different theories and opinions out there. It partly depends on the size of your company and the level of exposure you are trying to create.

What you certainly do not want to do is start a blog and then do nothing with it. Maybe you are really active at first, and then it becomes less of a priority. Before long, you are rarely posting anything—or nothing at all. This is not good. If you start a blog, commit to it and make time to keep it current with fresh content. Or, designate the task to an employee. You can also hire a professional blogging company like NextGear Marketing, and then you won’t have to worry about a thing (hint, hint).

So, how often should you post? At the bare minimum, we suggest every other week is acceptable. It’s not ideal, but it is the least you should be doing.

The most popular blogging package we offer includes a 300-500 word blog once a week. In fact, at NextGear Marketing we practice what we preach and aim to post a new blog every single week. If you really want to amp things up, then you will want to consider posting twice a week. This can really boost the amount of dynamic content on your website, improve your SEO standings and increase organic web traffic. The most aggressive small companies will be posting twice a week without fail.

Basically, once every other week is okay. Once a week is great. And, twice a week is really powerful. That then begs the question, should you be posting something every single day or maybe every couple of days? Sure, you could do that and it would generate a ton of fresh content for your site. However, there is a point where it becomes overkill and most small businesses just won’t see enough of a difference to make it worth all the time and effort it takes to write and post something new that often.

Part of what makes blogging so impactful for small businesses is that it’s a way to connect with consumers. Whether you are sharing news about your company, featuring employees or simply sharing information about your services, you want to engage your regular readers while attracting new ones. You’ll be sharing your blog posts on your social media pages, as well. If there’s too much for someone to keep up with, they’ll lose interest and too many posts could easily work against you.

Blogging shouldn’t be a grind, but it does take a definite effort to keep running effectively. If you are doing it yourself, budget an hour or two each week (put it on your calendar) and keep a running list of article ideas.

We hope you find this article helpful. For more information about blogging services for your small business, contact NextGear Marketing today for a free consultation.

How to Write a Great Customer Testimonial Blog Post

In today’s social media driven society, it’s more important than ever to share positive customer stories. So many consumers rely on sites/apps like Yelp! and word of mouth from their friends and family on Facebook and other social media. Hearing good things from other people about a particular company is ultimately a huge factor in deciding where to take their business.

This is especially true in the automotive industry. Consumers naturally have a distrust for those in our business. Pushy dealership salespeople turn them off, and they are trained not to trust mechanics because of horror stories they may have heard over the years. From the start, if you are promoting your automotive repair shop, you are fighting an uphill battle because of a negative industry image.

So, when people hear positive comments about an automotive repair shop, they feel better about taking their car there. It’s a simple philosophy.

One of the best posts you can do on your blog is to share positive stories about your customers. It starts by gathering testimonials. Have them fill out a survey after their service is complete. You can do this with automated emails that are sent out or you can give them a sheet to fill out while at the shop.

Next, have a dedicated page on your website where all the testimonials are displayed. This is a good way to continually add fresh content to your site and also it promotes a positive message. What someone else says about your business is infinitely more valuable than what you say about yourself in your marketing pieces.

Last but not least, take the best testimonials and expand them into a full blog article. Break up the quote within the story and then tell their full story. Include details about the services you provided them and walk the reader through the repair process. These details and specific repair services are great for SEO. The more detailed and specific, the better.

If you can get a photo with the customer after the work is complete, that is an added bonus. If you have a customer you are certain will write a great review, do what you can to take a photo with them (either by their repaired car or with the shop manager/service rep who helped them). Obviously, be sure and get their permission and let them know their photo may appear on your website, blog and social media. Some customers may be wary of this, but most people these days love having their pictures shared online. That’s what social media is all about!

By sharing positive testimonials from clients and writing effective blog posts about people you have served, it will be great content for your site. Most importantly, it’s positive content to build your online reputation and make other potential consumers feel good about your business.