Feeding the Beast
Search engines are hungry beasts. Nearly everyone I know uses a search engine as a tool in their day to day life; we can find just about any product, service or get any question answered.Google, being one of the first major search engines has become a generic term for search engines, much like Kleenex has for facial tissue. However, there are some other search engines with Yahoo and Bing ranking at the top.
While Bing can be an excellent tool in searching for online video content, Google seems to have information on all types of random facts and details.
Search engines are always looking for new information utilizing what is commonly known as web crawlers. Web crawlers are an indexing system where search engines are searching the internet reading new content.
Which is where your blog comes into play, ‘feeding the beast.’ We know wedding professionals rarely update the text on their websites. Occasionally a package changes but when was the last time you added new text to your main website?
Blogging gives you the opportunity to share information with clients on a weekly basis. New products, real weddings, fun planning tips to brand yourself as an expert in your industry all serve to showcase your talent and team with prospective clients; but done correctly it helps to feed the beast.
A weekly blog post of 300-500 words is the perfect size to keep clients engaged and interested, but it also helps attract web crawlers. But it goes beyond that. You need to include text that not only attracts the web crawlers but feeds them too.
Feeding web crawlers involves including keywords that people (in our case couples), are searching for. Keywords, like “Bride,” “Wedding”, or “Venue” can be very generic and get picked up by search engines but targeting the searches is essential.
Expanding on keywords to what is commonly known as “long tail keywords”; basically, these are search phrases. “Florida Destination Wedding Planner,” or “Philadelphia historic outdoor wedding venue.” Couples aren’t searching for a DJ they are searching for a “Nashville wedding DJ” or a “Colorado rustic wedding floral designer.” The trick, is to tell a story about your clients wedding and focus on the product or service you offer and slide in targeted keywords.
About the author:
Mark Kingsdorf is the owner of St Petersburg Florida based Wedding Ghost, a ghost blogging and web content company working exclusively with wedding, event and hospitality professionals. He is one of 65 Master Wedding Planners in the world, a Certified Same Sex Wedding Specialist, was the founder of Philadelphia based “The Queen of Hearts Wedding Consultants”, Wish Upon A Wedding Philadelphia and has been a contributor to Emily Post Institute, major wedding magazines and websites as well as many wedding an event industry conferences.