And We Don't Just Mean More Lots
You may think you have a fair amount of content on your website. Afterall, you have a lot of lots! Your auctions are doing great even if you haven’t been seeing a lot of new traffic coming in. You’re getting by just fine, right? Wrong. While having a lot of lots is great, you need to take the time to focus specifically on your auction website content creation. You should be presenting your bidders with information about your company and industry in order to give them the best experience possible when visiting your site. Not to mention the fact that pages with better content tend to rank higher in the search engines.
A good place to start increasing content creation would be to refresh of your website’s most visited pages. It’s always good to provide bidders and potential bidders with enough information that they can leave a page of your website with a better understanding about what you do. Plus, you always want to put your best foot forward and have the updated and clean version of your site for your bidders to see.
The next step would be to start a blog. Regularly pushing out content is your best bet for increasing your position and pulling in more traffic to your site. Here are just a few of the reasons that you should focus on creating content for your auction website:
It adds value for your bidders
Just because the main purpose of your company is to conduct auctions doesn’t mean that should be all you do! You have so much industry experience that you can share with your loyal bidders to keep them informed about the auction world. Try sharing a post about the craziest things your company has ever auctioned off, the pros and cons of selling real estate in an auction, or what to expect when bidding in a simulcast auction for the first time. Your bidders will appreciate your insights and will enjoy learning more about the industry if nothing else.
It will increase your visibility
Search engines are constantly searching through the pages of your website looking to see where it should be ranking. Pushing out regular content shows Google that your site is active, and that people are continually working to improve it. Additionally, blogs give you the opportunity to focus more heavily on specific keywords you want to be ranking for. Blogs give you more space for hyper specific topics that people might search for and will give the bots more to crawl. And when they find that perfectly optimized content you will begin to rank higher, bringing up your visibility and thus bringing more traffic to your site and auctions.
Google hates thin content
Search engines are constantly searching through the pages of your website looking to see where it should be ranking. Pushing out regular content shows Google that your site is active, and that people are continually working to improve it. Additionally, blogs give you the opportunity to focus more heavily on specific keywords you want to be ranking for. Blogs give you more space for hyper specific topics that people might search for and will give the bots more to crawl. And when they find that perfectly optimized content you will begin to rank higher, bringing up your visibility and thus bringing more traffic to your site and auctions.
Content Lasts Longer Than an Auction
Have you ever heard of evergreen content? Essentially, it’s content that is applicable to readers looooonnnnggg after it’s been posted. The name ‘evergreen’ is based off of evergreen trees that stay green all year round, no matter what season! Auctions are not evergreen content. As soon as the auction date has past your content is irrelevant and won’t help you in the search rankings. However, tips about bidding, expert information about the types of items you auction of, or simply a general information post about your company will last much longer than an auction lot. This will give the bots relevant information to crawl that will allow you to rank higher for a longer amount of time.
As you can see it is incredibly important to start focusing on more content creation for your auction website. While it might take some time on the front end to optimize your pages and potentially start a blog, the payoff of a higher ranking will be invaluable for your company.