How can you utilize your website to build a digital media platform? One of our previous posts explains why content should be built on your site, and this post describes how to build you content. As the web design process takes place, it should be designed to house your digital media. We’ll first look at changes Google has made over the years and why they made the changes.
Some Google History
Historically, Google emulates offline authority as a way to best rank web pages. They have done from the beginning, and this remains true today.
When Google began, they started with an idea a bit different than other search engines. They thought what made a page more important was the number of links pointed at it. That led to webmasters buying links, which lead Google to make some changes. Google then added the age of the domain, the number of pages a site has and the number of inbound links as whole that provide an overall ranking.
Some businesses began purchasing domain names that were old and were therefore easier to rank for long-tail search terms in a variety of areas. So, Google countered with Panda and Penguin, which were solidified by the Hummingbird update. Next, they put in Google Authorship, which tied identity to content.
This is just a quick overview in general terms of how Google has looked at sites and more importantly how what it used to rank sites. In the future, we’ll probably continue to see a strong tie between authorship and Google rankings.
Building a Digital Media Platform
Your business’ digital media platform should hands down be your website. In addition to a quality website, you need to establish and grow your audience, which helps build your search ranking. The concept here is that Google will “like” you because other people and sites “like” you. Your site still needs the right components, such as friendly URL’s and title tags; however, your ranking can be aided by a following of people and site traffic.
To build this platform you should find topics that are relevant and helpful to people, your audience, in their efforts. Then, write about those topics on your site. Modify and update the content as needed for Google and grow your authority by continuing to develop new content. Make social media connections and build a social media network. Post information and content on other blogs, pointing back to your site. And finally, make and form relationships with others in your field.
Your digital media content on your site can be exported to other avenues including: email marketing, social media and blogs. Although you should build the content on your site, distributing the content comes in many forms.