December 2012 ~
have original, quality content (a Pandarequirement) and that any incoming linksaren’t webspam or low-quality, suspectlinks (a Penguin “gottcha”).On the human side of the equation,you need to ensure your content isdelivering what visitors want in an easy-to-digest format:
Employ short sentences and usetext links
to escort your visitors topages with more in-depth informationabout any important topic they maywant to explore.
Use proper grammar!
Not only ispoor grammar annoying to natives,it also makes comprehension moredifﬁcult for those who struggle withEnglish as a second language, andit confuses machine translationsoftware. (There’s some evidence thateven Google prefers good grammar!)
Watch word selection and sentencestructures
to ensure global clientsdon’t have to wrestle with your textto understand the information.
to convey informationfor easy scanning and quickabsorption of information. This willalso make it easier for visitors onmobile devices to digest your content.
Keep your pages short
to avoid toomuch scrolling, especially on smallscreens.
Text Links Done Right
Text links make it easy for visitors togain more information and dig deeperinto your site, learning more about whatinterests them most. So make sure you takeadvantage of text links wherever logical.Don’t forget to link images too.Text and image links are especiallyimportant for mobile browsing, since it’seasier to touch a link than to type in searchqueries or scroll around a page looking foradditional information. Effective use of textlinks will permit visitors to quickly skimover the words they don’t want to learnmore about, and learn more about topicsthat do interest them with a single touch.The more information you provide on thetopics they seek, the more likely they’llcall you to help with their global realestate needs. Properly crafted links willprovide all the information they want,while keeping your site clean, unclutteredand easy to navigate.
What About Toolsand Widgets?
There are many useful website widgetsavailable for individuals doing businessinternationally. You may want to adda currency converter tool, a languagetranslation widget
(see page ﬁve)
to obtain the code toembed on your site.
Blogging – Just Do It!
Blogs are a great way to niche yourglobal real estate services, keep yourcontent fresh, improve your onlinemarketing efforts, and reach clients whomight otherwise never ﬁnd you. Theworld is a big place; carving out your nichein this market is essential. Blogging is thebest way to do that.
Note: If blogging intimidates you, never fear! We will cover blogging for the globalmarketplace, the importance of originalcontent, ways to develop content that willdrive trafﬁc to your site, and how to tap into
social networking with your blog in the nextissue of G
Make Your Site Sticky
How do you keep potential clients on yoursite? In addition to text links, make it easyfor them to discover more about topics thatinterest them while showcasing your depthof knowledge. You can do this by addingrelated posts at the bottom of each blogpage that feature other blog entries andpages from your site with similar content.When people ﬁnd your site via a search,they will be more likely to stay and readmore (and will see more of your expertise)when related content is only a click away.Helping people ﬁnd your site also involvesknowing what words and phrases theyare most likely to employ while searching.You can investigate possible keywordsby using a free online keyword researchtool (Google’s is most popular, at
).Also examineyour site’s analytics to determine whichkeywords are currently generating trafﬁc toyour site.
Pulling It All Together
Good content for websites doesn’t happeneasily. Your written content must be strong,but to communicate effectively in our wiredworld many other considerations are alsoat play, including keywords, text links andmore. To better understand how to pull allthese considerations together, review thecase example on page four. By employinga similar approach throughout your site,you’ll score higher points with visitors andsearch engines alike.