“Mind the gap…mind the gap,” repeats almost melodically overhead. I cock my head to the side like a puppy. What does that mean?
If you have ever been to London, you know that is how authorities warn you to watch your step while entering the tube (aka subway). You are privy to this warning because of a small gap between the subway car and platform.
Mind the gap is such a popular phrase in London that you often see it in souvenir shops throughout the city. Why should you care? This is a marketing blog, right? It sure is, and you should mind the gap too!
Think about it. Has there been a gap in the content on your website? Is there a gap in the design itself? The last thing you want is for someone to visit your website, trip and fall. That is why it is very important that we mind our gaps. Let me explain.
First, how old is your website? Website design and computer technology constantly change. If you do not update your website, you may end up with shag carpeting of the internet, dusty and outdated. We know that 90 percent of visitors say having a poor web experience will affect their ultimate purchase decision (NextMedia surveyed 2,000 radio listeners across the country). If they leave unsatisfied, you may have catapulted them to your competition.
Next, is there a gap in your content? Do people always ask you the same types of questions in your store? If so, do you have the answers on your website? Are you updating your content regularly? According to Google, your content should be original, relevant, and fresh. Have you heard of Pinterest? (If not, click here NOW for Pinterest 101) Make sure you have great photos for visitors to “pin” to their favorite boards.
If you do not update your content regularly (photos included), potential consumers have little reason to return. Since content is important for search engine optimization, not having relevant and fresh content can keep visitors away like a case of the chicken pox. “All SEO ranking signals revolve around content of some kind,” according to Bing’s Duane Forrester. If you have gaps in your content, the visitor (and possibly search engines) may walk away from your online presence shaking their head.
Don’t let your consumers fall into the great abyss. If you need help, we are just a call or click away.
Bing Says Content is Still King: http://www.brafton.com/news/bing-says-content-still-king-for-seo-at-smx-seattle-800525185
SEO Tip from Google, Focus on Content: http://www.brafton.com/news/seo-tips-from-google-800501982
