Volume 12, Issue No 18, Circulation: under revision, 6th Sept 2012
Next Issue: 20th Sept 2012
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Today's Feature Article
What’s Your Value Add?
Something that dawned on me recently after watching videos
and other information put out by Matt Cutts from Google, is
that we as webmasters need to focus more on our “value add”.
In this post I’ll explain exactly what this is and how to
do it well, so your sites rank better.
What’s the Least Work I Can Do?
Info marketers are especially guilty of putting content on
their sites as fast as they can with as little effort as
possible to make money from it. One of the most common
questions that I get asked is “how long does my content
have to be?” which is often followed up by “can I get away
with 500 words?”
When people ask me this I can immediately see that they
have not adapted to the changes in the way online marketing
has gone and in particular the way Google has gone.
What I mean is that a better question to ask yourself is
“how can I make my content awesome?” and “what will make me
stand out in this niche?” or “what is my value add?”
Matt Cutts from Google says “…They need to ask themselves
what really is their value add?” Cutt’s also says that
people should NOT expect sites with no value add to rank
well in Google!
What is Value Add?
'Value Add’ is something that differentiates you from other
sites in the niche. I don’t know how Google can tell, but I
assume they can and that they will only get better at
working it out. Gone are the days where you can whip up a
500 word article, that you wrote in 30 mins after rewording
the content from the 3-4 other sites on the front page of
Google, doing that is essentially having no value add at all.
If you think of it from an offline perspective it’s like
someone deciding to start a new business, let’s say for
example in ‘car insurance’. They then set up the company
and research what all the other companies are doing and
offering and they do exactly the same and offer no point of
difference whatsoever! They have the same old stuff that
everyone else is peddling. Sure they might have some
success, but not as much as they would if they
differentiated themselves and had unique benefits.
Why do you think internet providers and electricity
companies offer so many different packages, of what is
essentially the same thing at the end of the day!
What’s This Got to Do With Websites?
So what does this have to do with affiliate marketing or
any online marketing for that matter? Well Google does try
and mimic the offline world as much as they can, as they
know that what consumers like offline they will most likely
also like to see online. With that said if all the results
in Google were pretty much the same stuff just regurgitated
then that would not make for a great user experience for
This comes back to the value add. I believe when planning
our websites we need to be thinking of ways to make our
sites awesome, ways to make them standout, so that people
remember them and also so that Google can tell, even
algorithmically, that our sites are offering something
different for the user. Like I said I don’t know exactly
how they can tell, but I think you can safely bet that they
do know and will get better at working it out too.
When it comes to information sites, having a value add can
be more difficult, as these sites are primarily text based,
so the user experience is largely dependent on the text.
However you could add things like tables, info graphics,
videos, and of course make sure the content itself has
unique elements to it.
I know some of you are probably thinking I’m hypocrite
right now, as this post is predominantly text based.
However like I said, this is something that I too am
working out right now myself.
I’m sure there’s plenty of new ways to make content more
unique than just text, and I would love to hear from you
all in the comments below, as this is something that I’m
spending time considering at the moment. My theory is that
plane text sites are becoming less and less interesting to
people these days, and this trend is only going to continue.
Who knows, perhaps in 5-10 years people will find it
humorous that most websites relied on text to communicate
To summarize, I think we all should be thinking of what our
value add is, and aim to make awesome sites, even if there
were no search engines like Google to please anyway.
Matt Carter writes about various topics to do with Internet
Marketing and strives to provide the best free resource
for people wanting to develop online businesses.
More about him... by clicking here.
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