You’re heading off to the party or meeting and…your car breaks down. You are having friends over for a barbeque and…the grill breaks down in a black mess after years of overuse. You’ve got the tent set up for sleeping in on the camping trip and…it collapses.
When things break, there’s arguably nothing more heartbreaking at that particular moment, aside from the death of a loved one or getting divorced. We have tools in life to make our existence easier, and we trust that when they are to be used, they are alright. We often try our best to maintain them, but they break down. That’s life, but it always inspires us to have murder on the mind when it happens.
Whether you’ve been in business for a while or are just getting started, you know the usual suspects of business tools falling to pieces at the wrong moments: photocopier, fax machine, hard drive, and all the other buckets of bolts that we need to bring home the bacon. But what about your material that is a bit more abstract, the stuff that is inside media that you can’t physically fix with your hands? What happens then?
Case-in-point: Your web site.
When your web site breaks down, it can have devastating effects equal to or greater than that of your car breaking down on the highway while you were on the way to a big client meeting. You lose clients, potential client traffic, and the ability to update information: it’s a combination of losses. You can work and work to prevent this from happening, but there will likely come a time, at least once, when your web site will crash, and you will have to resolve to fix it.
When this happens, the first thing is to check your server and/or Internet provider. Often there is a problem at the source, and your material can’t be published due to an error there. With that, you just have to wait for someone else to fix their problems.
However, you might notice that your pages are visible online, but your connections to other pages—the interlinking—are toast. This usually means you have to turn into something of a watchmaker and get right down to the Meta tags of your material. By opening the Meta data and seeing if your online material has been tagged correctly, you can likely find the error that is causing your links to go dead. It might be something as trivial as an extra space in a tag or a character that was accidentally typed in. In the Meta data, problems seem small, but they cause a lot of damage. Unfortunately, you have to go through the Meta data, find the errors, and fix them manually.
While you’re doing that, it likely wouldn’t do you any harm to check all the links, to and from your web site, that you have on file to ensure they are up to snuff as well. Again, this is a cumbersome, attention-specific job, but it is often necessary. Go over all of your on-page techniques to see if all links on your web page are alright, and then move to the off-page ones on other sites to see if they function as well. There is likely a schema of link building you’ve been doing, and like any network, it can develop flaws. You have to make sure they are always strong if you want your channels to your business to stay that way. There’s no real other way around it.
In essence, your web site has to be a well-tuned, well-oiled machine that is on-guard for you all the time. Whether its Meta tags or pop-ups, there are going to be occasions when things fall to pieces. But if you accept this will happen, you can be ready to take action when things go wrong for you on your cyberspace property. Taking the right action means that everything will continually run smooth for you and your business.
Contact us to learn more about content marketing techniques and how we can help improve your search profile.