In order to get the most from your website you need to observe certain practices which will generate traffic to your site and increase your Google ranking.

The golden rule is that you post your content to your website and then link to it from the likes of Facebook and Mailchimp. The reason is that you need visitor traffic to your website to promote the presence of your site in Google. If you put all of your content into a post on Facebook or Mailchimp, then the visitor does not need to come to your site to access it. All of their activity is within the domain of Facebook / Mailchimp. This is why these platforms provide services for free, they are getting the traffic from your hard work.

Posts in social networks and services should always be teasers with links to the full article on your website. The traffic this brings to your site is what links your content to the subject in Google’s measurement of your relevancy when returning search results. Also, when a visitor clicks through to see the article they are also coming through to your website as a whole and they may then find more content that interests them.

Planning the route

To this end, I’d advise starting at the destination – write your article first and post it to your website. Then compose the teaser posts for the social networks, emails and the like. These posts should be composed to get the viewer to click through to your website. When you are planning the content of MailChimp newsletters, Facebook posts and Tweets, think of that content of not putting out all your information but as a signpost to the information on your site.

Organising content

We need to keep the content organised in a manner which is simple and easily searched by visitors. Posts should be a single subject while your MailChimp newsletters may contain multiple subjects in a single email. For example, an email may contain:

• Headline story about visiting guest teachers;
• Info about regular class and milonga, and
• Tango history / theme article.

Each of these articles in the newsletter email should be short teasers that link through to the posts covering the subjects.