WooRank is a great tool for webmasters and business owners alike when evaluating the SEO friendliness of a website. I have used it for a long time to both do initial evaluations of a site and to check our progress as we work to bring an existing site into conformance with Google Best Practices. When WooRank introduced their “WooRank Experts” program I was very happy to see it and to become certified.
In a previous article I explained all of the things that the WooRank tool evaluates on a website and explained why it was important for you as a site owner to be aware of how your site scores. SEO is not a static set of rule that you can do once and be done with. It is an ongoing, ever evolving process and it is important to make sure that your site stays in compliance with established best practices.
WooRank makes remembering to do periodic evaluations of your site easy by having a Chrome browser extension available that lives in the address bar on Google Chrome. The plugin also comes in handy when you want to do evaluations of competitor’s websites and even compare them with your own site (possible on WooRank.com). The free version of WooRank is great but the paid version gives you even more. For most business owners the free version will work just fine.
Let me switch gears though and make a marketing example out of the balance of this article. One of the challenges for any business online is to make people aware of them and the services they offer and to rise above the competition in some way at the same time. I think WooRank pulled off a great organic marketing campaign with the creation of their Experts program.
First, even though WooRank provides an awesome tool, they don’t make it any easier to edit your website or, if you are not particularly computer savvy, to understand why every aspect of the site that they analyze is important. For that most site owners will need help. By including sources of such help right in their testing tool (see image above for example) and in a list of experts (image to left) they have provided a better user experience for people who use the tool and at the same time created a great incentive for web professionals to use and promote their tool.
In addition they took the time to require that those who aspire to be WooRank Experts pass a certification test to be included in the program. This too should help to improve the user experience on the site by attempting to weed out some of the chaff among those trying to sell you web services. While the certification test is not prohibitively hard it does require pretty extensive knowledge of related topics to enable someone to complete it within the allotted time.
For those who pass the test the benefits are definitely there. Let me explain some of those benefits beyond just potentially appearing as a suggested professional whenever someone uses the WooRank tool as it is also a good illustration of potential SEO benefits from such a situation. As a business you may be able to find similar opportunities on the web with other business or suppliers so it is good to consider all of the potential benefits.
Backlink: Backlinks are still an important part of SEO and trying to find sites that will link back to your site is often not an easy job. This is especially true when you are talking about high quality backlinks from high traffic sites that are related to the product or service that you offer.
The WooRank Experts program provides each Certified Expert with a profile page on the WooRank site. The profile page contains a link to the participants’ web page and well as their Linkedin and twitter profile.
SERP: According to Alexa, the WooRank site is the 1,807th most visited website in the world. It is a high traffic site and page results from such sites tend to rank highly in search results on the major search engines. Therefore the WooRank Certified Expert profile pages should show up well in search results (and they do). This should translate into more traffic to the Certified Expert’s profile and ultimately to their website.
All in all WooRank has created a 3 way win/win situation. For WooRank they have potentially improved the user experience on their website and within their tool. In addition they are recruiting people who could serve as effective brand evangelists for them.
For the average WooRank user the company has made it easy to both gain insight into their website and to find a qualified expert to help them remediate any issues that the tool finds on their site.
For the WooRank Experts the benefits are being directly promoted to people who are in need of their services as web professionals right at the moment that those people become particularly aware of their need. In addition to this are the other benefits of backlinks and search position that I mentioned above. I think that WooRank has provided us with a great example of how to effectively do organic marketing on the web.