Getting the right content on your website can have considerable impact on your rankings in the search engines, visitor numbers, click through rates and ultimately sales.
The days of pushing information on to people: before the power of searching for information so easily and widely was handed to consumers, have gone. There’s been a massive shift towards pull marketing. Now it’s possible to pull consumers to you and your products or services, but this requires knowledge, skill and time to achieve and benefit fully from.
Here at Infoserve, we have been helping small and medium-sized businesses market themselves online for many years and we have witnessed this shift first-hand. Content needs to meet a number of requirements within this shift and spending time creating quality, original content that meets the needs of consumers can reap massive reward.
Pull customers to you
What this means, in simple terms, is that instead of having to go out and find customers, they will come to you. How is this achieved? By creating content that delivers the information that your would-be customers are searching for.
Google and the other main search engines just love original content that satisfies users’ search queries. They pride themselves on delivering the best, most appropriate answers to users and by creating content that does this you stand to rank highly and impress users. Do this on a regular basis and you will win fans, traction on your website and sales. It’s also very likely that your content will get shared, giving your business even greater visibility and reach.
Keep tweaking content
The creation of original, quality content that also covers the basics of keyword usage requires some investment from you. You can learn a lot by looking at analytics for your website and see which pages/content is performing well. If some pages are not performing as well as you would like look at changing the content and delivering something that visitors may respond to more positively; that delivers the information they are looking for. By looking at any changes in the analytics numbers, you should soon be able to gauge if you have made changes for the better. You can keep tweaking until you feel you have maximised the content on your under-performing pages.
Offer help and advice to would-be customers
When writing content for your website ensure that it offers value; does it provide information that people are actively looking for about your products or services or related topics? Offer help and advice to would-be customers, not just hard sales talk. Who are you writing for, who is your audience, what problems may you be able to help them with, are there any trending topics or items in the news that you can use as the basis of a useful, original article?
Use fact wherever possible; people love to see data and statistics. If you do quote any cold hard facts though remember to include sources.
Use personal content
Personal content usually resonates well with people, so be personal and you will reach out to your target audience. Writing the way you speak, or sharing a personal story to illustrate certain points can all help build rapport with people.
Of course, never forget that your content, while keeping it original, should always include all the basics for online optimisation. This includes:
- Keywords, page titles, descriptions and tags
- Calls to action
- High quality images with optimised alt tags
Other things to consider are posting regularly, the mobile-friendliness or your website and site speed.
If you can provide information that offers a personal, well-researched and original perspective on a subject, you are far more likely to rank highly – your content will stand out from the crowd.
We recognise that you may be time-poor and that spending time creating content may not be a priority for you. It is definitely something worth doing; your competitors are probably in the same boat as you and don’t have time to invest either. Just by doing a little more than them can help set you apart.
Start small and see how it goes. You may find yourself pleasantly surprised.