Google is once again reminding us that content is critical to not only getting ranked in the first place, but continuing to be ranked in the future.
Many website owners and many knowledgeable SEO firms produce content they consider perfect for getting ranked, but all too often this content lacks substance and is generally low quality. Time and time again we advise our clients that content needs to be thought out and not just randomly generated in the hope of hitting the top pages of search.
In fact, for many years, we have said to our clients to STOP producing that they consider to be SEO content. STOP stuffing content with tons of keywords to try and improve rankings for a page. We always suggest that any content should be written as if it were going in a physical magazine. You would NEVER stuff tons of keywords in an offline article so don’t do it with online content.
Think of the purpose of the content you are about to produce. Why are you writing it?
Generally, content on a website is for information purposes. The majority of the time many first-time visitors come to a website having searched for a specific term or found some type of online advertising which intrigued them to visit the site.
NOW is where the content you have produced comes into its own.
If you simply created content that didn’t really say much and contained keyword after keyword, the chances are that the website visitor will simply leave as quickly as they came. The focus of the content should be to keep the visitor engaged and ready to learn more.
Structure your content. In fact, go back to the very basics of AIDA (Attention, Interest, Desire & Action). Ultimately, that is what you want your website visitor to do.
Attention: This is generally your H1 heading. If you are a digital marketing company for example, then something like:
Learn how to create content that keeps your website visitor engaged and thirsty to see more!
Follow up with an H2 sub-title like:
Your website content is the first impression and a reflection of your business and YOUR BUSINESS is important so don’t hold back
Now comes the section where it is so simple to start adding keywords and drifting off topic. The interest needs to be generated with the website content.
INTEREST: Your website is your online shop window and it needs to quickly inform website users why they should continue reading your content and ultimately why they should get in touch.
What is good content?
Tell people about your success and expertise in your field. We for example have been working on SEO for many different clients here on the Costa del Sol since 2003. Some of those clients are STILL with us.
We fill in the gaps that they are not experts in. If they are a real estate agent, their expertise is in selling property NOT writing website content. That is OUR expertise.
DESIRE: Imagine if your website visitors stayed longer, read more and your enquiry levels went up as a result of simply ensuring your content is interesting and engaging.
What if there is a company that can help you and advise you on changing your content to do this and it would not cost you much at all, but could result in more people contacting you.
Better content = more engagement = more enquiries = more sales
Ready to make your website work harder for you?
ACTION: Moving your website and content to the next stage is one of the easiest decisions many of our clients made. Now you can learn what benefits they are now getting by simply getting in touch for an informal chat. That is ALL you need to do next.