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The most important thing on your business website is the information you share with potential clients. This is the part of digital marketing we refer to as content.
A pretty website does not mean that it is a high-quality site. Users visit your site when they want a solution to their problems. The quality of your content and how well you answer their questions will determine if they stay on your site or bounce back out and look at your competitors.
n other words, the quality of your content contributes greatly to your marketing and sales strategy.
Great content is crucial for keeping users engaged with your site and increasing your organic ranking in the search engines. Google crawlers don’t care if your theme is custom made or if you have good quality images (though rich media does help in a different way). Google cares about how helpful your content is and how relevant it is to the keywords people are using to find you.
The Overall Importance of Keywords
Keywords connect search queries and the content on your site. They contribute to ranking for organic listings and improve your PPC’s quality score. Keywords also help you emphasize the services you want to push.
Many advertisers and digital marketing agencies may attempt keyword stuffing, because these terms are so important. This practice is not recommended, though, because repeating the same word several times within the same paragraph will not improve the ranking or keep your clients engaged.
This sort of tactic would not be effective in a presentation. In fact, repeating a word multiple times within the slides would distract the user from the main idea. So, don’t do it on your website, either.
It doesn’t matter what type of industry you work in – B2B, B2C, local, or nationwide – you always need to understand your target audience. The more time you spend getting to know your buyer persona, the easier it will be to provide original and varied content that will keep them engaged longer and encourage them to convert into a lead.
Content Frequency
Another critical factor of your content marketing strategy is the frequency of uploads to your website.
You have to keep in mind two things: first, Google penalizes websites that go without content for months, and second, your content can not be similar to existing content on your site nor a copy from content found on competitors’ sites. This is known as plagiarizing, and Google takes a dim view of such things.
A good practice is to check the information before it is uploaded since Google only indexes the content once. If the content is duplicated, it will not be considered.
The Ideal Length
There’s one more thing to note when you create and post content. You need to know where to post your content and how long it should be.
If your content is a blog, the minimum recommended length is 300 words per post. If the page content is an About Us page, the minimum will be 200 words per page. However, you can easily go over the 1,000 words per page mark for web pages and blogs because that shows more authority and tends to rank better in the search engines.
Shorter Blog Posts
Fewer words in a blog post doesn’t mean you will fail to get your message across, but it impacts the potential ranking opportunities in a post.
Shorter content does not leave enough room for effective optimization since they usually lack headlines, page titles, and images. You will also miss out on the opportunity to include more keyword variations than you would in a lengthier post.
If you are not a professional writer, shorter posts are more manageable and make it easier to create reader-friendly content. Writing shorter posts also means that you can do it more frequently and cover more than one topic in a given month.
This kind of quality content will allow you to guide visitors to specific actions once they start engaging with your content. This could be to complete a sign-up, download a free blueprint, or even get a free quote.
So, shorter posts serve as an intro to a potential action you can take elsewhere on the site or increase the frequency of new information added to avoid impacting your ranking negatively.
Conclusion
The most important thing to do when creating content is to provide quality reading time while keeping your topics themed to your SEO efforts. Quickly share your unique selling points about your brand and add a little bit of storytelling to keep their interest sparked. There is nothing better than focusing on readability and structure to keep them coming back for more.
For more on how you can improve your content, follow our blog. We’ll be posting everything from keyword research to PPC strategies on our blog. Follow along as our experts share their tips each week.
