When speaking to an SEO expert or digital marketer, one of the first things they will talk about is content. Whether it’s on your homepage or in your contact us section, all content is important. We discuss why.
On Page Content
This can be anything from your landing page, about us section or product listings. The tone, language and format needs to be consistent throughout. Having images, videos and interactive elements included on your pages will also compliment the text and your website as a whole. Make sure your website is a pleasure to look at as well as read. Keep the colours themed and the text easy to read.
The layout is also very important for your content. Make sure you’re not using complicated tables or frames to contain your content. This could cause search engines to miss the information held within and so not rank your website and content accordingly.
Content doesn’t just have to be blocks of text about your business or your services. It can also be guides, instructional tools and resources you think your customers or industry peers will find useful.
It’s important the information on your website is not only spelt correctly with correct grammar but is also relevant to your business and industry. For example on a website dedicated to an engineering company, having a profile on the CEO’s favourite hobbies and musical tastes is not relevant to the business. Instead, include information on the history of the company and any partners you work with to have a greater effect on the website’s authority in search results and visitors.
This is probably (or should be) the most regularly updated part of your website. A good blog will always include pieces related to your business or industry as well as guides, instructional pieces, reviews and social commentary where appropriate.
It’s important to keep blogs interesting. If all you published was the same type of format and subject matter then your readers may become bored and go elsewhere. Keep it fresh by varying the length of the pieces, include videos and images where you can and go off topic occasionally if it’s appropriate to do so.
For example if your business supplies mobile phone contracts to companies then consider publishing a few pieces on other areas of technology like tablet computers, laptops or games consoles in relation to the world in which your customers are going to recognise.
Having external content out there can come in a couple of ways. If your content is useful and factual, it could be quoted in articles published by other websites. You could also arrange to write content specifically to be published on an external website with the intention of providing insight, knowledge or opinion on a particular subject. If you’re just starting out, have a read of our three steps to creating meaningful content.
Finding websites that’ll publish your content on their blog can be a challenge in itself. Offering pre-written pieces or synopses to news outlets or industry blogs is a good place to start. Having a blog outreach strategy is a service we provide to our clients so if this sounds interesting to you get in touch.
Promoting Your Content
Once you have written and uploaded your content on your website, it is now time to spread the word. This can be done through social media, email newsletters or good old fashion word of mouth. If you’re keeping your blog up to date then make sure you build these updates into your social media scheduling to make sure your online audience see and visit your website regularly.
Not sure if your content is doing the best job for your website? We offer a free review and quote including tips you can do yourself.