Why is website content king?

By Connie Sweet

Content, content and more website content. Every move we make in internet marketing is to drive more content. From content management systems of custom designed websites, to blog entries, to custom infographics, to white papers, our travels around the web are leading us to more and more website content everyday.

As a marketing firm our days are filled with designing and developing unique content for websites, blogs, social media and business print communications for ourselves and our customers. We write and design new website content and upload it to websites through content management systems (the administrative area or back end of a website). We do this because Google told us to.

As we all know Google is the largest search engine on the web, the second largest (at last check) is YouTube, owned by Google. We do what Google says because we want positive results.

What drives the need for all of this website content?

Googles’ strategy for feeding content is truthfully helpful to all of us. For many years search engines we’re pretty much worthless because many ‘SEO experts’ abused the system and dumped keywords and phrases into websites that had nothing to do with the search term people were entering. Websites selling watches would saturate their sites with keywords like ‘graphic design services Lansing’, ‘website design services mid-Michigan’, etc. to get organic traffic to their website. So a search for ‘website content services in Lansing’ would send you to an e-commerce site that sells watches and doesn’t have anything to do with website content services.

Googles’ content driven approach matches actual relevant website content with keywords. When prospects do search for graphic design Lansing, Michigan the search engine will look to see if graphic design and Lansing, MIchigan are mentioned in the website and if so, are the terms relevant to the other information on the website. For instance is there also mention of logo design, website design, etc., other terms that are related to the search query. This results in more accurate results when search queries are entered in search engines.

A few blog articles covering graphic design will help. The other component that feeds the results are key content pages throughout the site with more details on the subject. Along with regular blog entries, your website pages should offer information about your specialties.

Take a look at some of your competitions’ website content and evaluate against your website. Do they have five pages discussing their service in detail and you have one small paragraph? They win. They will win the search war and they may also win the customer because their information answers the visitors questions instantly.

So if you have content why isn’t your website coming up higher in searches?

Enter the frequency quotient. Search engines also place relevance on how current a websites’ content is. A search robot will crawl thousands of websites each day. If new website content is not detected since the last visit, the bots will skip over your site and not index it again. If your competition adds new website content to their site regularly and search bots crawl and index it each time, they will always come up higher in search results than you.

Unfortunately, this requires businesses to create and post relevant website content on a regular basis to compete in the market place. This can be burdensome for small companies who do not have the work force, time or budget.

Options available for driving website traffic

  • compile and create original website content in house
  • outsource content to an internet marketing firm
  • purchase internet advertising including google adwords, social media, etc.

New businesses, especially small start up companies who come to us first for a website design typically attempt the first option for adding website content. Sadly, more times than not other business responsibilities take over and entrepreneurs realize four months have passed without one blog entry or website update. (This goes for social media posting too.) Now desperate, small businesses start looking into other options.

What to consider when choosing to outsource website content development

  • amount of website content to post to be relevant to your target market
  • types of website content that will resonate with your target market
  • do they offer a variety of content, writing, graphics, etc.
  • custom, original content
  • where content will be shared (industry forums, groups, LinkedIN, Facebook)
  • who will moderate online responses
  • what is an affordable monthly budget

What to be cautious of when choosing to outsource website content development:

  • one sized fits all policy
  • limited product solutions
  • tricky SEO practices
  • duplicated content
  • outsourcing / guest blog posts, etc.

Keep in mind website content is not just page copy or blog posts, content is also photos, graphics, logos, e-books, pdfs, and infographics, etc. Mixing up the types of content presented helps to reach a variety of prospects. Considering our eyes process visuals 90% faster than straight text, using graphics on your website can capture the visitor quicker and leave a lasting impression. Another benefit to adding graphical content to your website is that the content is easily shareable in social media and messaging.

As with all marketing, to achieve the best internet marketing results an individualized plan for each business is key. The good news here is this custom approach requires less effort and less expense when implemented correctly. Give us a call today to review your website and discuss what forms of website content will help you to win the organic or paid search war.

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