Good website content can revolutionise an online marketing campaign. Conversely if website content is bad it can dilute the effect of an otherwise great campaign. So what makes great web content and why is it so important?
Great website content is useful to the visitor or potential customer, adequately structured in accordance with the principals of search engine optimisation or SEO and lastly the content should be changed or updated often.
Internet search engines such as Google aim to assess many factors in a website and use this information to determine the site’s ranking. One factor that is assessed is the overall usefulness of the website to the customer. Not only is good content important to keep your visitors on site and hopefully purchasing but it pleases the search engines and means you will continue to receive a steady flow of new visitors.
Content needs to be tailored to the anticipated visitors but it should ideally be unique, useful and well presented. If your site has a lot of information available to the visitor then this should be laid out in a way that is easy to navigate. Use feedback from visitors to understand what they like and don’t like about what is available to them. What are other competitors in your field offering visitors to their site? Aim to give your visitors even more. Unless you are at the top of your game in offering more or better quality content to target consumers in your niche then it will be hard to get attention on social media.
Once you know that you have content which satisfies and hopefully exceeds the expectations of your visitors you need to ensure that this content goes to the next level by applying SEO principals. Without ruining the readability of your content add in keywords that advertise your site to the world. The quality and relevance of these keywords is vital in order to get the content to really work for you in search engines.
The third main factor in creating good content for a website is that the content should be updated regularly. Sites with frequently updated content are deemed more valuable in search engines and often visitors like to see new information or arrangements when they visit a site. It is important to work out what changes you can afford to implement in terms of time and money. Aiming to churn out large volumes of new content can push down the quality if adequate resources are not available. In this case it is better to use small changes to the main page or the addition of a blog to keep content fresh.