The Importance of Website Content

Contents

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The Value of Website Content

The Importance of Content

Content Marketing

Market Research / How it used to work

How Often Should You Post

Copywriting

Videos and other Visual Content

Effective Design

How to get content if you don’t have time

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The Value of Website ContentThe success of your website is determined primarily by its content. Ultimately,

content wins the wallets of your customers. All other components of your

website (design, visuals, videos, etc.) provide a secondary support role. If you

have effective taglines, great design will only enhance their effectiveness.

Design itself does not sell.

The key to a successful website is having clear, relevant content that delivers

the right message with power and conviction. The content on your website

should target your audience, engage them and persuade them to take action.

If your website does not have enough quality content then it simply will not

rank highly within search results. Google doesn’t see how your website

‘looks’ to visitors, so all it cares about is content, content, and content.

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Importance of ContentOne of the benefits of publishing good content is that it will increase the number of

people who find your website through search engines. Search engines love content,

especially frequently updated content, and if you want to get people to your site, it’s

important to provide content that people want to see. Similarly, a search engine’s job

is to find content for their customers. Consider the following: How many pages do you

have detailing your company’s products and services on your website? You probably

have a limited number. In a blog, for example, you can add fresh, relevant content

virtually every day. Every additional page of content is potentially a new entry point

(landing page) for your website.

Many companies seek close relationships with their customers. It is wise to post

relevant and useful information on your website in the form of blog posts, articles or

whitepapers. This provides prospective customers to see you as an expert in your

industry and be more inclined to conduct business with you. When you use content

marketing, you establish trusted lines of communication with your customers, and

build credibility in the process.

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Content MarketingYou have probably heard the term Content Marketing but may not be sure what it

means. Content Marketing involves the creation and sharing of media and publishing

content in order to acquire customers. This information can be presented in a variety of

formats, including blog posts, news, videos, white papers, infographics, case studies,

how-to guides, photos, etc.

Content Marketing is one of the best methodologies for marketing your website and

your business. Posting relevant, valuable and frequently updated information on your

website will boost search engine optimization (SEO), help position you as an expert,

and allow you to build relationships with your audience. All are priceless benefits for

any business.

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Market ResearchThe content of your website should always

begin with proper market research. First, you

should determine your high value customers

(HVC) and define personas for your website.

Then you should determine how you will

target them. Taglines and slogans that are

customer-centric (i.e., focuses on the needs

and wants of the customer) are essential to

capturing the attention of your prospective

customers.

Keywords are the king of the SEO world, and

if you want to have a higher ranking on the

search engines you need to understand what

keywords your potential customers are

searching on. Search engines look for

keywords within your website content to

determine what a page is about.

How It Used To WorkIn the past websites have tended to rely

on using page titles and meta data such

as the common keyword and

description tags to encourage Google to

rank their sites highly for certain

keywords or phrases. To some extent

search engines relied on the content

within these special tags because it was

much quicker and easier for them to

process pages this way.

However with improvements in

computing power search engines now

have algorithms to properly analyse the

entire content of a page, and most

therefore ignore meta tags entirely

when it comes to page ranking. The

exception is the title tag of a page which

is still considered an important indicator

of the page contents.

Using the right keywords on a site can push it up the search engine rankings,

but be careful! If you overuse a keyword search engines can penalise your

site, this is known as ‘keyword stuffing’ and is a common problem with older

sites and content.

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How Often Should You PostIt’s important to remember that internet users need a reason to keep visiting your site.

Everyone has a limited amount of time to spend on-line and you need to offer your

visitors something that will tempt them away from Facebook for 10 minutes, to see what

your site has to offer.

It’s important therefore not just to have original content, but also to vary the content

regularly in order to entice visitors to return to your site again and again. The question

of how often content should be added to a site is one we are asked a lot. The answer

of course is as often as possible!

In truth the answer depends on the type of

site concerned. Obviously a news /

information site needs new content on

almost a daily basis in order to remain

relevant and attract a regular flow of visitors.

For other sites perhaps adding just a couple

of new pages a month is sufficient to keep

the site looking active.

Google will penalise sites which simply do not change their content at all for

months on end, so whatever kind of site you have you must try to add some new

content on a regular basis.

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Copywriting vs. CopyrightingBecause good content is so important to the success of your website, consider hiring a

professional copywriter to deliver professional copy for your website. Copywriting is the

process of professionally written content for marketing purposes. It is not to be

confused with copyrighting–the process of obtaining a copyright or legal protection for

your unique content.

Videos and other Visual Content Effective content doesn’t always come in the form of text. Videos on websites are

changing the way important messages are communicated. Website visitors expect to

get the information they need without effort. Custom Videos provide a great way to

engage audiences and drive important messages in a format that requires less effort

than reading large amounts of text. In addition, illustrations, infographics, diagrams and

interactive presentations are often used to explain difficult concepts and assist users in

their decisions.

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Effective Design Statistics show that your website typically has between one and five seconds to retain

your website visitor. This is where the design and appearance of your website is

relevant. It creates the first impression, captures the attention and engages your visitor

to read and process your taglines, dive into your website and ultimately help to make

purchasing decisions with confidence.

How To Get Content If You Don’t Have TimeThis all leaves one important question. How do I get content for my site? Clearly one

option is to write the content yourself, and if this is something you feel comfortable

doing then it’s also the cheapest option.

On the other hand many business owners simply do not have enough time to spend on

developing high quality and original content for their website. In these situations a

professional copywriter may be your best option. A good copywriter will take a brief

which outlines the main themes to be discussed, and produce a high quality, well

written article covering this theme and incorporating any necessary keywords.

Content generation is a form of marketing and like any form of marketing you get out

what you put in. A website should be a living breathing document that grows with time

and reflects the dynamic nature of your business…. so get writing.

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For more information Please contact

Omni Website Design Leeds.

We will evaluate your site

Suggest Search Engine Optimisation Improvements

Discuss content and keywords for your business

Help you with highly searched topic ideas,

blog posts, infographics, site changes and more

enquiries@omniwebdesignleeds.co.uk