Content is King. You have probably heard this saying along the way as you are working on your marketing, but what does it really mean? Today we are going to dive a little deeper into Website Content. We could talk about social media content or ad content, but let’s narrow our focus just a bit and hone in on the why as much as the how of good Website Content. If you want to catch some tips about Facebook content, check out my Three ways to use Facebook for your business.
Let’s dive into the why of good website content.
So if you run your own business, and you have established a website, at some point, you have probably wondered, how do I get my business’s website to come up higher on the search engine results. I see the list of paid advertisements at the top of the page and I could pay to be there but I also want to improve my rank on the Organic results.
Let’s explore how Google looks at your website. Google crawls your site looking at the content and evaluating the words on your site. It creates an Index of your site and looks to see what topics your site covers.
Google uses your sitemap to more intelligently crawl your site. Google defines a sitemap as: a file where you provide information about the pages, videos, and other files on your site, and the relationships between them. If you don’t know how to create a sitemap or submit it to Google, hit me up we can help you with this.
While crawling and indexing, Google considers the quality of your content. Google uses all of the data and an algorithm of about 200 factors to determine what comes up in their organic search results. Who said algebra wouldn’t be any use after school, ok I love algebra and just had to throw that in there. Ok, I’m a little weird but puzzles-algebra, all in how you look at it.
And next the How of writing good web content.
And because I love a good list, how about a list of Do’s and Don’ts.
Write conversationally, with a casual tone and flow like you are talking with your customers. Writing doesn’t have to be formal and for websites, really shouldn’t be formal.
Think about what your typical customers want to know, it might be something you say over and over to a variety of customers. Write that, it is obviously something people want to learn more about.
Good grammar is still a thing. Don’t throw out all the rules, try and keep your grammar up to par. I won’t judge you if your commas are out of whack but I might if your post is full of run-on sentences.
Structure your content, use those Headings! We know that Google bots care about your header tags so you should to. And don’t forget to include your keywords in those headings.
Link to other important pages within your website. We know that links build “content authority” and help you become an expert in your field per Google. So make sure you are using links to both internal and external relevant sources or other information.
Do make sure your images are named, and it can only help to use keywords there too.
Don’t keyword stuff, its obvious, it doesn’t help the flow or your readers. Find a way to work key words in that works for your readers.
Don’t buy links. Links back to your site do help it tremendously and you should do all you can to get authentic links to your website. But if you buy links, eventually Google will catch on and you will pay the price in search engine rankings.
Don’t feel like it has to be a novel. Keep it concise, on topic and break up your writing so it doesn’t overwhelm your readers.
Don’t expect overnight results, be patient. Your rise to page one of the search engine results will take time. Work in progress, not perfection.
In closing, just make your content count. If you take the time to sit down and pour your thoughts out, optimize your time and make them work for your business. Work smarter, not harder and see if over time you make some progress advancing up those search engine results.