Content is still … King!
Considering recent changes to the most popular search engine’s algorithms, these days website content has become increasingly vital to your website’s success. The former tricks of the SEO trade (link schemes, paid links, keyword stuffing, spamming, etc) not only no longer bring any benefit to your site but now will actually hurt your site.
So what should be your focus?
The Process of Writing Good Content for your Website
First off and most importantly, write content for humans, not search engines. If you’re writing content exclusively for search engines, essentially you’re writing spam. And now more than ever, spamming is detrimental to your site. A user can tell when content is written for the exclusive purpose to drive more traffic to your website. Its boring, tedious and lacks fluency … and very annoying for human eyes.
Write content that tells your unique story, establish yourself as an authority in your industry or specific area, and do more than scratch the surface of your subject. Give your users what they’re looking for, by answering their questions, engaging their interest and fill their need for information. That means doing more than just introducing a subject and leave them wanting more, hoping they’ll call after you whet their appetite.
Wrong! If you don’t provide the complete answers they need, they’ll find them at your competitors’ website or blog.
Google’s recent Hummingbird release is basically a platform that enables Google to better handle “conversational” search queries. So instead of focusing on just keywords, long or short tail, focus on the conversation! What is your target audience looking for? What content are they searching for? And how can you engage them with your specific knowledge base? To answer these, make sure you can define who your target audience is.
Writing Engaging Content that People will want to Read
Here are some principles that can help when writing content for your website and/or blog:
1. Don’t just focus on keywords. Google is trying to understand the human need, and provide that person with what they are looking for, as should you. Over time, users will be retrained to avoid short simple keyword-ese type queries and just say what they want. [Example: instead of typing or voice querying “new york pictures”, try “find me some pictures of New York City”]. Keywords are not irrelevant, as of yet but to be smart, prepare for the future trends of searching.
2. Write Content that is Useful to your Audience. Find out what questions they’re asking, what information they need and subsequently write content that will solve a specific problem for your audience.
3. Write Content that is Engaging. Even if your subject matter is technical or industry-specific, you can add personality, humor and real-life examples to bring it to life. Use simple, easy to use terms and examples so even those outside of your industry can understand and learn something. Don’t underestimate the use of photos, graphics and videos to liven up your page or article.
4. Write Content that’s Scannable (easy to read). With the use of page titles, headings, subheadings, bullet points, smaller paragraphs, bold and italicized key phrases, and image captions, you can make your article easier to read and scannable for the key-points your user is searching for.
5. Include a Call-to-Action. Determine your end-goal for your page or article. Do you want them to read more? Provide links. Do you want them to contact you? Include a contact or comment form. Do you want them to look into your product and service further? Direct them to your catalog.
For more information on writing content for your website or blog, read “How to Write Content for your Website“.
6. Write your content of proper length. Which brings up the question, how long should your web page or blog post be? It should be as long as it needs to be to tell your story or answer the user’s questions completely and no more. Don’t be so brief that you lack substance but avoid being too wordy or verbose that bores and repels users.
7. Edit, revise and proof. Go over your article several times to ensure readability, proper grammar, spelling and punctuation. Then read it again in the perspective of your target audience to ensure it is engaging and informative. If you need help, ask a friend or colleague to get their honest opinion.
8. Still need help? … Hire a professional. Hire a website content writer who will take the time to get to know your company, your product and services, and has experience with search engine optimization and its ever-changing protocols.
Startup Production is now offering Web Content Writing services … call for an estimate today.