If You Have Nothing To Say Then Don't Expect Anyone To Be Interested In You Nothing profound in this statement and really it's simple enough for anyone to understand — or so it would seem. If you are looking to attract traffic and to then convert visitors to opportunities or sales leads on your website then quality content is an absolute must. I keep harping on this fact (without apologies) yet so many people continue to pay no more than lip service to it.
With a number of websites we have audited lately we have seen that most suffered this common problem. Their website content was either:
• Non-existent or too little
• Irrelevant.
• Not current.
• Poorly written, or
• Difficult to find.
As a separate issue which, whilst always considered a serious concern, is duplication of content. Website pages containing content that already exists elsewhere is resulting a definite negative impact on a page’s ranking with Google. Not just duplication of content with other websites but even within your own website.
Google's algorithm updates of the past six months (Panda, and Penguin and Pigeon) have all driven this message home hard and clear. If your site fails on the quality of content therein, expect to lose previous good rankings and don't look for new pages to rank well either.
Google looks at the quality and relevance of your content across your whole site is part of determining your search engine ranking for an individual page. So don't expect any single blog article to make up for the failings in the rest of your content.
I hear from many people saying how hard it is to come up with new good content. I personally believe that generally this is an invalid excuse. What these people are really saying is that they find it hard to give time to writing content.
For some, there is also the issue that they find it difficult to produce well written content articulating on paper what they already know and feel. There are solutions to this. You can always write down the details (even is done badly) and then pay for a copywriter to clean it all up. Maybe you have an associate with the skills who will do this for you for free. This is a common practice and there is no shame in having someone else rewrite the content of your website.
Engaging good copywriters when compiling content for your key landing pages in your website can deliver invaluable results. Not only will such content be better written, it will be more powerful and will be written around the keywords your site is being optimised for. This last factor is very important and an aspect that you must take into account when creating any content for your website.
At the end of the day however, remember writing content for your audience and not for the search engines.
If you would like us to audit your own site and advise you on how well your own content is serving you then contact us to discuss how we can help you.
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Written by: Greg Tomkins
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