Most people visiting your website will be on the hunt for vital information. Sounds generic, and rightly so. Unless yours is an e-commerce website where the person knows what they want right away, or a doctor’s office website where the prospective patient is merely looking for a phone number, your site’s content will matter.
Before we even get to SEO-specific elements, all of your site’s content should satisfy three primary conditions.
1. Relevance:
When a person lands on your website, whether they are reading your homepage, About page, or they’re perusing one of the posts on your blog, the content should speak to them.
People visiting your site have problems, questions, or issues. They may want to know how to fix a clogged drain or learn about your latest teeth whitening service.
Every aspect of your content should speak to your visitors’ needs, from text and images to video and sound bytes.
2. Quality:
Only professionally-produced content will do for today’s discerning web user. Visitors to your site won’t tolerate poor grammar and misspelled words. They won’t go for boring, rehashed content that’s full of fluff.
Instead, visitors to your site want to be informed. They want an education. Most of all, they’re hoping to be somewhat entertained. Invest in excellent web copy and blog posts, professional images and photography, and put emphasis into putting a sleek polish on your site while giving your audience what it craves.
3. Usefulness:
People landing on your website will be more likely to return if you can help them solve their problems.
Blog posts with step-by-step advice, whitepapers with clearly identifiable information to help prospects make a buying decision, and case studies that showcase your products as the go-to purchase for your prospects’ needs – these are all ways you can provide usefulness and value. Doing so will set your brand apart online.
If your website’s content is sparse or lacks in the way of relevance, quality and usefulness, recreate the content to make it more competitive and valuable for your audience. You’ll be doing your brand a service that will yield benefits long into the future.
If the content is good, it’s time to test the SEO elements that can make or break your website’s Google rankings.