Now I don’t know if you’ve noticed this or not (it’s not as though I bang on about it much!) but I’m an SEO Copywriter by trade. My job title might be Managing Director now, but having come from a previous life as a freelance copywriter, before I got dragged into the crazy world of GrowTraffic and SEO, copywriting is pretty much what I’m obsessed with.
Which is why all my blogs are about copywriting. You might have perceived the theme?
Anyway, I digress.
As an SEO copywriter, content is what I’m concerned with. Which is lucky really, because that’s what the search engines are concerned with too. And, if you want your website to be successful, and your digital marketing campaigns to succeed, you should be concerned about your content too.
Why Is Content So Important Again?
You might have heard the phrase ‘Content Is King’? It’s pretty much our mantra in the world of digital marketing.
I’ve talked about this issue endlessly already, so I’m not going to go over the same ground umpteen times, but essentially the search engine algorithms like websites that provide searchers with answers.
Put yourself in the position of the searcher for a minute. You’ve just entered your search term into Google (and I’m going to use Google for argument’s sake, but any search engine will do. The theory is basically the same.). You want to know about the best way to de-flea your cat (can you tell what the current issue is in our house at the moment?), so you type into Google ‘how do I get rid of fleas on my cat’.
What are you looking for when you put in that search term?
You want to be given a website that will give you all the information you’re looking for, in one go, in easy-to-understand chunks. You want some information about why your cat might have fleas, what are the best methods of getting rid of fleas, what are some alternative methods people have tried and why haven’t they worked, where do you find the products you need and what is the best way of applying them? Preferably, you want a video that walks you through it, step by step. If possible, a direct link to a website selling the best recommended products, at the best price, would be really handy.
What you don’t want is two sentences that say “you need to de-flea your cat regularly. You should do it at home every 6 weeks.”. What you don’t want is a website that hasn’t been updated in months, so might contain out-of-date information. You don’t want a load of irrelevant waffle that’s not applicable. You don’t want to have to click off onto different sites to find the answers to your queries or where to buy the products you need.
You want to be quick, in there, get the answers, buy the stuff, cat is de-flead and life goes on.
Think About Your Online Content
And Google knows this. Every search engine wants you to use them and not their competitor, so they want to provide you with all the answers you need quickly and succinctly so you can go on your merry way, a little bit more informed.
And so Google makes some very reasonable demands of websites. Be updated regularly, so everyone knows the answer the end user is getting is relevant and up-to-date. Have plenty of content on there, that answers all the questions the end user might ask. Provide your content in a variety of formats, so that the end user can consume it in whichever way is best for them.
And most of all, make sure it’s good content, not just any old tat.
What Is Good Online Content?
You know good content when you see it, you don’t need me to tell you what it is.
Good content is content that is detailed, informative and engaging. Good content is well written, and preferably has a little bit of personality in it. Good content gives you answers and makes you want to read more. It makes you want to come back.
Good content does not make you want to click off immediately and go to another website for your answers.
Good content doesn’t make you die a little bit inside when you read an incredibly boring bit of copy that means nothing to you.
So, we come to the million dollar question; how good is the content on your website?
If someone went to your website looking for answers to their questions, are they going to get them? Or will they be disappointed?
Have you put yourself in your customers’ shoes and thought about how your website comes across? If not, you should.
Why Should I Improve The Content On My Website?
Besides the fact that you don’t want to instantly turn off any potential visitor to your website by having the most mind-numbing content in the world on there, there are actually a couple of other very good reasons as to why you need to make sure the content on your website is up to scratch.
For one thing, you’ve got a reputation to keep up. You’re a leader in your industry, right? You’re the expert in your particular field or business sector. You know what you do better than anyone. You have a USP that sets you well above your competition. You do what you do better than they do what you do, but does your website say that?
Whatever industry or sector you’re in, you can bet there’s at least one other person out there online now, being the expert, leading the way, giving all the answers. And I’ll bet they’re getting your chunk of the market too. So why are you letting them steel all your customers?
Is Good Content Important For PPC?
Secondly, if you’re going to do any kind of digital marketing or search engine optimisation at all, then you need to have decent content on your website first.
Thinking of doing PPC or AdWords? Then you need good quality content on your website that relates to your keywords, or Google will give your keywords to another bidder, even if their bid is lower. Yep, that’s right; if you’re going after the keywords ‘Flea Treatments For Cats’, and bidding £5 on it, but you only have one measly article on your website about cats and fleas, then you’re not likely to get very far. If your competitor is bidding £3 on the very same keyword, but they have tens of articles on their website about cats and fleas (because who doesn’t?!), then Google is going to let them win the auction, even though they’re paying less, because ultimately the end user will be getting a better site for their search term.
It all comes back to that – how useful is your website to the user?
Similarly, if you’re blogging, doing email newsletter marketing, doing any kind of digital marketing in fact, you need to make sure everything you’re doing is related back to good quality content on your website, about the very thing you’re marketing yourself for.
If your content is thin, outdated, even just a little bit dreary, then you might as well give up and go home. You’re wasting your time.
How Do I Know If My Web Content Is Good?
Again, it’s really very easy to tell if the content on your website is either good or appalling, however, if you’re not sure, then you can always ask us.
Here at GrowTraffic, good content is what we do. In fact, it’s all we do.
Because we know how important good content is to SEO, we focus on creating unique content for your website, that answers the questions your customers are asking and that shows you off as the leader in your field. Our content will be well researched, well written and fully search engine optimised for your keywords. We’ll even upload it for you, and make sure it gets out there so folk actually read it.
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