What Is Good Content?
Content is basically the text, images and videos that comprise your website's overall information. In most cases, your text is the most critical piece as it relates to your search engine ranking. Google's spiders index all content, but text remains the most searchable element.
Your text explains who you are, what you do and everything that makes up your website's theme. The overall theme of your site is important in determining the value of the page or site's topic. As an example, if you have one page that talks about 'log homes,' that page may (or may not) rank well for that keyword phrase. If your site discusses everything from log homes to snow blowers, Google will struggle to understand the theme of the entire site. In this case, your site will not typically perform well in SERPs. (SERPs - Search Engine Results Pages, the results a SE displays as a result of a search query. Optimizing a website so that it is found on page 1 or 2 of the SERPs is every webmaster's goal.) This is why it is important to name your files properly (images and pages) to capitalize on spider indexing. As we will discuss in 'Working with images,' a photo named "image24.jpg" has absolutely no search value, but that same photo renamed using descriptive keywords such as "swedish_cope_saddle_notch_corner.jpg" will be indexed (and searchable) and add relevance to the spider's understanding of your site's content. So What Is Great Content?
Just like a good book, well written content will hold your visitor's attention and help to achieve your goal of selling a widget or gaining a prospect. If the text is written in such a way that emphasizes keyword phrases, that page will gain value in search results for those important keywords. Remember, the Internet functions on search results. Optimizing your content to utilize keywords pertaining to your products or services will bring traffic to your website.
How To Write Great Content
Be original. Remember, this is a conversation, not a hard-driving sales pitch. The average person has a short attention span on the internet and they're looking for facts, and bullet points can deliver the selling points. However, provide keyword rich in-depth descriptions of your points for those who want to know more.
Copywriting
Copywriting is not about dumping text on a page. It is the art of refining that text so it achieves a desired result. Presentation is everything: your page design, appropriate eye-catching graphics, attention-grabbing headlines and compelling page copy. All of these components need to work together to be most effective.
Headlines are attention grabbers. A persuasive headline means that the copy following it will more likely get read. A good headline can state a problem and/or a solution to a problem.
The goal of every page on your site should be to inform, entertain or engage the reader in some way. If your headline states a problem, your copy must offer the solution or explain how your products or services solve the problem. This can be done in a number of ways, by telling a story, listing features and benefits, bulleted sales points or offering a guarantee. And EVERY page should convey an obvious call to action..."Call 800-555-1212 for details" or "Learn more, email customer service!” What If You Don't Write So Real Good... Not everyone has a gift for creative writing. You may know your products top to bottom, but that doesn't guarantee that you can write about what you know to appeal to a broad spectrum of people. If this doesn’t come easily to you, consider outsourcing this task. |
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