“Content is king” – this cliché is routinely tossed around the digital marketing world with reckless abandon. Unfortunately, it leads many companies to believe the quantity, not the quality, of the content matters most.
The reality is the quantity of your content pleases search engines, while quality content helps your business attract paying customers.
Why is Content Necessary?
Recent changes in Google’s algorithm have forced website owners to create quality content in order to rank well. Google made these changes because that’s what the marketplace demands. Think about it this way – do you remember several years ago when you used to browse the web, and then you would click on one of the first 3 results, only to find the website you landed on was loaded with ads, the content was awkwardly worded, and for some reason, the same phrase and similar ones were repeatedly interjected into random spots in the content?
Back in those days, this technique worked on Google. But, as you might expect and based on personal experience, you would rather encounter content that’s interesting and answers the question, right? Google was the first to understand that, so it’s been modifying its algorithm to get that annoying content ranked lower and the interesting, useful content ranked higher. It’s still not perfect, but it’s better than ever before, and it’s clearly heading that direction in the future. Some of the recent major algorithm changes emphasizing quality content include:
- Fresh (November 2011) – Actually gives preference to sites that regularly publish new content
- Penguin (April 2012) – Punished websites using keywords in content too frequently (called “keyword stuffing” or “spamming”)
- Panda (February 2011) – Thin content and sites with high amounts of low-value content had their rankings reduced. As of the writing of this post, Panda has experienced 25 subsequent updates.
Keys to Writing Stellar Content that Builds Trust and Grows Sales
If you’re not familiar with writing optimized website content, or if you recently started developing your own, you might not know what works best when writing web content. That’s actually a topic requiring an entire series of blog posts, but here are a few keys to getting started at writing content your visitors find useful:
- It’s all about the headline – To get people to actually click through from the search engines to your page, you have to have a killer headline. For starters, use “how-to” and list posts – “7 tips to…” because these titles are time-test and always convert well.
- The quality of your customer depends on the quality of your content – Always keep this in mind when writing. If you write short, general posts, people will leave your website. In-depth posts that provide solutions to specific questions your customers ask work well. Instead of asking your customer service team the question, imagine yourself providing the answer when writing your blog article.
- Remember the 80/20 rule – 80% of the content on your blog and website should provide something of value to your readers. 20% should promote your business, products, and services. If you go any further than this, you risk looking like you only care about yourself, which scares your readers away.
- Humanize your blog – Today’s consumer wants to do business with a person, not a nameless, faceless corporation. Every once in a while, blog about what’s going on at your business – what office games you play, or if a staff member is having a baby. Talk about new hires. Discuss your favorite things about the current weather. Keep these within that 20% rule though!
Now You’re Off and Running!
No, your blog won’t radically transform your business over night, but if you apply a consistent, dedicated strategy over a period of months, you will notice more and better things happening to your digital sales. If you need web content developed, learn more about Eminent SEO’s experienced web content writers and blog writing services.
Zachary Ankeny
After attaining my Associates Degree in Visual communications in 2000, I set off on a long career as a freelance writer and graphic designer. I have designed and headed many marketing campaigns for companies big and small all around the country. It is my belief that graphic design and writing go hand-in-hand, as they are both forms of communication. My non-fiction works have been published in dozens of magazines and publications. I have written for – and worked with – organizations such as: Banner Hospitals, The Jerome Historical Society, The Arizona Historical Society, City of Tempe, City of Bakersfield, Town of Gilbert, Wildhorse Ranch Rescue, Cynic Magazine, e|Fiction Magazine, and many more. Writing and designing is my passion and I look forward to continuing on with it for many years to come.
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