You’ve heard the expression “content is king” and read the news that the major search engines have once again updated their methods of ranking search results. No matter what changes in the world of internet marketing, one thing remains constant: an emphasis on good-quality content written for people, not search engines.
Defining Quality Content
But what is quality content? Quality content is…
- Written for people first, last and always: Although you’ll hear and read about “writing for search engines”, that’s actually the last thing you want to do when creating online content. Content is read by people, not machines, and it should make sense to your website visitors. It should entertain, inform, and engage them too, depending on your goals.
- Focused: Focused content is content that stays on topic. One of the metrics that the major search engines use to judge quality content is how well it stays on topic. Does it fit with the theme of the blog, the website or the place where it appears? Stay within your niche, whether that niche is bird watching, dentistry or manufacturing.
- Unique: Quality content should offer something unique to the reader. Websites and blogs that answer questions readers are asking are a step ahead in gaining readership; those that answer questions no one else has answered (or few other sites have answered) are leaps ahead.
What NOT to Do
Knowing what to do is an important step, but so is knowing what NOT to do. When it comes to creating great online content, avoid the following:
- Write general content that could appear anywhere online. If you can imagine the same blog post, article or web page on a competitor’s site, it’s not you. Strive for a unique style and approach all your own that’s in line with your online branding. If you don’t know how to do this, speak with a professional internet marketing agency or content marketer for help.
- Publish pages with very little text: Although it’s true that readers tend to have short attention spans, publishing web pages with too little content is a sign of poor quality. Make sure you have enough content on a page to merit a single page. Otherwise, combining pages may be a better option.
- Stuff the page full of words you think customers are searching for. Also called keyword stuffing, this technique is old-school and ineffective. In the past, some unscrupulous site owners tried to fool the search engines into thinking their web pages were filled with quality content by stuffing them full of keywords and phrases they thought would attract notice. They did — for a while. Then it stopped working. It still doesn’t work, and can brand your business as amateuristic, unappealing or worse.
The bottom line is that you should only publish content that you (or your customers) would like to read. Make it interesting, make it unique, and make it real. Search engines will love your content just as much as your website visitors love it.
For more information or a consultation about your website content, call Dashboard Internet Marketing agency at 800-807-1952. We can provide you with expert content and action steps to help you generate more website traffic and customers.