It doesn’t matter how pretty your website is, how easy it is to navigate, or how much you have on there, if the content isn’t high quality, nobody is going to stick around. What does that mean? Low numbers, and low numbers are bad with a capital B for online businesses.
Whether you’re a blog, an e-commerce, an informational site, or anything in-between, you need to have high quality, optimised content on your site, if you are to stand any chance of keeping your visitors, and attracting new ones. It’s not just about how it is laid out either, it’s about what the content says, how well it says it, and how well optimised it is too.
In case you’re wondering what ‘optimised’ means, we’re talking about SEO, or Search Engine Optimisation, to give it it’s full title. This basically means that you cover a range of different methods to ensure that your site comes up higher on the search engine results – nobody looks past the first or second page on Google!
So, what makes quality content?
- Understanding SEO – Content needs to be properly optimised, and this means making use of keywords in particular. Researching the highest ranking keywords and then seamlessly weaving these into the content is the way forward, but this needs to be natural, and it shouldn’t stick out like a sore thumb. A good quality writer will be able to do this for you effortlessly.
- Finding the right writer, for the right price – We just mentioned writers, and it is always useful to have a high quality writer as part of your team. There are countless freelancer writers out there who will be able to create SEO content for you, but how good are they? How much do they charge? You need to trial a few before you find the best fit for you, and a writer who has a particular interest in the business you do is always a bonus in terms of knowledge.
- Don’t make it too long – The standard rule of thumb when it comes to length of content is around the 500 word mark. This is enough to cover what you need, but not too much that you’re boring anyone.
- Do your research – Don’t just pick a random topic to write about, you need to do some research into what is trending currently, what is important and interesting in your particular niche, and you need to make it relevant.
- Plan it all in an editorial calendar – Working to set deadlines in terms of content is vital, and that is best done by planning out an editorial calendar. This tells you what content you are going to put onto your site and when. If you are working with a writer, this also cuts down on misunderstandings, gives clear deadlines, and makes sure that you’re both singing from the same hymn sheet.
Above all else, content needs to be engaging, interesting and relevant. If you can do this and weave the above points into your site, you are good to go.