- May 20, 2017
- Posted by: david
- Category: Website Basics
The expression “content is king” has become a commonplace on the Web, but still some users and webmasters disagree with this statement, adding that online movies, music and pictures attract more visitors, while high traffic and smart linking make a website friendly for search engines. Without any doubt, off-page optimization is critically important for website’s promotion, and some shared stuff, like songs or cartoons, provided they are high quality, look irresistible for Web surfers, yet all this is just a garnish for the main course, anticipated both with search engines and visitors, – and that is, yes, content.
To understand this phenomena, let’s look through the history. Humans have used different ways to store and transmit information until the written language was invented. From that moment on words and sentences became the optimum method of communicating significant facts, and they still are nowadays. That is why search engines – another genius invention of the humanity – focus on written content rather than on images, movies etc. Selecting among myriads of sites from the same niche, search engines give preference to those that feature relevant written content which proves the site isn’t junky and can be useful for visitors.
Supposing you are selling some product via the Internet and built a website to promote it. Someone finds you on SERPs and comes to your site to get more details about the offer. For good reason you can’t talk to your potential customer directly, use your sweet voice, persuasive intonation and gestures, or at least look at him/her with your honest eyes for better conversion; actually you can’t even see your prospects. Thus, your product can be advertised only with the help of written words. The more persuasive the copy is the more visitors will buy your product. Moreover, once your content is optimized, it is likely to pop onto the top of SERPs rather than pages featuring only product pictures without description. All in all, placing good content contributes both to conversion rates and SERPs positioning, so that is a prerequisite for efficient website’s promotion. The more relevant content your website contains about a subjhect the better.
Nevertheless, publishing any content won’t do – it should be quality. A professional copywriter always remembers about SEO techniques while writing. Proper optimization implies choosing the right keywords and defining their optimum density, as well as creating appropriate title and meta tag descriptions. Today most experts use the advantages of Long Tail SEO, which implies the use of extended keyword phrases, more preferable for ranking and traffic than putting in separate keywords. The fact is that the more detailed and descriptive your keyword phrase is the less competitors you have. For example, if your site is about mobile phones and you use this term as a keyword, you will have as many as 64,500,000 competitors in the niche, while choosing “Nokia mobile phone” shortens the list to 714,000, and “black Nokia mobile phone” – to 5,350. The difference is really impressive, isn’t it? So, before building long tail phrases – Google them to determine the number of potential competitors. Another aspect of SEO and lon tail is that while building content for a website and optimizing it for certain keywords the long tail affect is achieved. This means that while you may target your site keywords for mobile phones. You may appear for those other words. As for the good keywords, the simplest way to find them is to use such analyzers as Overture or Wordtracker which suggest those keyword phrases which frequently figure at users’ quiries.
Another important consideration is the density of keywords, and here one should be very careful not to overuse them. Search engines don’t like sites with excessive keyword density, treating them like spam, and not without purpose. Aggressive SEO makes more harm than benefit, so try to determine the golden mean while optimizing your pages.
Title and meta description tag optimization is also an absolute must-do for every website owner today. Relevance remains the ultimate criteria, e. g. if your site is nursing related, and some mom tells about the negative impact of drugs, still don’t use the words “Drunk with Happiness” in the title and meta description tags – for search engines these topics aren’t related, and your website’s content will be considered irrelevant.
As it was said above, professional copywriters create content for good ranking, but they also write for people, i. e. quality content is always interesting and readable. As a matter of fact, search engines were invented for humans, and not vice versa. So, grabbing users’ attention and attracting repeat visitors using content is a prior task for each webmaster. Even if your site can’t boast nice design or lacks proper off-page optimization, it can still get multiple visitors and generate your income, provided the content is really useful and captivating. So, while writing an article for your site, try to make it as helpful and informative as you can, remembering about people who will read it. When you insert a keyword, make it look quite naturally, so that not only search engines but also live visitors are interested in your copy. Don’t neglect grammar rules, hoping the spell checker will make everything for you. Even the most sophisticated of them are unlikely to correct such mistakes as it’s/its etc, so, you should proofread content by yourself at least two times.
Besides, you should maintain constant interest in your site by regularly updating the content. Many online sources update their content weekly, nevertheless, 3-7 times update is more preferable.
Finally, decide where you can find good content on a regular basis. Of course, once you have invested your talents and energy, let alone time and money, in a website, you probably have something to say about its subject, so writing an article won’t be too difficult. However, if you are inclined to frequent updates, it would be better to find other writers. If your site has a forum, talk to those members who write well and suggest them to create articles to be placed on the site pages. You can also use the services of professional copywriters. It will take some time to find qualified and reliable ones, but, if you have managed to do it, the content-seeking problem is solved once and for all. Some copywriting pros not only insert the required keywords but also can optimize title and meta description tags and deliver internal linking.