Write engaging, relevant and rich content

  • By: Cris M.
  • Jun 3, 2013
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How to write engaging, relevant and rich Content for Your Website (and why it is important for SEO).

According to Evidence-Based User Experience Research Users spend 10-20 seconds on a webpage and read only a quarter of the text on the page. Furthermore, the first 10 seconds of the page visit are critical for users’ decision to stay or leave. In ancient times (by technology standards) Google used to rank pages based on assessments done by actual human beings sitting in front of computers trawling through websites. Eventually they were able to automate this process of page ranking through complex algorithms, which are often adjusted and improved.

Nowadays, Google rank pages based on hundreds of factors, including technical aspects of the website,  speed, keyword relevance, referral and back links, and most importantly content (text).

Writing content for a webpage is a multi-faceted discipline that requires the targeting of a variety of objectives, including:

Communicate your product/service/value proposition to potential clients in an effective, and engaging way:

Start by identifying and analysing who your audience is and then pitch your writing style, language and tone appropriately. Look at competitor websites and note how they communicate their value proposition and if it is easily accessible and prominently displayed on the relevant page of their site. Keep your content succinct and on-topic, providing links to “further reading…..??? as a way to be comprehensive in the information you are providing, whilst avoiding any dilution of the key message. In order to engage Customers, aim for transparency and authenticity in your message – weave a narrative around your brand/product/service that allows the Customer to make a memorable connection with you.

Structure Your Content so Your Pages can be found by Search Engines:

Before you start writing, identify the key search terms you expect people will use to find your business online using free online tools such as Google’s Keyword Tool and UberSuggest. Build your keyword terms into your content using the following example as a guide:

Example of an Optimized Page for the keyword phrase “managed logistics”:

Page Title: Managed Logistics | [Your Company]

Meta Description: [Your Company] provides Managed Logistics Services to streamline your inventory processes, optimise your freight handling and improve the performance of your bottom line (this is what appears in the ‘snippet’ in the search engine page for a search on “managed logistics???)

H1 Headline: Managed Logistics Services – What We Offer

Example of Body Text (use H2, H3 and H4 if necessary):

Managed logistics ________________________
_________managed logistics________________
__________________________________________
_______________logistics__________________
__________________________________________
__________________________________________
_______________ managed logistics services
__________________________________________
_____________________logistics are managed
__________________________________________
_____________managed services_____________

Note that it is important not to let the inclusion of keywords negatively impact the clarity and authenticity of the text, this must always be the priority in any website content. The text has to be real, natural and make sense to humans.

Create rich content that communicates your message through formats other than text:

Large paragraphs of blandly formatted text are hard to read so we recommend adding diagrams, graphs, charts, still images and video to your content, not just for better design, but to reinforce the key messages of the text. Infographics are a great way to communicate complex concepts or subjects in an entertaining and informative way. (Go to http://visual.ly/infographic-infographics-0)

A recent trend combines infographics with video to provide “whiteboard animations??? that represent a unique way to entertain and inform your customers about your products or services.

We’re experts at creating engaging, inspiring, SEO-optimised content for websites. Do not hesitate to contact us if you require any assistance with your website content optimisation.

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