How Important Is An Effective Web Content Strategy?

A web design agency, or an in house marketing team should have a bespoke, web content strategy for every website that they manage. Before we get in to how or why, let’s ask what a web content strategy is.

This is a strategy that includes creating quality content for specific pages on a web page. Ultimately, content heavily influences how website’s rank in search engine results, whether that’s on the king search engine Google, or Bing, Yahoo and more. Although it sounds relatively simple and easy, content is powerful, and many users fail to see how big of an impact quality content actually has. Specifically, for small businesses, content is crucial.

We know that web design is an ever growing discipline, with new artsy and creative trends flying in from here and there. We’ve noticed in the last year that illustrations, creative graphic pieces and animated graphics are becoming popular due to their aesthetics and engagement. Many websites that support features like these, don’t rank well because they are missing vital seo elements, one being content – but surprise you can actually combine the 2, and that’s a trend we’ll be seeing more of in 2020.

What Defines Quality Content?

Quality content is essentially defined by success. It needs to be engaging, high quality, informative and educational – in other words, it needs to give the user what they are looking for. We know that the term quality is subjective, you could find a piece of content poorly written, whereas someone else could sing their praise about it. However, the only opinion you need to care about when it comes to website content, is Google’s. Discover the few tips below to make sure your content game is ahead of everyone else’s. Take a peek at this article that explains in more detail why Google likes fresh content.

Web Content Strategy

  • Focus on quality over quantity
  • Focus on content that clearly explains your company, services / products and why they are valuable
  • Ensure you use own images, and cite your sources
  • Do not plagiarise
  • Avoid black hat seo techniques

Remember the three main goals when writing content – customer engagement, brand awareness and conversions.

Quality Content That Engages Increases Sales

Whether you own a small business website, or you have a large ecommerce website, building trust is a critical part of any sales process, especially online. Trust is built through brand awareness, loyalty, proven customer testimonials and ultimately being known as an industry leader. These brand values must match with the content on your website, and it must reflect your overall message. Quality content helps the sale process by allowing users to understand and learn more about you as a company, and the products.

Try:

  • Including videos with content, as it breaks content up and is easier on the eye
  • Always write in a friendly, conversational tone

Quality Content Provides Value

While content is informative and engaging to a visitor, it also provides value. There is an important element in Google’s algorithm, which is known as ‘Rank Brain. There are a few components that contribute to overall ranking factors, and the amount of time a user spends on a web page is one of them. So, I guess the question is – how long can you keep visitors on your page for?

From various studies and tests, people are more likely to read and share content if it is valuable to them. Try it!

Web Content Strategy

Quality Content Gets Shared

In addition to the fact quality content engages users more and provides value, it leads to pieces getting shared which ultimately increases your brand awareness and online presence. In today’s digital world, there are things that go viral daily. Sharing is a huge driving factor for every single person on the internet, which is why content needs to be valuable, precise and worth sharing.

Quality Content Benefits SEO

As we mentioned briefly earlier, search engines love content, especially Google. There’s one way you’ll know if your content is having the effect you want it to, and that’s by measuring how many people see it and engage with it. But first, search engines need to find it! Even the greatest masterpieces don’t get ranked on page 1 position 1 if the piece is not optimised for SEO. This includes headings, keywords, inbound and outbound links, anchor text and other elements.