A website needs more than some basic search engine optimization to compete today. It needs a detailed content strategy that ensures it gives the target audience of potential customers exactly what they need and want so they keep coming back, and indeed look forward to finding new information on the site. A great content strategy has many tactics involved for maximum effectiveness. Here are a few things to keep in mind when developing content.
Search Engines Are Important
Search engine optimization is essential, but it is always changing. The days of keyword stuffing gibberish are thankfully over, but it is still necessary to do some research and learn the most effective keywords and phrases to use.
Specific is always better than general.
Find keywords and phrases that reach those surfers most likely to being buyers. Sometimes localized search engine optimization is best, for example if there is a bricks and mortar store or restaurant the website is directing people to. Most of the time, it is a matter of being very specific about what is being offered. “Parenting toddlers” is better than “parenting.” “Men’s dress shoes” is better than “footwear.”
Keep it fresh
Both the search engines and the actual human beings searching the internet strongly prefer current, up to date information. Also, the power of specific keywords and phrases increases and decreases. It isn’t static, so it is important to stay on top of which terms are most powerful at the moment.
Go for quality. Getting people to the site is the easy part. If they arrive and find nonsense content, they will click away in a second or less. Content must be well written and easy to read. Using poor quality content is a disaster for sites using pay per click advertising because they will be paying for all those clicks, but see a very low conversion rate if the content is off putting.
It Should be Informative
People want useful information, not just a sales pitch. Online marketing is increasingly subtle. It’s more about making a connection that lasts than about making a quick sale. Give people a reason to come to the website. Give them helpful tips, recipes, how to tutorials and interesting articles.Make sure they get something of real value when they read the content, and they will come back. This will also boost the site’s credibility, giving potential customers the confidence to make the purchase.
Content matters. People know when they are being dished up fluff and filler, and they won’t even stay on the site. An effective online marketing strategy must take content seriously, which really means taking the target audience seriously and showing them some respect. Creating this high quality, useful content is time consuming. It requires specific skills, including excellent grammar and writing skills. Hiring an expert marketing firm means you will get real quality in your content strategy services , which will pay off in real sales.