You may read a lot about keywords and SEO and how Google can ‘read’ your website. You may read that images are key and pictures speak a thousand words. Maybe you’re even a little bit confused by the whole thing! But despite advances in Google’s algorithms and the differing opinions, the bottom line is that you still need good, organised content on your website.
Be Clear for Search Engine Optimisation
Even Google thinks you need great content saying: “The words on your pages, the keywords if you will, are still important for Google’s (and your users’) understanding of your pages. While our systems have gotten better, they can’t read your mind: “be clear about what your site is about, and what you’d like to be found for”. Tell visitors what makes your site, your products and services, special!”
“The words on your pages, the keywords if you will, are still important for Google’s (and your users’) understanding of your pages. While our systems have gotten better, they can’t read your mind: be clear about what your site is about, and what you’d like to be found for. Tell visitors what makes your site, your products and services, special!” Source: https://webmasters.googleblog.com/2016/11/saying-goodbye-to-content-keywords.html
Any designer that tells you that you can put a few images on your site and that will do is, unfortunately, doing you a disservice.
A larger image and only a few lines of content might work on your Home Page. But on the rest of your site, you need to have good cornerstone content. This content answers your website visitors questions and gives them quality information.
Be clear about what you do – don’t assume the reader knows everything
When you create content for your website, don’t be afraid to state the obvious. It may seem simple to you, what your business is about and what products or services you offer, but it might not be to your reader.
If you are a marriage celebrant talk about different types of wedding styles, vows and what you need to do as you plan a wedding. If you are an earthworks contractor, talk about machinery, digging and drain laying or showcase your recent jobs.
Your content needs to convey what you do and how you stand out from others in your industry. For example, I might tell you that Kitchen Table Web Design offers high-quality, affordable website design. We specialise in working with small businesses and non-profits. Our websites will help you increase customers and repeat business and establish your brand on the web.
I might also tell you that we have a range of packages to suit different budgets. Or that we also offer clients training options so they can also update their websites.
As well as having a good overview it can be great to have more detailed articles. These give the reader more information or clarify your services. This could be in the form of a blog or sub-pages on your website for specific services or products. But again, remember to be clear. Explain your processes or services in a way an ordinary person will understand. These clear descriptions combined with keywords relevant to your industry will also help Google determine what your site is about.
Website content needs to be well written and informative
I cannot emphasise enough how important it is that this content is well written. If you aren’t a good writer or you don’t have time to write the content yourself, then please think about whether someone you know could help. If not seriously consider hiring a professional copywriter – the investment will be worth it. Whatever you do, don’t copy from another website. Not only does this risk your reputation with other businesses and customers, Google knows, and it will penalise you.
Why you need good content for SEO
In today’s competitive market it isn’t enough just to have a pretty website with a few keywords stuffed in random places. Today’s internet users – and Google – want to see quality content.
Having great content with relevant information encourages Google to show your website in search results. It also makes users more likely to stay on your website for longer. Google tracks the time people spend on your site, so engaged users help your search rankings to get even better.
Good SEO depends on good content
Modern SEO is about more than just sticking keywords on any page or tricking people into clicking on your site. It is about providing what searchers want in a logical way.
This means the content on the page should clearly convey what the page is about and should be relevant to the keyword you are targeting. It should also be useful and informative and encourage people to read and share it. Remember that social sharing is an important factor in website ranking these days.
I can do lots of technical things to try and get your website ranking higher. But in all honesty, if the content isn’t great then we are fighting a losing battle.
Good content doesn’t have to be complicated
You don’t have to have a PhD to write website copy. Do the basics well and your site will attract readers.
Here’s an example of the type of content you might have:
If I am looking at a florists website, I will probably want to see some examples of the available bouquets. Perhaps with a short description of the flowers used and pricing options. I might also like to read testimonials from other happy customers. Lastly, I might be looking for some help on picking the right flowers for an occasion. In this case, some short articles about wedding flowers, or seasonal blooms would be helpful.
The writing should be simple and easy to read. Studies show that people on the internet skim (especially if they are reading on their phone or tablet). So make sure you have clear headings which summarise the page in case the reader misses the bits in-between.
If writing is a struggle call an expert
Nothing puts people off more than badly written website pages. So if you really struggle with writing, I strongly recommend hiring a copywriter.
As a small business owner, you might be the expert in what you do. But if you can’t convey that to potential customers how do they know?
A professional copywriter can work with you to craft great copy for your site. Good copywriters will be able to match your business’ tone and incorporate those important keywords for you.
Want some help to improve your SEO? Check out my SEO website packages.