What Is The Purpose Of Content? The term “content” refers to the keywords, phrases, and structure of your information on your website. The two most important keys to remember when it comes to content are that your site’s visibility on any search engine (such as Google) is dependant upon the information within your website and that your content must convey who you are and what you do to your clients. Good content communicates to fulfill the needs of the client and will help answer the specific questions they have. And if you fulfill the basic needs of your client, then you can draw them into action. Successful marketing and branding always starts with having great quality content that speaks directly to the needs of your audience. Good content will also help you be seen by more people because a search engine’s job is to perform a search for the best quality information that is available to help the searcher. This means that for people to find you, you have to have enough information for them to find your website. For example, the more information you have on “Auto Tires” the more likely you will be found first in the Google search when someone is searching the term “Auto Tires.” By having good content you are aiding people in finding you as well as giving people a reason to trust you. Good Content vs. Bad Content Good Content can be defined as concise, targeted, specific, and relevant information. Here are a few specific ways to achieve these goals with your content: Concise – Although it is important to have plenty of specific information, good content should never overwhelm readers with a bulk of information. The common trend now is to have small portions of information. The best way to prevent overwhelming your readers is to limit a single page to about 700 words or a blog post to about 400 words. Targeted – Good content should always be written in the most effective way to reach your target audience. Since most internet users read at a 5th-grade reading level, it’s crucial to keep your words and structure minimal and easy to understand. It’s also very important to know your audience and what they are looking for. Be sure to study your target customers and understand their basic wants and needs. Also, don’t be afraid to direct your audience to move further in the sales process through a good “Call to Action.” Specific – It is extremely important to make sure that your content includes your target keywords and phrases, or the subject words that people will be using to find you. Keywords can also be described as the exact words people will be using in their search. It is crucial to your SEO to make sure your keywords are used in the title of the page or blog, the title tag, the meta description, the URL address, and throughout your content. Relevant Information – Your content should always be updated and accurate to new information. A website that has sat dormant with information that has not been updated frequently will always be found lower in the search engine results. Google especially, has been known to promote websites that are updated frequently. Two easy ways to do this are by adding pages on a regular basis or by keeping a consistent blog feed. Pages should be used to cover your service or practice areas while blogs should be used to cover specific a news report or a sub-topic of a service area. Bad Content can be described as overwhelming, unclear, broad, and inaccurate information. Here are a few ways to avoid writing bad content: Overwhelming – The temptation of most writers is to overload their content with too much information when simple and direct information is all that is needed. Many times a writer will also be tempted to copy content from other pages in order to fill space or over-using keywords to help their SEO. However, these are both bad practices and are penalized by Google. These kinds of tactics are known as “keyword stuffing,” “black hat tactics,” or using duplicate content. Avoid using the same information twice. Broad – The key to good business marketing is to speak to and attract the right audience. However, too many websites are not designed or written with their target customer in mind. Many times bad content does not speak directly to the needs of the customer. Be sure to speak the language and terms your customers use and you’ll surely grab their attention. Also, avoid using general statements at all costs. Unclear – The worst possible communication is the kind that doesn’t give specific detail. If you can understand the basic principle that most people are on the internet to get answers, then will be clearer about what you do and how you can help. Unfortunately, a lot of websites do not do a good job of educating people about who they are and the benefits of their services. Inaccurate – To be accurate on the internet, you have to be current. This means being aware of what’s going on in your industry and staying with the times. This also means making it a priority to post and update your site often, which is rewarded by Google in the search results. The worst possible thing is to have a website with outdated information regarding your business. A great practice is to schedule intentional time on a regular basis to update and review your website. If you treat your website is like an extension of your front office, you will be more likely to value your presentation online. Get Help With Your Content At eXpect3, we know and understand that it is crucial for your success to have your content optimized for your target audience. If you are not experienced in copywriting, or if you are unsure where to start, let our team of writers and consultants help you. We specialize in helping our clients to refine their presentation for accuracy and excellence. To speak with one of our experts on how we can help your business, you can contact us by calling 918-379-9400. We are excited to help with your Tulsa Web Design and Marketing needs.