Your Content Quality Is Critical
When it comes to building websites, the content is one of the most important, and often overlooked elements. When most businesses write content for their websites, they make the same mistake that most people make on their resumes. Their service pages tend to be descriptive of what they do. That is an important element, but in most cases, that is where content ends. In order to have content that ranks well in the search engines AND performs well to capture new customers, it must be user-driven, unique, in-depth, on-topic, and compelling. We cover this in length in our SEO process. The main point is, you have to connect your value to your customer in a way that search engines will recognize, and we have a great solution for that.
|Product/Service Page Content Development||Price|
|500 Words + Media + Implementation||$150|
|1000 Words + Media + Implementation||$250|
|1500 Words + Media + Implementation||$350|
|2000 Words + Media + Implementation||$450|
|2500+ Words + Media + Implementation||$550|
**Content Development includes on-site SEO and optimization of titles, meta data, page structure, internal linking, supplemental content (sidebars), and image optimization.
The Strategy and Format
When we create content, it starts with connecting your service to your strongest value proposition. For instance, the value proposition for this page is found in the main headline – “Your website needs content. Great content boosts your SEO. We specialize in user driven content that ranks well.” In a nutshell, that is how we add value as a content creator. In your business, you need to find where you differentiate yourself from your competitors and create content around where you add value. The stronger the value proposition, the more likely the user will continue reading your content.
After the value proposition, offer an early call to action. If they are won over early by your headline and value proposition, they can go ahead and get in touch, but you have to ask them to. If they need more convincing, then the next step is to give them the unique and in-depth perspective on how you add value with your product or service. Unique and in-depth content is what Google is looking for to answer search queries, so create content that answers the common questions, gives comparisons, and gives thorough and complete descriptions. When someone searches for answers to a problem or how to do something, your in-depth content around the product or service can become a resource for Google and attract more website visitors.
In order to make sure the content ranks well, keep it on topic. Cover the topic completely, and if you find natural tangent topics, create new pages for those and link to them from your content. Follow the same formula for the related topics, and you will start building a valuable resource for your clients, potential customers, and search engines.
Lastly, after you create the headlines, value proposition, and in-depth content, it is time to ask for the action. Compelling calls to action tend to drive the most action, so find a way to connect the value you add to the product or service that strengthens your case for them to call, email, or purchase from you. If you can manage to put these content strategies to work, you end up winning in SEO and in new business.
Be Careful To Not Over-Optimize
In the early days of search engines, search was about text-based matching, and the pages that had the most relevant match shows up first. With text-based matching, we saw the rise in importance of keyword density (how often a keyword shows up in the text in proportion to other words). Many content creators still use the keyword density approach to SEO content, but that leaves you with content that doesn’t flow naturally, and your users can tell. Many users are turned off by “SEO generated” content that just repeats words over and over again. Google has evolved much beyond a text-based matching search engine to where they are starting to understand the context of search queries and pages. Context based matching is a deeper understanding of content quality, and pages that overuse keywords or are poorly written suffer in context. Google actually reduces the ranking of over-optimized pages and can penalize your website for it. If you first write the content for users and for conversions, you will be satisfying both your readers and search engines.