Your website is made of two things: code and content. Code is hidden from view; your visitors cannot see it. What they can see constitutes website content. And as we like to say in our business, content is king. It is the only thing people want when they visit your site.
Do not make the mistake of assuming that all content is presented in the form of blog posts. Nothing could be further from the truth. Content takes many forms, depending on the type of site you operate. Content can be:
Anything that can be directly experienced by website visitors constitutes content. It is the substance of your website. Content is the whole reason your website exists. It is the information you want to get to your customers in ways that are relevant to them.
Creating content for its own sake does little to make a website successful. To maximize its value, content should always be optimized for both search engines and consumers. Optimizing for search engines is the basis of SEO. When we apply SEO techniques to website content, we are optimizing that content so that it ranks as high as possible on search engine results pages (SERPs).
Optimizing for consumers is an entirely different matter. It doesn’t involve choosing the right keywords or requesting that the major search engines crawl your site. Rather, optimizing for consumers is all about giving them relevant information in a usable format. All forms of content can be optimized for the consumer.
Website content, and the quality thereof, ultimately determine whether or not consumers have any interest in your site. Content affects how search engines rank your site in its pages. It determines how much traffic is driven to your site and how long visitors hang around after arriving.
To maximize content, we look at a whole host of things:
Believe it or not, search engines are now sophisticated enough to tell the difference between quality content and junk. This makes the content on your website even more important.
Make no mistake about it, junk content is punished by both search engines and website visitors. Your site will never get the traffic you desire if the quality of its content is poor. On the other hand, high quality content enjoys plenty of support from search engines and visitors alike.
For this reason alone, it is worthwhile to turn the development of your website over to SEO professionals. We know what constitutes quality content. We know what search engines are looking for. And as experts in your industry, you can tell us what your customers are looking for. We combine the two to create website content that gets results.
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