The_writer_by_tasteofomiQuality content is a hot topic, but what exactly makes something quality? How your website performs, from search engine results to conversions, is very much informed by your content.

The formula for quality onsite content (beyond good grammar and effective turns of phrase) isn’t set in stone. What makes content effective varies depending on the type of site, the intention, and the target audience. There is quite a bit of rubbish, unfocused and generally boring content online… especially on company websites.

To begin with you must ask yourself, honestly:

Is my content rubbish?
Does my content effectively communicate what I want it to?
Can people arriving on my site find what they are looking for?
Or have I fed them irrelevant or poorly created content that will cause them to bounce off the site almost as soon as they arrive?
Am I actually targeting the right audience?

Many site owners think their site content is amazing, generally because they wrote it themselves. Unfortunately, even a good education doesn’t automatically make you a good writer, nor does being able to write well make you automatically able to write effective online content.

This isn’t to say that all site owners are rubbish at writing; on the contrary, some are excellent. However, we must always remember that writing effective site content isn’t just about slapping information on a page.

Even well written content can be useless if not well chosen.

Here are a few tips for positively affecting your website’s rankings and increasing targeted traffic through well chosen content:

1. Focus: Find out what you really want to say and who you want to say it to. Then, say it as clearly and concisely as possible. This can take time to get right, but it is pretty much a guarantee that properly focused content will help your traffic and conversions,. It’s amazing how many sites have content that is irrelevant to the audience they want to reach. Don’t be one of them. If you are, fix it!

2. Do a little research: If you want to target a specific market for a specific product, have a look at Google’s keyword tool or any other keyword tool. Play around in search engines and find out what comes up when you type in a specific keyword. Target one and stick in the first paragraph of your text. This tells Google and your visitors whether or not they’ve found the right page. Make sure you know who you’re targeting and what you hope to achieve as this will have an effect on how you write your content.

3. Mention your brand: It’s a strange phenomenon but many companies don’t like to say their own name in content. This is silly. When writing a bio or telling someone about yourself, you tend to mention your own name, who you are and what you stand for. Don’t be afraid to mention your brand or name in your site content. Brand is important.

4. Link internally: Linking isn’t just about incoming links. It’s also about internal links. Think about it this way. If someone is reading your content and you mention say, SEO or a freelance copywriter, put a link in (see what I did there?). This means if they’re curious about the topic, they can follow the link and find out more about it. It’s intuitive and also a natural way of giving your site some authority and ease of use.

Quality content is not just well written content. Ensuring you’ve done your research, targeted your content to the correct audience, included your keywords, brand, and internal links where appropriate is all part of effective onsite content creation. Remember, site content should always be search engine optimised and user optimised.

If you need help creating optimised, targeted content, please get in touch with us as we’d be happy to help you create effective content for your site.

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