It is surprising how many companies, big household names, seem to neglect the importance of good, optimised web copy. Here at Net66, we often state to our clients that content is king, and that one of the most important factors of SEO is the creation of good, unique and optimised web content.
Now, more then ever, it seems to be of the utmost importance to focus of creating good copy. This is important for several reasons:
- Increases search engine rankings, and thus traffic.
- Creates content that others will want to talk about, and will want to link to.
- Engages the reader.
- Differentiates you from your competition.
Lets take the first point, good web copy can increase your search engine ranking. This is for two reasons; firstly, it is the search engines job to return the most relevant web page. In order to do this, they look at several factors, one of which is content. If you have a website with good, unique content then the search engines can see it as being more related to the initial search query. Thus, your website will appear higher on the SERP. Secondly, if your content is too similar to another website the search engine will often need to decide which page to display to the user, as they don't want to produce several duplicate websites. Therefore, the best way for you to ensure that your website is returned for your targeted terms is to produce good, unique content that has been written with SEO in mind.
Good web copy also creates entertaining, interactive and interesting content that people will want to talk about and share with their friends, family and colleagues. Many people think that this only an important or useful factor for certain websites; this is not the case. All websites, regardless of its focus can utilise the power of great content. For instance, if you run a solar panel fitting business it would be very useful to have a blog on your website that talks about solar energy. By creating consistently good content you not only increase the depth of your website, and increase its on page relevance, you also create something that people will share.
In today's online world, it has never been more essential to engage with your reader. Think about it, when was the last time that you bought anything from a website with poorly written copy or hung around on a website that you deem irrelevance to your search term? Well written and exciting copy can create this engagement and can keep users on your website, encourage them to read other things and make that all important purchase or call.
Additionally, good content can differentiate you from your competition. Think of it this way, if your closest rival has a basic website, but you have a well designed, well written website with unique and relevant content, who is more likely to generate business? Your website is a reflection of your company, if your online representation is substandard, many customers will subconsciously relate that to the quality of your work.
Okay, so web content is important, but how do you make it?
Yes, it can seem hard at times to create good, unique and interesting content. This is particularly true when your business doesn't easily lend itself to such a task. But, no matter what your field, there is always something to talk about. Take a look at some of these sure-fire ways to write enthralling copy:
- Write a blog: This can be a great way to generate interest and create engaging copy. You can talk about your field in great depth and provide an insight into your business for your customers.
- Hire a good SEO company. Here at Net66, we employ only the very best digital marketeers. We see web content as an integral part of the optimisation process, our copywriters can add that much needed content for you.
- Conduct an interview with an expert in your field, and feature it on your site.
- Write reviews of a new product. If you are a hair stylist, check out the latest hair product and write up your thoughts on your site.
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