Creating a Voice with Your Website’s Content
When you come to optimise a website invariably a lot of your efforts will go into creating some first rate content. Playing such a vital role in your SEO efforts and visitor communication, you will have to ensure that you get it right.
The good thing about content is that it is often naturally optimise. You don’t need to worry about deliberately forcing in dozens of unsightly keywords so as to appease the Google gods. When you come to write the content for any page you write on subject, therefore you should be using the related terms and phrases anyway.
Therefore your writing should be as much about style as it is about SEO substance. You want your visitors to be welcomed in and you need to show them some form of consistency from page to page. This is where you need to have a standard voice.
This voice should be reflective of what your website offers. It should also match any off-site literature your business provides. It might sound like an unimportant part of a far wider process, but saying the right words in the correct fashion can make it easier to convey a brand identity and develop trust from readers.
The one place where you might choose to mix things up a little is in your blog. Whilst in the most part it will often reflect what your site has to offer, it also offers an opportunity to expand further. Therefore you can provide more personalised posts that reflect an appropriate mood for the intended message.
Maintaining a standardised voice across all of the pages of your site will mean that visitors know what to expect, whether they are reading your ‘About Us’ page or a product description. It also allows you to develop a writing rhythm and to naturally spot opportunities to integrate keywords and other SEO techniques.
Content isn’t a one dimensional entity. Whilst you might just think they are words on a page, those words can fulfil a wide range of purposes. When used correctly they can encourage visitors to become customers, get people to call your helpline and ensure they go nowhere else. They can also help to get your ethos across and inspire a level of confidence in what might be a slightly cynical public.
Of course no self respecting SEO blog is going to overlook the search engine optimisation credentials of language either. Search engines derive the context that they need to rank you from the information you offer them. This of course comes in the way of the written words used across the site.
But when it comes to defining your website you need consistency and you need quality. By developing a voice that is constant throughout you can achieve both. It might sound simple enough, but when used properly, language can be your website’s greatest asset.