Where Does Content Sit In Your Website’s Priorities
Content is part of the whole SEO services package. Whilst we all talk about implementing keywords, creating embedded word links and Meta behind the scenes, it is the on-page copy that will ultimately sway visitors and search engines alike to take you seriously.
The importance, therefore, of getting your website’s content right can hardly be overstated. Despite this though, many websites still choose to ignore it; leaving dozens of pages bare or creating vapid text that neither informs nor engages. It could be undermining your site and your business.
There’s no simple solution to writing good copy. What works for one person won’t necessarily translate to another. Therefore the best way to approach it is by doing it truthfully and honestly. Don’t overburden your visitors with endless jargon and fatuous keywords. Avoid making elementary mistakes, use a grammar and spell checker to iron out any issues. It shouldn’t be a burden, it should be viewed as an opportunity.
Your on-page copy is your chance to tell the world about what you do and why you’re the best at it. Information needs to be coupled with engagement as you need to motivate your visitors to become customers and ensure that they don’t venture beyond your virtual walls.
This is, of course, particularly important for online businesses. In any competitive market you need to be seen and then take advantage of that situation when somebody manages to track you down. Where you don’t have a physical presence online, you need your copy to do the talking for you. This puts a great burden on the copywriter for any site, but it is one that can pay dividends in the long run.
The reason why copy is so effective is that it has two vital roles. Firstly, it is your website’s mouthpiece, it tells visitors exactly what you do, where to navigate to next and why/how to buy from you. Next up, it’s the SEO. When search engine spiders get sent out to crawl the web, they can’t see all your pretty pictures or gauge just how good your customer service is, all they see is your textual content (both visible and HTML embedded). So this is your opportunity to really shine.
Whilst search engines look for a little context to see how they should rank you, the customer simply wants to know what is going on. But, as surprising as this may be to read on an SEO blog, you should always put customers before the search engines. Don’t get me wrong, you need to be aware of optimisation, you need to have keywords liberally distributed throughout your pages, but not to the detriment of natural flow.
Your copy can be hugely effective and can’t be ignored. If your site is harbouring some low quality words or none at all, get on and do something about it. Ultimately it will help get and then retain the attention of your target audience, making it a necessity, not an option. So where should content sit in your website’s priorities, well, pretty near the top I’m afraid.
