The purpose of creating a business website is so that it can be found by target audience members. In most cases, people go looking for websites that match their needs in the search engines. Of course, there are many sites competing for that coveted search engine results page real estate. It’s very difficult, if not impossible to get to that #1 spot. However, that doesn’t mean that your website content can’t appear prominently in the search engines. The key to getting your website to rank in the search engines is to focus on the content that the website provides. Quality content is what gets linked to and shared, which are two important signals that the search engines consider when ranking a page.
If you want your website content to rank in the search engines, create content that:
Focuses on Target Audience Members
Even though you want content to rank in the search engines, you really shouldn’t be thinking about the search engines as your top priority. Writing for the search engines typically means stuffing keywords which will always backfire. It creates a bad user experience and raises a red flag to the search engines. The goal should always be to write content that your target audience members will want to read. Look for opportunities to add keywords naturally but don’t force it.
Is Original
The content that you create is what can separate your business from the rest. If you are saying the same thing as 10 other websites of course you will find it hard to compete. Use your content as an avenue to stand out. The more information that you share, the greater the chances are that someone will want to do business with you. It’s no longer advisable to be secretive about your business or how you operate. The companies that are transparent about their practices through their content are the ones that get the business.
Is Fresh
The websites that are “living and breathing” entities and are updated often are the ones that thrive today. A website should be an ongoing project, once it launches don’t think that the work is done. Adding fresh content to a website keeps both users and the search engines coming back again and again. Incorporating a blog into your website and updating it often is a great way to ensure that your website stays “fresh”. Each blog post is an additional page of your site that can appear in a search result.
Over time, a business will evolve which means that the business website should evolve along with it. The website should always be an accurate portrayal of a business at any given point. If you eliminate or add a product or service, that should be reflected on the website. It’s important to ensure that visitors have a good experience by providing the most up to date information
