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Why website content is SO important?

Why website content is SO important?

Written by Andrew Larkin

Why website content is vital to the success of your business website?

So when you're thinking about why website content is so important, it's because search engines feed on website content. Search engines use the content on your website to differentiate your site from others, such as your competitors.

The challenge for search engines
Search engines have a challenge, because more recently they are redefining themselves to make sure that people can find fresh, up-to-date content much easier. If you take the example of someone searching for a specific football match, and enters "Man Utd vs Chelsea" into Google. How does a Google know what to return? Do they want to find the most recent information on an upcoming game or information on a classic game from 5, 10 or 15 years ago?

What you find nowadays is search engines (more often than not) will get you the most up-to-date and current information about the most recent game, or upcoming game. That's because they realise customers want to find the most up-to-date information about a specific topic. It's the same when it comes to YOUR industry or your business.

So you need to provide the food for the search engines, you need to provide the website content which is up to date. Now when I mean up-to-date I am talking about content which has been published recently also content which is relevant to your current industry.

Website content makes you visible

Websites have changed the way business operate. In the past I am sure most of us have attended business networking and website content works in a very in a similar way...it's all about getting noticed. If you attended a business networking group you would have noticed they tend to have expert speakers from various businesses who present to the group on a weekly or monthly basis.

Initially when you go along to the business networking you are not really known by anyone or visible to anyone in that group because you've just started for the first time. But the person who stands up and does their presentation is instantly visible by everybody in the group and instantly seen it's an expert in their field.

It's exactly the same when it comes to web site content. If you have a website which has very little content, and content which is rarely updated then your website is basically invisible to the search engines, it's invisible to potential customers. If you start writing content on regular basis and publishing on you website, then your website becomes more visible and you are then seen by potential customers as an expert in your field.

More content, more visibility and ultimately more business. 

The challenge for business owners is how to go about adding that content to their web sites. It's not often an easy thing to do. Especially if you don't consider yourself a writer.

My advice to business owners is to just try and add content a little by little. Initially when you are publishing blog posts or new page on your website there's not that many people who are going to be looking at them. So it doesn't have to be absolutely perfect!

The key is to actually get some content out there and get yourself in the habit of creating the content. You can just start with 200 words for a blog post. Set yourself a limit of 200 words and if you go over, split it into a second post.

Email yourself ideas on content
One tip I use quite often, if I have a spare 20 minutes or half hour maybe if I am waiting somewhere, I will just ping an email to myself with a summary or even the full blog post which I take later that day or evening and publish to my website. If you can write 2 or 3 emails in a week, before you know it you've got 2 or 3 fresh pieced of content for your website.

Keep your eye on the prize
The benefit of all of this as I said before is that more content equals more visibility and ultimately equals more business. So you have to remember end goal is to get more business through your website. It's very important not to lose sight.  The main reason that most businesses fail with their blog, or keeping up fresh content is because they don't see results straight away. You're not going to see results straight away! This is something you do little by little and you build it up!

The example I put to clients, is if you consider your website has got 5 pages on there and it's not getting much traffic or many visitors. As soon as you have 500 pages, you might still get the same number of visitors but suddenly they are spending more time on your website. Google will recognise this which will improve your rankings so will gain more visitors who spend even more time in your website.

It starts to have a snowball effect where eventually you hit Google number one and before you know it you've got a valuable asset for a business which is generating customers for on a regular basis and all starts with website content.

ps - if you are wondering what website content actually is then see my previous article on...What is website content?

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