How to create engaging web content

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From an SEO perspective, original and engaging content will set you apart from your competitors.

It gives search engines something to index that can’t be found elsewhere. It also makes it far more likely for you to attract the audience you’re targeting. Good content should inspire people to linger for longer on your site.

Google has changed a lot in the last few years and now has a better understanding of what searchers are seeking. It can then point them towards original and relevant content. That is why Content and SEO go hand in hand and both need to be optimised if you want your company to be seen and heard.

Understand your customer

Think about what sort of person your ideal customer is and write content with them in mind. Use Google Keywords to research what your customers are searching for and base your content around these words and phrases.

Make content easy for your customers to find

It is essential that the content on your website is organised logically, as the longer a customer stays on your site, the better. You need to make it easy for them to find what they are looking for.

Improve first page Google placement

Considering 75% of users never scroll past the first page of a search engine it is obvious the importance of featuring on the first page. The more unique content you create, the more pages your website has, thus meaning the more links there are back to your website. This will increase the chances of your website appearing in the first page of search engines by organically searching for terms you have included in your content.

Make content easy for Google to find

Google uses the Googlebot to crawl and index websites. Regularly analysing your SEO content to see what’s working and what isn’t is vital to successful marketing. Simply tweak what is not working and do more of what is.

Have a consistent content schedule

If you want to get results from content marketing then you need to work on your content schedule. Whether this is a blog or a newsletter. Make sure you are releasing new content regularly and consistently. You can train your audience to trust you, significantly improve your reach in search engines and as a result get significantly more people to do business with you.

What content is good content?

Content comes in many forms, not all of which are obvious. Content could be an interesting video, a case study, a downloadable pdf booklet or an interesting article shared on social media.

The main content marketing mistakes

One of the biggest content marketing mistakes many companies make is believing that publishing any content will put them ahead. Content, even useful content, that doesn’t help your target audience will rarely have any significant impact.

Make sure you focus on the title of your content, if you are writing a news article make sure it is catching the eye of your target consumer, otherwise you will find users reading the title and not clicking through to your website.

Grammar remains the key when it comes to creating captivating content. No matter how great the content, a single mistake of spelling or grammar in it can turn out to be fatal. Glaring grammatical errors can minimise the impact of content marketing. They distract the concentration of your reader from the topic you have shared.