 Is your content search engine optimisation friendly AND end user compelling?However great your product or competitive your prices, one of the hardest tasks associated with search engine optimisation (SEO) is creating content that is compelling. This content is important for not only on page optimisation and link building but to win over new visitors and reduce bounce rates. A new visitor will usually find a web site either by typing a series of keywords into a search engine and clicking on a result or, by following a link from another web site. This is the SEO cycle and an important stage in the buying cycle so getting your web site content right really is critical. Upon arrival at the landing page, your new visitor will usually scan through the presented information to find what they are looking for. Here’s how to keep that visitor on your page long enough for them to find the desired information, browse the catalogue, read a product description and eventually make a purchase… Match content to purpose Remember that on screen reading is different to reading text in a book, newspaper or magazine. If you present your readers with large amounts of text to scroll through, it can be off putting. This is not always true as some pages will be text heavy by their nature- think essay, white paper or product manual. Likewise, the written word is a very powerful SEO tool so you may have already commissioned a copywriter to produce substantial chunks of text for you. Use standard formatting techniques The way you format text will play a big role in determining bounce rates on a page and its interest factor to readers. It can also help with your on-page search engine optimisation. Breaking up text heavy pages with headings and subheadings can really make a difference to the appearance of a page and therefore, the way that it is consumed by the reader. Use H1 headings at the top of the page to give a sense of the theme of the article and then H2 headers or ‘sub headers’ throughout. Use relevant links If you are familiar with SEO techniques you may already be using internal links on some sections of text within your site. Extending the use of links in text to a relevant secondary page within the site will help to make your content more compelling and relevant to the user. Use bold and italic PPC advertisers will be familiar with the impact of picking our key phrases in bold as keywords included in PPC advert text are formatted to appear in bold by most search engines. Used sparingly, bold text on a page can help the reader to orientate themselves within the information and when scanning through, pick out the most salient points of that article or body of text. Bold text catches the eye in the same way a header does, encouraging the reader to stick with the page and read on. Keep content current A sure fire way to make web site content compelling and to progress though the search engine results is to ensure that it is up to date. As a digital marketing and SEO agency, Top Position can give you advice and implement these suggestions for you. We’ll discuss your onpage needs and customer goals to device search engine friendly content that sells your products. Call us on 0800 094 9001 for a consultation. |    |
