While all SEO guides mention the importance of great content, most fail to describe what exactly makes the content great. It isn’t as simple as placing the right keywords in the right places, according to a few set frequency and layout rules.
One needs to commit to a continuous effort of researching and understanding in order to improve content to a level that’s above the average and create a website and business growth.
What exactly makes content good?
It takes skill, knowledge, experience and a certain compatibility with the chosen topic. Google and other search engines are more and more demanding when it comes to good website content and so are Internet users. Remember that people don’t like wasting time on something uninteresting.
Besides, their attention span doesn’t last longer than a few seconds – that’s all it takes to decide they don’t want to spend any more time on your page and read. The rules to improving the content and driving growth come down to several basic principles. Thus, the prerequisites for success are:
- Attractive format
The relevancy here refers to the match between the expectations created and what the user finds. Whichever they found first – a site name, a page/article title, a promotional offer, a keyword or phrase in a guest post – has created expectations. If the topic was, let’s say, ‘leather shoes’, but visitors who click through eventually land on a page about textile sports shoes or something unrelated, for example, clothing, they will be disappointed and never return. You need to keep your promise and deliver on the advertised topic.
What is the visitor bounce rate?
SEO specialists and marketers frequently mention bouncing visitors and teach how to avoid that. A bouncing visitor is one who finds your website (incoming traffic), lands on your page but quickly leaves or bounces off. Why does this happen? Because the content found failed to engage him/her. They are displeased, and so they leave; it is not what they hoped to get, does not meet their expectations, does not answer their question, is not in line with what was advertised.
Or, the content may be good enough, but it fails to be readable or placed in an attractive form on the website, which also diminishes a reader’s interest. Good content prevents traffic from being sterile. In other words, if you’re getting loads of visitors, you will convert more of these if you are striving to keep the bounce rates low.
Attractive posts, articles, reviews, etc. are so much more than just well-written words. Internet users pay a lot of attention to how a text is actually formatted – in simple words, the way it looks. It starts with easy solutions, such as spaces between lines, smaller but more numerous paragraphs for effortless reading and so on. The fonts must be easy to read and the colours friendly to the eye. Gone are the days when you would have a neon font on a black page background and thank the heavens for that. Nowadays, to be on top of the game, it is required to do as much as one can to render the content attractive and easy to read.
Tweaking the aspects mentioned is compulsory. If you want more and have enough time + resources, then use graphic elements such as banners, logos, small visual elements, etc. to intersperse. These should give a theme to your post or be in tune with an existing theme. Think about how infographics look and try to add graphics similarly. It’s a good idea to have your sub headings highlighted in some way.
When you’re dealing with a long text, consider adding a table of contents at the top. Make each header clickable, so readers are quickly taken to that part which they want to read. Place links here and there to ease their navigation. These tactics were proven to decrease bounce rates and increase the average time a visitor spends on a page. It conveys that you’re respecting them and caring for their time and information. Plus, it only takes a few minutes to implement.
How great content makes visitors love your site
Apart from aspects like loading speed, functionality and layout friendliness, users are most interested in the quality of the content they find. Therefore, focus on creating a positive experience using these elements altogether. Avoid having anything that might be labelled as ‘thin content’ – short, irrelevant, uninteresting, poorly written texts, for example. Also, don’t have any duplicates. As for the perspective, try to walk in the shoes of your visitors.
Envision your customers – who are they, what do they need, what are their issues, hopes and dreams? You absolutely need to create that positive connection, because that’s what’s going to make people spend more time on your pages, be willing to find out more and return to your site. Do your best to answer their questions. Even when you feel you don’t have the best answer, answer anyway – it might be more helpful than you think. Besides, people are often drawn to different perspectives.
Ask, and you’ll find the solution!
Always strive to stay in tune with those whom you wish to attract. Marketing experts praise the strategy of asking. You simply have to ask questions, so you can figure out what people are looking for. Perhaps the most effective way to accomplish this is to create a poll on your website or on a social network where you succeeded in gathering a number of followers.
In addition, researching frequently used search terms can also reveal some topics of interest. Regardless, what you can find out straight from your readers is always the most valuable. Did others do a poll before you? Then go ahead and use their results in your favour.
What does great content include?
Great content tends to be the sum of various sources and elements employed. Picture a text that’s also got images, videos and many different links pointing readers to exterior websites that can offer them extra information. This shows you are engaged in providing them with quality posts. Make sure the outbound links open in another window so that readers can return to your content with ease.
Topic exploration and depth
Strive to bring novelty and to offer something others have not. This requires you to get acquainted with what your competitors posted about. Go deeper than they have or explore new but connected areas. It’s not enough to just write on a topic which is popular – like “how to cure depression”.
People want to find the news or the alternatives. Thus, they will be more drawn to content that gives them new insights on curing depression, a new or possible treatment option or simply a novelty from the psychology field. They’ve had enough of the same ideas and pieces of advice that get repeated over and over again on every mental health website.
When you are doing this right, your content becomes good enough to help you obtain backlinks more efficiently. You will greatly enjoy the snowballing effect that this is going to have on every business growth parameter online. Take action quickly – don’t let your website content grow stale and bring your rankings down. To be sure you’re making progress, hire content specialists to work for you and deliver top-notch pieces with regularity.