As we said last week, when you work on optimizing as many business websites as we do, you begin to see some patterns. Among these patterns is what companies are doing to diminish the performance of their website in getting leads. Last week we detailed issues with Google customer reviews. This week:
LEADS KILLER PART 2: Weak Content
- ARTICLE LENGTH: Word count is still important. Not just for the sake of writing a lot of words, but writing an article that truly is educational and informative to the prospect. Even content on Category Pages is important.
- ANSWER THEIR NEEDS: What Google is looking for is an article that answers the needs or questions the user may have in searching for the topic your page is written about in the first place. Is an article on your product descriptive of what it is, how it functions, what to expect, and what is included?
- COVER THE TOPIC: Gone are the days of keyword stuffing. Just writing “workout shorts” ten times in an article is not going to work anymore for increasing your website’s page rank, but writing an article that discusses in depth what “workout shorts” are just may increase the page rank. Think holistically, not in a silo.
- IMAGES: Make the article interesting to view…and read. Just a bunch of font on a page is not very engaging. Have your artist lay out the article in an eye-catching format like you might see in a high-quality magazine.
- NO STOCK IMAGES: And speaking of images, make sure that they are your images not some renderings from Shutterstock or the manufacturer. Google won’t punish your site for stock images, but it won’t increase its page rank because they see stock images as not engaging in their research.
- MAKE IT SUCCINCT: Get to the point in a quick summary, and then expound upon the topic. Your prospect may get what they need early on in your article, but the Google algorithms are looking for rich content.
- LINK TO OTHER PAGES: Internal links are helpful to your readers. If you mention your special offers, then put a link in the article to those pages. It only makes sense, and Google sees it as helpful too.
These points are an accumulation of principles that we follow in writing content for our client’s websites. They are a product of our years of experience, our reading Google bulletins and our understanding of the Google Quality Raters Guide. Hopefully, you can put them to good use.
Onward and upward!