Quality content has become one of the most important elements of any website, here’s why.
There was a time, at the birth of the Internet, when just having a website was something of a novelty. That was a temporary situation and the novelty wore off a long time ago. It then became necessary to attract potential customers in a variety of ways.
Attract new traffic
Advertising was one way, although that can get expensive and generally requires considerable market research to be effective. Keywords is another way to attract customers by rising to their notice in the search engine results. In fact, 72% of marketers say relevant content creation was the most effective SEO tactic. (Ascend2, 2015) But, no matter how you attract the customer, conversion is something else altogether.
It’s one thing to establish an online presence and quite another to maintain that presence over a long period of time. And it’s possible to get a large number of visitors and yet make very few sales. However, featuring relevant content that is useful and addresses your potential customer’s problems can be a solution.
Demonstrate your expertise
It’s a solution in a number of ways. First off, it establishes your company as a professional organisation run by experts. Quality content is always associated with superior knowledge. You also serve your customers by providing content that is helpful and interesting, which increases the likelihood that they will make return visits to your site. And while you want new customers, regular customers provide the foundation upon which every business is built. Also, people don’t always buy right away. By increasing the return rate of potential customers you increase the possibility of conversion.
Quality content also has other advantages. The days when you could sell products by advertising alone are long gone. Today’s consumer is much more discerning and has literally a world of information at his or her fingertips. So, good content can have a lasting affect on a company brand, This is very true in the age of social media where personal opinion can go viral, especially if it’s negative. And quality content shifts the focus away from price point to overall value provided. People are willing to pay more if they believe they are receiving extra value.
How to source content
So, since quality content is important in a number of ways, where do you get the content? There are a number of options. You can write it yourself, although you may not have the time. You can hire a professional writer, either personally or through an agency like us here at Get Online Australia. This is the best option when you don’t want to write it in house.
The search engines value content the most. Search algorithms have reached the point where keywords alone won’t give your site high listings in the SERPs. Modern search engines are looking for the highest possible quality. Good content mixed with keywords in the right proportions is a winning combination.
However, you should stay away from content mills, who provide paint by the numbers content that may be optimized for search engine bots but is totally uninteresting. Traffic that doesn’t convert is useless. And avoid “content providers” who have lists of authors who bid on your job. These tend to produce hurried, low quality content. After all, the low bidder must write a lot to survive and cannot give your content the attention it deserves.