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With the popularity of sites like BuzzFeed and Imgur, you might be surprised to learn that content (aka words, copy, text, etc.) is absolutely vital for getting your website ranked in search engine results.
Sure, pictures and videos are important too, but our research shows that the best ranking websites in some of the predominant industries we service have an average of 1000 or more words of content per page.
But we’re getting a little ahead of ourselves. Let’s back up a second.
The Internet—an Online Library of Information
All consumers today have a library of information at their fingertips in the World Wide Web delivered at their convenience via their laptop, smartphone, tablet, etc. Gone are the days where the consumer needed a sales rep at the store to educate them before a purchase.
Today, that education still happens, but it typically happens in the absence of a sales rep. Whether you realize it or not, your website is now a sales rep. The question is—is it a good sales rep or a bad sales rep?
Educate Your Prospects Through Web Content
Marcus Sheridan might as well be the founder of content marketing. His golden rule is “they ask; you answer.” In case you were wondering, my golden rule is “never shave above the knee unless expecting company.” But that’s not really all that relevant here.
No matter what industry you are in—HVAC, plumbing, remodeling, b2b software, or landscaping—or what customers you serve, those customers have problems and they are looking for answers for those problems—quickly. So I’m sure you can imagine where they go for their answers.
Here is where your opportunity lies. Think of one question that your prospective clients frequently ask you. At Blue Corona, one question we get all the time is “What does an SEO company actually do?” Now think about the content on your website. Do you have a section of your website that answers that question? (We do! Here she is!)
And now for my favorite innuendo ever: that’s just the tip.
There are thousands (if not more) questions that your potential clients have about your products and services that you should answer on your website. Not just for your customers, but also for the search engines. Here’s why:
Google Ranks Web Pages, Not Websites
We’ve said it before and we’ll say it again—Google doesn’t rank websites, it ranks Web pages. Each page on your website represents a unique opportunity to rank for a keyword or keyphrase. Having too many keywords dedicated to a single page dilutes the relevancy of that page. For example, a page with six mentions of “content marketing” will be seen as more relevant than a page with only one mention of it. (Although be careful not to keyword stuff!)
When done right, more pages generate more rankings, which will ultimately lead to more traffic, more leads, and more sales for your business.
How Much Content Does My Website Need?
At the very minimum, I recommend you have the following content on your website:
- Landing pages for each of the services you offer or the products you sell
- A blog or FAQ page that addresses the most frequently asked questions your prospective clients have
If you’re feeling inspired, you don’t have to stop there. You can include:
- Case studies
- Buyer’s guides
- How-to guides
- White papers
- And more
Won’t A Lot of Text Make My Website Look Bad?
I’d consider myself a word nerd, but even I’ll admit that large blocks of uninterrupted text on a page aren’t the most appealing thing. It’s kind of like Taco Bell—even if it tastes good (or in the case of website content, is written well), it still looks pretty disgusting.
Fortunately, there are a lot of handy tricks webmasters use these days to add content without making their sites look like college history textbooks.
Two of our favorite tricks? Adding content via meg-dropdown or UberMenu navigation menus is the first one. The second trick is “hiding” content behind JQuery sliders.
What If I Don’t Have Time to Write Website Content?
That’s a common problem we see—especially with small business owners. Fortunately, there are content marketing companies like Blue Corona that can help create new, fresh, unique content every month to get you more rankings, traffic, leads, and sales from the Web.
Contact us today for more information.
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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