Getting Started With Website Content: What to Do and Not Do

Website Content
teresa-square By Teresa Pham April 11th 2022

Content marketing is a fundamental pillar of any SEO strategy, and the field is only becoming more competitive. Over 25% of users routinely click on the first item of a Google search, so companies are always competing for that top spot.

With a strong website design and a quality content marketing strategy, any business can rank at the top for the keyword of their choice. Luckily, we can help you with that. If you want to climb through the search engine rankings, then let’s talk about how to write good website content and common mistakes to avoid!

1. Focus on Quality

To write good website content, you’ll need to have one word in mind; quality. It’s important for user engagement, user retention, lead conversions, and yes, SEO. 

Google’s algorithm has a job to do, and it’s to match high-quality, relevant content to its users based on their searches. For that reason, the only serious long-term SEO content marketing strategy is to develop quality content. Google even has a penalty for content that manages to slip under the radar, known as the Google Panda. If you’re serious about developing an SEO strategy, then focus on developing engaging content that you genuinely believe in.

2. Choose the Right Type of Content

Now that we’ve established the importance of quality content, consider what type of content will be best for you. Video content may be more engaging than written content, and it may help you skip the long line of blog articles you’re competing against. However, if it isn’t up to par with the same quality, then don’t launch it.

If you have video editing and creation experience, then go for it. If you’re stronger with the written word, that’s perfectly fine. Use your comparative advantage to get ahead of the competition either way.

Don’t listen to anybody who tells you that one type of content is better than another. They all have their advantages and disadvantages. Blogs are easier to create and for Google to index, but they have higher competition.

On the other hand, video is more engaging and can help you skip the line, but it’s more expensive and time-consuming to create, and users are less likely to click on it. For another example, visual imagery like infographics process up to 60,000 times faster than text but are quite limited in scale.

Also, there’s nothing to suggest that you can’t combine these different types of content. Google and users both love diversity!

3. Have a Purpose

There is simply so much clickbait and completely ignorable content online, and users are sick of it. All of your website content should serve a purpose both for your users and your business. It’s great to try to convert leads, but if you want users to come back or to establish domain authority, then you have to offer value to your users.

With every post, there needs to be a purpose. When planning content in advance, try to develop a certain series or purpose for your content. This purpose should be clearly defined in advance.

Whether you’re trying to get people to buy one product, one thousand products, or just keep reading your blog, there are so many ways you can do this. For example, if you sell one type of vehicle, you can still write thousands of posts with useful information for anybody interested in purchasing that vehicle. Here are just a few examples:

  • Pros and cons
  • Performance
  • Common issues
  • How the engine works
  • Drivetrain system
  • Transmission 
  • How to get better gas mileage
  • Proper maintenance schedules
  • DIY repairs

Keep in mind, this is just with one car. If you’re selling hundreds of them, then you’d have hundreds of times more topics to write about, each of which adds value to your users. 

4. Comprehensive Pieces Always Win

Long-form content is superior in the eyes of search engines, but only if it serves a purpose. A 1,000-word piece is better than a 3,000-word piece if half of the latter is filled with unnecessary information. However, if the 3,000-word piece is filled with comprehensive insight, then that could make a world of difference.

In the SEO industry, this is known as a “skyscraper” piece, and it’s part of the overall skyscraper strategy. Let’s say you have a large piece to review your XYZ product in the tech industry. If it’s far more comprehensive than all of the others online, encompassing everything a user would need to know as concisely as possible, then it’s likely to do well in the SERPs.

From there, you can make more supporting pieces called “silo” content, that are shorter but go more in-depth on particular topics within the skyscraper piece. If they all use the same keyword and link back to the original skyscraper, this could help with building backlinks and authority in the eyes of Google.

5. You’re the Expert

Remember that your readers are viewing your content to learn something from it. You are the teacher and they are the students. For this reason, you should always write in layman’s terms whenever possible, and always think about how you would describe certain concepts to someone with no knowledge of the subject.

If you knew nothing about computers and you read an article because you were curious as to how they were built, would you learn anything if you didn’t understand the words they were using? The same applies to every industry.

It’s great to introduce new vocabulary to readers, but only if it’s followed by an explanation. Otherwise, you’re only writing for a select few within your industry. If you want to expand your potential target market, then you’ll need to be more inclusive with the language you use.

6. Add a Strong CTA

Calls to action (CTAs) are a very important part of content marketing. They’re your best option for converting users into leads and leads into customers. For example, ending a blog piece with “stay up to date with our latest XYZ news and feel free to contact us with any questions or for help with your strategy”.

From there, you can add a hyperlink with the anchor text “contact us” to bring users to your contact page where you can (hopefully) convert them into customers. Without a strong CTA, you’re missing out on an important piece of your marketing funnel.

7. Use a Copy Editing Tool

There are certain extensions you can use¬†like Grammarly¬†that can scan your copy for any grammatical errors. While they aren’t perfect, they will bring potential errors to your attention, allowing you to easily fix them before publishing. While they are no substitute for proofreading, they still act as an extra eye on your content.

Regardless of what tools you use, don’t underestimate the importance of spelling and grammar. Always review your work before publishing and look for mistakes, fluff, and anything that doesn’t belong in the piece.

Also, there are tools like the Hemingway App that allow you to copy and paste your content and score it before posting. This will tell you how readable your content is, which should be below a “grade 6” for most users or “grade 9” for more advanced audiences. It will also help you reduce your use of “passive voice” which is important for good writing!

8. Don’t Forget to Optimise

After creating the content, don’t forget to optimise your post for search engines while publishing. This includes adding a good meta description, permalink, and more.

If you use a CMS like WordPress or Shopify, then it should be easy to make a quality permalink, but make sure it’s legible and fits in with your XML sitemap. Adding breadcrumbs or tables of contents won’t directly help with your SEO rankings, but they can add a lot of indirect value, so we’d suggest considering it.

For your meta description, try to keep it under 160 characters so that it’s visible on mobile devices. Enticing a reader to open your link in this short of a form is challenging, but use the target keyword and do your best! Just follow the typical SEO best practices with each post and you should be fine!

Website Content Mistakes to Avoid

Now that you know some tips on building a quality content marketing strategy, you’re in a good position to get started. However, there are some common mistakes to avoid, and here are a few examples!

1. Writing for Search Engines

Let’s make something clear; when we talk about writing “quality content”, we mean in the eyes of your users, not Google. Never create content with your mind occupied over what search engines will think about it. Not only will it drive you mad, but it will actually hinder your strategy.

If your website has poor engagement rates due to low-quality content, Google will eventually catch on. This could get you hit with the panda penalty, which will severely limit your strategy.

To prevent this, always ask yourself if the content you’re creating serves a purpose or offers value in some way. For example, never add “fluff” or filler to inflate your word count because you think it will help you rank. It won’t.

Now, every line doesn’t have to be a new statistic or fact, but it does have to serve a purpose. For this reason, adding a line with a funny joke that’s contextual to the topic at hand isn’t fluff, as it may actually help improve user engagement.

2. Keyword Stuffing

This goes back to the last point, but it needs to be discussed. One of the most common myths in SEO is the “importance” of keyword density. Whatever your target keyword is, use it in the title, one header, the intro, and the conclusion of your piece.

From there, use it as much as you want, but only when it serves a purpose. If you find yourself awkwardly trying to fit the keyword in more places into your content, don’t bother. Remember, you’re writing for users, not Google.

3. Relying Too Much on AI

To be fair, AI has come a long way for content creators, but you still can’t rely too heavily on it. Using it as a rough draft or outline for your piece can be okay, but don’t use it as a final piece. If you decide to use AI-driven content creation, use it to help you generate ideas, not finish pieces.

The right technology will use the right keywords and make some coherent sentences with useful information, but it is far from 100%. You probably know your industry like the back of your hand, so use that knowledge to your advantage and offer quality information from a human’s perspective first!

4. Not Using Help

Professional website development services, especially at the beginning of your campaign, can make a world of difference. Optimising your website design will set a strong foundation for your content marketing strategy, and eliminate the “guessing game” while building your strategy.

Also, once you’ve received this help, you own it. After that, there’s no limit to your potential earnings or scale for your content marketing strategy, meaning that there’s little to no need for ongoing expenses. Once you start ranking toward the top, you could see benefits for years to come!

Climb the Ranks Today

Now that you know some of the most important steps for a quality website content marketing strategy, put these tips to use as soon as possible. SEO takes time to develop, so start as soon as possible.

Keep reading our blog for our latest digital marketing tips and feel free to contact us with any questions or for help with your digital marketing strategy!

teresa-square By Teresa Pham

Teresa is a highly skilled and technical strong UX designer. She has a really good grip of client understanding and is an excellent scholar.

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