Before creating or updating a website, it is important to plan out exactly what content you are going to include. Making these decisions can be difficult as a number of factors need to be taken into consideration.
As Google’s latest updates have put content at the centre of everyone’s search engine optimisation (SEO) strategy, it has become even more important to get it right. Adding the keywords without undertaking ‘keyword stuffing’ is something of a fine art. If you do not include the words people are using to search for your product then Google will not offer your site as a solution to their search. Using too many of these words, however, could make Google suspicious that your website is ‘spam’ and only there to appeal to its algorithms. That is why it is a good idea to plan your content with someone who knows what they are doing to include the best search terms but not overdo them.
During the planning stage, it is also necessary to consider the target audience. Who are your potential new customers and what are they looking for on your site? Once you have answered these questions, you will need to consider what type of content will appeal to them. The tone, style and type of language used will have an impact on your company’s image and determine if people feel that they can ‘relate’ to what you are selling. Pictures and layout are also important. Therefore, establishing exactly what image you want to project and who it will appeal to before you start creating content is the best course of action.
How long your content is and how recently it has been updated is something else that Google takes into consideration when deciding how highly to rank your website in its listings. Thus, content planning is not just something that takes place before you create a website, it is an ongoing process. The most effective SEO strategies include planning for blog and social media content that can be added to over time to increase links and interest in your site. In addition, keeping your site updated with the latest information will help to establish your website as an authority in your industry.
Planning your content well will, not only help your website rank highly on Google and improve the prestige of your business, it will also save you time and energy in the long run. At Social Media, we have the experience and industry knowledge to produce the best results. Well planned content can increase the traffic to your site, keep visitors there longer and lead to a higher conversion rate where visitors turn into customers.