Why It’s Critical To Produce Original Website Content
Content is king.
Now, there is a lot of debate around this and we want to add our take to the conversation.
While link building, site architecture and formatting remain priorities, the only thing we can absolutely count on is that Google’s aim is to refer its consumers to high quality, useful content.
I get it, without great backlinks, Google will disregard a page’s ‘topic authority.’
But understand, Google’s initiative is to maintain its own reputability and sites with few backlinks suggests the site has little authority on a given topic.
The only real way to address this on behalf of search engines is to create algorithms to standardize the process by which information is found on the web.
SEO’s end up spending a lot of their time on building these all-important links rather than creating useful content.
Google even suggests “this is the single most important thing to do.”
The two are not mutually exclusive though, so while we acknowledge the importance of back linking, we also have to address the quality of a website’s content.
We spend a lot time on Content Marketing and while it’s related, we really want to discuss the use of content once a person arrives at a site and how they interact once they get there.
And when it comes to content, not all sites are made the same.
It is imperative that you make a dedicated effort to show up where potential customers are looking as you build your company’s presence.
Unfortunately, it’s not as simple as setting up a website and seeing what happens.
There’s an entire field dedicated to search engine optimization (SEO), and a major component of that is…you guessed it…original content.
As the online world becomes more crowded, users continue to sift through the millions of websites that exist in search of companies that provide what they need.
One of the most important things consumers today care about is information.
They want to make informed decisions and the businesses that provide this information are going to come out on top.
It’s not just about having content though, it’s equally important that it be meaningful, to keep your user engaged and interested in what you’re saying.
It should be compelling enough that they want to share with others and that they keep coming back to you for more information.
So, today, we set aside all of the other noise and talk website content.
Here are just a few reasons why we recommend to our clients that they regularly produce high quality, original content for their websites.
1. To Establish Authority
When it comes to the work that your business does, there is no better authority than you.
We have clients who say to us “we don’t want a lot of text on our website” or “we don’t want too many pages of content.”
While we understand the desire to keep your site simple it’s also important to know that in the world of business someone will be talking about you.
It’s better if the information about your company is coming from you rather than someone who is less of an authority. Don’t let someone else take away your opportunity to share what you do.
2. To Interact
One key to building a successful online presence is establishing a way to interact with your consumers.
Producing a website that looks good and is easy to navigate and stocking your home page with good content will help you draw in visitors to your website, but if that content is not refreshed or swapped out occasionally, they’re unlikely to return multiple times.
Keep your audience coming back to your website by providing an always changing stream of information.
3. To Inform
As you build content, you want to ensure that it provides value. Everyone’s time is precious, and that’s especially true of your customers.
Remember that your audience is more likely to respond to information that is relevant to them and that they care about.
Take the time to learn about your audience, find out what they want to know and then provide that information to them.
4. For Sharing
Another important aspect of content creation is providing an opportunity for your customers to share the information that you’ve cultivated across multiple platforms.
If your original content is informative and relevant your audience will want to share with their circle of friends and (hopefully) business associates.
The easier it is for people to share your content, the more likely it is that they will do so, and making it as easy as clicking a Twitter icon allows you to cast an even wider net and will only help your business grow.
Wonderboy Creative would love to help you get started down this path. Email us at [email protected] to continue the conversation.