Without well-written content, your website will not serve at its full potential and may even deter your customers rather than inform them. Consumers crave new content and it is your job as a business to provide them with it.

Search engines like Google are constantly evolving their algorithms to weed-out poor content and promote well-written, high quality material. Superior content provides you with a way of successfully building your brand’s authority and boosting page rankings.

Here are a few tips to ensure that your content is of high quality and will feature highly with search engines.

Check your facts
Good content should be factual and reputable. Make sure that you check your facts. Substantiate those facts with credible sources so you can be sure that you are providing bona fide information. If you provide content which is inaccurate, it looks sloppy and will reflect badly on your brand. Furthermore, people may question the credibility of your company as a provider of goods or services and they may be discouraged from looking at your website again. This will obviously affect your website traffic, click-through rates and ultimately, your sales figures. You may even be breaking the law if you provide false information and risk being sued.

Be original
If you use other peoples’ content without getting permission to reuse it, you are at risk of being sued for plagiarism and this will create negative publicity. Any publicity isn’t always good publicity – this is likely to have a bad effect on how your brand is perceived by your public.

On a more practical level, search engine algorithms like new content and will push fresh material to the top of their rankings. The more often you reuse content the less attention search engines will give it. Consumers want new, fresh, interesting information and a successful business will give it to them.

Be bold
If you are going to make a point, make it clearly. Don’t be ambiguous or use more words than are needed. Give your readers exactly what they want to know. No fluff. No frills. Don’t leave any point open to interpretation. Be direct. Period.

Be accurate
Your content must be accurate. Many people will navigate away from a website if they identify spelling mistakes or bad grammar. It is important that you give the impression that you care about your content – sloppy spelling and slack language say that you don’t care. If you don’t care about your content, you don’t care about your products or your customers, some might say.

Make sure you use English when you write your content, not American English, unless your audience is mainly American. Always use spellcheck, but proofread the language yourself as spellcheck doesn’t always get it right. Even better, have someone else read through your content. You may miss mistakes or inaccuracies since you’ve most likely been starring at the text for what seems like an eternity. A fresh pair of eyes can often spot errors you have overlooked.

Keep it relevant
Your reader will expect to find content on your website which closely relates to your industry sector. People will search for answers to questions they think you should be able to answer. If you are an equestrian retailer selling horse care products, people will expect to find articles, reviews, FAQs, forums and blogs on products which fall into this category or are related to this market. You would not expect to find an article on this website on the latest technology in recyclable material, for example, or the weekend’s football results.

Irrelevant content will make the reader question the suitability of your site and your business as a provider of goods or services. Anticipate what your customers want to know. Provide them with educational, accurate information and you will retain interest in your site and your products, and receive more credibility as a business.

Big is beautiful
Gone are the days when you could bang out 300 words of online content and watch it perform. Longer content is becoming increasingly important and increasingly recognised to be the norm. Text containing 500 words as a minimum seems to be a more accepted rule now.

Help your SEO
Be smart with your content. Create a regular flow of valuable content and you could have a huge impact on your search engine optimisation (SEO). Search engines such as Google identify that a regularly updated website is often backed by a vibrant, energy-driven business and will boost those company’s websites higher up the rankings to drive traffic to their site.

SEO keywords should be used wisely. Websites which use the same keyword-rich content for months and months will rapidly fall down the Search engines’ rankings because search engines are sensitive to new content only. Don’t cram keywords into your content. It will not work. It will not be viewed favourably by search engines or by your customers.

At design4equine, we can help you plan your content strategy so that you are constantly producing fresh, relevant and accurate information for your customers. Our team of highly trained writers will spend time researching your area of the market for you and will produce concise, interesting material for you so you needn’t worry about having to continuously think of new content or having to fact check. We will produce webpage content, blogs, social media campaigns or news articles as regularly as you require.
Please call us on 0845 2620052 or email us here for more information.