The more effective your SEO, the higher you rank on a search engine result page (SERP). This is especially important when 75% of people never click past the first page of search engines.

When it comes to your website, content and SEO are interconnected and both of these elements together complement each other. Due to this, you need to focus on creating great content and motivating visitors to stay longer on your website. A smart way of accomplishing this is through your website content.

What is SEO

SEO ultimately has an end goal of improving your website’s position in search engines, which consists of two kinds of SEO: on-page and off-page. A well developed SEO strategy will have both of these.

On-page SEO is everything on your website you can control. Such as producing content related to high-value keywords, title tags, alt tags, mega descriptions and keyword placement. Your keywords however, have to be well-researched and carefully chosen to be effective. For instance, look for keywords that have high search rates and low competition. You can also add secondary and tertiary keywords within your content, as will still offer value alongside your primary keyword.

Your content is also a vital part of on-page SEO, as it is used to reach and engage audiences. Content for example, can include:

• Web page content
• Videos
• Blogs
• Social media posts
• Podcasts

All the effort you put into generating on-page SEO optimisation ultimately improves the usability of your site. Which will overall create a more trustworthy and positive customer experience.

Off-page SEO on the other hand, involves everything that happens away from your website. Which consists of promotions and backlinks on other websites that influence your own rankings and drive traffic to your website. For example, links and promoting content across various platforms such as social media.

Website content

Content is extremely important for SEO. It needs to be high quality, appeal to the visitor and have a solid SEO strategy. As in the end, Google will only place valuable and relevant search results positioned on the first page of the SERP. When writing your website content keep in mind:

• Length
• Readability
• Tone of voice
• Formatting
• Keywords
• Linking
• Alt text

There are many ways to keep your reader interested and absorbed into your work. For instance, you can incorporate SEO into your website through the use of copywriting.This needs to keep the visitor hooked, as well as professional to get noticed. Fortunately, trusted businesses such as MAD Communications will work together with you and your business in order to create the perfect brand personality for your website. Along with this they will help convert your ideas into inspiring and engaging content, getting your website shared and recognised.

Why is SEO important?

This is all important, as to gather information, search engines such as Google and Bing use ‘crawlers’ or ‘bots’ to gather all the content they find on the internet. These crawlers start from well-known pages and follow the internal and external links. This information is placed within an index and analysed to determine the order your website should appear within the search results. Helping people find exactly what they’re looking for, whether text, news articles, images or videos.

Whether your website is successful, brand new, small or large, SEO is important. As this is something to some extent you can control. Without SEO, it would be hard to seek the websites we want on a daily basis, and with SEO ever changing you should never stop optimising your website. The first five results account for 67.60% of clicks in Google, attracting a much greater chance of clicks and attention.

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Good copy will help attract visitors to your website, so it’s important to take time to ensure that your writing is as good as it can be. Users’ attention spans are drastically declining and if it’s hard to read or too long, then there’s a huge risk of losing them to another website.

Brief Text Keeps the Reader Hooked

If you want to attract more visitors, you should keep your paragraphs short and your text to the point. Long text that hasn’t been broken into paragraphs can often be difficult to follow.

You should use bullet points, which have been used by the website Atlas Band Touring to describe the main features of their vans, with two summary sentences at the beginning.

Bullet points can be used in multiple ways, such as:

• Listing points you’ll discuss at the start of a blog post
• Using them to describe the main attributes of a product
• If you’re describing the main issues that surround a particular topic

It Promotes Your Products to Readers

You should make sure that you’re including plenty of text on your website, even if writing isn’t your area. This is particularly important if you’re a business selling a specific product.

If you’re a company that sells items online, for instance, good copy will provide customers with a taste of the type of products that you sell and which one suits their needs the most.

Copy that promotes your products can be:

• Brief product descriptions (used by most retailers)
• Blog posts (this useful guide can help you get started).
• An ‘about us/meet the team’ page introducing your companies’ story.

It Helps you Stand Out from Competitors

Good copy tells visitors what makes your site different from competitors, providing the perfect opportunity to let them know why they should use your services instead of others.

Standing out is particularly significant in highly competitive areas like fashion and lifestyle,
where there is so much noise that it can sometimes be incredibly difficult to gain attention.

Ways to write copy that stands out includes:

• Telling your own story (but keep it brief)
• Look at trending topics beforehand
• Use SEO (Google Keyword Planner can help).

Good Copy will help you Gain Recognition

If you follow these copywriting tips and keep at it then you will start to notice a difference, but you will have to persevere before you begin to see results; these don’t come overnight.

Visitors will start to increase eventually, which you can use tools to monitor. This will help to increase your brand awareness which comes packed with extra benefits and opportunities.

Benefits of increased brand awareness include:

• Opportunities for brand deals
• Potential increase in profits
• The chance of expansion

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Best Digital Marketing Tools of 2018

HubSpot

HubSpot is a free to use CRM software to offer to your agency’s B2B clients. This tool allows you to help track business pipelines and manage prospects.

HubSpot’s academy also offers qualifications much like Google Partners, allowing your agency’s staff to become officially qualified in their services.

FullStory

FullStory is a ground-breaking tool in the digital marketing world. This tool helps track real-time sessions on your website in video format. It’s as if you’re watching the visitor interact on your website — right in front of you.

By using FullStory on your client’s websites, you can see how visitors are interacting on their website; later optimising them for the better.

Yoast SEO

Popular WordPress plugin Yoast SEO, allows marketers to easily update meta title and description tags on a client’s website. If your web design agency employs copywriters, then teaching them how to use this digital marketing tool can become valuable for your agency. Saving the developer’s time to later edit the meta tags after your copywriters send them across.

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