Content Development
Content is king. The importance of a website’s content in search engine optimisation (SEO) can’t be overstated. Unfortunately its one area where many websites are lacking. Websites with limited, static content cannot compete with content-rich websites that are regularly updated.
The many benefits of incorporating fresh, relevant content include:
Freshness
Search engines visit websites that are are regularly updated and kept current more frequently. Their goal is to discover as much valuable content as possible on the Web and make it searchable. By constantly adding new content to a website, search engines will see the site as being fresh and relevant.
Long Tail of Search
This refers to the traffic that comes to a website from a search engine but not come from the top keywords. A few keywords drive a large percentage of visitors, but many (sometimes thousands) of keywords drive only a few visits. Combined, these low volume keywords can provide more traffic than the top performers. These terms are usually more specific, can have more words in each phrase, and lead to a higher conversion ratio because they are more targeted. The long tail exists based on the size and content of a website. The more content a website has, the more likely it has a long tail of keywords.
Search Engine Real Estate
A website’s ability to show up in the Search Engine Results Pages (SERPs) is directly related to its size and content. A small five page website may only be able to rank for a handful of keywords. A large site however, can rank for hundreds or thousands of keywords. So as the website grows with keyword rich content, it is more likely to occupy the valued real estate of more SERPs.
Becoming an Industry Resource
As a website grows and provides valuable content for users, it has the ability to become an Industry Resource. Search engines rank these types of websites more highly than a typical brochure website that does not offer much content. Industry Resource websites have the opportunity to generate more free traffic because of the repository of valuable articles and content.
Generate more free traffic to your website
Visitor Loyalty/Repeat Visitors
Ultimately, new content generation is for the users. Even if search engine optimisation is the impetus for its creation, new visitors will find the content and read it. If the content is valuable and compelling, it will bring visitors back. Good content can lead to linking, word of mouth advertising, and new streams of visitors to the website. The site can become more engaging. Brand awareness and familiarity can grow with visitor loyalty. Comfort levels with the site users can increase and lead to higher conversions.
Archived Content
Companies with a Web presence can document part of their history, development, and growth through archiving content on their websites. This content is valuable for users when analyzing and researching the viability of the company. A company that has a News section that dates back multiple years may be an easier choice to do business with then a company who may appear to be a fly-by-night venture. Archiving content is one of the easiest ways for a website to grow steadily.
What Next?
To learn more about how our search engine optimisation service can help you please contact us.