Content is the foundation on which a website relies for online visibility, and so optimising it is utterly vital for all and every business.
But it can’t be just any old content.
And it can’t just be basic website optimisation.
To make your business content ‘best in class’ it needs to be well written, well structured and good to look at – human beings are a visual species and we engage first with our eyes.
Go the extra mile
To completely optimise your website you have to go above the usual. What many people don’t realise is that this is NOT your website designer’s job. If they say they ‘do SEO’ this usually means they will put in an SEO-plug in, such as Yoast, for your team to fill in.
It does not mean they will research your sweetspot keywords, tweak your text to hit those keywords, create schema mark up, add internal links, or optimise your pictures.
It certainly doesn’t mean they will get everything working together to create the sort of online traction that Google loves and that will get your website on the first page of search.
It might not even mean that they minimise picture size, even though that is crucial for making a website load more quickly and so WORK properly.
Hit the sweetspot
In addition, you have to ensure that your content is seen by the right people. That is the ones who are looking for it and who want to buy what you are selling. To do this you need to use the precise terms people are using to search for it.
That’s not the terms you think they are using, but the actual precise terms they are putting into Google when they ask the question. And then filter out the ones that aren’t suffering content shock aka find your ‘sweetspots’.
Reduce the bounce
A high bounce rate is a killer and always means that the website isn’t good enough – whether that is the structure and UX, bad optimisation (so people are looking for one thing and end up on a web page that doesn’t match what they wanted), poor content, or all of it.
Making sure all this is good, especially the content and the optimisation, is vital if you want to make sure your bounce rate is really, really low. Most people aim for 30-40%, but ours is consistently under 1%, so I say, aim for that! After all, why settle for just good enough if you can be brilliant?
Need some help with that? Many do! That’s why we’ve written our guide to ‘Creating Optimised Content Like a Pro‘ – you can download it today for free.
And if it’s not your bag or you haven’t time, give us a shout and we will be delighted to do it for you. Because it REALLY is our bag.