Web designers and developers all across the world have been faced with this tough question. It is often followed by critical comments and questions of the website design and infrastructure itself. Which is sometimes correct - but often not.
Whilst having a good developer who can provide adequate technical support and the website infrastructure required by Google and other search engines is very important - it isn't the most crucial element of a website. The content is. And the importance of copywriting is clear for all to see.
It hurts to admit it - but the reality is that good web design doesn't determine sales. The design of course needs to be functionable to the point where the website actually delivers what it is intended on doing. Your website should also be secure. But for a website to truly perform - it requires exceptional copywriting.
The ability to cut through any potential barriers, or to effectively communicate the importance of your product or service is challenging enough. But to do so as well as convincing the reader that they should buy what you're selling right now is truly an art form. To connect in an age where people have forgotten what that word even means. Or at the very least the definition has been severely twisted.
Many people who ask this question may not even understand what SEO stands for, or even is.
SEO stands for Search Engine Optimisation. It is crucial for a website's performance because people who search the internet for things that they desire will often use a search engine - most typically Google, to find it. And if your website is optimised to rank well on search engines for that particular search query, then people will be directed to your website thanks to that search engine.
But only if your website is optimised. If your website has poor optimisation, Google will never direct users to it. No matter what they search for.
There are a number of unique techniques to optimise your website content to perform better on search engines. And whilst the strategies evolve over time, they rarely deviate from the 4 key principles.
It sounds obvious when you think about it. But you would be surprised by the number of business owners that do not have a content strategy. To develop a good strategy, you need to identify some key components:
Once you have mapped out your answers to these 5 key issues, you will be able to develop a website structure. The website structure should achieve the 5 key components listed above. If it doesn't, you may want to reassess your sitemap structure.
Having a solid structure for your content to flow through each page of your website is essential. Not just for Google and other search engine algorithm's, but also for users. How is anyone meant to find what they're looking for if there's no content structure? Headings and Page Titles are important to help structure your website content. Then, the bulk of your information should be presented in paragraph text neatly presented underneath the appropriate heading. Nothing is worse for a user than what they're looking for not being in the spot it should be. Search engines feel the same way.
Your website is always a work in progress. Just like we all are. And the rules for search engine optimisation change regularly. Which means you need to be on your toes and improving your website continually. Or else risk dropping down in ranking.
The 3 key rules for writing anything on the web are as follows:
It should be self explanatory, but it often isn't. You need to communicate with your audience but be quick about it. Attention spans are getting shorter and shorter and users are requiring convenience above all else. The phrase "keep it short, sharp and sweet" comes to mind.
If you're limited in time, make sure you focus on the primary landing pages. They will receive the most amount of website traffic and in turn need the most amount of attention and care. Poor landing page content will result in users leaving your website without seeing what you truly have to offer. And search engines will not be impressed either. Your primary landing pages (which includes your home page) need to direct the traffic throughout the website to their appropriate pages.
Is your website optimised? Speak to the team at JABA to discuss potential search engine optimisation strategies for your website. Call us on 08 8232 2655.