Writing tips to help make your content king (Part 2)
Writing engaging content for your website is a top skill that every small business needs. It’s essential for your SEO and content strategy building,
Content Strategist Rachel Hodges is back with part 2 of her blog – sharing her easy to implement tips for writing effective and engaging online content.
Putting the strategy into your content
Many small businesses take on the role of creating content for their websites as a basic necessity. As with most things, there is a knack for doing it – so it’s worth spending some time finding out the best way.
Tips for success
These content tips will help improve your website’s SEO and make it a better read for those visiting your site.
1. Keep your content fresh
Search engines are looking for signs that your content is regularly being refreshed. This doesn’t mean major rewrites. Instead, add a new client case study or product review when you have it and regularly upload new blog posts.
2. Write for your readers
Essential though it is for you to include keywords in your content, make sure your text always reads naturally to your readers. SEO may help potential customers to find your page, but understanding what you offer will help you secure a sale.
3. Create links between your web pages
Create logical, clickable links between your website content. Make sure the links cross between as many of your website pages as possible. Not only will this improve the journey around your website for those who come to view it, but also the text used as the link is taken as an optimisation indicator by the search engines.
4. Never state ‘click here’
It is essential that you make the correct part of a sentence into a clickable link. Make sure the link text includes a keyword. For example, you’d want a link to read ‘Read our latest sales figures‘ rather than ‘For our latest sales figures click here.’ With the second example, all you’re doing is upping the SEO of the phrase ‘click here’!
5. Appeal to your local market
Increasingly, Google is offering information in local searches. This is especially great for small businesses that serve a particular local community.
To help Google out, make sure your business name, address and phone number (NAP) listings are consistent on sites that mention you (including your own). Google looks at these for clues in a similar way it looks at links, so NAP listings for your business on relevant and authoritative websites provide real value.
6. Write your own product descriptions
If you’re selling products that are offered by a variety of retailers, ensure that yours read differently by creating your own product descriptions.
Include a tone of writing style that feels right for your business, and include the correct mix of keywords. You’ll also be creating unique copy that Google can crawl as large amounts of duplicate copy is a real killer for SEO.
7. Always include a CTA
A CTA or ‘call to action’ is essential to help convert your website visitors to make an enquiry or buy your product. Once they’ve read your web page make it clear what you want them to do next. Is it to call you, or add a product to their basket? Perhaps you want them to sign up to your newsletter. Let your content make the user experience of your website as easy and pleasant as possible.
Read part 1 of Rachel’s Writing tips to help make your content king blog.
Rachel Hodges is a freelance Content Strategist. Highly experienced, Rachel works with start-ups building their first website, and established businesses wanting to take their current site to the next level. She offers a complete website optimisation service, content migration planning and has a strong copywriting background. Rachel loves to help others unlock the power of SEO and ultimately learn to love it. Find out more about Rachel and her work at rachelhodges.co.uk