New changes to how search engines evaluate content is making custom website content more important, as websites with old, stale and recycled content are increasingly being kicked to the curb by search engines like Google, Yahoo! and Bing.
Why Custom Content
Google recently beefed up its search engines’ algorithms and is bouncing websites whose traffic has been boosted by link-building and spun articles to the bottom of search rankings. As any good Internet marketer knows, traffic is the lifeblood of online business sites, so getting your site bounced to the bottom is not a good development.
Since the changes at Google, Internet marketing consultants and other businesses have been scrambling to develop more custom content for sites. Custom content is copy for websites that is unique, original and is well-researched. Quality custom content can help websites not just with search engines, but also with visitors as good content will elicit more visitor loyalty and frequent return visits to websites.
The changes to search engine algorithms have made simply re-spinning old content into new copy unfeasible for websites, as search engine bots have become more proficient at spotting rehashed copy as well as high-quality content. By providing well-written and researched original content, websites can avoid getting shunted off to online limbo and retain their relevance and high levels of traffic.
Custom Content Strategies That Work
There are a few basic concepts of custom content generation that are applicable to most websites. Some of these strategies include:
- Different types of articles. By having long pillar articles and short regular articles, you cater both to people who want an in-depth discussion of a topic and those for whom brief and to-the-point answers are more useful.
- Frequent updating. It’s no good to dump a lot of content on one website at one time. For starters, it’s a lot of work for the person putting up the copy, and it also doesn’t provide the maximum return on investment for your copy. By updating your site at regular intervals instead, you get the largest return on investment for your online marketing efforts as it allows visitors to your site to focus on a few key items rather than being inundated by material.
- Targeted content. By finding out what your customers want and need, you’ll be better able to present copy that they’ll enjoy and find useful.
- Make it easy. By arranging articles in easy-to-follow sections, you make the content more accessible to visitors to your site.
Custom website content can help keep your site at its rightful place, at the top of the search charts. By providing content that’s original and relevant, businesses will soon see a steady uptick in their web traffic and sales.