How often have you landed on a website that’s loaded with garbage content that offers little to no substance whatsoever? These websites became popular at a time when virgin search engines were looking for keyword-specific pieces of written content in order to index and rank websites. Nowadays, however, search engines have become more sophisticated and have changed their search algorithms to elevate USEFUL content and ignore or, in some cases ban, sites with spammy, irrelevant content.
Why Search Engines Care
The people behind search engines like Google have found that if the results they were delivering on their search engine result pages (SERPs) weren’t what people wanted to see, then people would move on in frustration to a search engine that produced more relevant results. As a result, Google has over the last couple of years implemented rolling algorithm updates – the often referred-to ‘Penguin’ and ‘Panda’. Now websites need relevant and useful content on their pages, content that is social-media-shareworthy, are enjoying better results for the terms for which they wish to rank.
But It’s Not Just About Search Engines…
Ranking well isn’t the only content-related consideration for online businesses. You may be able to attract people to your site with a great headline, but if your content isn’t up to par, then there’s a low likelihood that these readers will stay and move through your site, or return in the future.
To differentiate yourself, your business, brand or product, the content that you create must be useful. It needs to be relevant to your ideal customer or client.
You have to give your readers what they want, when they want it, and how they want it (video, text, images, etc.). Getting the “fish” to bite is just the first step to increasing your conversions. If you want to build leads, turn them into customers, and hopefully into brand loyalists, then you need to keep delivering them the useful content that they crave.
What were the first 2 U’s?
Learn about the final one: Ultra-specific