The old maxim that ‘content is king’ largely remains the case in internet marketing terms given the colossal amount of information available. Browsers now have unparalleled and unlimited choice.
Having a relevant and engaging website is key to both successful optimisation and your business prospering. We’ve already reviewed the key elements of design for SEO. But this needs to be matched by relevant content that provides a worthwhile and quality experience for website visitors.
1. Relevant: Because website content ages quickly. It might be that your company has entered new sectors and markets or left some behind. You may have new products or services to promote, or legislative changes to share. Or there may be a requirement to communicate with other stakeholder groups such as distributors, agents and investors, as well as customers and prospects. All these opportunities give rise to the concept of ‘content in context’.
2. Accurate: As web content can sometimes come from a number of sources, it’s important that it’s accurate. This means checking it’s technically correct, with no spelling or grammatical inaccuracies while also ensuring that there’s a prevailing format and tone. Key messages and preferred vocabulary should be consistently used.
3. Engaging: To retain interest and encourage deeper involvement, website content should be ‘sticky’. Video, for example, offers a powerful way to demonstrate product features and benefits and bringing a corporate entity to life. And with video search accounting for 50% of online search (Bruce Daisley, YouTube, speaking at SAScon, April 2010), featuring embedded video from YouTube or Vimeo on your website will improve site visibility, ranking and inbound traffic.
4. Connected: It’s important that all links within your site are checked regularly, particularly as the site grows. Updating or removing content leaves the site at risk of being littered with errors and broken links.
Summary: Delivering relevant and accurate ‘content in context’ gives you the best possible chance of attracting, engaging and retaining visitors. It is, after all, the main reason they searched for a supplier like you in the first place.
An extended version of this post originally featured on the BDB Blog in October 2010. Please visit to read in its entirety and have your say.