Why Creating Original Content
is Crucial in Your Website Redesign
“If you build it, they will come.”
Unfortunately, this statement doesn’t apply to websites the same way it does to baseball fields. In order to redesign your website to truly work for your business, it needs to actively reach out to potential customers by appearing in their Google searches and showing up in their social media networks. To do this, your site needs continuously updated and original content that connects with your customers’ interests as well as the keywords they are already using for web searches.
If your current website doesn’t include a blog or other pages to incorporate on-going content publishing, then this need has to be addressed in your redesign planning.
Why is Original Content SEO Important?
Search Engines Like Original Content.
Regular blog posts that include the keywords and phrases people are searching on are like messengers for your website. Not only do potential customers come to your site this way, but the search engines themselves will begin to pay more attention to your site. With continuously updated content, Google will index more of your site’s pages, which can mean better site-wide search results.
On-going and consistent blogging has been shown to increase website visitors by 55%. Increased website traffic is directly related to on-site lead generation and, ultimately, to your return on investment.
Blogging has also been shown to increase inbound links by 97%. Inbound links are links by people who have linked their site to your original content, maybe mentioning a post of yours in their own blog. Inbound links increase your site’s authority with search engines while simultaneously improving your search rankings.
People like Original Content.
Continuously updating the content of your website doesn’t just improve search rankings, it improves your site’s social reach as well. Companies that blog regularly have 2x as many Twitter followers and Facebook fans than those that don’t blog. Increased reach can be directly related to increases in website traffic and engagement with current customers and prospect. All of which will ultimately lead to greater ROI.
Content Creation Tips:
- Create a list including topics your customers are interested in reading about and topics that highlight your products and services.
- Research keywords for each topic and include them in the final content.
- Use different content formats (blogs, videos, etc.) to reach different groups of people. Remember, people all learn in different ways, so diverse media formats will ultimately bring more traffic.
- Publish new content 2-3 times per week.
- Promote your blog posts and presentations through your social networks.
- Include a call-to-action in every post that draws people back to your website.
- Content creation is time intensive and requires expertise. Considering using an agency or outside content service to do the heavy lifting.
Original content is your website’s messenger; it will inform your prospects and current customers on what you do and how passionately you do it. With a vast array of formats to create content on, you should always be continuously contributing original content to increase website traffic, keep your prospects engaged and constantly interacting with your website. Are you having trouble figuring out where to start with your content creation? Remember, we all start from the beginning at some point in web design. At Hero, we’re constantly taking on new angles for original content creation. Give us a call. We’d love to have a discussion about what your business does and the potential reach that you may have.
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