We've said it over and over again; when it comes to Search Engine Optimization, Content is King. While there are many different arguments and opinions for what plays the largest role in a quest for SEO reign, content simply cannot be ignored. While content updates are important and should come natural to those maintaining a website, there is one thing that tends to be forgotten.
Don't over think content changes so much that you talk yourself right out of doing it altogether. It's so easy to get overwhelmed, thinking any change you make can hurt SEO, and then just end up waiting for an SEO specialist to make all the changes. This is the most common mistake; and usually the most hurtful to SEO efforts. If you think there is too much writing involved or too many changes, just focus on one thing. Make time and remind yourself that the opportunity you're not taking could be costing you money.
So how easy is it to make content changes a search engine will appreciate? It's as easy as 1, 2, 3.
- Content about the company itself.
Work environments are constantly changing. Whether it's an anniversary, a new hire, a new product, or an upcoming event, your company should have something going on that is worth telling people about. If you're moving or opening a new location, add that tidbit to the Home page. If you've reached a milestone of 30 years in the business, add that to the About Us page. Have anything at all coming up or going on? Changes happening in your industry? New customer testimonials? Don't be afraid to add it to the site!
- Product and Services Content.
Do your customers see the real benefit of your product or services? Make sure they do by re-writing the content on a particular page. If customers are searching for a new insurance policy or trying to renew, make sure there is new and improved content for them to connect with. Offering new discounts or special features? Make sure that gets incorporated and stands out. This is also a perfect time to incorporate a numbered or bulleted list (like this one!), which search engines seem to like; and it adds clarity for the reader as well.
- Write for humans, not robots.
Forget about keywords, backlinks, and even search engines for a moment. Write in a way that is short, sweet, and interesting. Making content long and boring does not make it more professional. Take the time to reassess your target audience and don't be afraid to find out what works and what doesn't. The main reason most companies focus on SEO is ultimately to get leads and new business. So think outside the box and work on Newsletters, Thank You cards, E-mail campaigns, or Social Media accounts. Attracting customers through those sources and leading them back to the website boosts SEO and is, technically, done through the use of content.
The simple approach to content updates mostly involves looking at what your company or industry is doing and making sure your products and services show a true benefit. When that fails, just remember you're reaching out to people who are just like yourself. Think about what you would or wouldn't want to read, receive, or be subjected to.
Lastly, if you're on the other end of this spectrum, having made countless content changes and are now just burnt out, outsource your copywriting. There's only one thing worse than lack of content, and that's sub-par content. Make sure you're showing more benefits for the customer than features for your ego. Be passionate about the content you're writing. It simply cannot be faked. Content may be King, but there is no shortcut with SEO. Just try to be consistent and remain persistent with whatever route you choose to take.
About the Author
Having always been a computer nerd, Kirsten Thornton works on the HTML and CSS that drives Insurance Website Builder websites. Before joining ITC in 2010, Kirsten had the unique experience of attending Loyola University in New Orleans when Hurricane Katrina hit. The storm left the school with costly repairs and lower attendance so she switched majors to graphic design when computer science got cut. Kirsten balances a mixture of back-end coding, front-end designing, New Orleans culture, and Texas pride.More Content by Kirsten Thornton