Why Content On Your Website Is So Important

I’ve found that many clients come to Full Media for website design wanting something modern, minimalistic and sleek. We love modern and simplistic when it comes to website design! This is just another way that you can reflect your credibility to your audience.

Many clients want to meet this goal by taking away content and making the site more visual. While this may certainly make for an attractive website, it could also hurt your search engine rankings. Having a beautiful website doesn’t always ensure it will be seen. In order for your website to show up in the search results, search engines have to know what your website is about. One of the main ways to educate search engines about your website is through content. It’s all a part of how search engines work.

But content isn’t just for the search engines, it’s also for the people visiting your website. So let’s talk about a few reasons why content is important to search engine rankings and converting visitors to customers.

Information

Content provides information and this information can be used to educate search engines about your website. You should always keep in mind how your website is portrayed to search engines and whether it accurately communicates your website’s purpose. Your purpose may be to provide information, to sell something or to offer a service. You should always optimize your website in such a way that search engines know what it’s about. That way, search engines will know when to show your website and its pages in the search results for relevant search queries.

When users come to your site, they’re most likely looking for something such as a product, a service or information. One of the ways to provide this information and details concerning products and services is through content. Providing users with the information that they’re looking for in a clear and easy way can help keep users on your site and increase conversions.

Internal links

Content also provides a great opportunity for internal links. An internal link is text within the content that is hyperlinked to another relevant page on your website. Internal linking is a great way to lead users to additional information that they may be looking for.

Search engines also like to see internal links throughout a website. As search engines crawl and index the pages on your site, they often move from one page to the next through internal links. Therefore, internal links may help the pages on your website to be indexed and understood by search engines faster.

Keywords

Content should always reflect your keyword strategy (learn more about keyword research). Keywords are the terms that you want to be found for online and that best describe your products and/or services. These terms should be unique to each page on your website. Content is a great place to highlight these keywords in a natural, relevant way and to help search engines make the connection between your website and the keywords that you want to rank for.

Calls to action

You can also use content to provide a call to action to your audience. A call to action is an invitation to users to complete an action. A few examples of calls to action are: contact us, request a quote, add to cart, leave a review and download a PDF or whatever it is you might want users to do on your website. Adding calls to action throughout your site may help to increase conversions through your website.

In our industry, we often say that content is king. Not only can content improve your search engine rankings, bring quality visitors to your website and increase user experience, it can also help convert users into customers or fans.

To learn more about Internet marketing and Full Media, please contact us today.

Internet Marketing Team Leader
Kathryn is the Internet Marketing Team Leader in Full Media's Chattanooga office. In her role, Kathryn helps clients grow their online presence creatively and strategically through search engine optimization, online public relations, social media and email marketing. Kathryn is an alumna of the University of Georgia with a degree in public relations and an emphasis in writing.