I talked yesterday with Neil Burtt, CEO of You Promote in Concord NH. Neil observed that the Google search algorithm seems to be shifting, so that quality content is more important than ever for creating high search engine rank results. It’s not all about the header, the title bar, and the meta tags. Google likes websites that give web users what they need, and it rewards those sites with higher search ranking that make them easy to find.
This is especially critical for small businesses that want their websites to pull in qualified prospects and create selling opportunities.
When your website contains strong compelling content that answers the searchers questions, everyone wins. In its Webmaster Guidelines, Google explains how it views content as part of the whole Search Engine Optimization recipe:
Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
Make pages primarily for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users, which is commonly referred to as “cloaking.”
If you have plentiful, high-quality content that accurately describes what your business does, Google is more likely to place your business higher in the rankings. That means your prospects will find you more easily.
Once they find you, quality content becomes even more critical. It is a standard principle of selling that people buy BENEFITS, not features. If your website describes your product, but does not help people to quickly see the benefit of your product, you won’t get the return you seek from your web marketing investment. Good content should move your prospect to act, and that action should be contacting you.
If writing copy and content isn’t your thing, then get some help to get it done right. Don’t underestimate the power of well-crafted paragraphs for your business website. It need not be fancy, but it should drive customers to your door. What happens then is up to you.
Rock Solid Writing can provide your website with compelling, high quality content that will create more opportunities for your business. Go to the Request a Quote page to contact me about how I can help you get the most from your web investment.
