Having excellent content is the essential starting point of almost everything in the digital world. Content provides your visitors with your story and it fuels your social media. It becomes the tone of your company and provides you material for your marketing campaigns.
Is your web content representative of you and your company? If not, let’s take a look at some simple but essential tips to upgrade your content, and by extension, your brand.
When writing web content, keep these tips in mind:
Keep your wording short and simple. People don’t read websites the way they read books. Be brief and stick to your main points. If your content is meant for an expert audience, provide links to background information so the casual visitor can find their way if they choose to do so.
Embrace the Inverted Pyramid concept. In traditional writing, for example an essay, the most important points you make is in the conclusion. The structure goes something like this:
- Present an overview
- Discuss the subject matter
- Draw your conclusions
On web pages you have to do the opposite: your most important points always come first.
Dictionary.com is your friend — use it. You’d be shocked at the amount of silly mistakes people make when publishing blog posts. From spelling mistakes to misusing words. Before you hit the publish button, take a couple of minute and go through your article or have someone else do it for you.
Always link to your sources. When referencing content from another website or article, make sure you link back to the original source. And don’t choose the option of “open the link in another window”, Google doesn’t like that.
No keyword stuffing. Just don’t do it, not worth it. Not only will it make your content awkward for your readers, you won’t gain anything SEO wise. Focus on quality content, forget about SEO, and everything will be fine in the end.
In closing, keep the following statistic in mind when writing your content. Research suggests that only 16% of people read web pages word-for-word. Most people scan.