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Content

Content is the website

Content is what text, images, and information you have on your website. You want engaging content to show the service you offer or sell your product.

Your content needs to be engaging to capture your audiences attention. Holding your audiences attention and keeping them on a page for a certain amount of time will ensure you are writing good content. One of the highest search engine ranking factors is how long your audience stays on a particular page. Therefore keeping the audience captive is both beneficial for you and your customer.

How engaging content works?

When a customer leaves a webpage after only visiting the first page it is called a “bounce”. This is because they are “bouncing” out of your website after coming to it. Search engines track what is called bounce rate. This value is the amount of people that are bouncing out of the website compared to the amount of people that remain navigating through the pages. You want to encourage users to have low bounce rates. This shows that your overall website has value and the audience is engaged by the website. The other metric that is very important to track is, session duration. This is the average time a user remains on a webpage. Likewise, if the average session duration is very short this means your customers are not learning anything from your content and therefore it is not providing value. Search engines like Google, are geared to showing customers a result that will provide the most value based on what they are searching. You don’t want search engines to think your content is of little value, as this will result in lower search engine rankings.

Example of Bounce Rates and Average User Session for SEO
SEO pictures are important

What makes an engaging webpage?

Rarely will simple text and explanations captivate an audience. You know the saying “A picture is worth 1000 words”. Images help audiences engage with the topic and understand it better, they also make the page more aesthetically pleasing. These are great ways to engage audiences. Infographics are a type of image that helps explain the content with visually appealing summaries. Audiences have a visual to assist them in understanding the content on your website. Similarly diagrams and videos are also very helpful resources in engaging audiences. Using a variety of each of these mediums is the best way to keep your audience on the page.

Content marketing agencies like Pro Digital Marketing have experts in content writing and can provide help and advise on the best ways to write your content. They combine lots of different strategies together to provide an excellent value webpage to customers to encourage optimum time spent on a webpage.

My Content is Ready, Where are the People?

If you have made very engaging content and you want your target customers to see it, its needs to be easy to find. There are two ways to get content to your intended audience, passive and active.

Passive is a way of people naturally finding the content on your webpage. SEO is the way to get this done. SEO provides excellent return on investment as customers are finding your information from searches in search engines. Writing your content with the right keywords and understanding how to make that content optimised for search engines is the best way to passively drive traffic to your website.

Active strategies work by pushing the content to the user via mediums like Social Media, Public Blog posts, Email newsletters. These are great ways to promote your content, they also show how invested you are in your content. If you are not willing to share your content, that suggests that you don’t even think its worth peoples time to read. Active strategies are great ways to start driving traffic to your content as soon as it’s created. Passive strategies will take longer to eventuate and are completed well by an active strategy.

Content Marketing - Digital Marketing Blog

Search Engine Optimisation Tips

  • Create content with optimised keywords for your business strategy
  • Write content that you are willing to share
  • Share content on social media to bring audiences to your webpage
  • Create images and infographics to support your content
  • Tag your metadata to explain what is on your webpage
  • Add alt text to your images to describe their relevance

If you’re having trouble with your content marketing strategy, read our blog on the topic.

Our team of content strategists will help you develop a plan for the content that will be the most engaging to your audience and the search engines trying to find you. They will then assist in writing the copy for the website ensuring it is optimally maximised for search engine web crawlers.

We always work closely with our clients to ensure our content aligns to the vision and strategy of your organisation

SEO help and SEO assistance

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