There are thousands of words of advice about web content written online every day.
Unfortunately, a lot of that advice is just plain wrong.
Want your web content to have more impact?
Don’t listen to nuggets of “wisdom” like these…
“Focus on SEO. You don’t need to worry about readers.”
In the early days of the Internet, search engines ran on algorithms that marketers were able to crack fairly easily.
People figured out that rankings were based in large part on the percentage of keywords on a particular web page.
So people started playing around, seeing if they could trick the search engines into delivering results that benefited their own websites.
The problem is this led to a lot useless, unreadable content designed to steal eyeballs away from more relevant material.
But search engines now, obviously, are more sophisticated.
Google has always made it clear—and continues to make it more so with every algorithm update—that what they want is what readers want…
Web content that’s useful.
Give them what they want, and you’ll be rewarded with quality traffic.
Anybody who tells you differently is stuck in the last decade.
“Just pump as much stuff out as you can. The more content the better.”
Quantity counts, sure.
But if it’s a quantity of garbage, it won’t do you any good.
Customers won’t stick around to read error-filled blog posts that tell them things they already know.
They want to see insights that prove your expertise.
Yes, it’s important to update regularly and give readers a reason to return to your site.
But it’s better to write one quality blog post a month than seven awful ones every week.
“Don’t worry if your web content is sub-par… It doesn’t really sell clients anyway.”
In the early stages of the sales process, your buyer moves from realizing they have a problem to trying to solve it.
And that journey happens without your direct participation.
You won’t even hear from them until they’re nearly ready to buy.
Checking out and comparing different options.
Learning about an awful lot of stuff and making many, many decisions about how to proceed.
And if you create high-quality content for them, they’ll use it to help themselves buy your services.
Putting effort into web content is well worth it, no matter what other advice you’re getting. Take the time to learn everything you can about your audience, and then create quality content that meets their needs.
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