February 15, 2017
Remember why someone visits a website? It’s for the content. Sometimes this is a secondary thought when revising or creating a new website. It should be the primary focus.
By Andrew Gregory
Google knows that content is the primary focus. That’s why content is the single most important factor in website search rankings.
So, content is important. Where do we go from here?
This is best done by asking questions… lots of questions. The answers will provide focus for the entire project. Ask questions such as:
Who is the website for? Current customers? Prospective customers? The media?
How will you reach these people? Paid advertising? Email marketing?
What is the response you are looking for? Call for more information? Visit a retail location? Complete an online purchase?
What are the key metrics that will show if the project is successful? Number of website visitors? Online purchases completed?
The first place to start should be obvious - review the current website. Browse through the website and identify the key areas that support the project's goals.
Next, broaden the reach by getting others’ feedback. A full focus group would be ideal. Yet, much can be learned just by asking co-workers, customers, friends, and family members.
Now it is time to look at the data. Hopefully, a system such as Google Analytics (highly recommended) is in place. This will show two important pieces of information: what website pages received the most visits and what pages visitors spent their time on.
Now it is time to take this list of content and make it more meaningful. Begin by identifying related ideas and eliminating any duplicates. Then prioritize the content that is most important to reaching the website’s goals.
We know the goals. We have identified the content needed. We’ve prioritized what is most important. What’s next?
It is time to create an understandable structure. Well structured content can significantly improve visitors engagement. It will help them find the content they are looking for as well as other content that may interest them.
Content is the reason for a website. Setting goals is important to provide direction. Then it is on to gathering content and creating a meaningful structure. This work will create a solid foundation for any website.
Content strategy should always be a priority. But don't worry about making it perfect because a website is never finished.
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