A major feature of having a successful website is ensuring it is properly SEO-optimised. This ensures search engines pick up all the relevant information from the page, hopefully reducing the amount of ‘clutter’ or unwanted data. However, once you have an optimised website, there are a number of steps the continued progress of the website could take. One of these steps is to improve the frequency that your website is indexed by the likes of Google.
The most important concept search engines look at when deciding (it is automatically derived from each search engines unique algorithms) how often to return to a website is the regularity of changes and the significance of each change.
You could just simply decide to re-arrange the information in your website either manually or using scripts, but search engines can tell if the overall data is the same and are likely to discount these changes. Instead, the website should receive a stream of regular, yet original, content.
This is where content writing is useful, it ensures the information is sufficiently unique to be picked up as changes to a website, it adds new pages, which helps a page rank as well, and also helps to bring visitors in through the use of several other factors such as long tail keywords and interesting discussions.
Stefan Crowe
Creative Developer
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Everywhere we look, the media is talking about recession and how it is affecting businesses. At times like these, companies need to watch their expenditure and ensure their marketing budget is used wisely. Content can help your company survive.
By integrating articles and regular, fresh content into your website, it demonstrates to customers and visitors that you are an authentic company, that you have a regular presence and it encourages them to interact or make an enquiry with your company.
It is not likely that either you or your team have the inclination, the time and the necessary talent to do all of this work yourselves and so it is important to use experts who can do this on your behalf. Undoubtedly, you know your industry and business inside out and this needs to be translated into relevant content but this is difficult unless you know about search engine optimisation, have the dedication to do it regularly and have strong editorial skills.
The forthcoming recession, or the one that we are already in, depending on which newspaper you read, could be a tough downturn for our economy. Your marketing budget might be limited. Either way, you need to set in place an online marketing strategy to help connect you to quality traffic and prospects, and content is just one of the methods that should be used.
Lianne Wilkinson
Creative Advertising Manager
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