Content may be king, but not all of it should be considered as royalty. Just as excellent content can attract traffic and facilitate conversions, bad material can run visitors away. If you've decided to outsource writing responsibilities for your website, how should you go about choosing articles that deliver results? Here are some guidelines for developing web content that can help your site succeed.
Does it look professional?
While the internet is famous for reducing phrases to bite-sized abbreviations, quality still matters online, especially when you're trying to convey a professional point. Frequent and glaring errors in grammar and spelling can quickly overshadow the merits of your information.
Is it well-organized?
Do not get too wrapped up in optimization trends that you forget who really matters: human readers. Search engine optimization trends will come and go, but most visitors will always want easy-to-follow writing that either helps them out or entertains them. Take a step back and assess whenever your articles meet this timeless criteria.
Does it fit into a broader scheme?
Posting one-off articles on disparate topics does little to encourage visitors to return. After all, they do not know what you'll post on any given day and, since you're posting on so many different subjects, you do not come across as much of an authority of their topic of interest anyway. However, if you stick to publishing clusters of articles related to a similar theme, you can gather momentum by attracting a readership that is deeply interested in that subject, and you'll also enhance your credibility in the field.
Does it encourage discussion?
The web is, as its name reveals, a connected space. It's little surprise then that websites with strong visitor engagement and ample social sharing on sites like Facebook and LinkedIn tend to perform better than their isolated counterparts. Good articles should not only say something valuable, but they should also catalyze others' valued participation.
Does it show signs of keyword research?
It can be dangerous to get too wrapped up in the ever-changing field of SEO, but it's also folly to ignore optimization completely. It is perfectly possible to have engaging, informative articles that incorporated thought-after keywords into the text so that search engines can find it more effectively. Your content should appeal to flesh and blood readers, but it should also be shaped, in part, by readers' search questions, since these questions play a critical role in what people encounter online.
Content is arguably the most important aspect of your website. If you're planning on buying it, make sure you're getting your money's worth by choosing articles that are professional, visitor-focused, and that also demonstrate an awareness of today's optimization techniques.