It is fair to say that most businesses understand that if they increase and create content for their websites it will lead to an increase in their rankings, attracts more visitors and ultimately leads to more sales.
The difficulty is in knowing what website content to create. Content resources that are structured for your website will deliver results.
Lots of website (personal brochure sites) limit themselves to just a few basic pages, the index page (home) about us page, contact us page and a limited amount of product or service pages.
In order to increase your footprint in the search engine results for a broader set of potential searches you need to discoverer a deeper set of potential target phrases and searches your users use to find the products and services you are offering.
By understanding this, you can write and create content for long tail keyword searches that are more refined, specific and targeted.
Targeted content will reduce the amount of competing pages as the funnel of potential pages returned by Google narrows as the search becomes more refined.
Longtail search phrases are not only more targeted buy they correlate with users being much deeper in the buying cycle, this means they have already conducted their initial research and now they are looking for a result that will provide them with exactly what they are searching for.
By writing fresh content for your businesses website beyond the product or service sales page, you can establish authority about your topic, in googles eyes and also the knowledge and expertise in your field.
Building trust and relationships with your potential customers and with search engines, other people in your industry, driving social signals will all help to improve your SEO.
Building trust leads to more social engagement, more links, more people talking about your industry on the web that results in more people buying from you and thus an increase in sales.
If you are having difficulty coming up with ideas for website content , here are a few things you can do to help yourself.
- Primarily understanding the keyword "landscape" that defines your industry by using free tools such as Google keyword tool and your websites analytics data from web-master tools can help you to broaden the topics you can write content about.
- You can use this data to write content that provides informative guides and tutorials about your products and services for your customers.
- By following developments in your industry, you can predict trends and respond to innovation in the marketplace, creating content that is ahead of the curve and beating your competition to the post.
- Having an in-depth understanding of your industry you can create content that expound upon good and bad developments and make comparisons with the past, present and future developments in the market.
- Respond to your customer's needs and write informative content that answers questions that your customers ask by email, phone or direct contact.
- Monitor what people are asking questions about on forums and social platforms that relate to your industry and respond to those questions by producing detailed content.
- Collate information summarising the best relevant online content related to you.
- Follow what is happing in the industry on social platforms (Twitter,Facebook,Google+) in addition, collate quotes from market leaders and industry experts.
- Design or create content such as, infographics, graphs or charts to summarise information about your products or services.
- Explain misconceptions surrounding products or services you are involved promoting or selling.
- Produce content about and offer opinions about relevant news articles related to your industry.
- Engage with customers, get their opinions, and write about them.
- Collate content and respond to opinions of others in response to articles you have published in the past.
- Put together lists of useful resources in different formats, books, videos, articles, that may be of interest or helpful.
- Report on activities, and explain the speeches and opinions expounded at industry events and write content summaries.
- Engage with industry leaders and write detailed responses to opinions and ideas that have been written by industry leaders.
- Make transcripts of audio pod-casts or videos summarising them in written content
- Collate reviews from other sites about products or services you provide.
- Engage in and conduct surveys of people who buy your products or services or of those who are experts in your industry and produce content summaries.
- Display real testimonials and reviews of your products and services, you can also write your own honest reviews and respond to any complaints or issues raised by customers in poor reviews of your products or services.
- Enhance and develop content ideas from competitor websites
- Produce chart, graphs and statistical content to make it easier to understand data related to your industry.
- Produce videos and image content of your products and services being used.
- Talk with industry leading figures and explain and transcribe their thoughts in to an article.
- Summarise white-papers that have been published by authoritative sources that are relevant to your industry.
- Create compelling case studies that talk about customers and their satisfaction with your products or services.