THE WORLD OF SEO

November 17th, 2010 by Kyle

Many businesses operate purely through a website these days, and many shops, for example, sell products online as well as in their stores, which they usually promote via store locators on the site. A website is often the first port of call for many customers when they first hear of your business (whether through advertising on other sites, on TV, or on the radio), and will then decide whether or not they want to visit your place of business.

Obviously, the website will need to look impressive enough to not only grab the attention of any visitors, but also keep them reading. In terms of the initial hook, there are several factors in this: layout, clarity, attractive design, and relevance to what the user is looking for. But what about keeping the reader interested for longer than a few seconds? There are many websites out there which look good, but promptly lose visitors because they simply hold little or no interesting content – regardless of how good your products or services are. Content is an often overlooked area, which can play a vital role in a site’s success. Even if a site does not feature the most attractive visuals, solid, well written content can help to make up for this. It is all about getting the reader on your side.

As already mentioned, relevance plays a significant role in piquing interest. If a user comes to your site expecting information on car hire, for example, the last thing they want to read is half a page of waffle based around tyres or brakes (if they want to read that, there are a thousand other sites to choose from). What they want is some information on why your business offers the best car hire deals, or a breakdown of notable experience or clients. If your company has supplied cars to a film star or respected figure, then this is something which should be mentioned, as it not only suggests reliability, but it could forge a connection based on familiarity, although maybe only subconsciously, with the user.

As well as having relevant content, having well-written blogs can be hugely beneficial. Not only can these carry strong internal and external links as part of a search engine optimization, but they can also entertain readers with an interest in your field. To continue the example, if someone has an interest in car hire, then they may enjoy reading your blogs, as long as they have interesting content. A blog may be based around recent developments within the industry, or tips on what to look for in a car hire firm. If the writing is engaging and strong enough, it may keep someone reading not only this blog, but also coming back for others and recommending it to others as a place to come for useful advice.

Whilst many business sites have plenty of time spent on their appearance, you should pay attention to the content to ensure that visitors will have reason to stay. If they have specifically searched for the site, they may be more forgiving and focus purely on its products or services. If they have followed a link from another site, they will exit quickly if they are unimpressed.

At www.SEOConsult.com, we understand the importance of optimizing a site to make it the best it can possibly be, and solid copywriting goes a long towards this.

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