Entrepreneurs that are up to date on the best search engine optimisation (SEO) practices for building an effective marketing campaign will know that great content is the key to online business success. Your on-page content is one of the key factors taken into consideration by the search engines when defining the context of your site, using this to dictate your ranking within the organic search results. A high ranking position is vital for increased sales and better brand visibility online, so it’s important that you learn how to write great copy for your business website, helping to improve how your site performs and avoid low quality content that could compromise your ranking position.
What is Low Quality Content?
In order to learn about how you can improve the content on your site, we must first understand what factors are used to determine the quality of the copy that you produce for your landing pages, avoiding low quality content that could negatively impact your website’s quality score and ranking position.
Search engines may dictate your content to be of a lower quality if it doesn’t fit within the overall context of a page. Your main website pages should work to provide readers with a greater knowledge of the topic being discussed, answering any questions that they may have and providing any useful information that could work to encourage a sale.
Minimal content that fails to do this will likely be penalised by the search engines, causing it to rank poorly. This type of copy is often defined as ‘thin content’, and can be detrimental to the overall success of your business’ SEO campaign.
There are a number of reasons as to why a search engine may determine content to be of a lower quality:
- Content has no defined context or serves no purpose
- Information provided within the copy is false or inaccurate
- The title of your copy is misleading
- Content demonstrates a lack of expertise
- Excessive spammy links or advertisements distract from the message of the main content
How can you Improve your Content Writing?
In order for the content that you write to be successful, you must first work to define, and then focus upon, your target audience. Your readers should always be at the forefront when aiming to write purposeful, high quality copy for your business website, providing them with useful information that could even encourage a sale later on in their journey.
Content that is written with your audience in mind tends to rank much higher compared to that only written for the purposes of SEO, holding a better sense of readability which is much more appealing to your clientele overall.
Should a potential customer be directed to your blog post or product landing page, it’s your job to entice them with the content that they are presented with, supplying any information that they may be looking for and encouraging them to stay on the page and read more about your company and what you have to offer.
Learning how to write higher quality content for your business website can be vital to your success, improving your ranking position within the organic search results and boosting your brand visibility as a result. The best content is that written with your target audience in mind, helping you to appeal to your clientele and provide them with useful information that increases the likelihood of them becoming loyal customers in the future. If you still find yourself struggling to write quality content that entices your customer base, there are a number of great resources on the market, such as online copy writing courses, that will help to hone your skills and develop your expertise, allowing you to write great copy that you can be proud of.