It’s the age-old question most website content writers dread: which comes first, the copy or the design? Depending on who you ask, you can get wildly differing opinions on the matter. Prospective clients who ask me this question get a straightforward answer. Websites must lead with content, not design. It’s a bold statement. One that can be backed up with evidence for naysayers who argue that design is more important than content. Design needs to work for the content, not the other way around. If you’ve followed me for any amount of time, you know that I believe in a “people first, SEO second” approach to content writing. Putting people first requires an emphasis on content over design. Now, I’m not going to argue that website design isn’t important. It’s part of creating a seamless user experience (which search engines like and reward). Websites must load fast. They need to be visually appealing. But none of that matters if the meat of the website – your content – is subpar. What role does design play in search engine ranking?Remember when I said I wouldn’t argue that website design wasn’t important? It’s because I know that a poorly-performing website hurts ranking with search engines like Google. Think about the last time you visited a website on your mobile device. Did it load quickly, or did you end up abandoning it because you spent far too much time watching that swirly “loading” icon on your screen? Even worse than a website page that loads slowly is one that is so jam-packed with visuals and text that it’s difficult to navigate or read. You need both a well-designed, user-friendly website design and high-quality content to perform well with search engines. Giving a website designer content to inspire the design is one of the most effective ways to ensure you have both. What is effective website content?Website content extends beyond the written word. Yes, your website needs an About Us section and a landing page that converts traffic to sales. However, effective website content can – and should – include graphics, photos, and videos that complement the words on the page. One of the quickest ways to boost engagement on your website (or social media) is with a high-quality video. That’s because the human brain processes visuals 60,000 times faster than text. Just one minute of a well-scripted video can replace 1.8 million words. Another way to boost engagement (and credibility) is with infographics that illustrate a point you’re making in your content. Visuals speed up processing time, which is crucial for decision-making. The sooner a visitor to your website (or social media) determines you’re credible, the quicker they’ll decide to do business with you. One caveat about graphics: go original when possible. Using stock photography and other graphics can hurt your search engine ranking because you may be using the same visuals that thousands of other companies are using on their websites. Custom photography and graphic design make your content stand out, increasing your brand’s credibility. What is the role of content on a website?Educating and informing visitors to your website is the role of content. Through blogs, case studies, and other content strategies, you can let people know what you stand for and how they can benefit from doing business with your brand. It’s not an exaggeration to say that content is the key to your marketing efforts. All forms of digital marketing—blogs, case studies, eBooks, infographics, videos—can be incorporated into a website that leads with content. Quality content:
What if the website is already designed?It can be trickier if you’re asked to create content for a website that’s already designed. I’ve been in this position more than once. While not ideal, it can be done with some consideration. First, if the website design looks and feels cluttered, don’t be afraid to make recommendations for necessary changes. No one wants to redesign their website from scratch, but sometimes there are practical adjustments that can be made to help your content streamline seamlessly with an already-designed site. One of the most important aspects of design that can easily be altered is graphics and videos. Too many can bog down the loading time for a web page, which frustrates visitors to your site. Graphics can be optimized for faster loading using website plug-ins (or by writing HTML code). For videos, stick to no more than one per page. While videos can draw attention quickly, they also can affect the user experience if they are awkwardly positioned on the page or take too long to load and play. Make sure all videos are compressed to prevent this mistake. Next, look at the visuals provided and craft content that complements it. Remember, when it comes to website content, more is not necessarily better. Keep your descriptions short and to the point. Use H2 headers to separate ideas if the website design lends itself to them. Doing so can boost your search engine ranking. Inverted pyramid methodOne of the most helpful tips for crafting content for your website is to use the inverted pyramid method. It works by placing the most essential pieces of information at the top of the page and declining in order of importance. Using a traditional storytelling method can help you organize your content in order of importance. Start with a catchy title that grabs visitors’ attention. Follow it with a compelling introduction to your brand that is clear and concise. Don’t forget to include a conflict and resolution section to demonstrate how your products or services add value. The conclusion of your story must feature a strong call-to-action that prompts visitors to take a specific action. What do you want them to do now that they’re hooked on your brand? Subscribe to a newsletter? Click the “learn more” option? Whatever it is, make it clear so you don’t lose a prospective customer who’s already on the hook. How do you get quality content for your website?Everyone thinks they can write—until they try. Then they quickly discover that creating compelling website content that converts is harder than it looks. Working with a content specialist can improve your chances of meeting your content marketing goals. Don’t leave your website content to chance. Reach out today to schedule your complimentary consultation to get your website content producing sustainable growth for your brand. AuthorShari Berg has known she wanted to be a writer since she was old enough to hold a pencil in her hand. She believes everyone has a story to tell, and it’s her job to discover it. Shari owns The Write Reflection, a Pittsburgh-based copywriting and content writing company that empowers small business owners to wield the power of words.
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SEO keyword stuffing happens. A lot. I should know because SEO copywriting is my forte. I’ve been doing it for more than 25 years. Every good SEO strategy requires the right combination of keywords to get your digital assets found online. Do you know what doesn’t work? Telling an SEO copywriter to use as many industry-relevant keywords as they can squeeze into every piece of copy written for your brand. It doesn’t help that many SEO keyword tools still push this narrative, forcing you to create copy that can sometimes be downright unreadable in the pursuit of squeezing the predetermined number of SEO keywords in. I’m not going to tell you that there wasn’t a time when keyword density mattered. Once upon a time, the king of all search engines – that would be Google, by the way – decided that if you wanted it to direct searchers to your website, you had to use the same three keywords in every sentence. OK, well maybe not every sentence, but close to it. If you wanted to rank, you had to play the game. There’s only so many times you can use the longtail keyword “car repairs Pittsburgh” before it becomes repetitive and boring. Yet, if your SEO copywriter followed Google’s old requirements, you likely ended up with gibberish that didn’t add much value to your target audience. Thankfully, Google has seen the error of its ways and no longer rewards websites that overuse keywords. Now, they value quality over quantity. The Write Reflection® already was ahead of the game on quality vs. quantity. As a trained journalist, I’ve always been keenly aware of the value of storytelling in any copy. My clients have been getting well-crafted copy that adds value to their target audience since I’ve been in business. Why do we need SEO keywords, anyway?SEO keywords refer to the single words and phrases people use when searching for something online. Maybe they’re looking for a new dining room table or the latest trends in fashion eyeglasses. They type in what they want to know, and Google spits out some possible places to find the information they seek. Single words or complex phrases can be used for SEO purposes depending on your industry. For instance, if you repair automobiles, you might want to include “mechanic,” “automobile repair near me” or “how do I find a mechanic to fix my car” strategically throughout your digital copy. SEO keywords still are a necessary component of any digital content. I’d be lying if I tried to convince you otherwise. The key is to balance SEO keywords with informative copy that converts. SEO keywords might help users find your content, but they won’t help you build a target audience or transform casual visitors into brand loyalists. For that, you need to understand user intent. What is user intent?User intent trumps SEO keyword stuffing every time. Why? Because (you guessed it), Google says so. I’m not shy about disagreeing with Google – which you know if you’ve read my blog or followed me on social media). However, this is one time we’re in agreement. Now that I’ve given you my trademark sarcastic quip, let me explain the real reason user intent matters. SEO obsesses over numbers and metrics. User intent focuses on the reasons behind why someone is searching for a particular product, service, or topic. After all, you can’t sell your brand if you don’t understand why someone might need it. There are three types of user intent you must consider: informational, navigational, and transactional. Informational User IntentInformational searches happen when someone seeks a specific piece of data. For instance, a student researching a paper on the First Amendment of the U.S. Constitution would type in a combination of keywords describing their need. Google would direct them to academic studies and other sources of information to answer their search query. Navigational User IntentAny time you’ve used Google Maps or another GPS, you’ve conducted a navigational search based on some location you needed to find. Maybe you’re visiting a new city during a job interview and have an urge to satisfy a caffeine craving. If you asked Google Maps to plot out coffee shops near you it would generate a list based on your location. Transactional User IntentTransactional searches happen when someone is looking for a specific product or service. Let’s say you need to buy a new swimsuit for vacation. You’d likely type “women’s swimsuits” into Google’s search bar and wait to get a list of all the brick-and-mortar and online retailers that sell swimsuits. Does ignoring user intent hurt your ranking?Some SEO experts would argue that it doesn’t, but I’d wholeheartedly disagree with them. Failing to consider user intent when crafting digital copy can weaken your SEO copywriting strategy. You’ll end up with catchall content that speaks to everyone and no one at the same time. Visitors to your webpages might end up confused. I frequently tell my clients that without user intent, I can’t structure a landing page experience that serves their target audience. Keywords are great, but you must understand why someone is typing in a specific keyword if you have any hope of creating content that speaks to them once they arrive on your page. Otherwise, it’s just another missed opportunity. Be realistic about SEO keyword stuffingLet me be very direct. You can’t fool Google’s algorithms. They’re so sophisticated they easily can spot SEO keyword stuffing junk vs quality content at a quick glance. That’s why at The Write Reflection® our motto is, “People first. SEO second.” We specialize in writing content for people, not search engines. Your digital content should never compromise on readability in favor of SEO keywords. It’s a recipe for failure every time. AuthorShari Berg has known she wanted to be a writer since she was old enough to hold a pencil in her hand. She believes everyone has a story to tell, and it’s her job to discover it. Shari owns The Write Reflection, a Pittsburgh-based copywriting and content writing company that empowers small business owners to wield the power of words. |
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