Why online content is worth investing in

We often come across this scenario: you’ve created/updated your website, it looks sleek, it works perfectly on mobile and it connects to all your social profiles. So it looks like the job is done and all you need to do now is wait for great results and high organic listings. Sadly, it’s not that easy. Your website is only worth as much as the content you produce and share with your audience. And it’s the online content that often decides if your SEO strategy is a success or failure.

What is online content?

Your website content can be anything – your blog, descriptions of your products and services, news and social media. You want this content to be fresh, relevant, original and engaging. The audience should be able to easily find the information they need and be compelled to take action. Their journey from one page to another, from one piece of content to the next – should be as smooth as possible. Investing in online content will pay off, there’s no question about that. But where to start?

Your online content strategy

First of all – audit your current online content. Using Google Analytics, or any similar tool, review engagement rates for your blog posts, news updates or anything else. Under ‘Behaviour’ reports in Analytics, you will find all the information you need. Site content – All pages report will show you engagement rates for specific pages of your website – the number of views, time spent on that page, bounce rates and the number of exits from that content.

Google Analytics Online content_All pages

This is the first step to understand what type of content engages your audience most. If you can spot a trend immediately – it’s definitely worth considering expanding on this type of online content.

Other data worth looking into is location and language of your traffic. If you see high numbers of users coming from different location – it might be worth investing in online content relevant to that country. It can be a new blog entry referring to the place or a new service aimed at overseas visitors. If you notice a high number of visits from browsers set to a different language – it might be worth translating at least part of your content, to improve the user experience. You will find both of those reports under Audience – Geo in your Analytics account.

Google Analytics Online content_language and location

Of course, in every scenario it is important to not only look at volumes of visits but also at the engagement rates in order to evaluate the importance of each audience. If a specific user profile drives a high number of visits, but those visits don’t convert to your business goals – optimizing your content toward this audience is less likely to deliver satisfying results. You simply have to pick your battles.

It’s all about the search engines!

Once you’re ready to start adding new online content to your website – make sure you keep the search engines happy:

  • Search engine algorithms factor a website’s size in their rankings, meaning more pages equals more credibility;
  • Content specific to a targeted keyword or phrase creates relevancy for a search engine;
  • Search engines index content from multiple sources, so syndicating your content can significantly increase your site’s visibility and ranking. Consider registering for Google’s Authorship;
  • Google author rankings favour authors who frequently publish valuable content shared through Google+. So it’s really time to get on there.

If you’re using WordPress to manage your website, the Yoast plugin is a fantastic tool that will help you optimize your online content. It’s easily to install and works straightaway. Once installed, it will provide a SEO score for every page within your website. It will also offer specific suggestions on how to improve visibility of that page – from keyword density, to page titles and metas, all of which can all be updated in one place. You don’t need to know anything about coding to use this handy feature. It will even rank issues with your page in the order of priority, so you’ll know what to fix first.

Online content_SEO by Yoast

Knowing who you are writing for, what to write about and how to structure your online content – you’re good to go. However, do remember that not every marketer is a good writer. Sometimes writing copy that effectively conveys your message is easier when a professional writer is involved. So if you either want to become a copywriter yourself or want to find someone who can help with that – let us know. We definitely have a solution for you.

About the Author:

Agata is the Data & Analytics director at NZDMI, with real passion for anything numbers-related. She spends most of her time sieving through endless amounts of data to find answers to the bigger and the smaller questions.