Unless you’ve been living under a rock for the past month, you’ve probably stumbled upon the news of Google’s latest update to their search algorithm – Penguin 2.0.
The idea, in case you’re unaware, is for Google to continue to fight against what they call “web spam”.
Without boring you on the details, Google is slowly (strong emphasis on the word “slowly”) trying to advocate websites that are an authority within their industry, trustworthy and credible to the search user.
That means many forms of old school optimisation practices are becoming – or have become – null and void. Take article spinning, for instance. Not so long ago, you could build hundreds of links from one piece of washed-up copy that you could have written with your eyes closed.
You didn’t even need to be a good writer. It didn’t matter. Nobody was going to read your article, anyway.
Fast forward to 2013 and things are a little bit different. For the better, I think we can all agree. The importance of good quality content is becoming more and more prevalent. And not just off-page.
Content – the words on your website – are growing in influence. And here’s why.
Don’t get me wrong. Links are still important. But their value is substantially less than it was, say two years ago. Google is now becoming more concerned with what’s actually on your page. Is it relevant? Does it make sense? Does it link to appropriate sources?
Gone are the days of keyword stuffing (thankfully) but your copy should do enough to suggest what your primary product or service may be without appearing unnatural or spammy.
This is your chance to convert
Getting users onto your website is one thing but converting them is another. And that’s why having amazing copy really pays off.
Think of it like this; your content is your pitch to the (potential) customer. Put yourself in the position of a customer – what would you want to hear (or in this case, read)?
Here’s a few tips to help you along the way;
– You don’t have long to make an impression, so be direct, clear and concise.
– Don’t waffle. A consumer’s time is precious. They should be able to read your copy within a minute or so.
– Assure them that your product or service is worthy of their custom – without using clichés.
– Clearly define where they need to go next – whether it’s a telephone number, enquiry form or product page.
Remember, if it’s the copy that brings you your conversions then shouldn’t you be putting equally, if not more time, into it than your other marketing tasks?
Your opportunity to stand out
The content on your website is an outstanding opportunity to separate yourselves from the competition.
If you have a better and more engaging piece of copy than your competitor then who do you think a consumer is going to prefer? Exactly.
(Unless your website looks like one of these, of course).
Don’t be afraid to be different. You’re more likely to make a user sit up and notice if your copy reads much unlike the usual-run-of-the-mill-snooze-fest.
Spend time carefully analysing each of your website’s pages and determine what message you want to get across. Put the effort in to construct a first class and worthwhile piece of copy. Or, if you feel your skills are inadequate enough to do so, hire someone to do it for you. It will be worth it. Trust me.
You’ll become memorable
So you have copy on your website that really performs like it should. It engages the user, it informs them, it makes them feel at ease and, best of all, it converts them. Fantastic.
You know what’s even better? Because your content is so incredible it becomes memorable – and memorable means that the user will come back.
Memorable also means that a consumer is much more likely to recommend your product or service to a friend, share your content or link out to you.
The benefits are obvious and, ultimately, lucrative. You’d be a fool not to take note. Google likes great content, users like great content, it’s time you took advantage and developed your very own great content.