Creating Content That Will Please the Search Engines -- AND Your Audience

If you’re a local business owner privy to what SEO means for your Web presence, then you’re aware that your online content has a lot to do with SEO. In fact, many of our clients come to us for clarity around how to use content in the best possible way to optimize their online presence.

Don’t forget about the readers. Sometimes it’s easy to get lost in the SEO process. We get so focused on keywords and getting found by search engines that we forget the main goal of a website: to generate leads by captivating visitors!

If your website isn’t reader friendly, then you might as well not waste your time creating it. You need to use short paragraphs, along with easy to follow page titles and subheadings. Include a clear call to actions on each page of your site, and use keywords in a natural manner. (We'll say more about this in a moment.)

And remember: Getting hits on your site is only half of the SEO battle. You also want to convert prospects to customers, and that means having a user-friendly website with content that people want to read.

Here are some tips to help you down the right path:

Use keywords wisely. Keywords are an important part of SEO, and you should definitely use them throughout your website. Just don’t overdo it. In fact, if you load up pages with too many keywords, the search engines won’t like it. Stick to a 1-3 percent keyword density on each page to create a natural content flow that search engines will still identify.

Keep length and formatting in mind. Search engines like to see at least 200 words of text on each page of a website. On the flip side, try to keep the content under 700 words so you don’t lose a reader’s attention. As I mentioned earlier, use short paragraphs, clear headings, and whatever else it takes to make your content visually appealing.

Be clear about what your business does. The content on your page should clearly state what it is your business does. Do you sell a product or service, or are you a nonprofit organization? Your content should also consistently support your vision and mission.

Include a blog, article directory, dedicated information-sharing page. This can serve more than one purpose. By using keyword-dense content via blogs and articles, it will help with SEO. By sharing information, you’re more likely to grab a reader’s attention and they keep coming back for more. You’ll also encourage others to link to your site to share your information.

It’s important to focus on your website content not only for SEO, but also to capture your target audience’s attention. Use these tips, and you’ll be well on your way to a reader-friendly AND search engine-friendly site that makes the most out of your local business' online content.