It's no secret that website content plays a pivotal role in generating traffic; virtually every marketing website and SEO newsletter extols the search ranking based benefit of keyword optimised content.
However, content that concentrates solely on keyword densities and extensive keyword lists is often bereft of character and may be doing more harm than good – you can generate as much website traffic as you like but if your content doesn't effectively convert traffic into bottom line sales then your business will suffer.
You Can Improve Rankings With Good Quality Content
Website content CAN improve rankings, but improved search engine positions do not have to come at the expense of poor quality content.
Use your researched keywords but add inflexions as well as semantically, or topically, related keywords. Throw in a collection of Search Engine Presumed Synonyms (SEPS) and you have the ingredients to write high quality content that will perform in every way.
Writing good quality web page copy isn't enough to ensure you get conversions. The copy needs to sell and it needs to sell to your target market.
If you don't know or understand your target market then you should start researching and really get to know the people that will be visiting your website. Effective copy should also give visitors a reason to buy your products or pay for your services and to do so immediately.
Generate A Buzz
Word of mouth marketing has been one of the most effective forms of marketing for small businesses and service providers for generations.
Websites can benefit in a similar way but on a much grander scale. Offer something of genuine value that causes intrigue, answers a question, or offers credible and useful information. Not only will your visitors appreciate it and be more likely to trust what you say but they'll also be inclined to tell others with similar interests. The end result could be the type of viral marketing you only dreamed of.
Enjoy Greater Average Sales Figures
If you're adequately tracking your website's performance then you should have a good knowledge of the average sales value your site generates. The greater the average figure, the more you can afford to spend on design, development, marketing, and other website and business improvements.
Gain Greater Customer Retention Rates
The most successful businesses are those that retain their customer base. This is true whether you're selling products or services, whether you're promoting your own products or those of an affiliate program.
A returning customer costs you less in marketing, improves your website ROI, and increases your sales figure. What's more, a returning customer that's happy will already be sold on the service that you offer; they will trust you and believe your word.
Offer useful and insightful tips and articles on how to get the most from your products or services and always provide a high level of after sales customer service to enjoy the best possible customer retention rates.