For the owner of a Web resource, content is a unique tool for interacting with Internet users.
Of course, if you mean not a set of texts that tell “about everything and nothing” on a given topic, but content developed and written professionally.
Performing three main functions at once simultaneously or each separately, the text content turns into a weapon that can hit several targets at once with one shot.
What are these functions?
- Optimization, which is attracting visitors from search engines to the desired resource.
- Conversion, which is a conversion of visitors into consumers of goods and services of the site.
- Image, which is positioning of the website (brand, product, service, personality), the formation of recognition and lasting positive attitude to it.
Which of these tasks is the most important?
If we talk about a severe Internet project, then the decision of all three is equally important.
As in a real store, advertising attracts visitors, consultants contribute to the sale of goods, and a good reputation leads people to the same institution again and again.
Exclude one of these steps, and trade is unlikely to reach its top mark.
The text on the site is an open message from the owner of the web resource to both search engines and Web users about the nature of their activities.
Comprehensive author`s approach
Each site needs its approach to the writing of the content.
The text as a commercial – it must be unique and must “sell” your product.
Imagine a single template advertising clip in which only the names of products and manufacturers change.
But it was precisely such a situation that developed until recently on the Internet: texts were copied from a single sample written by an unknown author, and it is okay if it is correctly written and there was no question of optimization for search engines.
Times are changing, and textual content is gaining ground: mainly due to the severe competition that exists today on the Web.
Of course, even the most original text will help little if the subject of the resource does not match the search query, or if the pages of the site have a disgusting design.
There is no “magic tool” that will make the resource immediately widely known and famous.
That is how it becomes only thanks to the systematic and meticulous work that is being done all the time – from the very first step of developing the site and all its life on the Web.
Text content is not a panacea, but a potent tool that will be maximally effective only as part of an integrated approach.
The text has many roles.
It is a guide, and an advertiser, and a seller, and a public relations specialist.
Only a professional can realize all these images at the same time, maintaining a delicate balance so as not to run to extremes.
It would seem that it is worth sharing responsibilities between several texts and assigning each one to carry out their work so, the problem of combining roles will be removed.
This is true, but the effectiveness of three “full-fledged” texts with a competent approach will be at least three times higher than three “highly specialized” ones.
At least because a visitor, having first visited the site and founder on a text intended for search engines, may not reach a text that is meant to satisfy his personal need for useful information.
All functions of the content should serve the achievement of a common goal: sustained attention to the site of the target audience and the growing demand for the product offered by the resource, whether it be a certain product, service or idea.
Let us shell briefly detail on each function.
Today it is obvious that if you do not make efforts to promote even the most beautiful site, it will be destined to meet the fate of the lost world.
Popularization begins with attracting the target audience.
First of all, the user must learn about the site and come to it.
But what will hold, carry him, and make the client out of him is another question.
You can lure a visitor to the site in some ways, and in this article, we will not list them.
However, the usual methods of optimization and promotion today have already reached their peak of development and do not give the expected results.
Even a site optimized according to all traditional rules is easily lost among hundreds of similar ones built according to a single scheme.
Where is the way out, what kind of delicacy should be presented to search robots so that they put the site ahead of hash?
The answer is obvious.
The texts themselves, filled with personalized information of that content that is hugely relevant to the desired phrase of the query and at the same time has the characteristics of a coherent text.
Content optimization is a technique that is at the junction of verbal creativity, marketing, and the latest network technologies.
The use of simple logic: the more keywords that match a particular user’s request are in the text of the page, the higher it will be in the results, there is not enough.
You will not be able to deceive the search engine by simply writing a lot of phrases “services such-and-such,” “goods such-and-such” to bring the page to the top position on this request.
There is a certain threshold for saturation of text with keywords.
Proper distribution of them without sacrificing meaning and information – that is the delicacy that search engines appreciate.
Creating an optimization component consists of several stages:
– Creation of a semantic kernel;
– Breakdown of keywords into groups according to the frequency of requests and the degree of conversion of visitors;
– The exact selection of keywords and phrases for the text content of each page;
– Writing optimized texts;
– The layout of pages with the correct filling of certain HTML-code tags.
Thus, all the text content of the site will play the role of an SEO specialist.
The question about the target audience of the site being created is by no means an idle one.
After all, a lousy calculation is like an inaccurate sight, and approximate execution is like an unsuccessful trigger pull. No one is interested in creating a site that does not achieve its goals.
Therefore, it is so important to focus efforts on working specifically with the target audience, which most likely can turn from ordinary visitors into consumers.
In any market environment, before deciding on an order or purchase, a potential consumer first collects information.
Specific information is important to him.
But one piece of information is not enough, and you need motivation for action: a clear and precise argumentation of why he should choose his proposal precisely what he saw on your site.
Literate textual and graphic content acts on several levels at once – logical, emotional, subconscious.
The information-logical component of text content allows you to provide the reader with all the necessary data for the desired scheme: to talk about the activities, the company, about the benefits of the product and how to use it.
The site owner gives out precisely the information and in that sequence that seems to be the most advantageous.
The reader is convincingly convinced of the need to accept the offer of this particular resource, in its usefulness and uniqueness.
In a fiercely competitive marketing battle for audience preferences, the image has become a mighty shield and a smashing weapon that can influence the outcome of the fight.
If the site claims to be famous and accessible, it must create and maintain its favorable image, and it is also a reputation in the eyes of visitors and customers.
Investing in an image is an investment in perspective.
Many people mistakenly believe that the site should reflect the idea of its owners about solidity: a catchy “hat,” bright design, strict texts in the official style.
Having spent money on creating such a site, customers underestimate the fact that the popularity will be brought to him by no means external “solid” view, and informative and regularly updated text content.
Only a site with competent content can attract visitors to the resource again and again and encourages the dissemination of favorable information about the place.
The visitor not only makes new purchases but also contributes to the promotion of the resource, recommending it to friends, and leaving helpful reviews.
And for this, text content should not only justify but also exceed the expectations of the reader.
Consciously or subconsciously, he evaluates this as taking care of himself and makes this a credit to the site.
Image text is, first of all, carefully selected data that speaks about the most positive aspects of the enterprise’s activities, about the merits and advantages of the described goods and services, as well as extremely positive vocabulary that forms a favorable mood for the reader.
The image can be different – a reliable partner and an experienced consultant, a promising organization, and the cheapest store, an honest contractor, or an avant-garde designer.
It is essential that the target audience “likes” it and promote the site’s offers. The most “successful” image is one that has personality traits.
A professional copywriter is not only obliged to be able to write conversion and image texts while observing the principles of optimization.
His task is to show the breadth of possibilities that the text conceals for the site to demonstrate how unique and useful text content works.
So, These Are Three Tasks That Will Help You To Write A Great Content For Your Website.