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Tag Archives: content creation

5 Key Tips for Writing on the Internet

writing online

You have a lot of things to consider when crafting your website content. How does it fit with your brand? What is your main goal? How can you address SEO? What information is your audience looking for? It can almost feel overwhelming.

All of these questions are important, and you definitely need to consider them when deciding what information you want to put in your content and what word choices you're going to make. But you also have to think of something else: how you want to write. What stylistic choices should you make? Should what you write online be vastly different than what you'd write offline?

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Only Half of Searches Lead to Clicks

searches vs. clicks

For many online marketing divisions, the click-through rate (CTR) may be the most important measure of success. Getting that search result in front of people is just the first step. Once you get your link onto the first page of the search results -- after all, most users never even get to the second page, much less results that are even further down -- you still need to get people to actually click that link and visit your site. Then the game shifts to trying to increase dwell times and keep them on the site, giving you a chance to make a sale. Your conversion rate is calculated by looking at what percentage of visitors make a purchase.

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Google Cares About the Quality of Your Content

quality content ranks

It's easy to get pulled into the trap of thinking of search engines like Google as nothing more than computer systems that you need to appease with your content. You start thinking exclusively about statistics and numbers: how many keywords to use, how to break them up, what the ideal word count looks like, where you should put your links, etc. And let's be clear: All of this does matter. It's all an important part of SEO, and it's a complex process to get it right. But don't think that these details are all that matter, as if you can write any content you want and rank well as long as you check off the right boxes. The quality of your content still matters.

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Think About Your Web Content on a Sentence Level

sentences

There are two ways that most people think about web content: the overall message and the specific keywords. In some cases, the message takes priority. The content is designed to answer questions and engage readers. Getting the right message out, and keeping it on-brand, is the critical part of the process. In other cases, when thinking strictly about SEO, the focus becomes identifying which keywords people are using and what type of results they want. In most instances, the two are related. You want content that works with Google on a keyword level and that provides something valuable to your reader so they'll stay on the landing page once they arrive.

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Can You Increase Dwell Times?

dwell times

When people first start thinking about search engine optimization (SEO), they tend to concentrate on visibility. The site needs to rank higher in the search results so that more people can find it. The traffic numbers are too low. They want more clicks. These are all valid concerns and they are definitely the focal point of a lot of SEO efforts. Your site will not succeed if no one visits. However, you don't want to get so caught up in those clicks that you have low dwell times -- the time people spend on your site -- and high bounce rates. How can you keep people from bouncing from the page and increase the amount of time they spend reading it?

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