Search Engine Optimization: Business Owners Should Get In The Habit Of Writing Fresh Web Content
January 5th, 2008 by hbond{{chris}} Business owners looking to improve their search engine optimization should get in the habit of writing new web content for their website.
It should come as no surprise, but then again, perhaps it will, that HTML text is the only way to get a website to rank in the search engines and even then only for the words you’ve written. Then why do so many business web sites have very little text and much of it does not speak specifically to the services that people are looking for with precisely the combination of keywords their using in the search engines? There really is no good reason other than the fact that most business owners create a website, and then forget about it. They consider it “finished” and no further work is necessary. The exact opposite is true. Once the website is created, it’s just the beginning of an ongoing process of reviewing analytics to fully understand your visitors behaviour and expectations and then writing new content or optimizing existing content to meet their expectations!
Here is a simple process you as a business owner can repeat every month and it will surely improve your rankings and decrease your bounce rates. Keep in mind this is just about content, and bounce rates – there is a lot more you can be doing besides this.
- Install analytics on your site – Google Analytics is free and easy to integrate
- After one month of collecting data review the analytics to understand which keywords they are using and what the bounce rate is for each keyword.
- For each keyword that has a bounce rate over 20%-25% you should identify which pages they are landing on for that keyword and then review the copy on that page.If the page is not really about that keyword – then create a new page (naming it with the keyword combination separating each work wit an underscore or hyphen). Make sure to mention the keyword in the title, description, H1, H2 and body content of the page.Link to this page from your home page using the keyword in question as “Anchor Text” to the new page.
- Repeat these steps for each keyword that has a bounce rate above 20%-25%.
- Wait another month, and start all over again at Step 2!
As you continue to do this month after month you’ll begin to see your bounce rates decreasing for the relevant keywords you are trying to optimize for. In addition, because your adding more relevant content to your site for each keyword your ranking for that keyword will improve and will continuously draw in more traffic!
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Great information.
Ya I like to track and test things too. People on the Net needs good content. If you do testing and research you know what works and what not. With that information you can share it with your site visitor what it is good what it is not. So thanks for the info.
Great read, keep them coming!
Agreed! If you dont have the content then you dont have the rankings. Simple as that. Whether you like it or not you have to feed to the search engines what they want.
Wonderful research post mate..Keep them coming
Thanks! I am glad it’s proving useful.
Thanks for the article! It is very useful for many people.
It is very useful for many people.
I am glad it’s proving useful.
Great tips, however you are leaving quite a bit out. For example, if your bounce rate is high, you should also see where the traffic comes from. Social bookmarking traffic has a much higher bounce rate than most other forms. You should optimize your pages for WHERE your traffic is coming from, not necessarily the keywords.
Content is so critical for any website, and yet so many website owners are lazy and don’t take time to update their sites. Doing just a little keyword research can make a huge difference in your rankings.
Useful tips! I work part time at an online retailer and still can’t convince my boss to use our blog to provide fresh content to the users, posting articles and reviews on our products. But still we have just a handful of posts and half of them are job openings.
Yeah, they should really be leveraging it for what it’s worth. Each product should be posted about with pictures and reviews – and then “promoted” through various channels online! You’d be amazed at the traffic you can draw in if you can get the content in front of the right audiences.
just a little keyword research can actually make the difference between no traffic and alot of traffic. We had one client who had quite a few good quality backlinks but would not rank for anything – a little kewyord research and on page optimization and they shot right up for a significant number of phrases!
i totally agree with you – fresh content attracts search engines.. i notice that my content would be up around 1-2 weeks and suddenly drop from the list..
I couldn’t agree with you more. On my current blog I started, I’ve been posting an article about every 4 hours during the day.
Gbot is indexing those articles in under 10 minutes!
it can be tricky and wrong changing a page layout if the bounce rate is high. A high bounce rate could be a sign of high quality for an informational site. It means the visitor found what he needs.
Does anyone else have any experience with this?
Content writing is the most time consuming thing about running a website, but it pays off big time in the end with residual customers and visitors.
What a brilliant notice about search engines. I’m honestly incredibly startled that this has not been articulated earlier to such a great length.