Not sure if your website content is hitting the mark? If your content ticks these six boxes it’s probably up to scratch—if not, it might be time for a refresh.
1. Is it well structured?
The way your content is structured can have a big impact on how well it serves its purpose. Your content should relate directly to the page title, with the most important or relevant information presented first to give your audience a good idea of what to expect.
Large blocks of text should be broken up with succinct yet descriptive headings and subtitles which make it easier to digest, and it’s also a good idea to use dot points where appropriate—if you’re lucky you might even snag yourself a Google Featured Snippet!
2. Are your title tags and meta descriptions on point?
Your title tags and meta descriptions help search engines understand the content on a page, so it’s important to get them right if you want your page to appear in search results. They also need to be compelling enough to entice users to click on the link and visit the page.
Ideally, title tags and meta descriptions should accurately describe what the page is about, include important keywords, be unique and identify your business, all while keeping the user experience in mind. You also need to be mindful about their length—try to keep title tags under 60 characters and meta descriptions under 160 characters.
3. Does it target keywords naturally?
Gone are the days of keyword stuffing. As search engines become increasingly more discerning, your content needs to flow naturally and converse in the same way a human user would. While it is important to include specific keywords which relate to key products or services, they need to be presented in a more coherent and organic format.
4. Does it resonate with your audience?
Your content should always be user-centric. While targeting certain keywords can be beneficial, it’s important to remember that users browsing through organic search results are usually looking for something specific. Ask yourself this question: “Does our content answer the questions users might be looking for?” If it doesn’t, that’s a strong indication that your content isn’t as effective as it could be.
5. Does it link to other valuable content?
Instead of treating each page of your website as stand-alone content, try to adopt a more holistic approach. Include links to relevant complementary content on other pages on your site to entice users to click through. After all, the more time you can convince them to spend on your site, the greater your chances of working your way into their consideration set.
6. Does it include a call to action?
Good content always encourages users to perform a desired action with the ultimate goal of generating more conversions and sales. Depending on where the user is most likely to be in the purchase decision process, your call to action could be something like ‘find out more’, ‘contact us’, ‘buy now’ or ‘book an appointment’.
Need a helping hand?
Identified a few issues with your content? At Synq, we have a team of in-house content writers on hand who are able to reinvigorate your web content to ensure you’re getting the most out of it.
Get in touch to find out more.