7 – Step Method For Generating Website Content
In the previous chapter – Fundamental Understanding Of Meta Robots Tag – we learned how to control the way web crawlers crawl individual pages of an overall website. In this chapter – 7 – Step Method For Generating Website Content – let us understand all the steps that need to be followed towards generating website content that’s both user-friendly as well as search engine friendly.
Before we begin…
The most important element(s) of a website is CONTENT (text, images, videos, audio). Visitors land on your website for consuming content – quality content – to be precise.
With millions of websites on the internet, only the best 10 websites make it to the first page of Google search results. The reason is, those 10 websites have “Awesome Content” compared to the rest, in conjunction with best SEO practices. The first and foremost priority for any website owner or webmaster should be to generate quality content.
When you have great content (expert content to be precise), you will be benefitted in the following ways:
- Earn trust from website visitors – who will then become your loyal fans
- Experts from your domain (and others) will refer your domain to others (technically called “backlinks”)
- As a result of the above two benefits, your website ranks higher in the search engine result pages
That is the reason, people say – “CONTENT IS KING”. Let us now learn how to generate website content using this 7-step method.
NOTE: In this chapter, I might use the words “customer” and “website visitor” interchangeably, whose meaning remains the same
Method For Generating Website Content
- Step #1: Analyse Your Potential Audience
- Step #2: Choose A Website Theme
- Step #3: Choose A Wording Style
- Step #4: Analyse Your Competitor’s Website
- Step #5: Research For Content & Collect Enough Data
- Step #6: Start Writing Quality Raw Content For Your Website
- Step #7: Optimise Your Raw Content For Search Engines
The first step towards generating your website content should be – Audience Analysis. The most common mistake committed by the webmaster is generating content for all. Realize as soon as possible that, your website content cannot be for all. Every single person cannot be your customer.
The thoughts and necessity of a 40-year-old female person are totally different from that of a 25-year-old. The content that is wanted by one set of individuals appears to be total crap for another set of individuals. This is the reason, you got to generate content that is appropriate for your customers ( or your website visitors) and for that, as a webmaster you got to precisely understand who your website visitors are.
Thorough “Audience Analysis” will help you generate content that is apt for your website visitors, encourage them to stay on your site, engage with the site and convert them to paying customers. This also reduces the bounce rate which is an important factor for positive SEO.
How To Understand My Potential Audience?
The best way to understand your potential audience is by brainstorming yourself with your employees, family or friends. The following questions can help you to get started for a brainstorming session.
- Who are my customers and what is their lifestyle?
- What information are they looking for?
- What are the problems that my customer is trying to solve?
- What are my customer’s age group and gender?
- What is my customer’s education level?
- What is my customer’s income level?
- What is my customer’s marital status?
- What does my customer see on a daily basis?
- What does my customer hear on a daily basis?
- What does my customer talk on a daily basis?
- What makes my customer happy?
If you are already running a business, start interviewing your existing customers. The following set of questions will help you to get started.
- What did you like on our website?
- What is that you disliked on our website?
- How did you land on our website for the first time and how was your web experience?
- How do you think, we can improve our website content?
If your business already have a working website, the data insights from web analytics tools like Google Analytics can give a detailed insight about customer data (demographics, time spent on page, bounce rate and what not)
Based on the answers that you generate from the above questions, you can decide on the website content that is apt for your customers.
If your business caters to multiple sets of customers with varying needs, then, create separate landing pages for each set of customers with appropriate content on those pages. Make provision on your main website page to help each set of customers to navigate to their appropriate landing pages without much hassle.
A website theme is the first-hand information (or impression) of your website. As with content, website theme too, plays a very important role in enhancing user experience. And user experience is considered as the major ranking factor by search engines.
For example, the theme of a playschool cannot be the same as that of a graduate school. The reason is obvious – the difference in customers and their user experience. The walls in a play school are painted in different colors with cartoons and toys everywhere, whereas in a graduate school, the environment is much more matured.
The same goes with website design too. A website theme for a software company will be totally different from an adventure sports company. Choosing the right theme for your website depends on the kinds of customers you serve. Themes generate emotions in an individual’s brain and thus, having the right theme, encourages customers to get hooked to your website.
Therefore, choosing a website theme that matches with your customer’s emotions is a must for a successful website.
The words that inspire a male customer is totally different from a female customer. The words that impress a hard-core technology person is totally different from those that impress an experienced administrative person. The words that attract a college student is not the same as the words that attract a working professional. The words understood by a common man is totally different by those understood by industry insiders (For example, the word(s) ’Xerox machine’ for a common man is ‘photocopier’ for an industry insider).
Therefore, choose words that inspire, attracts and impresses your customer segment.
For example, for an adventure sports company, the website should focus on words such as adventure, trips, solo driving, muddie, daring, risky, late night, dark forest etc. so that it arouses interests in the adventure. The words you use to form sentences as part of your website content should drive strong emotions within website visitors to try out your adventure holidays and sports.
Every business has competitors. And if your competitor’s website is on the top of the search engine rankings, it means they are doing things better than others in their niche, when it comes to content and SEO.
Take out your time to go through each and every word in your competitor’s website (page-by-page). Analyze their website content deeply. Observe their theme, wording style, images and videos used. Ask your friends or colleagues or family members to compare your website with your competitor’s and give a detailed report about what they liked and disliked – among both the websites.
Based on this exercise you can choose to draw inspiration from your competitor website and develop your website content similar to theirs. But, do not copy. Get inspired and write your own content on a similar theme and wording style.
Its now time to collect data ( text, images, videos, audio ) for your website. If you are running a business, you would probably have most of the raw data with you in the form of brochures, marketing collaterals, etc. If not, it is really great to start fresh.
For text content on your website, extract data from your printed marketing collaterals, you can research online, refer books related to your business, extract data from brochures/websites of your competitors and use part of your own brain.
For images, you can use free images from websites like www.pixabay.com and www.pexels.com . If you already have exiting images of customer photos, photos of employees, office celebration photos etc. use it as part of your website content. Visitors get engaged with your website when they see real-time photos.
For videos, consider shooting customer testimonials, customer interviews, employee interviews, promotional videos etc.
By now, you have all the necessary data to start content generation. Start writing your first draft of the content. Keep in mind your audience, theme, wording, and competitors in mind while generating content.
The depth for your website content varies from one niche to another. On average, a content depth of a minimum of 800 words per page is considered to be standard across the industry.
Search engines love to rank those sites that establish itself as an authority on a particular niche. This is because the search engines policy is to deliver the best content to the search user.
If your competitor’s website ranks well and has 900 words on it, then, to outrank your competitor, your website should have “quality” content of 1000 words on it. If your competitors’ website has 5 pages supporting (through anchor text or interlinks) its main landing page (say, the home page for example), your website should have 7 pages supporting the main landing page.
The content on each page should be of the utmost quality that is customer-oriented with an inspiring theme, wording, and strong call-to-action.
Having a blog as part of your website that educates your customer (about your niche) is a great idea. It can be used as a content marketing tool. ( Read more here: Content Marketing Methodology )
Anything that you smartly do with quality content that enhances user experience is absolutely a go-ahead idea. That’s the key to outrank your competitors. Search engines will rank those websites that makes its visitors happy. The happiness of the visitors is gauged by various parameters mainly being the time spent and the number of actions taken by visitors on your site.
Once you have you your quality content ready, its now time to rework on your content keeping SEO in mind. Updating meta tags, optimizing text content with keyword(s), optimizing images and videos, URL structuring, interlinking etc. are few things that need to be taken care. It is recommended to read the following chapters on how to optimize your content for search engines.
- 6-Keyword Research Techniques
- 10 Keyword Selection Methods Through Elimination Technique
- Keyword Placements As Part Of On Page SEO
- 25 Important Factors To Be Considered As Part Of Your SEO Efforts
Congratulations! You are done with the sixteenth chapter on “7 – Step Method For Generating Website Content”. Hope you enjoyed the reading.
All the best for your next chapter on “16 Tips To Write User-Friendly Content That Ranks High”. In the next chapter, you will learn all the tips needed to write user-friendly content that will rank high in the search engine result pages.
Feel free to comment below if this blog post was useful or not. If yes, please do me a favor by sharing it with others who might benefit.
Interested In Full Time Digital Marketing Course?
Feel free to check out the modules covered in DIGITAL MARKETING TRAININGInterested In SEO Course?
Feel free to check out the modules covered in SEO TRAINING
Subhash.K.U is a Professional Programmer turned Digital Marketing Enthusiast. He is the most sought marketing consultants for small and medium scale businesses. He founded Subhash Digital Academy to teach professional digital marketing skills to students, entrepreneurs, and working professionals. He holds a Bachelor’s degree in Electrical Engineering and is an Oracle Certified Programmer. He also holds certificates of Google AdWords, Facebook Blueprint and Hubspot Marketing. He is the co-author of the best selling book – Cracking The C, C++ and Java Interview published by McGraw Hill. He is now penning another book on the subject of marketing and entrepreneurship.