Relevant Content Drives Web Traffic

Developing searchable and compelling website content is a critical marketing tactic that will increase your website traffic, whether you own a business or run a nonprofit organization. While good design and navigation are important to the success of your website, content is key. Website content serves two main functions — it helps people find your site and it makes your website interesting. To achieve this, your website content should be searchable and compelling.

1. Choose customer-friendly keywords. The key to successful marketing is to make it customer centered. When it comes to keywords, use phrases your customers are likely to use when searching for your products or services. While there are many tools that you can use to research the effectiveness of keywords, start by listening to your customers. What words do they use to describe your products or services?
2. Focus on keyword phrases. When you use a search engine such as Google or Bing to find information online, you use keywords that describe what you want to find. You may search using a single keyword such as “florist.” Most people, however, use a phrase, such as “fresh floral arrangements in Lehigh Valley, PA.” This narrows the search and makes the results more relevant. When you focus on keyword phrases, you develop a niche and make it easier for people to find your website in searches.
3. Use keywords strategically. Each page of your website content should represent a different focus on your business or organization. For instance, if you are a florist, one page might be about fresh arrangements, another might focus on silk flowers and yet another might focus on your garden shop. Determine two focused keyword phrases for each page. Use the primary keyword in your title and the second keyword if possible. Use both keywords in your page description. When you write your website content, use both keywords in your opening paragraph of content at least once and preferably more often. Weave the keywords into your website content as much as possible but not so frequently that the copy sounds stilted.