Content is Everything

Content is Everything

Having trouble keeping users on your site?


Do users come to your site and then leave quickly? Maybe your content is holding back your websites growth and reputation. When creating content for your site, you have to think about the way that people use the web. Most of the time, people will arrive at your site through search results or a link from another site. They already have some inclination of what your web page holds and if they aren’t pleased with the layout and wording of your site, they will probably just hit the back button and checkout the next link.

Read on to learn more about how your websites content will dictate your user conversion.

Don’t underestimate content


This should be rule number one for any site on the internet. Whether you are a multi-million dollar business, a mom and pop shop, or even a blogger hobbyist, people come to your site for one reason and one reason only; People want to view your content! What does this mean for you as a site owner?

Content must be catered to your expected audience


Before you even start to think about your websites design, you need to understand who is going to view your site. This is referred to as your audience. Your audience is very important, target the wrong group of people and you will inevitably diminish profits that you could have gained. I can’t tell you who your specific target audience is without knowing about your particular situation, but things that you should consider are age, demographic, common interests, technical knowledge, economical standings, etc.

Proper Grammar


Search engines are your friend when promoting traffic on your site. Top search results in Google for the top searches are known to have excellent spelling and grammar. Google does not release its algorithm of ranking to the public, but it is no coincidence that highly ranked pages have very well written content. When someone sees your site for the first time, you have approximately 8 seconds before they decide to stay or leave. If your site is poorly written, and has grammar errors, then it leads your audience to question your authority on the subject.

Update Content Often


Another smart way to drive traffic to your site is to provide your audience with up-to-date content. It shows your viewers that you are still in business and that you are interested in delivering the most relevant information. This also shows search engines that you are a well versed player on the internet and deserve to be ranked in searches.

Don’t think about building links


This is a common SEO misconception. People used to build their websites with links in mind because search engines take links into consideration when giving your page a rank. Designing your content this way dilutes your message, and that is why people came to your site in the first place. Last year, Google revised their Search Ranking page on Google Webtools help documentation from “In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.” to “In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.”

Matt Cutts is the Head of Google’s Webspam team and he does quite a few videos where he discusses some of Google’s SEO considerations. In the video below, he talks about the importance of content in Google’s search algorithm. It is worth taking a look at.

What have we learned?

At the end of the day, you are free to write in whatever style that you feel is best for you audience. Keep in mind that your content is your biggest tool in maintaining a consistent and targeted user base. Even if you have the most spectacular looking site, if your content is low quality, then the quality of your user base will be low as well.

About The Author

Jake Cloninger is the Web Experience Designer at cloningerdesigns. He graduated with a Computer Science degree from North Carolina State University and resides in Raleigh, NC. Jake has spent the last few years working on enterprise level websites and wants to bring his knowledge and expertise to small businesses that do not have the same budgets, but still want to have a successful web presence.


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