Be Relevant. Rank Higher. Get Found.
In the digital world, search engines in general – and Google specifically – are considered the judge and jury of whether your website 'ranks'.
They evaluate websites based on a number of criteria, but the content is definitely a key factor.
Strategically curated content can mean the difference between your businesses being in the top results on page 1 and not being found at all.
It can also be the 'make or break' when visitors arrive at your website. If they like what they see, it's organized well and easy to understand, they'll stay and explore, making it more likely they will ultimately take some form of action to connect with your business. If they are confused, befuddled, or frustrated with your content, they'll leave to find the next business option.
At a very basic level, when Google 'crawls' your website and sees new content on a regular basis it 'knows' your business is open and the lights are on.
Conversely, if Google doesn't see new and relevant content, it will rank another site that is doing content well over yours and your site will drop off in the search listings.
Whether you run a full digital campaign or not, content is key. And the benefits are long-tail and compounding...in both directions.
The more you create, the better your organic search results become. And, if you go for too long without new content, Google will slide your website over to the 'not sure if they are in business and adding value' side, and your rankings will drop.
Plan. Write. Repeat.
There are three primary strategies for creating new, relevant content that help your websites rank higher, get found faster and convert more.
Blog Programs
Blogging is the most impactful way to stay relevant while demanding the fewest resources. Build a program that allows you to create valuable content on a schedule, with posting and connections to social media.
SEO Updates
Watching the data and updating website content in response to technical best practices and changes in search behaviour is integral to maintaining relevance to both your customers and search engines.
Website Updates
As your businesses grow, your service and product offerings may evolve alongside them. Ensuring your website content is current services for both audiences – your clients and the search engines – is key.
Strategic Content Creation
From strategy to copywriting, we tailor the content on your websites to perfectly suit the needs of both your business and your audiences.
Strategy
What are the goals for your website? What does the research say? What are the KPIs to measure success? Our strategic process guides the answers.
Optimizations
There are 'rules' for optimizing content to meet Google's needs that must be balanced with optimizing the same content to appeal to visitors.
Recommendations
Content recommendations from our SEO specialists can help provide the answers to the questions the data shows that customers are asking in search queries.
Copywriting
Your message is only as strong as the copy that's written to convey it. Our team of writers translate your brand into consumable content for your audiences.
Interested in learning more?
If our pragmatic, strategic approach to designing digital marketing and communications tools interests you, we'd love to talk.