Seo content in Toronto: requirements and directions of work
The effectiveness of the site depends entirely on its content, the visitor comes to the web resource for useful information, and not for design. High-quality, interesting and unique content of the site is half the success. Consider the main types of content and requirements for them. As well as areas of work with content and the cost of these services.
What is site content and how does it affect conversion and sales?
SEO Site content is any information posted on it. Most often, content is understood as text content, less often — video and audio materials. Without high-quality and regularly updated content it is almost impossible to improve the efficiency of online business and bring the site to the top search rankings. Any information that the site offers the user should be useful.
Practice shows that advertising articles are not trusted by readers.
But true and relevant content telling about all the advantages and features of the product of the service, on the contrary, makes people stay on the site and click the «Buy» button.
The level of sales is also influenced by such factors as ease of perception and clarity of the content, the use of visual elements (illustrations, video materials).
Important: The qualitative structure of the links and the size of the texts, the bulk content “sells” better. It is also important not to complicate the buying process for a potential client — all the “buttons” should be at hand.
And if while viewing the content the visitor wants to make a purchase, subscribe to the newsletter, he should be able to do it immediately. And do not erase the entire site in search of the order form.
Now search engine algorithms display only sites with the highest quality content in the top list. To identify them, special behavioural ranking factors have been developed — scenarios of visitors’ behaviour on the site, which allow search engines to determine how much the page is demanded by users.
Types of SEO content
Filling the site with content is an extremely important task. The qualitative content of the site is not only texts but also illustrations, video and audio, as well as reference material, headings and meta tags.
Among the types of textual content there are several main ones:
Text created by a professional journalist or copywriter from scratch. This is a unique content, the most preferred for search engines and, of course, users. The author’s material increases the loyalty of site visitors to the product, service and the company itself, and therefore has a positive effect on conversion and sales.
This is a revised version of the finished text (not always, but often the content of other sites is used for this). Most often, rewriting consists of replacing words from the original text article with synonyms, which does not benefit either the style, or perception, or the place of the site in search results. However, high-quality rewriting, compiling several sources, can be close in quality to copyright.
Direct copying of articles from other sources without making any changes to the text is the easiest way to fill the site with content and it is the worst.
First, the site runs the risk of being sanctioned by search engines.
Secondly, it is contrary to copyright law, according to which such use of resources is a gross violation and entails serious responsibility.
Thirdly, such content adversely affects the company’s reputation in Toronto.
Good to know:
Numerous tests show that long texts increase conversions much better than short ones. So Quick Sprout blog analyzed the dependence of the number of “tweets” and “likes” on the size of the text and found a pattern — posts containing more than 1,500 words received an average of 68.1% «tweets» and 22.6% of Facebook likes more than posts where the amount of content did not exceed 1,500 words.A similar test was arranged by the company Marketing Experiments.
She conducted three studies in which Google AdWords traffic was drawn to the version with a large amount of text and to the short version. In all three cases, bulk texts showed the best conversion results
Audio content includes any sound clips, music, recordings of interviews, podcasts, lectures, and webinars.
The most valuable audio content is one that the client cannot hear anywhere else. Audio materials are used as training materials to increase the level of trust in the company and product awareness. On selling sites, it can be audio instructions, on personal sites it can be lectures of authoritative experts, etc.
Video content includes various clips, video guides, screencasts, educational videos, movies, video presentations, virtual tours and much more. You can shoot them yourself, take them from free sources, buy or even involve the users themselves in creating such content.
As shown by a study by Eyeview, the placement of high-quality video materials can increase the conversion of the site by 86%. By the way, search engines cannot determine the originality of audio and video content, but this does not mean that such content is useless. It forces visitors to spend more time on the site, which is taken into account when ranking.
Any textual material should ideally be illustrated — this facilitates the perception of the text and increases the chances that it will be read to the end. The images include not only pictures but also animation, photos, schemes, screenshots, slides. Infographics are especially effective — it increases traffic by an average of 12%. It is worth remembering the “picture to attract attention” turnover, which is often used on Facebook or Instagram. Text with illustrations receives almost 100% more attention than text without pictures.
The title of the site plays a significant role in its promotion — it must be original, clearly describing its content, detailed and informative. It is worth saying that many users do not read the text on the site page at all, but just glance over the headings, looking for the necessary information. And if they are vague and colourless, the page will be quickly closed.
There are several types of title — title, h1, h2, h3, h4, h5, h6.
Title is the main title of the page.
Tag title can be seen by hovering the cursor on the address bar. According to it, the search engines determine what the page is about. It should be capacious and directly describe the content of the page.
In practice, many people make a mistake by choosing titles with too broad a meaning (for example, the title “Services”) or not at all related to the SEO content of the page (the typical bad title is “Home”).
The h1 tag is intended for readers, it also describes the content of the page. You should avoid overloading the header with keywords, otherwise, firstly, the users themselves will instantly lose confidence in the site, and secondly, search engines may perceive them as spam.
H2-h6 tags are subheadings that structure the text and break it into semantic blocks. They perform the role of a specific skeleton of the article and allow the reader to evaluate the material in a few seconds regarding the information of interest.
Site Content Requirements in Toronto
The level of effectiveness of the site is determined by its content.
How to create content that will attract users and help to bring the site to the top? There are certain requirements, compliance with which will help promote a site, make it more popular, as well as increase sales.
1. The uniqueness of the texts
As mentioned above, the text content must be unique. There are several free online services with which you can check the site for uniqueness — for example, content-watch.ru, findcopy.ru, text.ru and many others. It must be remembered that uniqueness in itself does not guarantee quality. Sales increase high-quality, interesting copyright texts that are easy to read and contain useful information.
(semantic work) There are a lot of superficial, empty articles on the Internet, from which the reader cannot gather useful information. Do not continue to disseminate such texts will not benefit the readers and the site. Content should be useful informative prepared.
Low literacy is another problem for many sites. Heavy, difficult to understand language, an abundance of stylistic and spelling errors strongly undermine the credibility of the resource. On the contrary, the sites that professional copywriters, editors and proofreaders have worked for are much more demanded by users.
4. Submission and design of content
A massive text block without chaptering, without illustrations and supporting materials is hard to read. The same applies to randomly placed audio and video content. A well-thought-out layout is very important — it helps to focus the reader’s attention on the main elements of the site, to highlight the most important parts of it, which facilitates the perception of the web resource as a whole and increases customer loyalty.
5. Compliance with the requirements of search engines
The well-known research company SearchMetrics has published the details of its research of ranking factors by the Google search engine «Ranking Factors 2014».
It was revealed that the search engines today have moved away from determining the relevance of content by simply counting the number of keywords on a page.
Now they are analyzing content blocks — paragraphs, sections, articles and chapters — calculating semantic links between words.
Therefore, the advantage of getting material deeply disclosed the stated topic.
Such site SEO content occupies high positions in search results at once by several requests.
Speaking about the SEO content of the site, it is impossible not to mention the keywords. The text should be moderately saturated with “keywords” from the semantic core of the site (a set of search queries that are being optimized to attract the target audience).
For the text to be “like” to the search engine, it must be divided into blocks (chapters, paragraphs lists), contain a minimum of non-informative fragments.
A permanent free source of unique and relevant content is user comments. Therefore, the ability to comment on the article gives the site certain advantages.
Directions in SEO content
Content management requires serious consideration.
Filling the site with content We have already talked a lot about the effect of content on conversions and user loyalty. The more interesting the content, the more it meets the needs of visitors, the more time they spend on the site.
Update content regularly. «Abandoned» sites gradually lose their positions among visitors and search engines. This is especially true of the news section: when a visitor visits the site and sees that the latest news is dated last year.
The visitor, he begins to think that the rest of the information is irrelevant. And even if this does not reflect reality, the first impression will be more important. It is very important to follow such sections of the site as company contacts, its history and portfolio. Update need and information about special offers and prices for services.
Analysis of site content SEO:
A content audit is needed to verify its compliance with the objectives and goals of the site. This service is necessary for all but especially for those companies whose sites were created by non-professionals.
After analysis, experts can detect and correct errors to eliminate repetitions and fill the lack of information.
The content of the site is also analyzed by SEO specialists who check the compliance of the text to the search engine algorithms. And if it is necessary, they carry out optimization.
The main tools for site analysis are Google Webmasters Tools services.
Website content optimization is the adaptation of text and other information to the requirements of search engines.
1. Introduction to the text of keywords on which users will find the site.
2. calculation of text relevance and application of page markup tools.
3. Correspondence of existing texts, but often they are easier and safer to write again.
The cost of content management services
The cost of providing SEO content writing services to the site depends on the volume, timing and complexity of the tasks set and is agreed with each customer individually.
But in our company the price is fixed and is $ 75 for 500 words. On average, the price of 10 articles for your site is 750 per month, although this figure may vary depending on the volume, type of work and terms. Some of our clients want to upload 1 article per day to their site.
On average, the preparation of an article by our specialist is $ 75 — for a general article.
Difficult production articles, meditation articles, scientific articles become 120 articles per article.
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