Content Marketing Agency
What belongs to the content?
Content describes all components of an online presence that are actively used/perceived by its users and are not primarily part of the layout and design. This primarily concerns texts, images or graphics, videos and audio formats. Such content does not necessarily have to be created by the operator of the website. Users also generate content, for example on the social web.
Content plays a significant role in making a website worth visiting, given the behaviour of typical internet users today, and has considerable SEO influence. The famous Bill Gates quote “Content is King” is now more relevant than ever. Google is now very well able to distinguish between good and bad content – among other things, by evaluating the user experience. Corresponding evaluations have a great effect on the ranking of the search engine leader.
The central question that keeps coming up in this context is: What is good content? A comprehensive, generalised answer cannot be given here. What is certain, however, is that good content is always precisely tailored to the respective target group and their customer journey and offers them real added value.
Content Agency Zug
Text
Texts are usually considered the content basis of a website. However, this does not mean that the corresponding content should only be seen as standard elements. In fact, such content is still the most important information key for your customers and is therefore highly relevant for SEO.
If you provide your target group with appropriate text information at every point of the customer journey, this content tends to be used frequently and the probability increases that you will convert many prospects into buyers. The use of your texts – and all other content, by the way – is registered positively by Google, which steadily improves your position in the ranking.
Furthermore, keywords can be integrated into texts that represent one’s own services on Google. This means that texts are to be optimally aligned via such keywords, among other things, in such a way that buyers find this content and the associated services preferentially when using the applicable terms within the Google search.
Nowadays, however, it is very important not to “optimise” textual content too much with keywords. Corresponding strategies are quickly recognised by Google and are definitely judged negatively if they are overdone. It is better to focus on real added value, natural language and catchy and easily comprehensible structures. Originality, uniqueness and personality are now extremely relevant for success. Because customers and Google rate such content as particularly useful.
Copy-and-paste is an absolute no-go, because so-called duplicate content not only brings no advantages, its use is even penalised by Google.
Image and video
Among other things, videos and images are ideal for breaking up texts and giving web pages an appealing, balanced structure. Your customers tend to read through your text content more often when it is combined with such content. Furthermore, such primarily visual content types are increasingly preferred due, among other things, to the steadily dwindling time available for absorbing web content in recent years. In fact, they can be absorbed more quickly.
They also offer good opportunities – for example, via the alt attribute – to include keywords. Corresponding options are not infrequently classified as hardly relevant any more, but they can still exert a clearly positive SEO influence in the grand scheme of your website.
A look at a special type of video content – so-called live videos – is particularly interesting. These are generally perceived as highly authentic by viewers in a business context. In addition, they convey a closeness that can hardly be achieved with other content. They are therefore ideal for making your company appear closer. They can build trust and ultimately, at best, contribute enormously to retaining customers in the long term. Live videos have already proven their strengths, especially on the social web. Since the web is also becoming increasingly “personal”, they are also becoming more and more relevant there.
Audio
Although audio content is already widespread, it has not yet arrived in many industries. In principle, the same requirements apply to the playout of such content as to “conventional” content. The focus should clearly be on your customers and their customer journey. Corresponding information is only provided acoustically. If you use audio optimally, you can give your website even better usability in many contexts. This in turn tends to have an extremely positive effect on the very SEO-important user experience. In addition, such content generally makes the web more accessible – and Google especially loves that. Accordingly, you should definitely consider options such as the additional auditory provision of blog texts, e-books in audio book format, podcasts, audiograms and voice assistants for your internet presence.