5 Content Writing Tips That Increase Website Traffic.

GainTap is a Chicago based digital marketing company and Google Partner. SEO is a specialty of ours and we’ve helped clients recover rankings and get more business through search engines. Contact us to learn how we can help your company.

Website content writing tips to increase your website traffic.

It doesn’t matter how much great website content you have if it’s not easy for users to find. Making minor adjustments can be tedious and – depending on how much content your website has – time consuming. But little tweaks to page headlines, keywords and links will help improve your website’s ranking, encourage users to stay longer on your site and increase your website traffic. Writing website content for search engines starts with understanding your site visitors and writing content that appeals to them. But you don’t have to be a search optimization expert to see results. The following SEO friendly content writing tips will help you write more engaging content that ranks higher and drives visits.

Write tabloid quality headlines to increase your click-through rate.

Let’s start with what users see first in search results: headlines. The headlines showing up in search are controlled by your web pages “meta title” field in the HTML code. Is yours engaging? Does it answer a question someone might be searching for? Is it legible?

Optimize your website content by placing important words in the title.

Words at the beginning of a page title should correlate closely to your page content and context. But make sure your title is attractive to searchers. If you can work keywords into an engaging title, you’re killing two birds with one stone. Take this headline, for example: “Business B2B: The ultimate guide to selling to businesses.” The “Business B2B” part of the title would act as the keyword, and everything after the colon is what would encourage users to click on the link and function as additional long tail keyword search material (eg, “guide for selling b2b services to businesses”).

Don’t just write for search engines, write for readers.

Most beginners to SEO web content writing will stuff the page title with keywords. It’s true that a major part of ranking content on search engines is including relevant search terms in the headline. However, you need to keep your audience in mind and understand that getting ranked is just step one. You need to get clicks, too. And web content that gets clicks will naturally rise to the top.

Get real about your search competition.

Another way to improve your website content and search rankings is to target lower-competition keywords. Going after less-competitive keywords gives you a chance to write web content that is a great fit for your audience.

Write web content targeted for longer search terms.

Long tail keywords are often low competition because there may only be a handful of searches a month. But this niche search audience is much easier to write for and you’ll be able to have higher engagement. And once your site has had time to build its reputation, you can go after more competitive keywords. This strategy is particularly helpful for small businesses because it’s easy for higher-ranked sites and pages to overshadow your content.

Google Webmaster Tools is any content writer’s best friend.

You can use Google’s Webmaster Tools to see which keywords are bringing up your site in the search results. Just click on the “search analytics” tab on the dashboard, and filter data by search queries for pages or pieces of content you’re interested in.

Adding more website content adds more search visits.

If you’re still concerned your website isn’t generating enough traffic or back links after incorporating those changes, just add more quality, unique content.  It would help reinforce the keywords your existing web content is targeting, and you may increase the number of long-tail term your site ranks for.

Add more content to existing pages.

You know how selling to your existing customers is often easier? Well a quick win is expanding on your existing webpages. You’ve already written them, they’re indexed and might have links already. Focus on making them more useful and eye-catching to visitors. Add images, frequently asked questions and more written copy to your existing webpages so there’s more chances of snagging those long-tail keyword search queries.

Add more pages to your website.

You can also add entire new webpages that get indexed in Google and lead to more visits. An easy place to start is by adding additional products or services to your site, or breaking existing products and services into new, more detailed sub-pages.

Interlink pages on your site logically.

After readers are enticed by one of your titles and head to your site, the goal is to keep them there. One way to do that is by properly structuring internal links. It’s important that users want – or need – to look at multiple pieces of content on your site, and there are a couple of ways to draw them in. First, link users to a newer piece of content or one that includes updated information if they’re viewing an old one, and visa versa if it would provide them with essential background information. Also, try and lead users from content that have high ratings and have generated a lot of traffic to pieces of content that’s not had as much exposure. As for different links that go to the same piece of content, using the same text is a no-no; try to mix it up and throw in some unique keyword phrases. And keep in mind that even if internal linking doesn’t better your site’s rankings, it will provide users with a better experience, which will make it more likely for them to subscribe and share your content with others.

Write for people because they’re the ones who will share your content.

Building natural links by getting users to share your content should remain the number one goal, as it will significantly increase your site’s exposure on the web and increase traffic to your website. Contribute to the rate at which your content’s shared by sharing it yourself more than once, especially if it’s been updated. Share on Facebook, Twitter, Google Plus and LinkedIn. Also, do some research and find out the best times to post content on different social media platforms, and use multimedia content if you’re not already. Users value images, videos, graphics and audio just as much – if not more – than text.

Author: Graham Onak
When not running the day-to-day activities of GainTap, Graham writes about technical optimization for websites and online marketing programs.

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