Engage Web December 2008 - Engage Web

The biggest content mistake… ever!

Posted on December 31, 2008

Any company that knows what it is doing in marketing on the web will understand that buyer behaviour has changed substantially since the start of the Internet revolution.  This change has both its advantages and disadvantages, but one thing that has changed is the buyer’s attitude.

By the time buyers on the internet come (more…)

Posted by Matt Jones

How long should my blogs be?

Posted on December 26, 2008

If you’ve realised that you need to add content to your website yourself, you’ll be wondering how long each blog should be. Is there an ideal length for a post in terms of SEO for Google, for Yahoo or more importantly, for users?

The truth is that there are different ways of thinking on this matter. Some professional SEOs argue that writing posts of no more than 400 words is ideal as most people won’t read any further than that due to short attention span. Some schools of thought suggest that Google sees between 200 and 400 words as an ideal word length for a post, whereas Yahoo prefers much longer posts, in excess of 800 words.

It is best to keep your posts over 100 words, aiming for the 200 mark if possible. Occasionally you should add longer posts, as these work better as link bait (assuming they have been researched and written properly).

So the short answer is that there is no ideal length to your posts, but it is more important that you write shorter posts more frequently, instead of infrequent longer posts.

Posted by Cheryl Mathews

What should I write about?

Posted on December 24, 2008

The internet allows companies to interact with their customers in ways we never before thought possible.  That means video, images, articles delivered through RSS feeds or email, interactive or informative tools on your website and a whole host of other methods.  Regular content is (more…)

Posted by Cheryl Mathews

Content begets links

Posted on December 18, 2008

It’s one of the big debates in SEO; should I buy links? Google will tell you no. Any site that sells links can be penalised for it, both in terms of a PageRank penalty and a drop in the effect of link juice that is passed from the website.

However, despite the risks and the fact that Google considers it a taboo, people still opt for link buying as a means to bolster their SEO efforts. It is an unnecessary risk though, as link buying isn’t required when you can build links for free by adding content to your website.

Good quality content, when written correctly, in the right style, and interesting enough, actually helps your website build links as people link to you automatically. Building links via content is better than doing so buying paying for links because:

  • The links are free
  • They’re not rented, so can be permanent
  • They’re natural, so worth more than purchased links
  • It’s a genuine ‘vote’ for your site based on your content
  • It’s what Google wants to see!
Posted by Matt Jones

Content is the key to 21st century marketing

Posted on December 17, 2008

Back in the days before the internet, the art of marketing included billboards, posters and general branding.

This sort of marketing doesn’t cut the mustard on the World Wide Web however.  People do not flock to the internet in their millions (more…)

Posted by Cheryl Mathews

The purpose of content isn’t to sell your services

Posted on December 11, 2008

Sometimes it can be easy to lose sight of the real purpose of adding content to your website. For example, when it comes to updating your website you don’t need to be adding Shakespeare level content, your content doesn’t have to be award winning literature and it doesn’t have to go into in-depth detail about every sinew of the topic.

Yes your content has to be well written and it has to be interesting, but the regularity of the content is the key, not the quality and grammatical perfection. Spending days, or even weeks, deliberating over every item that is added to your website will not help the SEO of your site. Google isn’t bothered whether your content is word perfect, whether your grammar is without error or whether every fact and figure is checked, rechecked and checked again. What Google cares about is finding content on your site, regular content that is added often and is relevant to your website.

Google can’t index your email inbox, it can’t index printouts on your desk and it can’t index your computer (unless you have the Google Desktop application, but that’s another matter) so in order to help your website you need to add content to it, not discuss it for days!

Posted by Matt Jones

Topics should be broad, not narrow

Posted on December 4, 2008

It can sometimes be difficult to grasp for many, but always writing about the same thing on your website and focusing just on your products or services isn’t going to win you any new visitors. The purpose of adding content to your website is to become an authority, to become the website that anyone looking for information relating to your industry finds. In order to do this you need to write about things relating to your business, not just about your product.

For example, if you offer a bed and breakfast in Edinburgh, writing about bed and breakfasts in Edinburgh isn’t going to get you any traffic. You need to write about the city, the surrounding area, the history, the nightlife and even the cuisine. Write about the people, the sport, everything to do with the area in which your bed and breakfast resides. This way, anyone looking for information on the city stands a better chance of finding your website, and if they do (as they’re clearly interested in Edinburgh) there’s a good chance they’ll be interested in visiting and staying there.

Broaden your content topics. The broader the topics, the more search traffic you’ll receive.

Posted by Matt Jones

Keep your content regular

Posted on December 2, 2008

Over the past few months, we keep re-iterating that content should be done on a regular basis, but why?

When we say to add content regularly, we usually mean daily although the frequency might vary according to how competitive your industry is.  However, many clients ask why they should take seven articles and publish them one per day and why not add them all at once, or even just one per week.

The reason is simple – Google.

Everybody wants that golden spot at number one in Google’s search results or at least on the first page for their search terms and even better, for all sorts of search terms.

Well, Google’s spiderbot visits regularly updated websites more often.  The key though is regularly updated.  It is not enough to just change your existing text slightly every day.  You need to add unique, fresh content.

There is another reason too – users.

Users and traffic is what every site needs.  It doesn’t matter if you are in the number one spot on Google if the traffic does not follow, and more importantly, the right traffic.  If visitors to your site get bombarded all at once with seven pieces of content, they may go elsewhere as they find it too much.  If regular visitors know you update your site regularly, they will return day after day.

Posted by Cheryl Mathews

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