So, you have a website somewhere on the internet, but it’s not really doing a lot for you, and you know you need to improve content performance on the beast. You’re not getting any leads, and traffic isn’t growing either.
If your website is a big ‘ol nuisance on your radar, and you’re not sure what to do about it, you’ve come to the right place.
Here’s the thing. If you have an active business, you need a website. Google and social media are where most consumers begin and end their buying journey.
From initial research to online ordering and product reviews, digital commerce isn’t just about transacting with money online. It’s about connection, communication, and building virtual relationships.
Rather than scrapping the idea of doing some real digital marketing, try these three things to improve content performance on your website. There are many ways to improve this part of your digital storefront; however, I’m all about small steps, so the buck doesn’t stop here.
Check out the bottom of this article for more references and tools!
The Basics of Google’s Updates
Oh, Google. The ubiquitous “they” in day-to-day conversation. So big and mighty is Google that their algorithms can sniff out a lousy website like a veteran canine officer.
The most recent Core update (Dec. 2020) is a tricky one and seems to have caused many losses at first, with many industries starting to see gains toward standard traffic momentum.
Here’s what you need to know and do to keep up with the last year’s updates on Google:
For more information about content requirements for optimal rankings in Google, check out this article.
Here are three things you can do to improve content performance and boost rankings on your website.
#1: Re-evaluate Your Website Keywords to Improve Content Performance
Keywords change as often as the algorithms that index your searches like a digital library. Search behaviors change like a teenager’s mood, so the keyword you used a few months ago may no longer be relevant.
Take a deep dive into your top keywords. Don’t worry about using tools other than Google for this just yet. Use tools like Google Keyword Planner and Google Trends to help you figure out which keywords are better suited for your industry and topic.
You can also check your Google Search Console performance area for common queries over the last 3-6 months. It’ll give you a good idea of what people are typing or saying into Google to find you.
You may also find this information in your Google My Business Insights.
#2: Refresh, Reformat, and Reimagine Your Content
To improve content performance, you’re probably going to need to reimagine things a bit. If it’s not performing well, then it’s likely not written in a way that attracts visitors or encourages them to continue scrolling.
Make sure you’re focused on the customer, not your business, product, service, or yourself. Remember, it’s not about you. It’s about them and what you can do for them. Everyone is walking around this planet with the same thought: “what’s in it for me?”
Address the main problem you solve. Explain, briefly, why what you can do is better than what your competitor can do.
Start with one page, such as home or contact, to test different ways to improve content performance on that page. What do you want it to do? Should it inform? Entertain? Lead into a form? Sell a product?
Trust me; you’re going to want a great writer for this project. Repurposing content sounds easy, but it’s a difficult job that requires a unique skill set, especially when you want to rank in Google.
#3: Use an SEO Plugin to Improve Your Website Content
To help give search engine juice to your content, add a plugin like All-in-One SEO, a multidimensional SEO tool for small businesses. With more than 2,000,000 downloads, the AIOSEO toolkit is both easy to use and incredibly powerful.
These plugins are mainly built for WordPress because that’s what I use. Here, I mean wordpress.org, not wordpress.com.
WordPress is one of the fastest-growing CMS platforms in the world, and with good reason. It’s magic on SEO, and it’s totally open source, which means nobody is going to own your website but you.