Being the hub of your digital/online presence, your website really needs to work for you, your brand and your business. In order to do this it needs to continue to be relevant to your target audience and their expectations and obviously it needs to rank well on a consistent basis.
Staying relevant:
Regularly update your content, blog posts, news, events calendar, product and service information. If something changes in your business then your website should reflect this. When readers land on your page and find outdated or lacking information, they will just click off and not return. Fresh, relevant content updates will encourage readers to return to your site time after time.
Professional copywriting tip – Use copy that will not easily date such as ‘for over 10 years’ rather than ‘for 11 years’ – this will be incorrect soon enough. Avoid using words that are too trendy such as ‘uber’ and acronyms that may be misunderstood such as FYI – for your information.
- Revise your target market and their expectations on a regular basis.
- Are they a demographic that is embracing mobile device usage? Your website should be mobile responsive.
- Are they giving traditional shop fronts the cold should for online shopping? Your website should offer eCommerce facilities.
- Are they short on time? Your website needs easy to use navigation, easy to read content set out in a direct response copy style* and quick to read blog posts and infographics.
- Do they shop/engage at the local level? Your website needs to implement local SEO techniques.
Keep ranking:
Following on from Local SEO, are more tips on how to continue to keep your website ranking well. (If you are not currently ranking well or you don’t have any SEO practices in place – contact the Website Design Centre for some help).
Don’t believe those who cry out that SEO is dead. That’s quite simple not true and unlikely to be true anytime soon. SEO hasn’t died, it’s just reformed. It’s less about exact keywords and phrases and more about whether or not the search engine thinks your site will able to answer the question that the searcher is asking.
While search results and click through rates are less related than they used to be the placement of your website in the rankings is still something to be considered. While people favour the top three results on the first page of rankings, all is not lost if you can’t quite crack that. Being listed towards the top of subsequent pages shows similar behaviour to that of those highly sought after top 3.
Professional SEO tip – If your site’s result contains rich, relevant text/snippets in the description then you should achieve a higher click through rate than even those above that don’t have their descriptions in order.
For additional help on how to keep your website relevant and ranking, contact the team at Website Design Centre. Our professional copywriters and experience SEO professionals are ready to help.
*Direct Response Copy involves the use of headings, sub-headings, bullet points, shorter sentences and paragraphs in order to aid in easy reading.
