As a business owner you no doubt have a website and from a marketing perspective you understand how important it is to keep your visitors engaged and interested, attracting new visitors and building your audience and through them customers. If you check your Google Analytic account and find that your bounce rate seems high or that your unique visitors are dropping off or that sales and inquiries haven’t increased, it could be due to your content.

What Is Content?

Search engines are complex things however their main purpose is simple, to serve the most relevant content to those people searching for it. This is because one of the main reasons people use the Internet is to find information. Knowledge is power and it’s this knowledge that makes the search engines so powerful. As a website owner it’s your role to give the search engines what they want, regular good quality original content and in return they will send visitors to your website.

Even if content isn’t your main online focus, your audience still want to know about the latest developments in your niche. If you are selling gift baskets for example, articles created related to creating, designing and the different types of gift baskets will prove helpful. It’s the sort of information that can make the difference between someone deciding to buy from you or going elsewhere in their search.

But, what is content? It is the articles and blog posts that populate your website. This information is what draws people in and what feeds the search engines. When audience members put certain words into search parameters on Google, it is your content or tagged images that you want to pop up on the results page.

Five Ways Your Content Could Be Driving People Away

So, is it good enough to just have content of some sort on your website? In a word: no. It could be detrimental to you, if not carried out correctly.

Stagnant Content

No one wants to see the same old content week after week, if every time someone pulls up your website they see the same pages, articles or images, they will soon go elsewhere in their search for new and interesting content.

Poorly presented content

When publishing anything online, preview it first to check the formatting and try and always include an image. If it’s hard to read because words are going every which way, your audience will give up right away and move to the next website on the list of search results.

Poorly Written Content

It’s true that people often gloss over some misspellings because the brain instinctively knows what the words are. But, a piece that is riddled with poor grammar or poor misspellings takes longer to decipher and is often not worth the effort.

Fluff Pieces

Have you ever read an article that said a whole lot without saying anything really at all? This is known as fluff. The title boasts information that is not found in the article, and if you include such content your readers go away unsatisfied.

Unreliable content

The purpose of content is to inform and educate. If your content lists last year’s statistics or fashion trends, your audience will eventually find a website that is more up-to-date with its information.

Content is still king on the internet and always will be, is yours holding court?

How Content Drives People Away
5 things every small business can fix on their website in the next week to increase leads
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