((This is a continuation of our series of posts about why content is your best investment as a business. To view the entire guide in reverse chronological order, click here).
There are several different types of content, and each type has value. Below you will find a breakdown of several different types of content that will help your business thrive.
Basic Website Content
The most important – and most basic – form of content is website content. This refers to any type of static content that you place on your website to give your website more depth or sell a product to the reader. Your home page, your services pages, your products pages, and even your “contact us” page are all examples of basic website content.
This content needs to be well written. While keywords should be considered and potentially integrated throughout your pages, quality is key, because you need to ensure that customers that visit your page see content that is grammatically perfect and engaging. This type of content is targeted to the reader, and designed to keep them on the page and excited about your product. It also tells search engine algorithms what your business offers so that it can start to rank you accordingly.
Pages are an extension of website content, and arguably one of the most important investments you can make. Remember, at their core, search engines are not advertising tools. They are information and reference tools that happen to point people in the direction of businesses and products. Search engine algorithms are designed to direct people toward websites that are most useful to the user, not necessarily websites that sell a product the user may want.
Pages are an example of this type of content. Pages are simply that – pages on your website that – although they can sell a product or promote a service – are generally just information pages that give your website more depth. While they can be keyword targeted, these days it’s more important to write excellent content, let the keywords flow naturally, and show search engines that your website has a lot to offer.
Pages are one of the most difficult aspects of content marketing for companies to grasp, so the best way to describe it is with the following example:
You were recently arrested for spray painting carnivorous ferrets on the wall of a police station, and as your community service you’ve been told to work for the local library. You’ve been put in charge of stocking the business marketing reference section with new books. You can choose from thousands of books related to business marketing, but you can only fit a couple dozen books in the section, and you’ve been told that unless you put useful, relevant books on the shelf, you’ll be sent to prison to make vanity license plates.
There’s one problem. You don’t know how to read.
Somehow you need to find a way to tell the difference between a useful book and a useless book without reading any of the text. You need to guess which books are going to have the most/best information to the reader without being able to judge the content of the book itself. How do you do it?
You do it by looking at the number of pages. Books with more pages are likely to have more useful information to a reader. Books with only a few pages likely provide less information. While you may not be able to gauge the quality of the content, you can guess that if a book has more pages, it probably has more information that is useful to the reader.
While this is a fairly simplistic way of looking at the value of pages, it does play a significant role in how search engines value your website. If these pages are filled with quality writing and review a number of different subjects or topics, your website’s ranking will improve even further. In addition, the more content you have, the more likely you’ll have naturally occurring keywords that help your website get hits. If you only have a couple of pages, search engines will see your website as less valuable, and you’ll have fewer long tail keywords to help your search engine optimization.
This is the reason that investing in pages and pages of content is so valuable. There are numerous ways to create this content. You can add an informative article section to your website, add pages for all of your products or services, put up information about news related to your industry, etc. There are plenty of ways to add pages to your website, and providing your site with that kind of depth is one of the most important aspects of SEO.