Four Reasons Why Content is Your Company’s Missing Link

Four Reasons Why Content is Your Company’s Missing Link


In the constantly changing world of internet marketing, companies are always trying to find the next big thing that will improve their rankings in online search. The answer may actually be pretty clear: improve the content on your site.

You might think of content as just words on a page describing your products or services. But good content does so much more. Well written content creates interest and engages customers, making them more interested in what you’re selling. And yes, in the end, good content will help you rank better in Google, as well as other search engines. Here’s are a few ways quality content will make your site better.

Improves Keyword Optimization

While keyword optimization is nothing new, most businesses don’t understand that the copy surrounding those keywords is just as important, if not more. While the keywords will help your page rank in search, having engaging copy with the right keywords pulls readers in and allows them to really learn more about your products. Besides, what’s the point of a keyword-optimized page if no one is reading it?

Decreases Bounce Rate

Think about the last time you visited a website with poorly written copy. Odds are, you saw the page you landed on, decided you didn’t trust the site, and left. This is called a bounce, and sites with a high bounce rate tend not to rank as well in search engines. Having quality content will help your site seem more trustworthy and, ultimately, encourage users to keep reading. That’s the ultimate defense against high bounce rates.

Increases Site Visitation Time

Would you rather have a potential customer visit your site for one minute or five minutes? Normally, the longer a visitor spends on your site, the more likely they are to eventually make a purchase or request a quote. Google and other search engines also use visitation time when determining where to rank sites, since the duration of their visit can be an indication of a site’s quality. Interesting content will help engage your customers, leading to longer visits – and helping your site rank better in the process.

Creates a Call to Action

Having good content on your site is important on its own, but you can also use that content as a call to action for your customers. A call to action could range from an inter-site link like this one that leads a reader to a different page you want them to visit or even a contact, subscribe, or buy button within the page itself. Good content encourages readers to follow your call to action, whatever that may be.

Hopefully this gives you a clearer understanding of how content works for your business. On one hand, it’s an opportunity to communicate directly with your visitors, but content is also the tool that can help search engines get your message to those looking for it. If you need better, search-optimized content for your site, blog, email or social campaigns, we can help. Get in touch to request a free consultation.