#1 Reason Website Content is Important to Drive Traffic and Clicks

Like What Your Reading? Please Share

Website content is important because it drives traffic (people)! Traffic is clicks and those visitors will buy your courses, t-shirts, and accounting services.

Google’s #1 rule of content is that it must answer the questions people are asking¹. These pages must be found on “page 1” of SERP and get clicked.

Your “job” is to convert this traffic into customers. The only way to do all of that👆 begins with great web content.

Why Great Website Content is Important?

The #1 reason people click on links in search is they believe that page answers the question they are asking. That is it.

But, I hear you say “the internet is overflowing with content“. Yet:

“We’re (still) not suffering from a glut of good content.”

Sonia Simone (Copyblogger)

Right? Plenty of people publishing. Is all that publishing good and great content? Probably not.

So you are clear. Google considers good and great content as:

*Web pages, content, that satisfies the intent of the person searching.
*Is from websites people trust
*Is written by a subject matter expert
*And the author is an authority in their field

Pulling the idea string along to the conclusion; the content must:
*Educates, informs and entertains
*Gets found in search engines
*Brings in more and better traffics.
*The simple and single job of content is to Make. More. Sales.

At the top of the pile (even though it’s last):
The job of content is to Make. More. Sales.

Content makes selling your products and services easier.

Peter Drucker, grandfather of marketing stated it perfectly:

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… ∴ the aim of marketing is to make selling superfluous.”

Peter Drucker

All the content on your website is marketing your business. Content Marketing!

The best part is those dozen, 50 or 5000 blog posts are selling 24/7.

Here are my top reasons “Why Website Content is Important”

Good Website Content Helps People find your website in the SERPs

Good Website Content is a basic requirement to help people find your website, build trust and make sales.

“SERPs” is the search engine results page. This: 👇 is a “SEARCH QUERY”, a fancy way to say asking a question.

The answers on this SERP are what Google believes is the most relevant answer to the question.

Right?
When people ask questions they are at one of Eugene Swartz’s 5 stages of the customer journey.

People:

1. Are not aware they have a problem (problem unaware state)
2. Realise they have a problem, uh oh! (problem aware)
3. Realise a solution exists to the problem, whew! (solution aware)
4. Realise a company can provide the solution. Awesome! (provider aware)
5. People are ready to buy and fix the above problem (most aware)

Your “job” is to answer all the questions people are asking at every stage of the customer journey.

“answer all the questions” is content marketing.

Here is the deal:

When you understand all the questions people ask then you have:

• walked a mile in their shoes and felt their pain and
• can produce blog posts that answer those questions.

Right?
I am laying this out a, b, c, fashion.

When people read they feel empathise with them they easily feel you’ve “walked a mile in their shoes and felt their pain” and you immediately build trust🤟🐕‍🦺.

And trust always precedes buying.

Right? “People must know you, like you and trust you before they buy from you“

That phrase👆 is the internet marketing equivalent of the RC’s “Hail Mary full of grace“.

Be better and go deeper

When you write blog posts for the 5-stages of the customer journey than those web pages:

• Naturally, attracts backlinks
• Attract more of the right audience to your website
• Get Traffic (people) to click the link in the SERP, which:
• Increases your click-through rates (CRT)
• The content builds trust with people – as you are perceived as the expert in your field and,
• The content converts more leads and sales

Good content gets you found in the search engine result pages, you get the click, you build trust with people and get more sales.

More sales are why website content is important for your website (have I said that before, feel like I have 🤔).

But how to get a blog post or page to show on page 1 in the SERPS? Understanding the E-A-T guidelines is important.

Good Web Content is from an Expert, is Authoritative, and is Trustworthy

E-A-T is a core part of Google’s Search Quality Evaluator Guidelines. These guidelines are where webpages are viewed and ranked by people for those three factors.

E-A-T is one of many guidelines Google uses to determine whether the content is valuable to people and whether it should rank well in the SERPs. E-A-T is one of the 200+ signals Google uses to determine if a web page is the right one to answer to display in the SERPs.

The E-A-T guidelines are not a direct web page ranking factor. E-A-T will impact your overall search rankings.

What does E-A-T mean for you?

E-A-T is a minimum desirable benchmark standard for you to achieve when writing and creating web pages.

So in Part I, we discussed why website content is important. Part II digs deeper into what Google views as high-quality web pages.

According to Google’s E-A-T guidelines, great web content should:

• Help users (your target audience).
• Be created by an expert.
• Be posted on an authoritative website (plenty of backlinks).
• Be trustworthy.
• Be updated regularly.

👉Helping (users) is simple – you offer your expert views and answer the questions people are asking.

👉I am an expert on internet marketing. These articles are created by an expert. Can I comment on legal matters or tax or accounting matters? Yes, but I am not an expert in those topics and Google knows this.

👉Be posted on an authoritative site – authoritative websites are from a “trusted source that offers reliable information to users.”

👉Trustworthiness is information and knowledge backed by science, research and facts. Not backed by gut feel, beliefs or rumours. (Google determines by the number of the relevance of backlinks from other websites)

👉Be updated regularly – publish new articles on a regular schedule. Update older pages with new information).

Here is an E-A-T checklist to improve your web pages:

Here is how to implement each of the 7 steps

1. Set up an author page on your website. Have an About Us or a team page with a bio of each person. Easy with WordPress websites.
2. Interview experts in your field and/or conduct collaborative research.
3. Do you want to inform, explain, convince or describe? Use titles and headings that make the purpose of your content crystal clear and use simple straightforward language – primary school or 5th-grade reading (USA) level – just like newspapers.
4. Update regularly means publishing new posts and articles along with updating existing pages.
5. Do you mention statistics in your article? The link to them.
6. Trustworthy content explores problems from multiple viewpoints and examines how each contributes to the overall conversation.
7. Reputation – do you eat at a 2-star restaurant? Nope, nor do I and the same applies to your online reputation. No one wants to do business with a 2-star person.

FAQ – Why Do you Think Website Content is Important?

Image credit photo by Kenny Eliason

Like What Your Reading? Please Share