Promise Media

Website Content Goals Depend on Growth, Improvement

Online business success

Website content goals sometimes are overwhelming because so many of them are possible.

Search engines have increasingly complex and demanding requirements for a website to get higher ranks in search results. Competition continues to grow at a rapid pace; the number of websites and website pages far outpaces the growth in audience and revenue.

The means visitors are getting more picky about what sites they visit, how often they visit them and how long they stay on them. It’s a beautiful buyer’s market for visitors and a lousy one for websites. Failure is not an option.

A publisher may find it helpful to take a step back and focus on just a few goals that act as guides to every other goal and tactic with website content.

Two that come immediately to mind are growth and improvement.

Growth as a Top Goal

Growth of content naturally means more content. More content comes in two main forms: articles and images.

Anyone who tracks analytics knows that search engines respond favorably to new articles and images. They also know that the frequency of postings will have a positive impact.

A site that publishes a new article seven days a week will likely see a faster growth rate in organic search engine visitors than one that publishes three days a week.

Volume and frequency matter for growth. So does the length of articles. A 1,000-word article obviously contributes more to the overall growth of site content than a 300-word article. Longer articles create more opportunities based on their keywords to attract a broader set of search visitors.

Think of content growth as not just the number of articles but also the total number of words.

Improvement as a Top Goal

Other priorities do get in the way. So do resources such as time and money.

Writers often can’t produce a 1,000-word article every time they write. They may write only a 300-word article because they don’t have time to do any more.

That’s where improvement becomes important. The 300-word article has the potential to grow much more, get more graphics, increase the word count, etc.

It may not rank well in search engines. So when time permits, it behooves the writer or publisher to return to that article and make improvements.

Those improvements aren’t limited to the content. They also may apply to the graphics. Some graphics take only a few minutes for the creator to improve them, such as giving them a larger title, more colorful background and so forth.

Improvements even apply to the caption and alt tag of the image. The image may show up in the third or fourth row of search engine image databases because of weak captions and alt tags. An improvement may lead to higher rankings and more click throughs.

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