Friday, July 25, 2014

Why Generic Web Content is a Bad Idea

Your website must differentiate you from your competitors. Generic website content is not going to show your competitive superiority.

When website content is mediocre, your customers will not be impressed. Your content must be fresh, distinctive, original, and compelling. It should engage customers like a friend or a trusted adviser.

For website content to be effective, specific information about a business must be included. A content writer can't just make up copy. It can't be magically spun out of the thin air.

If you have a client that needs content for their website, here's how I operate.

I will need, from you, information about the client's business, brochures, lists of events, product specs, organizational history, whatever I deem relevant to the web content and cannot acquire on my own. Clients have printed material and specifications that need to be delivered to me in some form.

I will provide you with a list of data that I need from the client. I will not contact the client.

The client is not "writing the content" -- they are providing me with the information they already possess and use in mailings, office handouts, fliers, print ads, etc. I then tweak it, put it in user-centric language, build SEO values into it, and format it for web display.

I don't write generic web content that doesn't require any information from the client.

I don't just make up content based on nothing.

I don't have standard, pre-written content that is targeted toward various industries, which just needs changes in the business name and product titles.

Generic template web copy from remote content-grinders is typically duplicate content with slight modifications that is sent out to all websites in a given field and often relies on keyword stuffing and we-oriented fluff.

Web content that satisfies search engines and meets customer needs in a friendly and authoritative manner must be completely unique, sufficient to achieve "Best Page on Topic" status, and written in a FAQ format, mirroring the actual queries that customers use in searches.

Yoast, a Wordpress plug-in, is a poor SEO analyzer, which encourages using the same keyphrase in multiple locations within content and meta tags. Synonyms, variants, and substitute phrases must be used, rather than the exact same phrase over and over. Yoast can give some helpful suggestions, but slavish conformance to the "green button" activation will result in content that violates Google Webmaster guidelines. 

I provide marketing-savvy, personalized, user-centric SEO website content writing that is based on Google Hummingbird compliance and keeps pace with changes in the search algorithms, keyword usage, and customer interests.

Your website project will receive high quality expertise that will result in a good ROI.

Here's a report on buying a generic Android tablet:

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