Website Content Matters: 7 Tips to Drive More Traffic to your Website  

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Website Content Matters: 7 Tips to Drive More Traffic to your Website  

According to HubSpot, an estimated 5.6 billion searches are completed on Google daily. Ranking on the first page of results on a search engine, the search engine results page or SERP, is tied directly to the relevant content on your website.

More than half of searchers start a new search rather than click on second-page results, which means ranking high (and on the first page of search results) is critical to driving traffic to your website.  

Content plays a key role in how your website ranks among results when people search for your business, product or service on a search engine (such as the notorious Google). But there are also a few overlooked tweaks you can make to your website that don’t involve content that will also improve your organic SEO performance.

Search engine optimization drives visitors to your website

Search engine optimization (SEO) is the way you get people to your website without paying for an ad and it is critical that the content on your website is optimized for any and all web search occasions, including on desktop, mobile and voice search.

To optimize the ability for your business to be found organically (or naturally) online, it is important to include relevant, updated website content so potential customers can find you when they search. 

Read on for seven tips to improve your website and drive more traffic to your website. 

Tip No. 1 – Ensure your website keywords are relevant 

It is important to ensure that the keywords incorporated throughout your website are still relevant today.

Make sure that selected keywords appear in four places on your website:

  1. Page title
  2. Headlines/headings
  3. Subheadings
  4. Body copy

Don’t forget to add a meta description, the 160-characters that accompanies your page title in the SERP to provide searchers with a brief description of the content. It will help searchers get a little more information about what they’ll find at your website and encourage them to click through from search engine results to your website.

When trying to determine where to begin with keywords, think through search intent. How will an individual search for your business, product or service? What terminology will they use and what do they need to know? Does the copy on your landing page answer a question they have? Make sure that your keywords and website content are built around answering questions that your searchers might be trying to understand.

Add new, fresh content regularly to your website, such as monthly. Not only does this keep the content updated, but it also optimizes your search engine results.

Tip No. 2 – Remove outdated information from your website 

Remove any outdated information on your website. This might include outdated blog posts for events that are now in the past. If there are old articles that feel like they are repetitive, go ahead and remove those or combine them with another more relevant article to help simplify your website content further.

It is easier for Google to crawl, or search, data on your website when the information and content are simplified.

Crawling helps Google identify content that exists on web pages on your site and decides where your page should rank based on relevance. A simplified site improves your ranking and helps Google find the information it is looking for.

Tip No. 3 – Create concise headlines on your website 

Make sure your headlines are concise and no longer than eight words or 70 characters. Based on HubSpot’s recommendation, you want to ensure that the complete headline fits on the search engine results page so that it is fully viewable in search results.

Tip No. 4 – Revise any bad/broken links or outdated information on your website 

Broken links or outdated information on your website can hinder how your website ranks in search results. Make it a priority to revise any outdated information on your website to ensure your visitors are getting updated, fresh content that is relevant based on their search. Review links that are on your website, both internal and external, to ensure all links are still working correctly. Update or remove any broken links.

Review dates for things such as past events and revise this content as needed. Try to make the majority of the content on your website evergreen, meaning that it is long-lasting into the future, and incorporate timely and topical information for campaigns, current events, etc.

Lastly, check for spelling and grammar errors on your website. Make sure those mistakes are revised as they don’t present your website content well and reflect poorly on your brand overall.

Tip No. 5 – Change your publish date on your website 

Outdated content presents a bad first impression to your potential customers. Provide visitors with a quick and easy update by simply revising the publish date to today’s date when you make changes on your site. This is typically located at the top of your blog posts, or near the footer of your website. Revise this to today’s date so that users and Google alike both see that the content is updated and relevant.

Tip No. 6 – Improve the speed of your website 

Did you know that site speed affects how your website ranking, too? And, let’s not forget how quickly visitors desire to have access to content – slow load times can make a big impact especially if customers lose interest during load times. According to Semrush, the average load time is two to five seconds. Make an effort to improve the speed of your website. How quickly your website loads is a significant factor for how search engines rank your site and how high you will show up in results.

Utilize Google’s free tool, Google PageSpeed Insights, to check your website speed.

Tip No. 7 – Pay attention to your website’s images 

When it comes to SEO and your ability to be found online, images matter, too. Make sure you are using alt tags, about 125 characters or less that describe the image’s appearance, and descriptive files on each of your images to enhance your searchability and improve accessibility.

Search engines and visitors using a screen reader use this information to describe what is featured in the images.

Optimizing images on your website can also help improve overall site speed, too, as larger images can drastically increase site speed. That means an image used for printing needs to be resized for web use. According to Semrush, the most commonly used image formats are JPEG or PNG files and file sizes for images should be kept below 100K according to WordPress

Website content matters when you want to increase traffic to your site

The content, keywords and images on your website matter. They have the ability to bring searchers to your website organically which can ultimately mean new business for you.

These pieces of your website deserve time and attention and are a key part of your sales process. Make sure to take the time to optimize the content across your website by keeping your content relevant, accurate and fresh.

Is it time to optimize your web content to drive more traffic to your website? Utilize these tips to help improve the ranking of your website.

Not sure where to begin? Let us provide your business with a complimentary website review (offer available until March 31, 2022) to narrow in on key areas that could be improved on your existing website. Contact our team at Writing by Design to help optimize content on your website as part of your digital marketing strategy.

Photo of Emily Feagles, Writing by Design Account Manager and Writer

Emily Feagles has more than eleven years of experience in product manufacturing and not-for-profit industries leading marketing and communications initiatives. Her expertise includes communications strategy, public relations, brand management, printed publications, email marketing, website and social media management, event planning and promotion, product marketing and research, process development, writing, editing and more. When she’s not working, Emily enjoys spending time with her husband and two young children, chasing their wanderlust and spending time at their favorite place on the lake in northern Wisconsin.