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Content Is Still King

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Content is king Sep 2015

”The Greatest Picture of a Goat I’ve Ever” by Postmemes.com

 

 

Gone are the days when you could rank in a Google search by just making sure all the relevant keywords in your web pages’ metadata (titles, descriptions, and a certain percentage in your body text) and with average quality content. Now, with Google’s Quality (aka “Phantom”) Update  (in May of this year), websites can no longer get away with ranking in Google just by using basic SEO tricks. Your sites got to have quality content.

 And the criteria are …

Neil Patel, of Quick Sprout fame, lists 5 Ways to Create Content That Google Wants to Rank. As a checklist, these 5 points are:

  1. Is your content long and in-depth?
  2. Is your content clear, simple, and actionable?
  3. Is your content user-friendly and readable?
  4. Is your content backed up with expert opinions and statistics?
  5. Does your content give readers multiple options?

Of course, following this checklist, Patel’s article runs to about 4,180 words and is loaded with lots of easy to understand infographics, screenshots, entertaining and relevant anecdotes and Internet marketing advice – all presented in Neil Patel’s friendly writing style (go to the Quick Sprout page to read it).

These five tips are, of course, the hallmarks of high quality content – except probably the fifth point, which is just needed when your content, no matter how high quality, becomes too huge to handle without the help of simplifying filters – which are just a way to help limit what part of the content a visitor sees so the website becomes more useful.

But these points are easier said than done. What Neil Patel describes with his five points to great content are the characteristics that make content (blog post, webcast, video, tweet, infographic, etc.) viral – massively and rapidly consumed (read, viewed, or listened to) and shared.

These five points are a tough challenge to every content writer. It’s no coincidence that Neil Patel also wrote 9 Habits great content writers should develop in themselves – because you won’t easily be able to write long, in-depth, clear, simple, actionable, user-friendly, fact-and-data-rich articles if you don’t have what it takes to write great content.

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Content Quality Plays Huge Factor in E-commerce

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When it comes to e-commerce, the rules are pretty simple. If customers have difficulty in finding a product, then it’s safe to assume that the customers won’t be able to purchase the product in question.

Content Quality

However, even the absence or difficulty in finding information about a product featured on an e-commerce site can sometimes be enough to deter customers from making a purchase.

Recently concluded studies affirm this observation, showing that the bigger issue had more to do with finding relevant content about the product than finding the product itself. The study, which involved 143 reports of user failure to purchase a product online, showed that over 55 percent of all reports had to do with bad content on the site—the observation was that incomplete content, a complete lack of it and error messages caused consumers to go make a purchase elsewhere. Even more telling is the fact that the surveyed customers intended to contact the site via phone or email—a clear testament of how the site failed to deliver the information their customers need right away.

The biggest mistake owners and webmasters of e-commerce sites make is that they fail to understand the major downsides of e-commerce. When developing an e-commerce site, one must first acknowledge the fact that customers are unable to taste, smell, feel and touch the offered products. Customers also do not have the confidence of knowing the quality of a product before buying it. In other words, customers are making a risk by making purchases on products they know nothing about. Online shopping revolves around plenty of information and relying on the experiences of others.

This of course, is where good content comes into play. It doesn’t matter if it’s visual or verbal, just as long as it makes customers as comfortable as possible—comfortable enough to want to trust the site with their money. If you need help in getting your content trusted by your visitors, get in touch with Enform now.