To perform well a website must be easy to find and provide users with information that adds value. The science of SEO and the art of content marketing can sound terribly complicated to the already too-busy-to-care small business owner. So here are 3 tips and tools to help you get the most out of our website.
Keep Content Concise and Easy to Understand
A usability study conducted by Jakob Nielsen suggests that you may be able to achieve a 58% increase in usability simply by cutting roughly half the words on your webpage.
Make sure you:
- Get to the point
- Cut out unnecessary information
- Use common words and phrases
- Avoid long paragraphs and sentences
To get an idea of how readable your website is try out The Readability Test Tool, which allows you to plug in your URL and then gives you scores based on popular readability formulas.
Make Content Skimmable
Web readers tend to skim webpages to find the information they want. (If you don’t believe me check out this study.)
So you need to lay out your content in a way that helps the reader to find the key points.
- Highlight keywords
- Use sub-headings
- Use bulleted lists
Go For the Longtail
SEO is all the rage, but there is no point in small businesses banging their heads agains the wall trying to improve their rankings on overly popular keywords.
The “longtail search” refers to the practice of seeking out specific, niche search terms – usually with 3 or more words. Using “longtail” is likely to result in less competition and more targeted traffic. So, for example, rather than trying to optimise your content for “bed and breakfast”, you concentrate on coming up first for “bed and breakfast Coffs Coast”. Or instead of optimising for “Facebook” or “Social Media”, you aim to be on page one for “Best Business Tips for Facebook” or similar.
Use Google’s Keyword Planner to find the best keywords.