Is Your Content Too Repetitive?

In the world of web content and SEO strategy, this is a hot debate. Is repetition of keywords and key phrases good or bad for your blog, website and social media?

The answer is not so simple. For the purpose of this article, let’s focus on the body content. Page titles, custom URLs and meta tags/descriptions are really a different story and you can/should go nuts with repetition there. However, the bulk of the content (the body copy, if you will) is a little trickier discussion.

SEO Keywords and Key Phrases

From a search engine optimization (SEO) standpoint, repetition is beneficial. There are some SEO experts out there that would have you put the focus keyword in every paragraph of your body content, if not every single sentence. Then, you should also work in variations and other related keywords and phrases throughout the copy.

Yes, this approach may help with SEO, especially if someone happens to be searching for that exact keyword/phrase. However, so much repetition will likely make your content unbearable to read. It may lead them to your site or landing page, but will it work to convert them into a customer? There is definitely a point where too much repetition is just too much for the reader.

Finding the Right Blend

Always remember that you have a lot of back-end elements helping with SEO, such as the tags, description, headers, URLs and other things you do that aren’t really seen or at least noticed by the average consumer. You’ll want to use these in conjunction with a healthy—but not too much—amount of strategic repetition in the body content of any web page or blog post.

There is definitely an art to it, which is why many companies will hire a blog specialist, SEO specialist and hosting company who are all specifically skilled at doing things the right way. Good SEO will be somewhat overt, yet also subtle at the same time. The content needs to be engaging and well-written, with the SEO strategy (keywords, phrases, etc.) peppered in just right to satisfy all the objectives.

Evolving Technology

Also, consider that search engines are getting more and more sophisticated. The quality of the content is becoming more and more of a factor in addition to the overall quantity, the keywords and the SEO tags, so it requires a more comprehensive, blended approach to do it right. When done right, however, you will have strong SEO and better customer conversion numbers. People will find your pages and they will take action.

For more information about SEO, web content and blogging strategies, contact NextGear Marketing and get more out of your online marketing plan.

How to Write Better Product or Service Web Pages

Detailed information about your company’s products and/or services is valuable content for your website. Your most important products or services should have their own featured web pages, and your navigation should be clear and easy to enable visitors to find the information they need about your specific offerings.

Why Have Product and Service Feature Pages?

Ultimately, a product or service page serves two primary purposes. One is providing information to someone who is interested in specific product or service offered by your company. Today’s consumers like to research online before they commit to buying, so you want to have that information readily available on your site.

The second purpose for a detailed product or service page is Search Engine Optimization (SEO). Having a lot of details and keywords worked into the page content will be good for organic website traffic. Whether someone is searching without a brand in mind or they are looking for info about your products/services specifically, you stand a better chance of grabbing their attention and converting them into a paying customer if your page content is good.

So, what will an effective product or service page contain? There are several strategies you will want to incorporate:

1. Product/Service Details

This should go without saying, but you want to have plenty of details in there to properly represent what you are trying to sell, and of course, to help with SEO appeal. When it comes to tech specs for certain types of products, though, don’t bog down the page content with too much confusing technical language. Consider a sidebar chart/graphic or a bullet point list at the bottom of the page.

2. Brand Messaging

Always use every opportunity to incorporate your brand message. A site visitor may be there to find out information on a specific product or service, but you still want to sell them on your company as a whole. If they believe in your brand, then they are more likely to purchase your products/services.

3. Keywords

You should emphasize certain keywords and key phrases that are most likely to be searched in relation to the product or service being featured. At the same time, your content should flow and you don’t want to overload it with keywords to a point where it is confusing or awkward. There is a strategic method for naturally working in keywords and key phrases. You can also consider a bullet point list at the end of the page listing out product features or service options. This is a great way to use a lot of keywords and phrases without hindering the flow of the main content. Of course, use your page tags, titles and keywords on the back end of each page for optimal results.

4. Call to Action

Every page should have a clear and compelling call to action. Someone has visited your web page and read all about your great product or service. Now what? Give them a next step to take and tell them how they can purchase the product/service (a link to a purchase page) or who they can contact to get additional information. You can include multiple calls to action and links throughout the page so they always know how to proceed.

Page Length

Some product and service pages may be relatively concise and to the point as long as they convey all the key information and messages. Sometimes quality is better than quantity. Others may be much longer. It might depend on the complexity of the product or service being featured. The important thing is to have separate feature pages on your site for all the primary products and services you want to highlight. You will see a difference in your SEO and in your customer conversion if you do it right.

To learn more about custom product and service web content from NextGear Marketing, contact us today and we’ll help you get the most out of your web pages.