Content is vital to the success of any website project no matter what topic the site is covering without good content the site will not be able to attract visitors and without visitors there is no point in having a website in the first place, the content of the site is also what affects the search raking in users search results and having good content can bump your website up the list and with that attract more visitors. (read more about the importance of content: Why is content so important?)
Not all content has the same value to both search engines and to your website visitors, this is why its important to ensure your content is meeting the needs of your users while at the same time ensuring the search engines are getting what they need to rank your website for your targeted keywords. Target keywords are the search terms you want your website to appear in the search results for (read more about keyword research).
Writing good content needs to be a balance between using keywords of importance to you and also ensuring the content itself is useful to your readers not only because this will help improve your search ranking but also because your visitors will be more likely to share your website with others via social media networks – this can be a very important source of traffic and can itself help improve the performance of your site – a snow balling effect.
Other important things to keep in mind is the language in use – don’t use overly technical terms as this may scare off some of your users but in some industry’s its unavoidable so adding definitions could be a way to help users with this, while on the subject of language ensure your spelling is up to scratch as well as it has a direct effect in the opinion your readers build about you and your website while reading your content.
Another thing to keep in mind when creating content is how does it fit into the website as a whole? This is called content strategy and helps ensure your website makes sense as a whole but also helps identify the content your users are after – this can enable you to create content that attracts more and more visitors to your site. Content strategy also highlights an important part of working with content – the fact that it should never stand still and should be reviewed constantly to ensure its always as effective as possible.