The Importance of Website Content
When it comes to building an online presence for your business, there are a large number of steps involved. Creating a website is a complex process requiring design, coding and of course content. In this guide to creating perfect content, we will reveal the successful methods we use to curate content that not only optimizes well, but converts leads into sales.
But first, it is important to understand the importance of content. Why should you invest time, resources and possibly money into content creation?
Simply put: Content is one of the number one indicators to Google of how your website should be ranked. Content is what tells Google who you are, what your business is about and if you are a professional, authoritative leader in your industry.
To understand how to create quality website content, you first need to understand the building blocks of SEO (Search Engine Optimization) and how Google looks at your content.
Some of the Quality Content Basics
When you launch a website with pages of HVAC content, that content is eventually crawled and indexed by Google. The information logged by Google determines how your HVAC site will be ranked in search engine results pages, or SERPs. These Google crawlers are looking for many basic building blocks that indicate who you are, what you are about, what the page is about, and who should be sent there.
Once upon a time, getting your content to rank was simple. You could throw up a list of keywords on your page and Google would rank you for those keywords. During this stage, people began what is called “keyword stuffing”. Keyword stuffing is the act of stuffing multiple keywords onto a page without quality content or in-depth details and is seriously penalized by Google.
An example would look like this:
“We are an HVAC company in Denver. Our Denver HVAC company is the best HVAC company in the Denver area. When you are in need of a Denver HVAC company, call us!”
While keyword stuffing is no longer accepted by Google and will not win you high rankings, keywords themselves are still important. They should be included in your content naturally and should help enrich the idea of the page. Well-written content is explanatory, precise, and includes multiple keyword choices that not only aid in indexing but also offer your audience easy to find information.
The Ultimate Guide to Effective Keyword Use in Your Content
Keywords are the words people will use to find your website. These are the most common words in the queries people type into Google or other search engines such as “HVAC company in Denver.” While keyword stuffing does emphasize those keywords, it does so improperly and is considered spammy by Google and other search engines.
Perfect website content implements all of the following:
- Proper HVAC Keyword Optimization
- Authoritative and Unique Material
- Enhancement such as Bold and Italics
- Bullet Points and Other structured formatting Details
- Heading Tags Distributed Throughout the Content
- Use of Title Tags and Meta Descriptions
Rocky HVAC demonstrates a variety of formatting and styling enhancements along with ample use of different keywords and phrases. This helps Google correctly index the information on your website, helping you appear higher in SERPs and Map searches.
Audience, Intent & Authority
The first step to writing quality HVAC content is to determine your audience and your intent. Without knowing who you are addressing or what you are trying to portray to them, you will lack direction and organization in your writing.
It is often helpful to ask yourself:
- Who am I speaking to?
- What do I want them to know?
- How will I portray my message?
Writing your content with intent is not only important for the user experience, but also for Google. Believe it or not, the search engines can assess how well you are addressing your audience, if you are answering questions and if your message is easy to understand.
Once you have established your audience such as:
Homeowners in my local area who need HVAC services
And your intent such as:
To let homeowners know which residential HVAC services my company provides
You can focus on how to best portray that message. Remember Google’s goal is to send its users to the best authority for the query at hand, so ensure you include facts and details to provide your readers with helpful and accurate information.
Google wants to send its users to a website that answers the question they are asking or points to the service they are searching for. That is why well-researched content will optimize better than content you throw together in minutes and is disorganized and confusing.
Depth, Unique Value & User Experience
Not only do you need to have a clear purpose for your website’s content, but you also need to have depth. As time has progressed and Google’s algorithm has improved, they have constantly updated it to weed out spammy websites. One of the more recent updates was called the Panda update. This update penalized websites with shallow content.
Google wants to see a well-crafted page that covers every question a reader may have about the topic at hand. Your content should be lengthy, but that length should have a true depth of knowledge, instead of simply fluff. Your content also needs to have
Your content also needs to have a unique value. This means not only can you absolutely never use copied or duplicated content (Google will know!), your content also needs to present facts, details, or ideas that aren’t found on other sites.
Unique value means:
- You have a unique perspective to share about your topic
- You are presenting your information in a better format than other sites
- You are sharing information to an audience that was previously without a good source for this information
For example, if you are an HVAC company in Denver, you may be presenting information that is already available online. However, you can offer the same details from the unique perspective of your specific HVAC company. You can arrange the information in a format that is easier to read, simpler to navigate and across the board better for your audience. You also may be presenting pages that do not exist in your area on specific HVAC service types, adding unique value to those pages.
Ultimately all of your online content should be geared towards the user experience. It should be easy to follow. Simple to navigate (this is where your content and design plan overlap). And it should ultimately lead your visitors to convert to leads that in turn convert to sales. One of the simplest ways to create more leads is to have a website that readily presents what you do to its visitors.
The Nuts & Bolts of On-Page SEO
Once you have established your audience, organized your proposed content, and created a unique perspective and value for your content, you can focus on the nuts and bolts of SEO. This is where all of the following comes into play:
- Keyword Optimization
- Headings (H Tags)
- Meta Descriptions
- SEO Titles (Title Tags)
- Alt Tags
As Google’s algorithm has improved, their ability to detect related keywords has also increased. In fact, Google wants to see not only the same keyword repeated but also related ideas. For example, a page about “A/C Repair” should also cover ideas like air conditioner filter replacement, energy efficiency, and other related topics. It should include related terms such as repairs, installation, and maintenance, as well.
Keyword research platforms and programs such as MOZ, SEMrush, and Answer the Public can help you identify the ideal keywords to use in your HVAC content. These programs offer details like the term’s difficulty, how many times it’s searched, and how hard it will be to rank using the keyword. These facts can help you prioritize and position your keywords for optimal searchability.
Headings: H Tags
Your copy should include the use of headings, which are called H tags. These are important indicators to Google of what your page covers. They also act as a visual cue for your readers so they can more easily scan your content, creating a better user experience. Your page should always have one H1 and a variety of H2’s and H3’s, depending on the length of the page.
Meta Descriptions and SEO Titles (Title Tags)
Your SEO title, or title tag, is one of the most important components of your HVAC content’s SEO. This title tag tells Google what the page should be about and also shows up to users when they find you in a search. When you type a search into Google and you read through the results you will see a title tag and meta description listed for the results.
The first component of your SERP results, the SEO Title, should include the most important keywords for the page. For your home page, this will be your primary keywords. For your interior pages, secondary keywords will be used.
Your meta description is a quick call to action and should include the keywords that are found in your SEO title.
The metadata is some of the most crucial elements for appearing in Google searches. A poorly written SEO title or meta description can ruin your chances of optimization.
Title tags length: 50-60 characters
Meta Description length: approximately 155 characters
Alt Tags & Hyperlinks
Finally, you should also include alt tags and hyperlinks on each page. Alt tags are descriptions that you attach to your images. This description is an important place for keywords, but those keywords need to actually match the image at hand.
Hyperlinks refer to adding links to the words in your content that take your reader to a related page. You can link to internal pages on your own site, or externally. Ultimately, your hyperlinks need to be useful to your reader.
Enhancing Your Online Content
Not only does your online HVAC content need to be clear, easy to follow and contain all the critical components of proper SEO to succeed, it also must be enhanced. Enhancing your content does two things:
- Makes it more appealing for your reader
- Makes it more favorable in the eyes of Google leading to higher rankings
How do you enhance your HVAC content? Include these components on every page to create a better user experience:
- Bold & Italics
- Bullet Points
- Numbered Lists
When it comes to enhancing your content, think of it from your own personal perspective. Would you rather read one giant block of text or will you be more drawn to digest diverse content that provides images, breaking points and easy to follow lists?
Ultimately Google’s goal is to send its users to a website that answers their questions, provides useful information and is geared toward the reader. All content should be written with the reader in mind, not simply for optimization purposes.
Content Editing & Final Touches
Once you have put together all the pieces and constructed your outstanding content, you must perfect it through editing and final touches. Read back through every word you wrote and ensure it all flows properly and is easy to follow.
Watch out for all the following:
- Sentence Length (Google favors shorter, easier to digest sentences)
- Ease of Understanding
If you are writing your own content it is not a bad idea to have someone else read over it before it ever goes live. This allows you to catch things that seemed logical to you, but are difficult for another reader to understand.
Once you have added your final touches, it is time to publish and watch your perfect content rise to the top.
Content is not a simple case of throwing words up and hoping for the best. To construct perfect content you must dedicate hours of research, writing, implementation of proper SEO tactics and more!
That is why our team is comprised of a number of professional writers with an editor on staff to ensure every single page of content is truly perfect. If you do not perfect your content, you cannot succeed long term on the internet.
Over the years we have learned exactly what the key ingredients are for the perfect page and the exact way to implement those ingredients. Like constructing a home if you skip a single step of building the foundation, putting together the frame and finally adding all the final features, your home will be shoddy at best.
Don’t settle for second best when it comes to your web presence. We run into business owners across the country every single day that simply do not have the time, resources or skills necessary to construct perfect content. We know that your priority is running your business. That is where our team can come into play. We will build your website and fill it with carefully created content.
Tired of watching your competitors beat you out online? Talk to our outstanding team today! We will be glad to handle all of your content needs!
Click How To Write Perfect Content for the HVAC Webmasters free PDF download.