Valentine’s Day is approaching and one of the iconic symbols of the holiday is the box of assorted chocolates. As Forrest Gump’s momma always said, “Life is like a box of chocolates. You never know what you’re gonna get.” With chocolates there’s an air of excitement not knowing what you’re going to bite into.
But for your website content? Not so much.
Stay on Topic with Your Web Content
Your business has a purpose, whether you’re a lawyer, a dietitian, a chiropractor. You have a set range of services or products you offer and typically don’t stray too far from that range. Your web content needs to do the same.
Attorneys have it fairly easy – they have their specific practice areas and can generate dozens of topics relating to each one. This means if you’re a personal injury attorney you should be writing about car accident claims, premises liability, workplace injuries, and similar accident claim information – you should not be writing about how to file for divorce, or the difference between chapter 7 and chapter 13 bankruptcy.
The reason you need to be consistent in the theme/topic of your content is directly related to search engines. Google runs all of the content on your site through its algorithms and derives a theme based on the keywords that appear in your content and the frequency that searches for those keywords result in a click to your site.
The more relevant your keywords are to your content, the more likely a searcher will be choosing your site when they search those keywords. This is also why synonyms are important. Google may be noticing that your site is commonly ranking for “personal injury attorney in Miami” and if you’re using similar words in your content such as “accident” “lawyer” “South Florida” “law firm,” that drives the point home that your website is all about personal injury legal help.
Be Consistent With Updating Your Content, Too
It’s not just what your content says that needs to be uniform and relevant. The search engines also pay attention to how consistently your web content is updated. Old statistics from five years ago and a blog that hasn’t been updated in months are signs of an irrelevant website.
Google does pay attention to when content is posted or updated on a website, and the fresher the content, the higher your points are for relevancy. That’s why we suggest regular content packages that deliver a consistent amount of articles, blogs, and social media posts throughout the month, keeping your websites in Google’s view.
Hit the Sweet Spot for Content Consistency and Freshness
We’ve been telling you to stay consistent with your topics and content, but that doesn’t mean you can’t spice things up once in a while. It’s good advice for web content AND your Valentine’s Day plans! Try spinning your normal content into something new, yet relevant. Like this blog, we’re discussing content but peppering in a few nods to Valentine’s Day – and we’re not a florist or a bakery!
So where do you draw the line between consistent, relevant content and the occasional off-topic blog post? Let us handle that question! We Do Web Content can develop a full content plan for your articles and blogs and add in just the right amount of (still relevant) off-topic content to keep things lively. Contact us today and get in touch with our sales team to learn more. Call 888-594-5442.