Content right-ing: A scholarly voice & fresh look increase traffic 35 percent

Industry: Human resources solutions
Content: News content, in-line images & pull quotes
Highlights: Updated content strategy increased organic traffic 35 percent

A successful SEO strategy is more than keywords and web content. These days, you need to have the full package to get a spot in Google search results and – more importantly – get your target audience to visit your website.

High-quality content writing is the new norm. That means no keyword stuffing, no stitching resources together unless you add an original layer of analysis or a fresh angle and definitely no thin content. People don’t want to waste their clicks on sites that offer little value. They don’t have time for content that doesn’t answer their questions. And because searchers are Google’s customers, Google won’t reward those approaches with web visibility either.

You need to have the information people want, in formats they prefer, using the voice they find most accessible … and it has to look good.

The content marketing triple-threat

One of our clients recently updated its content strategy to reflect the evolving web marketing standards. The HR solutions company had been publishing news content consistently, but understood that in addition to the information and voice, web users increasingly care about the way articles look. We upgraded the strategy to add:

  • In-line images (Pictures, graphs and illustrations within the body of the article)
  • Pull quotes to highlight important information
  • A more academic tone in the writing

The winning combination of visuals, refined content style and useful information meets readers’ heightened expectations of the sites they visit online.

Content right-ing: A scholarly voice & fresh look increase traffic 35 percent


Rick Duris is CopyRanger.

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