- Web-site content is more effective when focused on a given subject and topic. Similarly, search results that are focused on a very narrow topic have a higher conversion rate because they point visitors to content that very closely speaks to what they were looking for. Much as the number of times that this keyword and content may come up in a result and be clicked by consequence, whenever that happens, the visitor will tend to spend more time reading the content and you will have a chance to convert them, or make them return for more content if your content is well written and organised.
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- Vague web-site content is often characteristic of 'brochure websites' whose primary objective is to introduce an organisation to a general audience. This is only practical if the website is mainly meant to compliment more effective off-line marketing activities.
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- Generalised search engine optimisation (SEO) focuses on the generalities of many subjects if not all general aspects of a given subject without providing in-depth and valuable information or focus. 'Content is King' and websites that have rich, valuable and in-depth information on all relevant topics get more visitors, provide better information to the visitors, and are more probable to convert more visitors to prospects, leads, and sales. Some web-site managers may not have the resources, or will to dedicate the required time and attention to their web-content; or they may not realise how indispensable a well organised and content-rich website can be to the success of their business. In a bid to cover all the topics that are relevant to their prospects with little time and resources, many content creators often write vague content that hints on the focus of their business or organisational subjects.
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- Generalised content, and the resulting SEO and search results lead to very stiff competition for organic ranking (content without focus appears in vague searches), and high competition for pay-per-click keywords. For example, trying to optimise your content and SEM resources for keywords such as Web Design outs one is a very competitive field, and since such topics are vague and not very focused:
- You will rank very low
- If you invest PPC money on such words, you will pay a heavy premium to rank reasonably
- Since you do not provide comprehensive content about the general topic you desire, there is no certainty that the visitors you will attract will be interested in the relatively narrow focus of your product and service offerings. Consequently, you will be paying for clicks that do not convert and that may bounce off your website immediately they fail to find enough content on their specific interest.
- On the other hand, if you have varied in-depth information about all aspects of a given topic, you should be targeting specific keywords and pointing them to in-depth content on their subjects as opposed to targeting general keywords.
Increasing web traffic is often a welcome ego boost, but it is sometimes deceptive and is by no means an indicator on the success of a web-site and the business that it supports. The percentage of converted traffic is a better indicator of a
web-sites effectiveness.
