5. Advanced tips
Once your website's off the ground, and you grow more confident and experienced writing content, you can look into ways to improve your website's performance through marketing strategies and search engine optimisation (SEO).
Writing for your target audience
It helps to have a specific person in mind when you're writing content to make sure it's suitable and appealing to the people you want to target.
If you haven't researched your audience before, important things to know about your target users are:
- their background (e.g. age, gender, industry, education level)
- what problems they want to solve
- what interests and appeals to them
- their previous experiences with businesses like yours
When you've gathered this data from website analytics, surveys or other research, pull together the main traits to create one or more example customers and give them a name. These personas are the people you're writing your content for.
Keywords are still at the heart of SEO. Keyword research will show you what words and phrases people are entering in search engines to find websites like yours, which you'll want to associate with your own pages.
Some keywords may be obvious, but using a free tool such as Google Ads Keyword Planner will give you more detailed insights about other keywords and popular variations you should also be targeting.
Keywords should be used naturally throughout your content, but they carry more weight in key areas such as titles, headings and image descriptions.
Important: Don't overuse keywords to try to game the system. Search engines got wise to this practice a very long time ago and websites that use 'keyword stuffing' are penalized, as well as annoying for users.
Where to include keywords
Primary and secondary keywords for each page should be used naturally throughout the content, but they should be especially prominent in:
- page titles
- the first 100 and last 100 words of the content
- title tags and meta descriptions
- alt text for images
Search engines favor websites that are updated regularly. Adding more pages or publishing a regular blog will help you attract more searches and improve your page rank.