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Contact South West Web Marketing Importance Of Well Written Content For Your Tourism Website

Content Marketing Advice

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Content is what makes up your entire website. Without it, you don’t even have a site, let alone one that will gather rankings and authority with the search engines. With that in mind, it’s essential that the content you put onto your "Tourism Marketing" website is not just relevant but of a high quality as well. If it isn’t well-written, you are largely wasting your time.

Do your homework

One of the key things to remember with your on-page content is that it must be accurate. That means you will have to fact check any statements from experts, quotes or anything else that you are writing. Not only does it look incredibly sloppy and reflect badly on your online brand if you turn out to have written something that isn’t true, but you could also be breaking the law. If you’re giving people false information or using their work without permission, you put yourself at risk of being sued, effectively leaving the company reputation in tatters.

If you are going to make a point and you need to, make it as clearly as possible. Give your customers what they want, fast and concise.

Detail is everything

Taking care with your content can make the world of difference to the end result. While some people may appear to be unbothered at the state of their spelling and grammar, there are still those who hold both in very high regard and will instantly click away from a site that is full of typos. Spell check is all well and good but if I had a pound for every time I saw spell checkers correct everything into American English, I could have retired at an early age! Obviously check the settings on your spell checker to ensure they’re set to the right language but also take that little bit of extra time to read through your own work. Even better, ask someone else to look through it as well; a fresh pair of eyes can often spot errors that you may have missed yourself.

It’s not just about spelling and grammar, but about the structure of your sentences themselves. Bear in mind that a spell checker won’t necessarily pick up on this so you need to be careful about how you write. If you open a sentence talking about one topic, ensure that you complete the sentence and don’t branch off on a tangent half way through. This is something that not everyone will automatically pick up on but they may think it reads a little strange.

Keep it real

You will find that some businesses that jump straight onto any big, global event and write a piece of content about it, somehow linking it to their particular industry often in a very tenuous way. While this can work really well in some circumstances, think carefully before doing this. If the event is linked to your industry then by all means go ahead but if you work in construction, don’t try and tie this into a huge gambling scandal; your online readers will see through it and it could actually have a negative impact on your reputation in the long run.

Relevant content is obviously going to be the better option. Find natural links to industry stories when you’re writing blogs for your site and ensure that your on-page content is informative and also gives the reader the information that they are looking for. Your exit rate may drastically improve if you are answering the questions that your customers have, rather than just bombarding them with irrelevant information.

Help your website SEO

Good content can also have a profound impact on your SEO as well. Keywords are a staple part of an SEO campaign but there are some rules you need to stick to. The old fashioned ways of SEO saw sites choosing a ‘hero’ keyword and just trying to cram that keyword into as many keyword-heavy sentences as they could to ensure the keyword ranked in the search engines.

While that is an extreme example, it does still happen from time to time and the search engines have wised up to your clever plan. There is very little point in shoe horning loads of these relevant words into your content because it looks awful. Your customers will spot that of course, but the search engines will spot it even sooner and they will not be too impressed. Quicker than you can say ‘panda’ or whatever the latest is, you’ll find your rankings have crashed through the floor and you’ll have been hit with a penalty by the ruler of the internet world, Google. They will slap you with their update and you’ll be left out in the cold, wishing you’d been a bit smarter with your content.

Size seemingly matters

The length of your writing is something you do have to pay attention to. Again, back in the good old days when things were different, anybody could push out a blog of 300 words and watch it climb the search engines. However, longer form content is becoming increasingly important. To be perfectly frank, you can’t make a valid, concise point in 300 words. As a consequence, the shorter pieces of content floating around are going to need a bit of a rewrite. While there isn’t necessarily a Google algorithm in place to combat this shorter, usually irrelevant content, there have been rumblings and mutterings in the SEO world for some time that short just isn’t sweet anymore.

Within this longer form content that you’re writing, that will have perfect spelling and grammar and sentence structure, you also need to think about sentence and paragraph length. Basically, the length of every part of your content is important. People read very differently online to how they read in print so long paragraphs simply don’t work. The same applies for your sentences. You can make a strong point without writing 25 words at a time. It’s about impact.

Ultimately, there is a lot more to creating great content for your site than just putting fingers to keyboard. You need to give it some thought and carefully structure every sentence. Make sure you monitor the length of your paragraphs, have a relevant topic and most importantly of all – Check Your Spelling.

Some key takeaways

To make it as easy as possible for you, I’ve made a list of key things that you should remember when writing your content.

First of all, make sure you check your work to ensure there are no errors, grammatical or otherwise. On top of that, you want to be sure that everything you have written is clear and concise. Don’t stuff loads of keywords into your content or try and make them fit into places where they just don’t work. Finally, ensure that your content is relevant and long enough to give your readers a full understanding. They should leave the page informed, not confused.

Author - Shaun Richings is a Digital Marketing and SEO Specialist with nearly 15 years experience across multi niches. For more information take a look at my LinkedIn profile or contact me on 07957 214474.