Good web content gives the searcher exactly what they looked for. Give each page one clear search intent. Then make the images, the video and the text for that intent, and make them load fast on each screen.
Learn this skill in the course Content Marketing (MC-CM).
Signs that your content misses the intent
- Visitors leave a page within a few seconds.
- One page tries to answer many different searches.
- Pages load slowly on phones because of large images or videos.
- The text was written before anyone checked the keyword.
Create content for each page in four steps
1. Give the page one keyword and one intent
Decide what the page is about and which search it answers. A clear intent tells the search engine and the reader what they will get.
2. Prepare the images
Select images that support the intent of the page. Size each image for the screens that show it. Select the correct file type (for example WebP or JPEG) and compression, so that the image is sharp but small. Add alt text that describes the image.
3. Add video where it helps
Video is a good way to give your message, and many people remember a video better than plain text. Videos can be simple text animations or filmed footage, for example drone shots. Optimise each video so that the page still loads fast.
4. Write the article for the reader
Agree the scope of the article first. Research the topic and give the article a clear structure that answers the needs of the reader. Use a layout that resizes for each screen, so that the text is easy to read on a phone.
Check before you publish
- Does the first paragraph answer the search?
- Does the page load fast on a phone?
- Does each image and video support the intent?
- Is there one clear next step for the reader?
What to do this week
- Select your five most visited pages. Write the one intent of each page.
- Test the speed of each page on a phone, for example with Google PageSpeed Insights.
- Make the largest images smaller on the slowest page.
