Site content

What is site content and how does it affect conversion and sales?

Site content is any information posted on it. Most often, content is understood as text content, less often - video and audio materials. Without high-quality and regularly updated content it is almost impossible to improve the efficiency of online business and bring the site to the top search ranking.
Any information that the site offers the user should be useful. Practice shows that frankly promotional articles do not enjoy much confidence from readers. But reliable and relevant content of an expert type, telling about all the pros, cons, and features of a product, service, or company, on the contrary, makes people linger on the site and, finally, click the Buy button. The level of sales is influenced by such factors as ease of perception and clarity of content, use of visual elements (illustrations, video materials), high-quality internal structure of links and size of texts - all other things being equal, more voluminous content “sells” better. It is also important not to complicate the buying process for a potential client - all the “buttons” should be at hand. And if the visitor wants to make a purchase, subscribe to the newsletter or download your application while viewing the content, he should be able to do it immediately, without wandering around the site in search of an order form. It should also be said that now the search engine algorithms are outputting only sites with the highest quality content to the top. In order to identify them, special behavioral ranking factors have been developed - scenarios of visitors' behavior on the site, which allow search engines to determine how much the page is demanded by users.
Among the types of textual content there are several main ones:

Copyright

Text created by a professional journalist or copywriter from scratch. This is a unique content, the most preferred for search engines and, of course, users. Author's material increases the loyalty of site visitors to the product, service and the company itself, and therefore has a positive effect on conversion and sales.

 Rewrite.

 This is a revised version of the finished text (not always, but often the content of other sites is used for this). Most often, rewriting consists in replacing words from the original text article with synonyms, which does not benefit either the style, or the perception, or the place of the site in search results. However, high-quality rewriting, compiling several sources, can be close in quality to copyright. Translation of the original text of the article / material from one language to another. Since during the translation, as well as when writing, the author's text is created, from the point of view of search engines, this is unique content.

 Coppy/Paste. 

Direct copying of articles from other sources without making any changes to the text is the easiest way to fill the site with content and it is the worst. First, the site runs the risk of being sanctioned by search engines. Secondly, it is contrary to copyright law, according to which such use of resources is a gross violation and entails serious responsibility. Thirdly, such content adversely affects the company's reputation. Good to know The results of numerous tests and studies show that long texts increase conversion significantly better than short ones. So, Quick Sprout blog analyzed the dependence of the number of “tweets” and “likes” on the size of the text and revealed a regularity - posts containing more than 1,500 words received an average of 68.1% of tweets and 22.6% of Facebook likes more than posts where the amount of content did not exceed 1500 words. A similar test was arranged by the company Marketing Experiments. She conducted three studies in which Google AdWords traffic was drawn to a version with a large amount of text and a short version. In all three cases, bulk texts showed the best conversion results.