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Table of contents
l What should the site content be?
l Content Forms
• Text
• Graphic
• Video
• Audio
l Content Sources
• Author's
• Copy-paste
• Custom
Website content is all the information content of the resource: texts, images, videos, audio. It plays a significant role in the functioning of the website: it affects conversion, ranking in search engines, and audience engagement.
What should the site content be?
Key guidelines for assessing content quality:
utility. Text about anything and everything at the same time will not answer the user’s request. Graphic content placed inappropriately only loads the resource;
compliance with laws. Violations may result in administrative and criminal liability;
truthfulness. Materials must not contain factual errors or intentional distortions;
beautiful presentation. The text must be structured, images aligned, etc.;
compliance with search engine requirements. SEO-friendly content can provide increased rankings in search results;
diversity. It is more effective to combine different types of content, combine text with video, graphic materials;
literacy. A large number of errors creates a bad impression;
relevance. If information changes over time, changes must be made to the materials to ensure they continue to be useful.
It is recommended to add new publications regularly in order to maintain the interest of the audience, demonstrate to search engines the development of the resource and advance through a broader core of queries.
Content Forms
Text
Text content is the basis for many resources. These are articles, notes, news, descriptions, press releases, reviews, etc.
Graphic
Such content often acts as an addition to text content, but sometimes it is the main one.
Images must be:
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high resolution;
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unique or not violating the terms of distribution;
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optimized (not slowing down loading, with prescribed attributes);
organically fitting into the environment.
Images make it easier to perceive text content, influence user behavior, and can be an additional source of traffic if they rank well in image searches.
Video
Video content can be primary or secondary. Allows you to significantly increase the time the user spends on the page, which has a positive effect on behavioral factors.
People willingly watch a high-quality video; it can be used to diversify the content and demonstrate the product as clearly as possible. The complexity of counterfeiting and the comprehensive impact (visual and audio, conveying emotions, creating a mood) make it an effective marketing tool.
Audio
Audio information - music, podcasts, interviews, etc. - is appropriate on resources of various types. The most common ones are educational and entertaining. A common use case in commercial projects is audio feedback from clients.
Content Sources
Author's
Original content is highly valued by search engines and users. Methods for creating materials:
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on your own;
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contacting specialized agencies;
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hiring a copywriter/designer/photographer/videographer on staff;
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ordering or purchasing finished works from freelancers, on article exchanges, in photo banks, etc.
For text materials there are:
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copywriting – writing text from scratch based on the author’s experience & knowledge;
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rewriting – creating a new text by presenting in your own words;
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translation – use of a foreign language source.
The quality of content depends on the author’s expertise in the desired topic and on the ability to create materials. Preparation requires time and investment, but the degree of influence on the audience and search engines, as a rule, compensates for everything.
Copy-paste
With this option of filling the site, someone else's content is directly borrowed. This:
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may be illegal if information is not shared freely;
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leads to pessimization in search engines;
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can be detrimental to user engagement for information projects;
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may negatively impact conversion rates for commercial resources.
There is a version of “white” copy-paste, when a link to the source is provided.
Quoting individual fragments, formatted according to the rules and accompanied by a unique environment, is not copy-paste.
User Generated Content
Another name for content is User-generated content. This is information content created directly by users: comments, reviews, posts, etc.
User-generated content can complement or be the main content of the page. It is valued for being natural, receiving feedback, and demonstrating engagement. Such content requires constant monitoring and moderation to ensure that it remains civil, legal and spam-free.
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