One of the most effective ways of making your website work for your business is to increase the engagement your traffic has with your content. Publishing high quality content is the essence of what the web is all about. Those websites that are more useful and interesting will be shared more often and more naturally, with positive implications for your wider search engine optimization strategy. Where visitors are engaged by and drawn to your content, you can expect to see both longer times spent on pages and better conversion results.
Content has a larger role to play
Engagement is a measure for the degree of interaction users have with your content. That can be as little as simply reading through your content and finding it useful, right up to sharing your content on social media, or embedding your videos and images on their own websites. Content that is more engaging will perform better than content that is of little or no interest. As such, striving to create quality, interesting and useful content relevant to your market will help improve the overall quality of your website while attracting more visitors to see what you have to offer.
Different types of content can ramp up the levels of engagement your visitors can have. A mix of high quality text, video, images, infographics and reports can make for a website that is more interactive and usable. Regardless of the type of industry you operate in, providing relevant content across a diverse range of media types will help improve levels of engagement with your site.
Social media is important too
Try to build in social sharing buttons and other methods for spreading the word about your content – if you can position these prominently in the most effective places beside your content, you can increase the number and frequency of shares you can expect to see.
Similarly, sharing your own content on social networking sites can be a great way of drawing more eyes to your content and your web-based offering. This does take time and energy in creating a sufficient social platform to work from, but these types of campaigns can pay significant dividends with time. Social networks are one of the fastest ways to make your content go viral, while they also allow for businesses to obtain a more credible voice in daily conversation. This can enhance the engagement your network feels with your brand and your website, for better results from your online marketing campaign.
Engagement is undoubtedly one of the most important factors for a successful online presence. When executed effectively, this type of strategy can have one of the biggest singular effects on your business and your web popularity. If visitors choose not to engage with your content, you will find it difficult to build links naturally for SEO, let alone generate any meaningful sales volume from your site. The competition is increasing, and website owners are constantly developing content of an increasing quality. If you want to compete, you too need to invest in making your content and your website a more interesting place to be.
