, very few of us can claim to be experts in purchasing new central air conditioning systems. If a company’s website includes good information on problems to avoid in choosing a new or replacement system, that’s worthwhile education. I appreciate informational tools that help me understand what size system best fits my home as well. And it keeps me on this one website longer. Importantly, if they are a local company, I’m almost certain to invite them to my home for an estimate. New educational web pages and informative blogs fulfill two of my requirements for a service- or consulting-oriented website: (1) providing actual assistance to the visitor and (2) boosting its visibility on web search engines.
If You Haven’t Tried Writing Your Marketing Copy for Web Search Engines, Don’t!
Yes, the search engines need to see sufficient mentions of well-placed keywords in new and accumulated content. However, existing and prospective clients also need to be well informed and held by your copy—in all venues where it will be read.