If you want your digital strategy to deliver positive results, your website content must be optimized. To achieve that, you need to understand what “content” includes and what you should do to make it perform at its best. Come with me — I’ll walk you through everything.
What is web content?
We call web content all the elements on a website that provide some kind of information to the user. And I’m not referring only to text—everything communicates something: the logo, images, arrows, videos, the menu, buttons, everything.
In a broader sense, it’s the narrative structure that gives shape to a website. So we should ask ourselves: what is our content communicating, and does it follow a coherent narrative line or simply provide isolated information?
Understanding what we communicate and how we communicate it is crucial to gaining space in the digital market. Without this tool, no strategy can work.
Why is it important?
In addition to what we covered above, here are 5 reasons to help you understand the real importance of content on your website:
Gives meaning: when we tell a friend something, we do it with intention—we choose certain words, tones, etc. In the same way, web content should reflect our intention toward the user: what we want to say, why, and how.
Helps the user: content acts as a guide or path that takes the user from point A to point B. This can translate, for example, into solving a problem through a product or service. It can also be entertainment, recipes, among many other things.
Shows authority: when someone is an expert on a topic, you can hear it in the way they speak. The same happens with websites. Words, concepts, images, posts—they all give context and help the user understand that the person behind the site knows what they’re talking about.
Improves visibility: the more (and better) answers we give users, the greater a website’s visibility becomes. We use Google when we have questions, and we expect it to offer solutions. In this sense, ask yourself: what questions does your target audience have, and are you providing the answers they’re looking for?
Informs: this sounds obvious, but think of it this way—what would a website look like without content? It wouldn’t make sense, right? I add this point to highlight the true purpose of content: to inform. Without it, a website simply wouldn’t have a reason to exist.
Types and formats of web content
This post wouldn’t be complete without a brief classification of different types of web content. To make things simple, we can divide them into 4 categories:
- Textual: blog posts, product descriptions, website copy, FAQ sections, etc.
- Visual: images, banners, photos, infographics, charts, etc.
- Multimedia: videos, gifs, podcasts, livestreams, and more.
- Interactive: surveys, forms, calculators, maps, games, chatbots, etc.
SEO Optimization: What is it about?
Earlier I mentioned how users search for answers on Google. SEO optimization is precisely about helping the search engine understand that your answer is the “best” one for the user. Many factors play a role here, but we’ll focus on the easiest ones to work on so you can optimize your web content.
1. Coherence
Let’s say you run an ecommerce store that sells chainsaws. What type of web content will you use? First, your text should include the word “chainsaws” several times. You need photos of the product (no more than 150kb) and a description. If possible, include reviews from users who have already tried them.
2. Hierarchy
Heading tags (H1, H2, H3, etc.) allow you to assign importance levels to your content. The H1 is the page title and must include the keyword you want to rank for — “chainsaws,” continuing with the previous example. The rest of the tags are subtitles and must be used in order. That is, after an H2 you may add another H2 or an H3, but not an H4.
3. Originality
For Google to consider your page, your content must be original. This simply means you shouldn’t copy and paste text or images from other websites. If you do, you’ll get penalized. It’s okay if you use the same product photos everyone else uses to sell chainsaws, but if you can take your own, even better.
4. Linking
A website is like a web of connections, and the user should be able to navigate it easily. That’s why it’s important to include links pointing to different sections. For example, if you sell chainsaws and other tools, you need links to access those categories. It sounds obvious, but internal linking is often neglected—and it’s a key aspect of SEO.
5. Technical optimization
I promised to include only the easiest factors to work on, but if I leave out technical SEO, the list would be incomplete. It’s essential for your website to be properly optimized so Google can crawl it entirely. If you’re not getting the results you want, I recommend requesting an SEO audit.
Frequently Asked Questions About Web Content
Is web content just blogs?
As we said at the beginning, the answer is no. Web content is all the information displayed on your site.
How much does it cost to develop web content?
The cost depends on the type of content being developed. Factors like specialization, type, volume, and more influence the final price. To get an exact quote, contact us. The estimate is free.
Why doesn’t my website appear on Google even though I have content?
You may be facing technical SEO issues, or you might not be targeting the right keywords. In any case, the only way to know for sure is through an audit. At Cyrano Contenidos, we can help you with that.
What happens if I change all the content on my website?
If that’s your plan, the best advice I can give you is to do it with the help of a professional—otherwise you risk undoing all your previous progress. And since it’s a heavy task, it’s best to do it right from the start to avoid future headaches.
How often should I update my content?
It depends on several factors. But beyond situational updates (e.g., adding new products), maintaining a blog with 2 posts per month will greatly help keep your site active.
Do you think your content can be improved?
With what you’ve learned so far, you can already make significant improvements. But if you want to take your content to a highly competitive level, we can help.
At Cyrano Contenidos, we offer free audits so you can understand what improvements your site needs. We also provide tailored plans to help you implement optimizations within your budget.
Nowadays, it’s impossible to build a digital strategy without considering the content you offer. Your consultation is free—take advantage of it and reach out. Tap the WhatsApp button and tell us what you need.
