Chances are, you don't update your website all that often. You're time-crunched enough as it is running a veterinary clinic or another small business. However unintentional, you ignore your business website until the company decides to move, offer a new service, or something else you consider newsworthy. This makes for a static website that may not draw the attention of the search engines that you had hoped. The search engine optimization (SEO) benefit you receive from regular blogging is just one of the many reasons why your company needs to incorporate it into its overall marketing strategy.
We have been (slowly) rolling out a series of blog posts about Why Blogging is So Critical to your business, and where to get this content. But, once you have the text that you're going to publish on a page, there are a few tips and tricks that help that content not only get found, but help your reader quickly and easily capture the critical points of what you are saying. Recently, Microsoft conducted a study surveying the attention span of humans. What do you think the time frame is?
Shorter than that of a goldfish.
I linked to the study above, and I do hope you read it (likely, if you share characteristics of the participants of the study, you'vealready left my page to check!). But the study also highlighted something critically important. That attention span isn't necessarily a bad thing--in fact, people actually are in a mode of wanting to be consistently mentally engaged. Their brains will quickly discern any new knowledge and quickly move on to the next piece of information. What does this mean for you?
Your content needs to be strategically formatted to allow your readers to capture a maximum amount of information, in minimal time.
How can your web content be enhanced?
- Bulleted lists of items
- Engaging images which support your text
- Bolded titles
- White space
- Concise, error-free content
As you'll note, that quick little list was easy to read--using the tips included help to allow the reader to scan bite-size pieces of information, rather than a novel.
Where can you find great images to correspond with your content?
- iStock Photo (paid subscription service)
- Thinkstock Photo (paid subscription service)
- Pixabay (images free of copyright, even for commercial use and are distributed under Creative Commons)
Those are our favorites, but there are many more. Just a few rules:
- Remember to read the attribution requirements carefully, as blogging often requires photographer attribution.
- Google images are not free for the taking.
- Even if you have an in-house photographer, it's appropriate to attribute his or her work.
Just a few extra moments of time can strategically improve the impact of your writing, and help cater to the attention span of your readers.