Writing content for the web can be trickier than you think. It’s not like creating a television or radio commercial that will stimulate your clients’ senses. Instead you must grab your client’s attention in an instant with nothing more than text. Your content should be compelling, relevant and concise for your reader. Up to date articles and interesting facts and tips will keep your readers coming back, and maybe even have them refer a friend to your company.

The sites that are consistently top ranked in the search engine results have these things in common when it comes to content:

• Interesting, unique content that is well-written and concise.
• Links that point the searcher to other parts of the site (and more well-written content). Links are vital to search engines, the more “valued” links a page has the better search results will be for your website. (By "valued" I refer to links that are relevant to your site. Links to irrelevant pages may initially help, but once caught you will be punished by the search engines and your ranking will drop to the bottom or disappear all together.)
• Useful fixed content as well as new updated content.

A good way to keep a users attention is to ensure that you have short scan able chunks of text, for instance, a bulleted list or a short paragraph with the keywords bolded to grab your user’s attention. Bolded text and headings also have a heavier weight in the search engines, so bold text will definitely work to your advantage.

If you are not sure where to begin, start by taking a look at your competitors’ sites for ideas, or hire a marketing company to do your content writing for you. Definitely a worthwhile investment if writing is not your forte.