Content 'must encourage consumer click-through'

It is essential that a website's content influences customer behaviour and encourages high levels of click-throughs, an expert has asserted.

Mark Simpson, managing director at search engine optimisation agency Maxymiser, commented that good quality online traffic is becoming increasingly expensive to attract.

This means it is vital that a website's content works hard to attract its online audience and encourage them to navigate through the various pages, he continued.

"A web site is often the first customer touch point for brands and its content influences key customer behaviour and impacts sales conversion, subscription and click-throughs," Mr Simpson added.

Online marketing agency B2B SEO acknowledges that creating content-rich websites can be a "daunting" task as it could mean a tripling in the amount of information required.

However, it states that the rewards of filling a website with optimised content which is interesting to the consumer are "well worth the effort".