Content Strategy

Why Content Strategy is Important

The way the internet decides where your information shows up in search results and in Artificial Intelligence is decided by the strategy and quality of your content. Search Engine Optimization is becoming better equipped to quickly identify poor content, bad website structure, and discover duplicated information, which can lead to your pages to not rank as high as competitors. In websites with excessive or repetitive information and pages can also lead to providing your users with the inaccurate information in an AI search.

SEO and AI are also in many ways becoming one tool versus two different tools, making content strategy an even more important thing in your website.

The Value of Good Content

Content for the web is not the same as writing in other mediums. Your content must quickly get to the point, be well structured, and feature only the information that is relevant to your audience.

Whether you're adding or editing content in your existing website, or preparing a website to be re-designed, establishing a content plan is the first step. Identify your audience, their needs, organizational goals, and how often updates should be made.

All pages should be reviewed at least once a month, if not more frequently.

How We Structure Your Content

The WVU Health Sciences Communications and Marketing Digital Team reserve the right to alter your information to ensure it is easily crawled by SEO and AI companies. This is not just about the quality of the information, but also about how it is coded and presented. Content on the web must use the correct structures and provide all audiences with the information. This means adding the correct context to images, documents, videos, and any other complex media or information that is presented on a website.

Should information be deemed inaccessible or have large usability issues, we also reserve the right to remove content from a website.