While fear of Googlebot's crawling judgment is the bane of many a website creator's existence, their customers' unfavorable judgments can be just as damaging to a marketing campaign. To win the admiration and respect of your website visitors and the crawlers, take these 3 steps:

1. Make it easy for web developers, writers and bloggers to create and add content.

One of the best first steps you can take when planning your web content marketing strategy is to use a company-dedicated content management system, or CMS, to help you create, move, and store content. Rather than having your blog parked at one web address and your business site at another, use your business CMS to easily integrate all of your web pages at the same address.

It's vital that you make it easy to access your content pages so that staff or writers may seamlessly add updates and fresh content. You should have user guides available for anyone who posts content to the blog or site to be certain formatting and other elements are consistent. The more rapid and hassle-free you make your content posting, the more your staff will follow through with your strategy.

2. Optimize your mobile site so visitors stick around.

You've got to make certain that your device and phone users are easily getting the same experience from your mobile site as from main web pages. Over 80% of smartphone users say they use their phones for spur-of-the-moment searches while away from home. They aren't going to want to learn an entirely new interface even when they're not in a hurry, so if your mobile site is significantly different from your website, they'll just leave.

A brand new mobile website is an expensive proposition, but if you expect to gain or already have an increasing number of mobile visitors, that matching, responsive mobile site will pay off in conversions you'll never get if they log off before they buy.

3. Research and brainstorm for unique content that enhances your image.

You most likely already know your website needs a steady supply of engaging, original content that isn't too wordy and gives more than surface-level information. To develop the most engaging content, research your target demographics to find out the type of titles they will happily click on and read.

Your proven analytics tools are invaluable when you want to analyze your past traffic to find patterns of engagement and ultimate conversion. Predictive intelligence software is another great tool you should use in your research.

Which of your content pages saw the heaviest views, and where did users go with the information? Which videos attracted the greatest attention and were shared the most? Use the data you collect to build on past successes and avoid previous flops. Brainstorm with your staff or host some idea-sharing meetings with participants in your target demographic to get some fresh perspectives on the information your site visitors need and want to read about.

Your content shouldn't be a bunch of sales pitches or long technical missives, even if your product is tech-related. Articles, stories, and blog posts should be written so that a sixth grader will comprehend what's being read. This will also make your site user-friendly to people who speak English as a second language, which will increase your customer base. And remember: sixth-grade reading level does not mean bad grammar and spelling. Have a dedicated, professional writer or editor proofread every text addition to your site. Panda will be checking your work.

If you need more help with your content strategy for the web, you may want to contact a local online marketing company.