We've said it before, and we'll say it again: High quality content is a must in order to increase and maintain website traffic.

Text is necessary to be recognized and picked up by search engines, but good writing is imperative to be favored. It's no secret that more than 80 percent of web users never check out page two of their search results. Still there are plenty of companies that feel it's worthwhile to write their own content - completely void of SEO, syntax and an interesting angle. But is it enough?

Google Rewards Websites with High Quality Articles

"Google does their best at trying to reward websites with solid and well-written content," says Christopher Commerford, copy writer at Synergize, to BizCommunity. "There's is an increasing lack of creativity and talent in articles published online to promote products and services," he says. More and more websites would rather spend their time trying to trick Google than hire a professional writer, and publish large amounts of articles with low quality content - simply hoping that no one will notice.

Consumer Choices Are Affected by Content

But readers do notice. Research done by Etailing Group in Chicago showed that the quality of content had a direct influence on 77% of respondents' decision to purchase a service or product online. "Consumers feedback clearly shows that robust content is crucial when they're researching products online," says Lauren Freedman, president of Etailing Group.

Text is More than a Tool

Rather than looking at content as a mere tool or task to increase your ranking on search engines, look at it as a unique medium where you can remove the barriers between writer and audience - company and consumers.

Tips on How to Write Well Online

Annenberg School of Journalism in California has the following advice for self-made writers who want to take on the web:

• - Short is better. Readers don't want to waste their time. Simple, direct language   trumps complicated jargon that no one paid attention to in English class.
• - Use the active form. Sounds better than "Active form will be used," and is a more   effective way to express yourself.
• - Strong verbs describe actions better than passive verbs. If you're unsure whether   you've used too many passive verbs, re-write your text using only strong verbs   and nouns. It will help boost your vocabulary.
• - Attribution. Don't forget to mention your sources. It will make your readers feel   more confident in what you write.
• - Use links. Narratives online should give the reader the option to navigate to related   articles and content. On the web you can link directly to the sources you're using,   or other websites you deem useful to your readers. Don't cut and paste the actual   URL; but give it a suitable and descriptive name.
• - Formatting. Use sub-headings, bold titles, lists, bullet points and other types of   formatting to to break up the text and make it easier to read.
• - Length. Try to limit each paragraph to five lines or less.
• - Spell check. Check the article for spelling mistakes both manually and by using   an automatic spell checker.