The term value added (added value in English), has its origin in the management of companies and refers to the excess of operating profits of a company or the increase in value through administrative know-how. In online marketing, added value is an important aspect that forms the basis of successful websites or marketing campaigns. The added value of advertising measures is usually not a measurable quantity, but must be determined in another way, for example through the USP.
Background
In the early days of the Internet, search engines weren't as advanced as they are right now. The ranking of websites in the SERPs was mainly determined by the number of incoming backlinks and keywords used in the metadata and in the content.
In the course of numerous updates, Google's algorithms were trained to better recognize high-quality content. Of course, added value also plays an important role in this context. Now Google can tell if a text is just a translation of an existing text. Similarly, duplicate content or thin content is subject to ranking losses, because this content does not offer any real added value to a user.
Meanwhile, added value has become a quality characteristic of a website which can also be considered by search engines. Fundamentally when it comes to content, value-added websites are characterized by offering unique content that no competitor can offer.
Added value on the web
Web content provides most of the added value. It can consist of different media or types of text, but at the same time of images, graphics and videos, the text plays a central role.
- Texts: To create texts with added value, there are several rules that you should pay attention to. The main requirement for value-added texts is that they be unique. It is also a common recommendation to delete filler words and statements that do not add value. At the same time, the texts with added value are oriented towards the target audience. In this way, the tone and the specific content of the target group are also part of the added value of the text items. Finally, the way the text is prepared also contributes to the added value. Meaningful paragraphs, accurate headings and subheadings, as well as individual highlights make content "snack-like," that is, easily consumable for web users.
- Photos: Value-added graphic material complements the texts and guarantees, for example in online stores, that visitors can literally get a perfect image of the product offered. The added value can also provide 360-degree images of a product, as well as graphics for use and sample apps. To ensure that the added value is also noticeable to users, the image material must always be available in high quality. In the best of cases, a website provides images that no competitor can offer. This added value creates a unique selling point.
- Videos: Moving images can also increase the added value of content. For example, explanatory videos are often used to clarify in a simple and vivid way even complex facts, products or services.[1]
- Lists: Lists created based on properties or benefits of products, services or facts can create added value for users on websites such as blogs.
- Adviser: A classic is advisory texts that provide clients with concrete recommendations for action on common problems or tasks.
- PDF documents: PDFs offered for download are useful content items that create added value in many areas. PDF documents can be, for example, instructions for use of a product, a recipe or an application.
Value added benefits for SEO
When web content and websites offer value to users, the user experience improves. Added value is created when users find precisely what they are looking for with a search engine on a web portal. A high added value in SEO-KPI is characterized by a longer dwell time and lower bounce rates. These positive user signals can in turn provide better rankings. This makes Value Added an important component of sustainable search engine optimization.
The added value can be considered as a central objective in online marketing: A web portal must satisfy the needs of the user with its offer. At the same time as unique content with added value, this also includes impeccable technology, short load times and hassle-free use of the site on all end devices.
