When it comes to your website, there’s one big thing that can make or break your online presence: content. High-quality, optimized content has many benefits. It can:
- Improve your user experience
- Establish credibility
- Increase your search engine rankings
- Generate leads or sales
The Content-Search Engine Relationship
In order to establish their rankings, Google’s search engine spiders must first read through (or “crawl”) the content of websites. The higher your quality of content, the more credible your website will be and the higher you’re likely to rank. Spiders are smart, however, and can easily determine if your website has duplicate content. If it does, and Google considers it “spammy,” your rankings will suffer significantly.
But don’t panic – not all duplicate content is going to be looked at as “spammy.” For example: If you have both an old copy and a revised copy of your Terms & Conditions on your website, Google won’t consider that low-quality content. However, if you use the same exact content for three different pages and swap out the name of the city you’re talking about, your website won’t be considered credible.
When you create content for your website, you need to make sure that it will be viewed as beneficial. Choose content writers who have:
- A good vocabulary
- Experience in your industry
- A strong writing ability
- Creative ideas
- A writing voice that matches the voice of your company
You also want to keep your content fresh and informative, and always keep user experience in mind – your content is supposed to capture the attention of your visitors and keep them interested in your business and what you do.
When Google ranks your website, it not bases your ranking off of quality content, it also bases it off of the keywords you’ve used. Focusing on a certain keyword can help you move up in the rankings for that particular keyword. Before you choose which to use, do some research. Find out what the most searched phrases are in your industry, then consider the size of your company, its credibility, and your target audience.
If you’re a small-town pastry shop that’s just starting out and you try to rank for the phrase “best pastry shop,” you probably won’t get very far. If you tweak the phrase and focus on your area, instead, you’re likely to do better with the phrase “best pastry shop in Topeka.”