Web Content for Humans AND Search Engines
There Really is a Method to the Madness
Once you have identified the keywords and know which words or phrases to optimize for on each page, the fun begins. It’s now a matter of writing about the page topic with information that the client’s visitor wants and needs, while at the same time using proven search engine optimization techniques to help get pages indexed.
Most Common Success Features for Website Content
Pages that receive a lot of traffic typically have some features in common. For example:
1. Fresh Web Content: updating information by adding pages, changing content, adding resources on a regular basis makes the search engine spiders come around more often to index new additions.
2. Easy to Read Structure: Keeping paragraphs short, using bold and italic text, bullets or numbered lists all make the page easy to skim.
3. Language: Use common language and short sentences. Do not assume that the visitor knows any industry-specific terms or jargon.
4. Spelling and Grammar: Run spell check and read the pages out loud when you’ve created something new. Having errors on the page suggests a lack of care, poor execution and minimal attention to detail.
5. Staying on Topic: Choose one main point per page and stick to it. If you’re optimizing for a primary keyword or phrase, incorporate it into the body text as well as the headings on the page.
6. Using Basic on-Page Optimization: Use the keywords in your headings and body copy. Create a unique title tag as well as a brief meta-description of each page using the target keywords and phrases.
It’s Not all about PageRank
PageRank (PR) is no longer the primary goal of your website. Writing unique, engaging and original content matters more to visitors and to the search engines. Professionally written web content will convey your message in a way that will keep the visitor’s interest… and move them closer to purchasing the product or service. Google and other search engines have become so savvy at returning “local” search results, that being #1 on the search results page is no longer the goal. A page that’s #1 in Atlanta may not be the same page that’s #1 in Denver.
Traffic is a better measure of relevance and success for your website. Using your analytics, you’ll be able to see which keywords and phrases, other sites and directories are sending visitors to your website. Keeping track of which of those are working best, you can refine, expand and continuously improve your results.
Getting the Most out of your Web Content
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Make sure a professional writer has the information needed to write clear and compelling copy. Share the highlights and important points to cover on each page to get the maximum benefit.
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Update your content often. Blogs are perfect for this purpose. When your blog is located within your site (and not linked to another location), every time you post you create a new page to be crawled and indexed. It also keeps your readers coming back regularly to your site.
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Finally — Distribute your content over a variety of platforms such as Facebook, LinkedIn, Twitter, Press Releases, Article Marketing as well as blogging. Potential customers are coming from all different sources and may come across the information they need in various places. Instead of re-creating the same information, consider re-purposing it for different outlets.
Take the quiz: Is Your Website Search-Friendly? 10 Questions to Ask…
