How To Do SEO For Your Own Website Part 3: Content Is Most Important
This article is a continuation of our series on SEO tips and tricks that you can incorporate into your own projects and achieve real results. In previous articles we have discussed a variety of topics and themes, such as creating your own semantic core and the best way to structure your site. These two topics are incredibly important and can be thought of as foundational knowledge in the SEO world. With that being said, we highly recommend that you go back and read those articles first before moving on. Search Engine Optimization is a combination of a many small things that contribute to huge results, so skipping these core components could negatively affect your ability to achieve desired outcomes. If you have already acquainted yourself with the previous articles, then you are ready to take your next steps forward in your website optimization process!
WHAT IS CONSIDERED CONTENT BY SEO STANDARDS?
While your instincts may initially tell you that content is simply the text that appears on your website, the actual definition is much more all-encompassing. Where search engine optimization is concerned, content is anything that is present on the website. This includes, text, images, audio, videos, or any other file extensions. The best websites optimize all the content they display, so it is good to ensure that your own site incorporates many different types of content for your visitors to experience. Commit this to memory now: content is the medium through which you will do the bulk of your active communication with Google and its algorithms. It is how you show search engines that this is indeed the proper page to display for whichever search query guided visitors to the page in the first place. You may have a beautifully developed semantic core and your site structure could be perfectly organized, but without the right content, Google doesn’t know how to categorize your website or properly rank in it in search engine result listings.
A professional business website will undoubtedly be dominated by text as the main representation of its content, but this shouldn’t by any means be the only source of content available on the website. By incorporating videos and pictures for instance, you will greatly increase the amount of traffic that your site brings in from Google as well as reduce the overall bounce rate of your site through an improved user experience. Content is no joke. Trust us. Even though text is usually going to be a majority stakeholder in the bulk of the your website’s content, we do not want to downplay the significance of photos and videos as they pertain to search engine optimization. In fact, image optimization is a niche skill that developers learn on top of normal text optimization. Some websites consist mainly of images and thus can only be optimized using the image content available on their websites.
HOW DOES CONTENT AFFECT WEBSITE PROMOTION IN SEARCH ENGINES?
It could be said that content is the number one most important aspect of search engine optimization. We realize that this is a bit of an oversimplification, but we cannot stress enough how important it is in driving traffic to your website. Take it straight from the horse’s mouth: Google blatantly states over and over that the more unique a site is, the better chances it has of being promoted. Testing a site for the uniqueness of its content is relatively simple and intuitive. Simply copy a sentence from your site and paste it into Google’s search bar. If your website is not the first to appear with the section from which you copied your text, then your site is either not properly optimized in terms of its code (front-end and/ or back-end) or your content is not unique. It is important that you remedy such situations as soon as you can. Speaking of appealing to Google, you should also keep in mind that Google loves vast resources of information. If your website centers around a popular topic with many competitive keywords, your site should have hundreds of pages that are optimized properly so that it has a chance to compete for top positions in Google’s search engine result listings.
WEBSITE CONTENT IS NOT A ‘ONCE AND DONE’ TASK
For those of you who were hoping that you would be able to simply write up your content once and be done with it forever, we have some bad news: website content requires consistent upkeep and maintenance to best perform on search engines. Google literally takes into account the “freshness” of your site’s content and the frequency with which you update it. This shows the algorithms that you are active with your site and thus, your business. Similarly, customers will appreciate seeing up-to-date information ready for their consumption, giving a human factor to your website. There are simple ways to accomplish this. For instance, you can add a Blog section to your website and make it a point to write a new post there at least once per week. Other sites use a News & Highlights section to keep the public (and Google) informed on the day-to-day activities of the company and its presence in the community. Doing so gives a personal touch and puts you in an optimal position to be successful with your search engine optimization endeavors. The key is to update this information consistently and increase the overall number of pages on your website.
WHAT AN IDEALLY OPTIMIZED PAGE SHOULD LOOK LIKE
In the table below, we outline for you how to best optimize the content of each page of your website. Admittedly, the table is a somewhat simplified version of the complex schema we use to optimize our clients’ content, but we still guarantee that if you follow these instructions exactly as we present them, you will be successful. It is also worth mentioning that the complex and long-lasting elements of the video pages and tables are usually used on the main sections of the website as opposed to the subpages.
THE MOST POPULAR CONTENT-BASED ERRORS IN WEBSITE PROMOTION
This may come as no surprise to some of you familiar with the way Google’s algorithms operate, but it is important enough to state over and over: do not, under any circumstances, copy content from another website and paste it onto your own. This will cause Google to flag your site as a copycat of another, costing you time, rank, and money. If you plan on having your site discovered through the use of images, it is important that you only use unique photos on your site. Even better if the images are originals. Another common mistake people make is when they think they are outsmarting the system by listing the keyword they are trying promote hundreds of times on the same page. When Google’s search engine methodologies were still in their developmental stages, this technique would have worked. However, Google has since evolved to overcome this trick. Nowadays, tactless tricks such as these will get you banned from promotion opportunities on the search engine. Finally, you must remember to draft the content of your site in a readable manner. Keep your current and potential customers in mind when doing so. It is no use if you perfectly optimize your website and yet visitors can’t stand to read what you have written because it is too clunky or poorly organized.
ANALYZE THE COMPETITION AND DRAW INFORMED CONCLUSIONS
Many of our clients ask us how much text and pictures they should have on their website in order to achieve desirable SEO results. They expect there to be a magic number. However, this is not the case. The amount of content and keyword frequency for your site to be successful depends on the competitiveness of your industry and the keywords you hope to promote. For instance, if you are promoting a series of words that you know your competitors are also likely promoting, look at their sites. If they have hundreds of pages with each page containing at least 1000 words, you will, at a bare minimum, need to match that amount of content. Of course, it’s better to go above and beyond what your competition is doing. Search optimization is incredibly competitive, so you will need to be willing to put in the time and effort necessary in order for it to bring you tangible results.
By now it is probably apparent to you that content is the number one most important aspect of website promotion on search engines. When you are distributing your time to the various aspects of SEO work on your website, content should, by far, take up the bulk of your attention. By giving website content its due diligence, you will immediately begin to see the specified results it brings. Further, by making the content interesting while optimizing it in accordance with information outlined in this article, you will retain more visitors and see a positive influence in your overall site conversion rate. If you are looking to boost the amount of new customers your website brings in through its optimized content but need some help getting started, feel free to contact us at Direct Line Development for expert guidance and advice!
Original publication can be read in our blog!