Content pages

THE THEORY:

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Writing for the web isn’t easy.

You need to write for your target audience first and for Google second but both are important to good search protocol.

And remember, you’ve only have a few seconds to engage your customers!

The theory behind the latest search algorithms focuses on legitimacy, highlighting search engines’ emphasis the quality of what’s on the internet. It’s all about the “User Experience” – that is, meeting the needs of the customer quickly and easily.

Your website’s success hinges on how easy it is to find and on how it’s perceived when reached.

  • Is it easy to use?
  • Does it offer value in some way?
  • Does it engender trust?

These sorts of questions subconsciously run through the minds of your customer and will influence their browsing behaviour.

Well written content persuades, informs and educates. It turns browsers into potential customers. Users have found what they’re looking for, they’re engaged and head straight for your Contact page. Or, your website is your shop front and your content is the “Welcome, come on in” sign hanging up at the door.

Google and other search engines notice all this. They’ll know (they have very sophisticated processes to do this) how original, relevant and authoritative your content is. They can see how your website is structured, how many words are on each page, how keywords are woven into the content and whether the content relates to each page heading. Content must be clear, without grammatical errors and with excellent spelling.

As with all website strategies, content is closely linked to your keywords and how the site is structured, so take a look at our other sections, too.

IN PRACTICE:

In addition to good content, successful websites have a well chosen balance of keywords, a robust link strategy and a solid, validated coding structure.

Before considering the words and pictures, consider all aspects so that your hard work is noticed by search engines and found by your customers.Write at least 300 words per page.

There must be enough content for Google to find and index your site.It must be original.

Google will define anything even remotely duplicate as “appreciably similar” and will ignore your site.

Create text primarily for your target audience and not to appeal to search engines.Write content that brings value to your site; it should be engaging, useful and above all relevant to the page heading.

If your page concerns the products you sell, write specifically about them and nothing else.

If you can, create a different page for each subject, product or service and keep directly to that particular point.Don’t stuff your text full of keywords. Google will notice and you’ll be ignored.

Write naturally. Your text should be clear and easy to understand.

Check out the Flesch Reading Ease formula, an independent 100-point scale which measures the readability of your text. The higher the score, the easier it is to understand.Further on this, keep your sentences relatively short and paragraphs punchy. This is the internet and time is short in the impact stakes.

Keep to the point and talk about one subject per page.

Create internal links to other pages on your site with your keywords and ideally, include a linked keyword in the first paragraph.

Other Stuff:

The legitimacy of your site is important. Google likes websites with solid evidence that they’re the real thing. So, consider having the following:

  • Disclosure
  • Social Media Policy
  • Privacy Policy

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