The era in which content is a mighty king is the new phrase in the search engine optimization (SEO) world, governed by strict rules that you can’t afford to break. This means that high quality website content–engaging to the end user–is what matters when thinking about your website. The key is to make certain that the written messages that you are creating are relevant to your user base, to your business and to your future goals.
On top of that, you also have to come up with useful, relevant, original content that is properly optimized, in order to rank higher in Google, Yahoo and Bing. In other words, your web writing should respond to the requirements of both online visitors and search engines.
Things That You Should Know about Keyword Usage
Naturally, keyword research is important when coming up with your annual website content strategy. This doesn’t mean that you have to stuff your website content with a plenitude of keywords that might make sense to you. It is important to opt for an ideal keyword density to avoid Google’s penalties for keyword stuffing, a common SEO shady practice that will inevitably get you in trouble sooner or later.
Don’t waste time trying to do the math to determine the optimal keyword density; this is a mere waste of time. There is no magic formula that you can apply in this case; just read your text a couple of times, make sure all the important keywords are included in a logical manner and see if words flow naturally. As long as a text is not overstuffed with keywords and it reads just fine, it should help your page climb higher in search engine result pages (SERPs).
The Dos and Don’ts of Website Content
Do you have what it takes to create killer, user-oriented, SEO-friendly web content? You don’t need to be an artist or a tech-savvy person to obtain more than satisfactory results. However, you should follow a few basic guidelines to improve your web writing and make your website land on page 1 in Google, Bing and Yahoo. Here are the most important Dos and Don’ts of web content writing that you should factor in.
Let’s start with the Dos of Website Content
1) Keep Your Content Fresh and User-Oriented
Conduct keyword research to identify the concepts that raise the interest of your visitors. Most of them can become your future clients, so don’t neglect their needs and demands. Create and develop topics that are actually useful, entertaining and easy to read. Web content can sometimes have a short shelf life. This is the main reason why it is recommended to update your posts as often as possible, in an attempt to build a solider relationship with your audience and build credibility and trust. There are three different approaches that may work for you
a) Identify keywords with fresh results and then choose to target them with brand-new content.
b) In case you have old website content, built around old keywords that are still extremely valuable, but have fallen a few steps behind fresher results, then republication associated with a suitable promotion strategy could be the ace up your sleeve, from a SEO standpoint.
c) If you spot extremely valuable keywords that constantly show fresh results, don’t hesitate to exploit them to the max, by creating a series of posts updated on a regular basis. This is an amazing method to surprise your guests with interesting topics that they actually want to read about, without boring them to death. You just have to give a new twist to something that has been said a million times before, while sounding original and creative. Serve the reader’s intent and surprise your audience with new facts, new details or a new perspective in all your posts.
2) Be Helpful and Engaging
Nobody wants to read about things that serve no purpose whatsoever and are incredibly boring.
3) Be Resourceful
Go through your old posts and see how you could recycle older topics, by presenting them from a different perspective. See what your main competitors are doing and consider their best work your newest sources of inspiration.
Here Are the Main Don’ts of Website Content That You Should Consider
1) Don’t Just Recycle and Reuse Your Old Website Content without Thinking It Through
Google is not human, but it does have some pretty awesome super powers when it comes to detecting low-quality content. This means that you have to be extra careful if you plan to utilize your old posts as sources of inspiration. Don’t just recycle and reuse your old web content.
Republishing very similar content pieces is a highly counterproductive tactic which could make Google’s Panda very angry and lead to low engagement and low click-through rates. What has been said before is usually not very interesting. After all, how many of your favorite books would you actually read more than once?
2) Say No to Automatically Generated Content
Google strongly advises you to stay far away from automatically generated content, which is basically comprised of fragments that have been created with little or no value whatsoever. They are mere paragraphs which include keywords but make no sense and often cause your reader to land on your competitors’ sites.
3) Duplicate Content Is Still a Major No-No
Guess what: lack of originality is still penalized by Google. Search engines have no tolerance for duplicate website content, created to manipulate search engine results. Such black hat practices can affect your website’s ranking and indexing. To prevent this worst case scenario, unleash your creativity, get to know your audience and write engaging, compelling, properly optimized content.
4) Don’t Think That Less is always More
Lack of content will never be a winning strategy. You need to have website content that is about 250 words or more, which educates, informs and entertains your public. As tempting as it may be, don’t try to express your thoughts in only a few sentences. Posts comprised of only a couple of sentences could make you seem superficial, while annoyingly long content pieces would inevitably make you lose numerous readers with a short attention span.
5) Scraped Content
Scraped content doesn’t ensure a marvelous web experience for your users and can also lead to copyright infringement. Don’t rely on scraped content; not even when it comes from first-class providers, as it won’t benefit your readers and won’t do you any favors in the long run. Just identify the best sources of inspiration, do some research on your own, learn how to connect with your audience and find your own voice.
Bottom line: don’t cheat and don’t wear a black or gray hat when it comes optimizing your website content. Scraped content, lack of content, duplicate content, automatically generated content and, generally speaking, all types of content that do not meet the needs of your audience are not your friends and should be avoided at all costs.