How To Consistently Produce High Quality Website Content

Originally Published January 2014 | Updated November 2019

High quality content – engaging and enlightening to the reader – is what really matters when thinking about your website optimization.  The key is to make certain that your writingrelevant 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 website content strategy. This doesn’t mean that you have to stuff your website content with keywords. But, 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 There is no magic formula that you can apply – 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 isn’t overstuffed with keywords and it reads fine, it should help your page climb higher in search engine result pages (SERPs).

You should follow a few basic guidelines to improve your web writing and make your website land higher in search results. Here are the most important things to concentrate on and avoid in web content writing.

The Dos of Website Content

Conduct keyword research to identify the concepts that raise the interest of your visitors. They could 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 consistent relationship with your audience as well as credibility and trust. There are three different approaches that may work for you

  1. Identify keywords with fresh results and then choose to target them with brand-new content.
  2. In case you have old website content but have fallen a few steps behind fresher results, rewriting and republishing it, along with a promotion strategy could be the ace up your sleeve.
  3. 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. Serve the reader’s intent and surprise your audience with new facts, new details or a new perspective in all your posts.

The Don’ts Of Website Content

Put In Zero Effort

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 lead to low engagement and low click-through rates.

Duplicate Content

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.

Be Too Concise

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.

Scrape 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. 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.