Unless you’ve been living under a rock for the past year, you’ll probably have heard of Google’s new
favourite thing: content. Increasingly, its algorithms (the tools used to determine whether a website is
worthy of ranking in its search engine results) are focused on a website’s content. In fact, it’s become
a crucial part of digital marketing overall; meaning it’s something every website/business owner should
take notice of.
However, what exactly does your website content need to encompass in order to pass Google’s strict
quality standards? What’s more, how can you cater to an ever-intelligent audience? Here are some simple
dos and don’ts when it comes to just that…
Do – keep your website content simple
Your website content should be fairly simple and straight-forward. Filling it with jargon might not be
an issue for Google, but for visitors to your site – who could range from niche experts in your area to
complete novices – it could really prove to be a turn-off. Keep it simple, stupid (KISS) is the rule to live
Do – utilise keywords within your content
Keywords are oh so important for helping your website to rank in search engine results pages (SERPs).
In fact, having keyword-rich content could potentially mean the difference between a page one or two
listing and a page 20 listing. Only utilise keywords that you have a good short at ranking for though.
For example, if you’re a seller of luxury curtains, simply utilising the keyword ‘curtains’ won’t get you
anywhere. The sheer expanse of competition surrounding such a broad phase will knock you off the
first 50 pages. Instead, going location-specific might help, i.e. ‘curtain shop Watford’ might prove more
Don’t – be spammy with your keywords
Yes, they are crucial, but if you shove too many in a piece of text it’ll simply put off readers and the
search engines. This could be counted as spam material and be deemed too overtly self-promotional to
be worthy of a strong ranking. The key is to educate your reader about your services, the industry and
their choices – not giving them the hard sell.
Don’t – use poor grammar or punctuation
Content is key but the operative word here is quality. Content that Google sees as low-quality will not
count for anything in its scoring process; in fact, it could work against you. Keeping content to the utmost
quality will help boost your rankings and also encourage visitors to come back in the future. Put it this
way, if you – the curtain seller – post content that says: “Buy our curtians today!”, how can you expect
visitors to trust you with their money? You can’t even spell the word correctly!