Arguably the most significant SEO factor is content. Good SEO agencies optimise content by creating information that both users and Google will love. This is known as content optimisation, and it will help make your website more visible in search.
As an SEO agency we are asked to provide search engine optimisation advice to companies who have five page sites, that just about detail what that company offers, but provides little incentive to hang around on the site.
In order to gain a presence online, your website has to include content that proves you are a prominent authority in your field.
Since the launch of Google’s Panda algorithm in 2011, content has been important to the performance of sites in search rankings. Panda is mainly focused on analysing content quality. This means that sites that contain poor content, duplicate content and non-differentiated content will be punished, however those that contain good content will be rewarded.
What is regarded as good content?
Well written content
Content should add value to the user experience of your site by being insightful, useful and engaging.
The concept is to make your site worth linking to (engaging with and sharing) by offering something of substance to visitors. Moz’s Rand Fishkin states: “An optimised page doesn’t just provide unique content, but unique value.”
Before publishing content it is vital to ask yourself is it really relevant. Other websites won’t link to a site or read content that is effectively “old news”. A good SEO agency will work with you to ensure your content strategy presents your brand and business as a leader in your industry.
However, not all content will be written around a time-sensitive event. Some of best performing articles are guides that remain relevant for years. This is known as evergreen content. It may not result in content that goes viral but it will mean that the content can occupy valuable search positions for a prolonged period of time.
The basis of producing good content for a website is good keyword research. Using keyword research helps make the content genuinely valuable for the user as it lets you to find, and answer, search queries based on that keyword.
However, keywords also lets the search engine know what your content is about. If you want your pages to be found for particular words, you must use those words in the copy.
Good SEO agencies create content that includes those keywords without reducing the readability of the content. Stuffing too many keywords into content can be harmful from an SEO perspective. It can as end up competing with other more important pages on a site. You don’t want a blog post to rank above a service page for a certain keyword.
Well presented content
If content is deemed incorrect or sloppy, it could potentially attract penalties from Google. As important as it is to write content that is useful, it’s imperative to present it in a way that will keep users reading.
Presentation is vital. If content is poorly laid out or difficult to read, it will decrease dwell time on the page. Search engines will note that these pages have low traffic and a high bounce rate, and could penalise the website publishing them. On the other hand, if content is presented clearly search engines will note that the pages have lots of traffic and a low bounce rate, which will be beneficial to that website.
Essentially all content should have value for the user, whether it is engaging and interesting or useful in a practical sense.