If you are interested in the “performance” of your business website you will have heard many times that the “quality” of the content is of paramount importance.
I have this from google themselves:
Basic principles of Content Writing
- Make pages primarily for users, not for search engines.
- Don’t deceive your users.
- Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you, or to a Google employee.
- Ask, “Does this help my users? Would I do this if search engines didn’t exist?”
- Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.
I want to explore this further and provide some tips on writing good copy for Search Engines to index (record), because if they index your content then you are much more likely to be found higher in the search results, which of course is what you and everyone else wants.
Over the past 16 years and as a professional website development company the team at Clickingmad is asked probably 9 out of 10 times how to write effective website copy by our clients.
The answer is often easy to come by, dependent on the subject, but still eludes many a website owner. I will firstly provide four golden rules about the subject of SEO, (search engine optimisation) that everyone needs to know.
I will state them as negatives. I.e. what SEO is NOT. I’m talking about “natural”, or “organic” results here, not paid for advertising such as Adwords etc.
Some “Golden Rules” for SEO success.
- Effective SEO is NOT cheap. Effective work on promoting a website takes time. Time is money. Etc.
- SEO is not fast, it can take months to get any results from this activity.
- Any work done on SEO is NOT guaranteed. There is no way anyone can try to manipulate the complex algorithms used by the big search engines to their own benefit. Frankly there is no need to try as if you’re spotted your website will either be blocked or so far down the list as not to be relevant.
- SEO is not a one time operation, as the ways in which search engines work, their predilection to shake up their database on regular occasions and the fact that your competition is also working on their web search results means that you have to keep doing it, as frequently as required.
When I talk about SEO to clients or groups of businesses I use the “plate spinning” analogy.
To get the best from the search engines you have to do many different activities, all at once. So you set your plates spinning and keep them spinning effectively. The plates could be labeled;
- web page updates
- website structure updates
- news updates
- statistical monitoring
- meta tag research and implementation
- competitor research
- website speed monitoring
- generic domain name effectiveness
- more and more updates
The list goes on and on.
Important; if your not updating your website on (at least) a monthly basis you’re not giving it a chance at being attractive to search engines.
As usual I have digressed, so back to content.