How to write content for Google #2

website rich content explained

How to write Rich Content for website success #2

Continued from previous post to write rich content for Google.

What does “rich content” mean? (it’s a phrase used by Google, Bing; aka Microsoft and other search engines). I believe rich content to mean several things;

  • Unique.
  • Interesting
  • Easy to read.

Unique content is not a quick fix, you have to think about your product or service perhaps a little differently than you do indoors so to speak. Think about how your customers talk about it. What words do they use to describe your goods and services? How does your trade body talk about them? Use different terminology to describe them. Above all it has to be your own language, do not copy your content from anyone else.

Look at competitors by all means, perhaps for inspiration, but always re word what you say so that the search engines couldn’t possible have read it anywhere else. If the content is already in their database, they will know and the will penalise you for it. One way to do this is think about the conversation you might have with a prospective customer or client. Think about the words and phrases you use when talking to them. Use some “unique” selling points that I bet spill easily off your tongue, but that you struggle to write down.

I don’t know about you, but I can tell when content has been written by someone who is not very good at English, or who doesn’t really know about the subject. I can also tell if it’s been written by a marketeer. Too much spin and not enough substance. Too many buzz words and not enough facts. I tend to feel similar to hearing a script on a telesales call from a call centre; they’re reading the words but they don’t know (or don’t care) what they are saying. Making content interesting is not easy. But it’s doable.

Two ways to write website copy;

An example of fictional content on a website selling hotel breaks.

Boring: “2 nights bed and breakfast at the “Dorchestering Hotel”, Central London. River views and top class service. Book now.”

Interesting: “Fancy a break at a top class London hotel with all the trimmings? How about watching the sunset over the famous river Thames and looking forward to a sumptuous full English breakfast the next morning after a relaxing comfortable night in your beautifully decorated room? All included.

Why not take in a show or museum visit during your 2 night break. Be welcomed in style by clicking here to book now.”

See my point? Yes it’s waffling a tad but the facts are all there and it’s SELLING the trip.

A good example of content writing;

Here is a real life example from email inbox from Groupon, an broadcast email sales tool for retail deals.

“When life’s a bed of roses it usually means you have things sweet, or you’re a particularly messy gardener. Blossom into bedding with today’s Groupon for memory foam Silentnight pillows distributed by (name deleted). These Silentnight pillows can be bought as a single, pair, quad, or happy group of eight to provide a soft spot for weary heads.

Now that’s flowery alright, but I think it’s brilliantly written. Quirky, funny and still with all the relevant facts in the offer. That’s what I mean by interesting. It also makes you want to buy the product!

Ease of reading may sound a bit obvious. I always read out loud anything I write, apart from my shopping list! This is more aimed at your real website visitor but is also relevant to search engines as they often will present an excerpt of your text in their results. Therefore if your content is easy to read the user will get the gist straight away, which is of course what you want. Try not to use too many technical, industry only words.

Stop the hype

Be very careful over the use of nonsense marketing terms that many fall foul of. Examples of which might include;

Blue Sky Thinking
Ground breaking
Mission critical
Best of breed
Outside the box
Win Win
Best in class
Industry standard





The reason I don’t like these type of words is that they seem to imply that the companies that use them have a totally unique way of doing things. Does anyone? Really?

They are being used to pretend to be unique, then that pretence may lead us to the conclusion that we can’t believe anything they say in their website, or press release (where these types of words are most commonly used).

What I want to see are facts, details and proof. Well written and concise, after all none of us have much time anymore to be “flannelled”. (see my article on website speed.. here) We need (or expect) instant results, accurately describing the product or service that we seek. If highly descriptive or even misleading terminology is used we immediately mistrust the source.

Maybe I am becoming cynical in my (not so) advanced years. But tell it like it is. Try to get your website visitor to trust you by telling them the truth even before they make contact. Surely that’s a better way than shallow over used “speak”. Apologies to marketeers (who disagree) out there.

  • For SEO success write interesting, unique content.
  • To engage your website visitors write interesting and unique content.

For assistance on SEO as a business tool contact a professional company or spend about 5 years learning the subject. Don’t be fooled into thinking it is either cheap or quick, but be assured that it can and does work.

If you have any questions about SEO and content writing, please get in touch by clicking the box on the right and we will keep you “in the loop” or call 01746 769612 for some free advice.