Author: Cheryl Luzet
Working in the search engine optimisation industry we know that great content can really add value to your website. Therefore it was really interesting to read that a recent SearchMetric report has shown that natural, relevant and high-quality content is a must have if you want to help improve your website’s ranking in the search engines. The key focus here is on high-quality content, which must be one of your main priorities if you really want to make an impact on how the search engines perceive your site.
What the search engines are looking for at the moment is not only lots of content, but also content that is truly relevant to your customer’s wants and needs. They want to see you offering something of real value to your readers. SEO experts have noted four main criteria that you should include in order for your content to meet all of the requirements of the search engines. So if you can keep these in mind when planning and writing your website, then you’ll know that you are providing the quality content that Google wants to see – and that your potential customers want to read!
In this blog we’re going to take a look at these five factors and talk a bit more about how you can use them to improve your website content.
When you write your content, you need to make sure that you think holistically about the general topic as a whole – rather than simply focusing on just one keyword. It means that as well as writing about the key topic, you also need to look at related issues and sub-topics and include those as well. As the Google algorithms get more sophisticated, they are now able to work out words that relate to each other and are likely to be relevant to each other. This is known as co-occurrence analysis. So, if you were writing a blog about bridal hair styling, it would recognise that hairdryer and hair salon were complementary phrases. However, if you included the word restaurant in the same blog, the search engines would pick up that it was not relevant to that topic.
It’s all about context and so before you write your content, consider which subjects complement each other, and think about the other sub-topics that your readers may want to find out about, which could be a good fit within that article.
It’s very tempting to think that because people are often time-poor these days, that this means that content which is short and snappy would be more popular. Statistics show that this is not the case, and in fact, sites which have longer content are more likely to rank higher in the search engines. It’s also really interesting to note that content which had between 3000-10000 words actually received more social shares too. The reason for this could be that the longer an article is, the more value it actually adds to your readers, as you can include far more in-depth information and a greater and more helpful level of detail.
Research has shown that including engaging images or interactive videos in your content can really help your search engine rankings. Google can tell when you have enriched your text with images and it definitely correlates to a higher ranking for sites that take the time to do this. It has also been found that posts which included videos or pictures gained twice as many social shares as those without. When you add images to your text, make sure that they are optimised as well to make them easier for Google to find.
We all know that consumers want websites which are easy-to-use, and a user-friendly website is valued highly by Google too. Part of making a site usable is ensuring that any text or content is easily readable. When high-ranking websites were reviewed, it was found that they all had content that was easy to read. When you have written your content you can review it using one of these readability tests. It’s also worthwhile re-reading any old content on your site to make sure it meets the readability requirements that the search engines require.
Although Google says that they don’t currently use social signals as part of their rankings, it has been noted that many articles which do have a high Google ranking also have a large number of social shares on sites such as Twitter, Facebook and Pinterest. We feel that encouraging customers to share your articles on social media still has an influence over your site optimisation as it means that more people visit your site, and it will help you to build and increase your brand profile.
As you can see the quality of the content on your website can have a huge impact on where your business sits in the search engine rankings, and there is a lot that you can do to review and improve your content to support your online proposition.
By focusing on what your customers want to see on your site, you’ll also be giving the search engines what they want to see and helping your business to rank higher in the search engines.
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