Website Promotion And Search Engine Optimisation (SEO)
Rankings and Website Content
Many Websites are built with much technical expertise and many pretty pictures, but little content. The belief is that attractive Web pages are sufficient for the Website to be found by the Search Engines. The results are invariably disappointing. Content is King – there should be maximum communication and minimal decoration.
The content of a Website will determine where a Search Engine will rank the Website in its listings. Good, well directed content will give an advantage over competitors that have little or no content. Compelling and useful content will improve the conversion rate. Content that establishes trust and credibility will also improve the conversion rate.
The content and targeted Keyword phrases
Content containing Keywords, Keyword phrases and synonyms of Keywords are an important part of any Search Engine Optimisation campaign. But Keywords words are a two-edged sword. Too few Keywords and the page will not be found, too many and the visitor will turn away. The Search Engines will not be impressed either.
For optimal rankings, Keyword phrases should make up 2% to 4% of the words on a Web page. In order to get these high Keyword phrase densities, every word must count. There should be no superfluous words.
Having the content rich in well-optimised Keywords will increase the chances of a successful Search Engine marketing campaign. Of course, the Website, as well as being effectively optimised for the Search Engines, needs to be clear, concise and attractive to the customer.
The most important Keywords and Keyword Phrases should be as close to the top of the page as possible. For more details see Website Keywords and Keyword Phrases.
The page content must have relevance
Wherever possible, make the focus of each Web page relate to one particular service. Many Websites make the mistake of covering multiple services on a single page. Not only can this be confusing for visitors to the Website, but it also means that the overall Keyword density on each page is weak.
The content must be focused on the sales message
Ensure that the summary or sales message is in the initial paragraphs, and the detail in the following paragraphs. Alternatively, provide summaries on a main page, with links to pages dedicated to the detail.
If a visitor is overwhelmed with too much information, they will turn to a Website with a simpler format.
For visitor readability, there should not be more than 600 Words on any Web Page. Having lots of content may help Search Engine rankings due to the increased likelihood of a phrase being found – but visitors will be put off by long pages. Most of the Pages in this Website are nicely under the 600 word limit.
The content should contain fresh information, hints or tips
Create reasons for customers to return to the Website. Fresh content is a great way to keep visitors coming back. The content should contain information that complements the marketing message, or is helpful to the visitor. Repeatedly adding fresh content will ensure that the Search Engines frequently index the changes. But frequent spidering alone does not help Rankings.
The content should contain articles of interest
Use personally written articles, hints and tips. The personal message will ensure credibility in the customer's eyes. More to the point, Search Engines favour original content in Websites.
Articles can be downloaded from the Web to complement the message. Or, hire a professional copywriter to write the content.
The number of Pages
Try to continually add pages of interest (news, tips, articles, etc) to your Website. Having many pages will increase the chance of a visitor finding a phrase in your site.
What to avoid
- Create Content only for the Search Engines
- Insert unnecessary Keywords
- Hide text from users
- Have large amounts of text on any page
Adding new content is important, but it must be original. Google's Quality guidelines state:
"Don't create multiple pages, sub domains or domains with substantially duplicate content. … If a site doesn't meet our quality guidelines, it may be blocked from the index".
Since the introduction of latent semantic indexing, many sites have been de-listed by Google as being of little use to the visitor, and for using duplicate content.
Changing the odd phrase is also considered duplication, and the Search Engines will treated the Web page as spam. This will affect the ranking of a Website. If there is an interesting article that has been found and you wish to use the subject matter, it must be completely paraphrased into your own wording.
Some other Website may have duplicated your content. To check for plagiarism, see Copyscape.