SEO Blog

Sometimes it can be difficult judging exactly when you need to update content on a site. Clearly it’s beneficial to have refreshed copy on a page as it provides the search engines with something new to index. However, you don’t want to inadvertently ruin your rankings for a search term. So what’s the solution?
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As I’ve said before, all websites are just a collection of inter-connecting pages. Each page is optimised independently to achieve its own rankings and perform a certain duty. However, just because each page is, fundamentally speaking, unique it doesn’t mean that you shouldn’t be looking for consistency.

If your design completely changed from one page to the next your site would resemble an online patchwork quilt. There would be no identifiable theme and users might think better of venturing any further. The same though can be true of your content.

Maintaining a continuous theme right throughout your site, and any other online/offline literature can help bridge gaps.
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If your an etailer, your business is to sell products. You can’t hope to do that on reputation or price alone, you need more. What you need is a site of mesmerising product descriptions.

These unique (more on which in a moment) overviews are your frontline marketing tool. They can sell both the click (on search engines) and then the product too. Without a product description that leaps off the page and interacts with your target audience, sales could suffer.

Strangely though, your product description isn’t simply there to sell to your audience. It has a second purpose too.
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Whilst we all want to create a website that creates an instant visual impact with visitors, it’s important that search engine rankings aren’t overlooked entirely. So if you create a site full of images and flash, it might look great to the human eye but it will be invisible to the search engines’ site crawlers.

Search engines aren’t human. They don’t judge a page on how nice it appears and they can’t scan through an entire site to see what information your flash files contain. They are blind to all of this.

The only content that a search engine spider can see is that which is included within the HTML coding of a page. Therefore on page copy, headers, links, Meta and tags are all visible, everything else is not.
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Content is probably one of the few constants across all sites. However, the one thing that is far from constant is the quality of said content.

Some people are able to get it just right. They reach out to their audience, provide them with clear instructions and information before convincing them to convert. Others though do not.

I’m not going to lie to you though, writing content isn’t easy. If it was, we’d all be professional Copywriters right? So knowing what is and what isn’t acceptable is probably the best place to start before trying some yourself.
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Quite often you’ll find that you have a ranking for a term you aren’t even targeting. While it is related to your page’s content, it perhaps isn’t what you’re going after. But, as long as you are getting good rankings for your main keywords, this provides an invaluable bonus.

This usually comes about because you have a strong site, certainly in terms of links and overall authority. Somewhere in your content you may have used the phrase or word that you have earned a ranking for, Google then picks this up, recognises it within the context of your content and assigns you a ranking on that basis.

This is an important lesson for any copywriter. Whilst you want to make sure your keywords are used and prominent, you have to anchor them in some kind of context. This means using phrases that are related to the core message of the page.
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So you’ve invested time into creating a good blog post or information page, what now? What can you do to get that content seen and ensure that you get some return on that original time you invested in it?

Content, as we all know by now, is integral to SEO. It is what the search engines look for when trying to decode what a website is all about. They use the words on any page to find context and provide a comparative metric for indexing sites that are targeting the same phrases.

Content is context, but it is also there for your human visitors. It can inform, educate and persuade, you just need to find the best platform for it. A blog is a great way of furthering the spread of your website. It can build internal link structures and encourage external links. Posts can earn you individual rankings for phrases you’ve never previously targeted, earning you more visitors and increased search visibility.
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Meta is a funny old thing. Every website has it to some extent, but still so few are willing to take full advantage of it. Some just choose to copy and paste some content from the site, some just have the same Meta description for every page, whilst others just don’t bother at all.

Not only is Meta another fantastic opportunity to explicitly tell the search engines what your page is all about, but it can do the same for your visitors too. The Meta description, by and large, is featured within the search engine results page. Therefore it is a great opportunity to get a little more meat into your marketing efforts and really help to earn a click.

A search engine ranking alone won’t guarantee you visitors. People don’t want to have their time wasted, so they are looking to find a site that meets their requirements first time around. With your Meta description, you have a great opportunity to tell them exactly what you offer and offer them a reason for coming in.

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When you come to optimise a website invariably a lot of your efforts will go into creating some first rate content. Playing such a vital role in your SEO efforts and visitor communication, you will have to ensure that you get it right.

The good thing about content is that it is often naturally optimise. You don’t need to worry about deliberately forcing in dozens of unsightly keywords so as to appease the Google gods. When you come to write the content for any page you write on subject, therefore you should be using the related terms and phrases anyway.
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Many who are new to SEO are often blinded by the notion that content helps to improve your Google ranking. Yes, content will help your pages improve relevance for certain phrases and encourage search engines to rank you better as a consequence. However that isn’t a free pass to fill your pages with endless words.

There’s nothing to suggest that having 2,000 words on each page won’t help you improve your SEO authority; in fact many would argue that it does. Unfortunately though, you do have to justify their inclusion.

If you land on a 10 page site with 20,000 words on it you are probably entitled to ask some questions. The first one probably being: ‘why hasn’t this been categorised better?’ The second one, as a result, is likely to be: ‘where do I start?’
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