SEO Blog

There’s no point in me telling you that content is important for SEO. If you’re not already aware of that then I should probably stop here and now. However, the one issue that many site owners have with their copy is when to freshen it up and how to go about this.

Now, as with most things in SEO, there isn’t a single rule governing this side of site optimisation. It’s widely accepted that on-page content does need to be reviewed; however, when it comes to the regularity of these updates, there is a fair amount of disagreement.

You see, Google doesn’t want you to be updating your homepage every day. It’s just not necessary and is likely to look unnatural. However, it also probably won’t look too kindly on a site that never updates any text, ever. Essentially you need to find a balance.
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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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An SEO blog talking about ‘shelving SEO’, that’s almost like a get rich quick site talking about giving proceeds to charity surely?! Well, bear with me. SEO is still important. Rankings can lead to traffic and therefore you need to be optimised in such a way that you can maximise this potential. But when it comes to content, it isn’t your priority.

Do your keyword research. Have those terms that people are searching for in the back of your mind. That is about all your copywriter needs to concern themselves with before beginning their writing process. The remaining 99% of their focus ought to be on the audience and, more importantly, getting visitors to convert.

The vast majority of websites are created to make money. Whether through adSense adverts, products sold or services rendered, the underlying driving force is finance. That may be ugly, but the truth often is. So your content shouldn’t be just trying to get your site further up the search engine rankings (this ought to be a bi-product), it needs to sell.
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Many of us are inclined to prioritise our work. This is particularly true when we are snowed under with work and don’t have the time or resources to cope. A situation that many website owners find themselves in at one time or another.

So where does everything fit in then? What should be first and what can wait? You’ve got to plan time for designing the architecture of the site as well as the on-site aesthetics. You have to consider marketing your site, perhaps with SEO, PPC, social media or a combination of the three. You also have to fill the pages with content at some point. But which of these is most important? Well, there isn’t one simple answer sadly.

Each component is essential. You can’t have a great design and no architecture to base it one for example. But I’m here to make the case for content.
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We are all susceptible to the odd typo. They can sneak in when you’re least expecting it and somehow fall under the radar, not helping your text make the impact that you initially intended.

Of course this can have varying degrees of importance. If you make a tiny mistake in a massive bulk of text on a page other than your homepage, it is unlikely to cause any major issues. However, if the frequency and severity of such errors increases, then you could find that you are jeopardising the quality of your pages and their ranking within search engines.
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Content is part of the whole SEO services package. Whilst we all talk about implementing keywords, creating embedded word links and Meta behind the scenes, it is the on-page copy that will ultimately sway visitors and search engines alike to take you seriously.

The importance, therefore, of getting your website’s content right can hardly be overstated. Despite this though, many websites still choose to ignore it; leaving dozens of pages bare or creating vapid text that neither informs nor engages. It could be undermining your site and your business.
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Regular readers of this blog will be aware that there is nothing mystic about moving a site up the rankings. It’s a continued process that requires regular attention, frequent optimisation and an understanding of how the search engines work.

Essentially the search engines determine their rankings by scanning the content of each page of a website and factoring in their linking profile. There are other details, but these are the two most prominent factors. This information is fed into their algorithm, which then decides where your site should rank when compared to others.
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They might appear to be polar opposites; however, both the creation of site content and marketing take time and both are hugely important in attracting visitors. However, what marketing – whether through professional PR or social media – can’t do is maintain their attention.

It’s the eternal problem of the Internet. Lots of sites do it, but in order to market something effectively, you need something to market in the first place. Content, therefore, is still the most important part of the creation and development of a website. By creating original copy and an eye-catching design, your site already has the characteristics to ensure that visitors will have something engaging to meet them when they arrive on your pages.

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