Content Creation for Search Engine Optimization & Your Website
Content is the foundation of your website and a key to successful search engine optimization--when
visitors come to your page, they use the content to decide if they want to stay on your site and eventually do business with you. The search engines also use the content on your site to determine how highly they will rank you against the competition.
Content that isoriginal,well written, and relevant to the search phraseis essential to all your website efforts. The likelihood that you will be ranked highly in the search engine results pages, and that a visitor to your site will eventually do business with you can be directly correlated to the quality and relevance of your content.
Websites with keyword rich, original, naturally flowing content have a big advantage both with visitors and search engines than those sites that don't. This can be one of the biggest determinants of success for a business that wants to market online and grow their business.
There are several aspects of content creation that are important to consider.They include:
Writing for people, not for search engines
Avoiding duplicate content
Using the right keyword density and positioning
Keeping content current
Writing for People, Not Search Engines
Even though high rankings through search engine optimization may be a key focus, website content needs to be written for the human audience first. It should flow naturally, read easily, and clearly provide the visitor with the relevant information they came to the web page to find. And search engines today are sophisticated enough to determine whether a page of content is written for human consumption.
The information should be useful and informative, interesting and written in a friendly tone, and should avoid poor grammar. And if you are a "for profit" company, it should also be persuasive.
Avoiding Duplicate Content
Avoiding duplicate content is essential to ensuring you do not get penalized by the search engines, negating your search engine optimization work. Duplicate content means multiple pages of the exact same content on your own website, but it also means if someone has copied or plagiarized your content and put it on another site. If discovered, the search engines may lower your rankings or omit your listings from the search engine results pages completely.
Using the Right Density for your Keywords
Ranking highly in the search engine results pages when the keyword phrases you have optimized for are entered by a searcher is the objective of Search Engine Optimization.
A key aspect of achieving those results is ensuring you include the correct frequency and location, or density, of the keywords you want to optimize for on a specific web page. By applying this technique properly, the search engines will find that the content on your page is relevant to the search term entered and rank your site highly.
Also important to remember though is the need to incorporate the optimal frequency and density of keywords, while still ensuring that the content on the page flows naturally for the human audience.
Keeping Your Content Current
Ensuring your content is current and fresh goes a long way towards maintaining high search engine rankings. Search engines highly value fresh content, and can penalize sites where the content remains the same, and reward those sites that continue to provide new, fresh, well written content.
Fresh content can come from a variety of sources, including customer case studies and testimonials, on-site blog posts, or articles added to the site as page content or as optimized non-HTML documents, to name a few.
So, to summarize, Content is Still King. The search engines want to see fresh, updated, naturally flowing content written with an original voice. Focus on writing for your human audience, avoid duplicate content, optimize the density and placement of your keyword phrases on the page, and keep your content current. By doing this across your site, you dramatically increase the chance your site will rank highly in the organic section of the search engine results pages.
Content Creation for Search Engine Optimization & Your Website
By: Lou Unkeless
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