In our previous post, we talked about the importance of including keywords in your site structure.
What we didn’t say is that keywords mean nothing if they’re embedded in cruddy content.
By cruddy content, we mean content that’s poorly written or organized. That’s salesy or full of typos. That’s been pulled from a print publication and slapped into your site without being webified.
As web developers, we’d like to think that we can create perfect sites using clean code alone. But we can’t. It’s the content in your site that matter most. Great content helps establish you as an expert in your field. It gives customers a reason to visit your site. And it helps Google understand your site and classify it properly in search results.
Need help creating great content? Here are a few tips.
- Unless you’re a professional writer yourself, hire one. And not just any writer – one with experience writing sites optimized for web readability and web searchability.
- Write for your customers. Yes, your website should tell your story. But think first about your customers’ story. Who are they? Why are they visiting your site? What information do they need? If your content consistently addresses your customers’ questions and interests, you can bring them back to your site again and again.
- Remember that size matters. To optimize search results and get Google visiting regularly, you need lots of content – and you need to update it regularly. How much content do you need? Start with at least as much as your competitors have, and go from there.
- Don’t write for search engines. Yes, keywords are important. But if you overload your copy with keywords, you’ll lose credibility with your readers. Plus, Google knows that trick and is so over it.