Over the past few years, there have been many debates about different search engine optimisation strategies, though it is highly important that a range of strategies are pulled together as one to form the best optimisation program possible. There is one particular factor that is becoming ever more important when it comes to reaching number one in the search engine results pages. That factor is “content”. It seems search engines in their quest to provide ever more relevant results are giving site content more and more weight in their ranking algorithms. These days we are seeing web pages packed full of relevant text as opposed to the wonderful, graphical pages that used to adorn many a company’s web sites.
Though of course page content is only one aspect of a good optimisation campaign, it is important to follow a few simple guidelines when constructing that content in order to get it right:
1. Research – before you write a single word about a particular product, group of products or service, it is important that you know as much as possible about your subject. Good research will allow you to construct factual, relevant content. If you decide to merely copy content already out there, then be very careful. It is advisable to approach the owner of such content first and ask their permission. For example if you need to write about a product and your supplier already has a good description of it on their site, then it may be the case that they will let you use it for promotional purposes. Again you need to seek their approval first. Even if you intend to re-write someone else’s content it is a good idea to check with them first. In general a good rule of thumb is “if in doubt, don’t do it”. Your own original content is always best.
2. Spelling and Grammar – you should always seek to maintain a high level of spelling and grammar. Always assume anyone reading your content is looking for mistakes. Buyers look for reasons not only to buy, but also not to buy. Good spelling and grammar portrays a confident and professional image.
3. Layout – page content needs to be laid out correctly in order to appear more pleasing to the eye. Keep paragraphs short and to the point. Any keywords and key phrases need to be worked into the content naturally and read correctly. Titles and headings should be in bold and the first letter of each word should be capitalised. Always use a plain, easy to read font. Fancy fonts may look nice to you, but don’t forget your content is going to be read by the masses and needs to have a general appearance, that can be read by everyone. Any important words or references should be highlighted using quotation marks or again bold text.
By using the three basic guidelines outlined above, you will be able to write good, relevant page content, that is straight to the point, pleasing to the eye, and professionally written, as well as keyword rich. Never forget the search engine spiders love content, but be careful not to over do it, otherwise you will lose your readers attention, which ultimately means lost sales.