How do you know what content is right for your website visitors and for Google?

Posted on Thu 16th Apr, 2015 in SEO | Social Media

Do you know the 3 pillars of SEO? Content, Links and Social.

Here, we will talk about Content. You will find some tips and tricks on how to ensure your website and social content is good enough..

Optimising content… 

Do you know the most important part of a website page for SEO?

The Page title! What is a page title? <title> This is a page title <title>

Although a page title is important, don’t forget to also write unique, enticing meta descriptions for each of your web pages, include your keywords which you want to be found on google for in your descriptions and always have your brand name at the end of the title. 

A useful study by Search Metrics:

Although nobody knows really how Google rank sites and what factors they use, this is pretty close:

A Study of the common features of highly ranking pages.

*Don’t always take the results as gospel, for example having a keywords in the title doesn’t correlate with high rankings – only because all sites in the study are very likely to have a keyword in the page title. Another example; Google themselves say they do not use social media signals yet pages that rank well have more social shares – this just means the better content both ranks better and is more shareable and gets more reach etc*

Google is getting better at understanding topics! 

It is no longer good enough to just talk about nails, Google knows content is more relevant if you talk about beauty, salons, treatments, acrylic, shellac and even a bit of Amy child’s! (If you wish…)

Although in-depth content covering all aspects of a topic is becoming important in the ranking pages, content should be easy to read and comprehend. After all; the average reading age of the UK is said to be 9 years old! (Yes, that’s correct!) Because of this, Google tends to prefer serving content containing words with for example: fewer syllables and fewer words per sentence. 

 How does the Panda algorithm work?

  1. People rate web pages using Google’s guide
  2. Google feeds results back into their algorithm
  3. Algorithm learns and finds bad pages by itself

Panda does not like duplicate content! 

Duplicate content is bad for users, and Google know this, and can detect this! When writing your website there are a number of websites you can use to check if your content is unique, here are few I would suggest: 

http://copyscape.com/

http://www.plagspotter.com/

Another way to check for duplicate content is.

  1. Do a site: search for a specific sentence from a suspicious page, for example: site:mysite.com ‘specific sentence here’ If you get more than one results or see this, that’s suspicious! 
  2. Check in Google Webmaster Tools:

What else does the Panda update hate? 

  • ‘Thin’ content, or pages with a low word count
  • Lots of pages targeting very similar keywords
  • Pages that users dislike (based on metrics)
  • Aggressive keyword use
  • Irrelevant content
  • Errors on the page 

There are many more things that Panda doesn’t like, to find out more or view a full list of likes and dislikes click here:

Does Panda like anything?

  • User Satisfaction (metrics)
  • Social shares / mentions
  • Positive reviews
  • Relevant links out to authority sources
  • Address listed on each page, contact info
  • Good ‘about us’ information
  • ‘Last updated’ date on pages
  • Positive Comments
  • Domain age

 

Now we have the keywords that can drive traffic…

 

  • Understand target market & what words and phrases they’re searching for before you’re able to create pages that drive traffic.
  • We can use content best practices to create high quality pages to acquire traffic that is more likely to convert
  • Keywords are important, the site has been built to be found

 

Content Conclusion!

  • Google has trillions of pages in its index, it doesn’t need more pages..it needs better pages!

 

  • Google prefers longer content, a page with 50 is almost never going to rank better than one with 1,500 words, but the site with 50 words might get punished by Panda.

 

 

  • Google is forcing us to make better content on a daily basis, but if you know your industry, how hard is it to write about what you know?  Before you know it, you will be in the zone and your writing will flow!

 

  • Pages with a high word count rank higher on average, they also have more shares and more conversions on average!

 

  • Proof terms are words that are strongly related to the primary keywords and highly likely to appear at the same time.

 

  • Relevant terms are not as closely related to the main keyword, yet are still likely to appear in the same context (or as part of a subtopic)

 

Always remember…. Google loves good content!

For any more information on content, or web developer, SEO or Social Media, visit our website, email us or call our experts on 0800 369 8676