Search Engine Optimization makes for great web content!

We’re still seeing a great deal of heated discussion online about what makes for good web content so I thought the subject is worth revisiting.

It’s all very simple really. Websites need words, whatever their reason for existing, they need words.

Each and every website is created to attract visitors–that goes without saying. But in order for people to see it, that website has to first impress the search engines because if it doesn’t, the search engines will never throw it up in a search. So unless you’re doing an obscene amount of Pay Per Click or you have other concrete sources of traffic, the search engines need to love you, and most important of all the search engines is Google because they have the lion’s share of the search industry. Period.

So let’s look at what the search engines look for first:

1. The title of your page needs to clearly define what the page is about. If you’re wondering what I mean by that, take a quick look at the top left-hand corner of this page. See what I mean? Lay out for your visitor exactly what the page is about in a way that will make them want to know more.
2. The main heading of your page also needs to contain your major search terms. This is different from the title as it’s seen actually on the page. To pick the right search terms, or keywords, make sure you do adequate keyword research using a reliable keyword tool.
3. The first paragraph should talk about your main focus (major search terms). Your most important content is what comes above the fold (what’s seen on your page without someone having to scroll down). It’s rather like writing for newspapers: you have to grab your audience in the first paragraph (in this case digital and human visitors) and then add the less-important facts lower down.
4. Sprinkle well-chosen sub headings throughout your text and link out to relevant content using your keywords in the anchor text (the words you click on in a link). Simple but effective.
5. Arrange for links from other pages of your website using those relevant keywords as anchor text.
6. Arrange for links from other websites, again using your chosen keywords as anchor text.
7. Don’t make the huge mistake of trying to target too many keywords. Just pick four-six really good ones and leave the rest for another page. There’s no limit to the number of pages you can create and doing it this way is a powerful way of making your website into a valuable resource for your target market.

Even if you don’t want the search engines to love you for some strange reason, you still need to get your human visitors to love you. Quality web content is the only way to do it.

Some kind of content management or content development strategy should therefore be high up on any webmaster’s list of priorities. If you can’t do it yourself, good content is well worth paying for even if it’s not on a regular basis. A decent SEO copywriter can put your website on the map.