Why Search Engine Optimisation (SEO) Needs High quality Content
What is High quality content? And why is SEO so reliant on it?
If you were looking for something on the internet and you came to a website that only answered a fraction of the questions or information that you were looking for, how would you feel? Spending any length of time there would be a waste? Never to come back?
Bear in mind that high quality content is content that provides answers; it provides solutions it provides tips, know how and any other kind of information that can collectively be "called adding value". The result is the user comes away with a feeling of satisfaction.
Look at it from the search engines perspective. Their number one goal is to make sure when someone types in a phrase, that they take them to a page on the web that is the closest match to their search query. They are looking for what they call "authority".
In fact people online are looking for the authority site for what they are searching for. Authority gives customer satisfaction, retention and explodes like word of mouth. Everyone’s time is limited, they want to be taken to the best site for the term they searched for.
The search engines will also love a site or a page that has the highest relevance which included many factors including: contents meta tags, title, keyword, heading and link text etc. They like to reward such web pages by giving it an authority score. This is what the Google PageRank system was created for. It ranges from 0 to an infinite number but on a graphical scale will be shown as 0 to 10. 10 being the highest in the graph.
Here at iWeb Media this is our specialty, giving authority to web pages and ensuring they are search engine friendly.
I mentioned earlier that you want to be adding value to the web user. Google defines value as: "Delivering high quality, informative and well constructed content is what differentiates you from your competition and defines your web presence."
Adding fresh content is key and ensuring your fans come back will keep a constant flow of traffic. Using syndicated content through RSS feeds and video are great ways to keep the content relevant and fresh. I would suggest keeping the content of syndicated feeds down to 25% or lower to make sure you dominate on your own unique content, which again is important.
Adding new content is important for the search engine spiders. They want to come and index your site as often as they can. When they read fresh content they pass the news back to the search engines. This will show up on your cache.
A small tip, if you want to check when you were last indexed, you can do so by entering a search for your company then clicking on the cached link under the search engine results page. This will tell you the date of when the spiders last crawled your site.
People stress about the importance of keywords and keyword research. Whilst this is still true. It matters more about the frequency and density of the actual keywords through the body copy of the web page. Just remember to sprinkle your keywords early and often through the body of the copy. Make sure it looks and reads natural. Keyword stuffing is now a red flag to the search engines. Content of value is the key and it's authoritative inbound links that reflect a sites worth in the eyes of Internet users and therefore in the eyes of the search engines. Rich, aging content and the links it inspires over time matures search engine trust and authority. In effect high quality content is SEO - SEO is high quality content.
As search engine algorithms move further and further away from old school relevance measurements and increasingly assign site importance and authority to factors such as social media tagging and blog-driven links. Expert copywriters with the ability to clearly understand a client's story and the empathy to represent it, prompt inbound links and the consequent conversions; are becoming vital components in search engine marketing campaigns.
iWeb Media are extremely enthusiastic about turning low performing sites into fantastic works of art. The transformation is truly wonderful to watch just renovating an old house to be the best it can be, that is what we do!
Before a single word of SEO copy has been written however, the project needs to be scoped and defined.
Audience analysis, defines the ideal site visitors and by using research and surveys we try to get inside the head of the prospective audience to define the campaign's semantic space. The content of the sites are written with the right language for the target market. We make sure we engage in the right manner and make the words non technical and easy to read, site dependant of course. The words on a page need to be written in strategic bite sized chunks that does not lose the focus of the reader. It has to have the emotional forces needed to ultimately cause the reader to take action, be it subscribing, or in most cases getting their wallet out and making a purchase. Compelling benefits in the form of content provides visitors with the motivation to emotionally invest in a site by visiting it, contribution to forums, linking to it, purchasing from it or fulfilling any other call to action.
Audience analysis and client collaboration enables us to define the environment for intelligent keyword selection - all part of the semantic space definition process. It's important to revisit the keyword formulation step as part of campaign assessment so that we can hone and tweak as necessary.
For more information on iWeb Media and to find out how we can help develop your Internet presence with high quality content Contact Us.
