Sometimes organisations’ do not think that content is a high priority because it is not directly related to the bottom line profits (Anon no date: online). Having said that excellent content does lead to more hits which allows more products to be sold on an e-commerce website, for example. Thus content is related to profits, let alone an excellent user experience.
SEO: The role of page content
Effective content, comprised of keywords which flow freely through sentences and heading tags, plays a large part in any SEO campaign. Term frequency is determined by page content: The more times a keyword appears on a page the more likely that page is about that keyword. For this reason page content identifies what a webpage is about which, in turn, allows a searcher to find your website by using a search engine: SEO and page content are closely related.
Excellent page content also adds to the overall user experience. Excellent page content, for instance, can help a user find out key information or answer a question they wanted an answer for. So page content is vital for SEO.
The search engine results’ page (SERP) viewpoint
Recently the SERP has started to by-pass the typical page description tag by opting for a snippet of text from the body of the text. In other words the search engine now ‘reads’ your webpage and makes note of the important terms on that page: Knowing what words appear and where (term location) allows the search engine to build up a picture of what your page is about.
How can I have excellent page content?
Content will vary, and should vary, to suit your target audience. Adapting the language you use is very important because it allows you to become a hit for a specific group of searchers. Excellent content is written to make complete sense on its own (i.e. sentences are clear and well-constructed), as well as, being comprised of suitable and specific keywords. Excellent page content allows the target audience to find out about a topic. Good research is vital to include specific details. You should consider asking (and answering) the following questions are you write (and read) the content you have just wrote:
- What age range is your audience? Does the language/choice of words reflect this age range?
- What are the most relevant keywords for [your topic]?
- Are the sentences well-constructed?
- Are the written paragraphs clear and well-constructed?
- What is the point of this sentence / paragraph?
- Would it be better to include an introduction, body of text and identify conclusions? Can any of these points be referenced?
- Have you utilised HTML tags (e.g. heading 1 – 6, strong…) to allow the search engine to ‘read’ all your text?
- Anonymous. (no date) Content is King for SEO. [Online] [Accessed on 03rd April 2013] http://tinyurl.com/cl9qtou