Often times when I talk to people about what I do, they get confused. There are many misconceptions out there about content and SEO, including:
SEO only has to do with coding and the technical development of websites
Content is easy to write and can be handled by anyone at the organization
Content has no impact on SEO
Again, for those of you who may just be skimming, the above bullet points are general confusions that people have when it comes to content and SEO.
SEO and content seem to now be forever linked; Google has continued to update their algorithm to give more weight to content that is relevant, helpful, useful and valuable to the consumer. A bunch of keywords thrown onto a page won't be able to get you there anymore. And even if you achieved a top spot in a Google ranking by doing just that, there's a good chance that you will experience a fall from grace as soon as Google catches on and you won't have a fighting chance of getting yourself back up in the rankings without good content.
If you're new to the world of SEO, here are some tips to consider as you continue to perfect your website and build your business:
Be Thoughtful About User Experience (UX)
UX is now a huge component of how Google will rank your business or brand. Aside from the ways in which you explain who you are and what you do through content, user experience and the way in which a website is organized also play big roles in your SEO. On more than one occasion I have had to tell a client that their navigation menu makes no sense, that there are too many options for users to click on, and that the whole experience is confusing or overwhelming as a user. There has to be a clear and thoughtful path for a user journey through the site, or people will leave the site and not return.
Create Relevant (And Useful) Content
When I first started working in SEO, I was helping a company get out of penalty with Google. At the time, they (along with many other companies) had found a loophole in the algorithm that essentially allowed them to cheat the system in order to rank higher. They were buying links from spam sites, keyword stuffing, and creating pages upon pages of duplicate copy to boost their rankings. While some people might still be able to have flown under the radar with Google using some of these tactics, it still would not benefit their business since the content a user would find wouldn't be helpful to them. Even if a business is ranking #1 in a search, any user that landed on their page would likely bounce quickly because it's too hard to find what they're looking for. What's the point of ranking on page one of a Google search if no one will end up following through and making a conversion?
Have Someone Review Your Work
Get a second pair of eyes to review your work before you go live with it. Often times, business owners who are writing their own content or marketers who have a thorough understanding of their brand's product are too close to the material and don't always present it for potential customers in a clear and concise manner. Having a second set of eyes--a friend or family member--who is not well-versed in what you are selling can be a great way to ensure that you're touching on main points that Google uses to factor their rankings. These points include providing valuable and useful information to customers, content that matches searcher intent, an intuitive user experience and keywords that make sense for the product and the search terms.
Bring In An Expert
When you're ready to take your website to the next level, it's time to bring in an expert. With years of content writing and SEO experience behind me, I have the ability to get to the heart of what you want to convey to your customers in a way that Google will approve. HYC is the best SEO content writer in Philadelphia (and beyond!) and can help your business achieve great digital heights. So, what are you waiting for? Contact me today for your free consultation.