The importance of optimized
online content for Web sites: Improving your search
the Web, words matter more than ever.
today’s world, if Google can’t find you, you might as
well not exist. That’s why having a Web site rich in
optimized online content is so important if you want
to improve your search engine rankings and increase
your Web presence.
engines like Google rank Web sites on their search results
pages according to how relevant they deem that site
for specific search terms.
Internet marketing affiliates and others keep trying
to outsmart Google, Google will keep modifying its search
engine ranking algorithms. Today, search engine optimization
(SEO) experts agree that the one thing Google will always
reward with high results rankings are unique, content-rich
must be properly optimized—that is, they must contain
important keywords and search terms. But the great news
for legitimate Web site owners is that content can—and
should— be written in a natural, free-flowing manner
by real humans, and that this content will receive better
rankings than software-generated content chock-full
means Web copywriters should focus just as much on writing
articles that are engaging, informative and can generate
a reader response, as on writing content that’s keyword-rich.
original online content to improve your rankings is
called organic SEO. This is important because sites
that have been organically optimized will stand the
test of time as Google and other search engines continue
to update their algorithms to exclude ‘dummy sites’—those
that are content-free and ad-rich—from their results
high search engine ranking—meaning your site appears
on the first few pages of a search engine’s results
pages—is also important because Web sites listed on
page 1 get the highest traffic volume. Surfers rarely
visit sites that are buried deep in the search results.
A keyword-optimized site means you’ll get more traffic,
and that visitors are more likely to find your site
to be relevant.
Google has caught on to some past online copywriting
tricks. Now, if a keyword appears too frequently in
a site’s content, search engines are likely to deem
it a dummy site and exclude it from results pages. So
while keywords and keyword phrases are important for
properly optimized Web page—they mustn’t be used too
much. Again, what is more important is that content
is written in a natural, free-flowing style.
quality that search engines are now looking for in online
content is the presence of expert lingo. Expert lingo
means the terms and phrases that experts naturally use
when discussing a topic. The presence of expert lingo
in Web copy usually means a human did the copywriting,
that the articles are legitimate, and that visitors
will find the site to be useful and informative.
change to the search engine algorithm is bad news for
owners of dummy sites, short on quality content but
rich in ads. But it’s good news for those who want legitimate
sites to promote a legitimate business. It means that
all you have to do to get a good search engine ranking
is to write original content using natural, expert lingo
and optimal keyword phrases for the search terms your
target traffic is likely to use.
addition, in order to get and maintain your search engine
ranking, you should regularly update your content. This
includes adding new copy to your existing articles,
as well as adding new articles on new topics. It also
means incorporating new search terms, in order to expand
the number of terms for which your site scores a high
example, if you have a Web site about lawn care, your
site might rank third when people searched for ‘lawn
mowers’, but not rank at all when they searched for
‘grass seed,’ even though those searchers would find
your site to be relevant. Adding fresh content about
additional topics will increase the number of keyword
phrases for which your site ranks high on SERPs.
addition, high rankings for long-tail or secondary keyword
phrases will help to boost your ranking for the highly
competitive terms. So instead of just trying to get
a high ranking for ‘lawn care’ you’ll do well to write
online content that is optimized for many relevant phrases
that are less competitive.
In summary, writing
unique articles for your Web site so that your pages
are original and content-rich will give you an organically
optimized site to which search engines will give a high
ranking over the long haul. In the next article we discuss
in depth how to write readable, optimized Web copy for
high search engine rankings and an effecting visitor
Contact us to learn how Hired Gun's SEO experts and Web writers can help you make the most of your Web site with high-quality, affordable SEO content.
the next article: Creating
optimized Web content for search engine and reader results.
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