Creating A Balance With Your Content
Creating content for your website that is both interesting and useful for your visitors, but also has all the criteria to get picked up by the search engine spiders and listed well in a search can be very tricky. You don’t want to fill your page with keywords and phrases to the detriment of sense and usefulness, but they do need to be in there if you’re going to rank well with the search engines and if people are actually going to be able to find your website when they are searching.
Always keep your keywords and phrases in mind. If one of them fits naturally into the article you are writing then put it in, but don’t shoehorn it in, in inappropriate places. A key phrase needs to feel like it belongs within the flow of the content and shouldn’t stand out and seem out of place. Your readers should pass over the key phrases as part of the content, and not stop to think “Why have they put those words there?”.
Make sure your content has a real purpose. Don’t think to yourself “I need some content to help me list high on Google”. Instead think “I’m going to write a useful guide to baking biscuits and I’m going to do my best to ensure it is fully optimised for search engines”.
Spiders crawl sites as you would read them, so that’s top left to bottom right. Try and mention your key phrase for the article early on. Extra attention will be paid to bold or italicised content, so if it is appropriate to do this to one of your key phrases then it’s worth doing it. Just don’t overdo it. Overusing a particular phrase will only count against you. A key phrase repeated two or three times in a page of content, in appropriate places is a far better search engine optimisation technique than having your key phrase in every other sentence. The search engines won’t be impressed and neither will your readers. It’s one thing getting people on to your site, but a whole different matter making sure they value your content and want to return.
When you’re thinking about search engine optimisation it can be easy to forget the entire point of your writing. It needs to be of interest to real people as well as search engines! If yours is a business website then it’s extra important to make sure your content is useful and relevant, and doesn’t suffer from spelling and grammatical errors that will make your business look unprofessional. It’s always a good idea to have someone else proof read your work before you publish it. It is easy to miss a silly mistake in content that you have written yourself. An extra pair of eyes over the work will help minimise errors slipping through the net and ending up online.
If you’re struggling with your content then hire someone to write it for you. You might be the best electrician in town, but when it comes to advertising yourself in text you may not have a clue. Which is fair enough, most content writers are rubbish electricians!