Search Engine Changes Mean Website Content Changes
I recently saw a great piece by Emily Mace about website content and how the search engines have changed the way they evaluate it. Here is a summary of the article:
As Search Engine Optimisation (SEO) has developed over the years so the content found on web pages has become more and more important. Google has changed the methodology of crawling each site and their pages, bringing a greater focus to bear on content, ensuring it is both unique and long enough to have some depth to it. Having dedicated pages for each topic on a website is a good way of creating this Google-friendly content.
Google is also a big fan of sites which are regularly updated, so sharing your news and developments in the form of new pages further tells the search engines that your site is active and worth visiting.
Content Strategy
Having a content strategy enables new and interesting content to be created which covers all aspects of the website, from news articles and blogs to customer reviews and additional information pages about specific products and services.
The key to a good content strategy is management – ensuring all areas of the website are included; producing good, interesting content for the site user and locating this content in the places users will expect it to be.
Benefits
The benefits of a good content strategy include things such as being a much more “sticky” site for visitors, meaning they stay on the site longer and visit more pages as they are of interest to them. The search engines will also see a site which is growing in size, with good unique content for users, leading to pages ranking well in the search results.
On a commercial level the sheer fact that pages rank higher in the search results leads to more visitors, and as the site is of high quality and provides good, relevant, information to the user will subsequently convert more visitors to sales. Across the particular industry the site can also be perceived as one of the experts in the field, again leading to more visitors, more sales and fueling further the improvements in search results.
Conclusion
Having looked at how good content can make a huge difference to a website the need to spend a little time thinking about a content strategy is clear to see. Steadily producing this user-friendly content creates a site which everyone appreciates and wants to see more of, both search engines and users.
If you would like any help with your own content strategy please feel free to contact us and we will be happy to help.
Here is a link to the original article - click here
