Content development is a vital part of SEO, allowing you to create engaging pages that present you as an expert in your field. Years ago, when Google’s algorithms were less sophisticated, many websites took advantage by hosting duplicate and spam content that boosted their rankings. Since the Panda and Hummingbird algorithm updates, however, Google can now recognise the quality of content and will reward or penalise sites accordingly.
Google now recognises duplicate and irrelevant content, as well as whether or not the content is well written. Its sophisticated robots can recognise the semantic connections between words, allowing them to match synonyms to search terms and make its search results far more relevant to users. Google also rewards sites that are easy for its robots to understand and categorise; writing clearly for these robots is key to optimising content for search. Writing optimised content for Google has now become a somewhat complicated practice, which makes specialised content development more important than ever.
To create pages that rank well in Google, it is vital to clearly label what each page, and what each section of each page, is about. This includes using Title Tags, H1s, H2s and bold text where relevant, as well as the essential keywords that signal to Google what the page is about. Google wants to provide users with exactly what they are searching for, so by optimising content you make sure your website is more relevant than its competition.
Despite the importance of optimising content, you should be aware that over-optimising can actually harm rather than help your site. Content that is over-optimised will read poorly to a user, as it has been written solely for Google’s robots instead of for an audience. Google is now sophisticated enough to tell when this is the case, so it’s vital to find a balance between writing for SEO and writing for real-life users.
Good website content marries a strong, accessible writing style with technical knowledge, using language that is clear, informative and relevant. It uses a consistent tone of voice that portrays the brand’s image and engages the reader. This has a significant impact on ranking factors and enhances your site’s SEO, making it more accessible for both users and for Google.
Content development is an essential aspect of SEO, as it combines the technical with the personal to create something that users can find easily and navigate easily. Only the highest quality content will be ranked highly by Google. Whether your site is in the early stages of development or has been growing for some time, a well-executed content strategy can have a significant impact on your website’s performance.