Website Content for SEO and Consumers: Striking the Right Balance

Posted by Flora Richards-Gustafson

What is SEO?website content

SEO (search engine optimization) is the process of making small changes to a site so it ranks high on a search engine result list. According to Google, the changes themselves are small and seemingly insignificant. However, when combined, they can make a big difference in the performance of organic search results and the site’s user experience. 

The Internet is not as intuitive as many people think. A search engine does not know what your website is about unless you tell it. By using specific keywords, meta tags, meta data, titles, anchor text, links and so on, the crawlers that search engines use help create a list of algorithmic-based results.

While using SEO techniques on your client's site can make great improvements to its online visibility, there are no guarantees of online referrals, especially since search engine algorithms change. Therefore, they also need quality content to backup SEO techniques so they aren't completely dependent on search engines to send them traffic. 

How to Balance Quality Content and SEO

  • Do what is best for your site’s visitors. According to Google, you should always base your content and SEO decisions on customer preference. If your main source of traffic comes from search engine results, SEO can help improve your visibility. However, if your visitors return regularly to enjoy and share the content you create, this may be a sign that you do not need to tweak your site that much to improve your search engine ranking.

  • Use titles. If your site’s visitors can navigate through your site easily, there is a good chance that crawlers can identify the contents. This means that each of the pages within your site should have a brief, descriptive title and unique title tags. Summarize a page’s contents and the meta tags in a way that interests and informs visitors, using a unique description for each page.

  • Create headings and sub-headings. When you add categories to your site in form of heading and subheadings, you order your content logically and make it simpler to read. This helps users navigate and scan your site, and helps crawlers categorize it. Think of the headings and subheadings as the points on an outline for a school paper.

  • Always focus on quality. When you focus on providing quality content, good SEO will follow. Hosting site WPCloudLayer states that the best way to improve your content and strike an SEO balance is to improve your writing. The content that your site’s users read needs to be grammatically correct, use keywords that make sense, be free of spelling mistakes, organized around a topic, engaging, simple to understand and smart.

  • Be original. The fastest way to land in a search engine’s penalty box and not get the rankings that you desire is to copy and rehash existing content, including content that you find on another site. When you create unique, fresh and quality content that integrates your keywords, your existing visitors come back for more and you appeal to the interests of new users.

  • Use anchor texts that make sense. When your content links to other pages (internal and external), it can help increase a site’s quality and SEO ranking. The trick to creating good links is to use anchor text that tell readers and search engines what the linked site contains. For example, instead of stating “click here,” or using a generic word like “page” for an anchor text, be more descriptive. Examples of descriptive anchor text include “top 10 SEO best practices” or “apple pie recipe.”

  • Use quality images and optimize them. Images can help your site’s SEO ranking, particularly when individuals conduct image searches. Before you add an image to your site, make sure its file name is descriptive and short. If you use an image as a link, fill out the alt text information. The alt text is similar to anchor text and serves as a backup in case the image doesn’t appear on the page.

Your clients can use SEO to put their site’s best foot forward in regards to search engine visibility. But, always be there to remind them that ultimately, search engines aren't making the purchase--visitors are.

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Tags: website content, content marketing, SEO content, content marketing strategy