How to make content work for SEO - By: Rutland

The right content forms the heart of a website, and there are many
ways to create and display it, with varying effects on search engine
optimisation. Although some content properties can directly alter the
way a site fares in search rankings, others have secondary effects by
attracting, or discouraging, human visitors, and all their associated
benefits, over a longer period of time.

Everyone who has the slightest inkling about search engines and the
way they function has probably grasped the main fact, that content
must be unique. This is important for visitors as well, because it can
be exasperating to read the same old lines on site after site,
especially if the words were uninspired to begin with. Even videos and
audio files should not be duplicated elsewhere, and one might consider
adding transcripts so that all visitors can access the content,
including search robots. There also needs to be a substantial amount
of text on a page, or search engines will judge a site as poor,
leading to lower search rankings.

At the other end of the scale, many experts advise that it is a
mistake to place long pieces of text on web pages, stating that
readers like to flit through content, taking in only a small section
at a time. The idea behind this is that reading words on a screen is
tiring. There is probably a lot of truth here but that does not mean
that there is no place for the occasional longer article, especially
on a well-designed page that makes reading more comfortable.

Marking up content meaningfully within the HTML code of a page helps
search robots to work out which are the most important points, and
keywords should be thoughtfully placed inside titles and headings in
order to show what is relevant. Properly written page code is trimmer,
and less bloated page files will load faster, pleasing visitors. Also,
search robots are able to decipher smaller files in less time,
enabling them to get round the whole site.

Page appearance is critical, as a thoughtless design can spoil a
website, detracting from all the work put into SEO. Content should be
easy to read, and that depends almost as much on the page design as on
the words themselves. Sans-serif fonts are accepted as being more
legible on screen, and dark text on a light background is always
preferable. In fact, black on white is an unbeatable combination for
easy reading, and any larger pieces of writing should ideally be
presented in this way.

A clever designer can accentuate the meaning of content by drawing
attention to certain points using headings or adding whitespace around
specific areas of text. The interaction between text and other page
elements, such as images, can also lead the eye. If a beautiful page
is produced which provides a pleasurable reading experience then
visitors may well return in increasing numbers and link to the site.

At SearchEngineOptimization.co.uk we can make sure the content of your
website works to best effect.

About the Author

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