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Content is King
Published on 2nd February, 2011 01:58pm

In the quest for effective search engine optimisation one of the most important factors is the content on your website. Web content is how the search engines index your site and it also projects your company image and how your customers view and interact with your website.

The aim of any website is first to attract and then to convince visitors to buy. It is therefore important to ensure that your web content is first written with search engine optimisation in mind and secondly that it is written well. Writing copy can be hard if you don’t know where to start and many people fall down at the first hurdle – knowing what to write. A good place to start is to look at other websites selling similar products or services to your own. Look at how they lay out their content, the keywords they use and how they describe their products.

It’s important that any content you use on your website is unique – that is unique across the entire Internet. The only way to truly achieve this is to write your content yourself or employ the services of a search engine optimisation company. They will research your content for you ensuring that it is created with relevant keywords and that it gets your message across in an engaging and persuasive manner. The key point here is that you need to differentiate from other websites especially those offering the same services. The search engines index each website according to the content contained on them. If your website contains the same content word for word as another site you will just end up competing with them and getting a lower ranking as a result.

Finding the Right Words

When writing or thinking about your copy, consider the image that you want to portray and your target audience. There is little point in writing for a cool and hip crowd when your audience is made up of college professors and other academics. Carry out some research on relevant keywords relating to your business and ensure your content contains these keywords. Take care not to ‘litter’ your pages with keywords as this can detract away from the point you are making and put visitors off. Make your content punchy, to the point, and informative whilst gently persuading visitors that they need your products or services.

Putting it All Together

Once you have your keywords and know what you want to say, it is time to start writing. Remember the key rule – keep it unique. You can certainly conduct research online and borrow from other texts, but just make sure you change the words so you cannot be accused of plagiarism later down the line. This could harm your reputation and means starting your content all over again. There are many companies specialising in search engine optimisation who can help you with this time consuming process. They will help you find the most effective keywords so that your content helps you hit Google’s top spot time and time again.

Freelance SEO Bristol has years of experience when it comes to search engine optimisation. If you are interested in one of our discovery days or some FREE SEO advice, call our team today!

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