This post is all about developing web pages to answer searchers problems and attract more visitors to your business website. However, you’ll formerly have a good understanding of how your target market is searching, and it puts you in a great position when working on the next steps, If you have read our former post about Keyword Research here.
In the Keyword Research post, you were delivered the tools and knowledge needed to discover exactly how your target market is searching for your content.
This section will show you why it’s so important and how to use the information you have.
- Instead of creating different pages for a single keyword, it’s recommended that you group similar topics and intent together to make different pages. For illustration, if a bridal store was dealing different categories of wedding dresses online, it would be wise for them to make separate pages for different types of style of dress.
- Have you completed a search for your keywords yet? Make certain you make a note of how the results are displayed by the search engine. Some positioning you should be keeping tabs on are.
—Are the results text/video or even image heavy?
—Are the results short and to the point, or in a long form of content?
—Are the results displayed as a list or paragraphs?
- Eventually, ask yourself the million-pound question … “ What value could I offer to searchers to make my website better than my competitions that are presently ranking for a particular keyword?”. We frequently do this using a spider diagram on a scrap piece of paper to allow the creative ideas to flow. (Or even open up paint in the backround)
This system will allow you to produce content your niche will love. Guarantee the content is high quality, instructional, applicable and avoids any low-value tactics.
Avoid these low—value tactics
The content you publish on your website should be written with a sole focus on answering search questions. Don’t produce content with the end of ranking largely in search because it’ll water down the core purpose and take your attention down from the end objective.
During a former post we touched on Black Hat SEO and these tactics fall under the same area. If you didn’t get the lowdown truth before … avoid them at all costs.
As the illustration above explained, it’s occasionally in the top interest of a business website owner to have unique pages for different contents. Some website creators have, in the history, created a page for every single keyword to successfully rank on page one for all their keywords.
A notably annoying system for local businesses was to publish multiple pages of content for each city or region that they believed they could attract guests. These“ geo pages” would generally have the same content on them, with the location name existing with the only thing to separate between them all.
Tactics like this produced millions of pages of low-quality content across the World Wide Web, and website design wannabes were making a fortune. That was until it was addressed by Google in 2011 with their ‘Panda’ update.
Panda was like nothing ever seen before by digital marketers because its algorithm oppressively penalized low-quality pages and drove them to the bottom of results, whilst giving room to websites that produced high quality content. Google continues to raise on this process of degrading content that they see as low-quality.
In recent times they’ve been extremely clear that they prefer, and as a result, will rank websites higher that have a comprehensive page on a specific content rather of multiple weaker pages that are looking to profit from keyword variation.
>>> Related Post: The Beginners Guide To Top-Level SEO <<<
Duplicate content
As its name suggests, duplicate content is data repeated between other domains or between several pages of a single domain.
But what if you have a good reason for copying content on your website? Google is aware that in some cases, content should be duplicated. In this case, they advise that use of a‘rel = canonical’ label to direct the attention to the original source, wherever it’s on the web.
Generated content
Still, also you might as well close your site down and move on to something else, If you choose to fill your web pages up with automatically generated content.
This kind of content is a huge red flag and extremely low-quality. Auto-generated content is especially designed to manipulate search rankings but, in extreme cases, does the complete contrary.
You may have come across this type of content if you have visited a website and none of the writing make any sense. This is because it’s all written by a robot, for a robot.(The website crawlers)
The advancements in technology mean that auto-generated content is getting better and will continue to do so. It might one day be tempting to fill out some of your forgotten web pages with this type of content, but be aware that it goes against Google’s Quality Guidelines and the punishments are hard to recover from.
Cloaking content
The expression‘ cloaking’comes from when a website shows a human guest something different to what it shows a search engine website crawlers (Robots). As mentioned previously in this post, you should noway endeavour to hide any text on your website. One popular way to do this is by changing the colour of the text to the identical colour as the page background.
There are some rare cases where Google has let this tactic slide because it positively affected the visitors experience. This is hard, a real agony to try to prove, the best advice we can give you is to avoid this fully and stick to white hat SEO ways of the force 😉
Keyword filling
It’s a common myth that if you include your keywords over and over in your website content, you’ll tick a box and Google will launch you to the top of their search results. Nothing could be further from the truth.
Yes, Google does look for keywords and other affiliated expressions on your web pages, but don’t take your eye off the prize. Your page must add value outside of keyword use.
A high-end web page should sound like it’s written by a person, for a person. A web page that’s desperately trying to rank in Google will sound like it was written for a robot. Be natural, be instructional and most of all be human.
So, what can you do?
That was a lot of rules to abide by, wasn’t it? Well, we just want to make sure that you avoid any of those nasty penalties. This coming part is about what you should be doing.
If you have come here to find out the secrets of ranking on Google. A website will rank largely on Google and other search engines because they’ve determined they’re the top answers to a searcher’s questions.
Your web page must give real value to search queries and be the top page available in Google’s armoury. Then there is a simple process for content creation
- Search – Use Google to search for your chosen keywords
- Identify – What pages rank for those keywords
- Qualify – What factors do they’ve that helps them rank
- Generate – Produce advanced top-level quality content
Google, Bing, and other search engines will award you if you produce content that’s better than the current web pages out there. They will place you in the top position of search results, and you’ll harvest the benefits.
Quality over quantity
When creating content, there’s no word count that you must hit to automatically reach page one of search results. As you’re creating content, you should aim for enough information to satisfy the user. Some queries may be answered in 400 words, others might demand lengthy words.
There’s no need to ramble on just to reach your asked count. Answer the query, include your keywords, and avoid all the errors mentioned above.
Local SEO content
Dispolay your address and contact details, whether that be a phone number or email address, If your website showcases a local business also its top practice to show the business name.
Use the room in your header and footers. Numerous businesses now use specific contact pages that discloses all applicable contact information.
Again, however, where you place this information and how prominent it is will depend on what your end aim is. For illustration, if you want to produce a high number of inbound telephone enquiries also place your contact number in bold text in the header section.
Still, it’s a great idea to make unique, high quality pages with optimized content for each of the locations, If you’re a business that benefits from multiple physical locales. For illustration, if you enjoy a chain of ice cream shops in Cardiff, Bridgend and Swansea also consider having a page for each one.
Each page should be rightly optimized for that one spot. Using the illustration above, your content should discuss Bridgend. Including the position, attractions that are near, and the contact number with the correct area code. It’s also worth including some reviews or testimonies from clients in Bridgend. That way you are providing the best content for your website traffic.
Local vs National SEO
Although we’ve concentrated heavily on local SEO, it’s important to remember that not all businesses operate in a local area. There are some business owners that want to promote their products or services to a wider range of people and maybe at a national level.
-Local SEO – An illustration of a business that would profit from local SEO would be a hairstylist in Bridgend that has one physical site. They would target keywords like “ ladies haircut in Bridgend”.
-National SEO – An illustration of a business that would profit from national SEO would be Ford Motor Company. They industriously promote their products and services to a wide range of current and possible guests across the country. Ford would target keywords like “ new automobiles for trade” or “ new auto leasing”.
There’s a closing add-on and a category that Ford would also fall under, international SEO. An illustration of Ford targeting an international keyword could be “ Family SUV”.
Choosing whether local, national, or international SEO is best for your website depends solely on your target niche or location. Make sure you know who and where they are before starting your content creation.
>>> Related Post: The Beginners Guide To Top-Level SEO <<<
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