Website content – basic dos and don’ts

DO Take Google’s guidelines seriously

Google rewards high-value content with higher results page rankings. These are some of the guidelines Google themselves use to evaluate your site content and rank it in the search results.

  • Would you trust the information presented in this content?
  • Is this content written by an expert or enthusiast who knows the topic well, or is it shallower in nature?
  • Does the site provide original content or information, original reporting, original research, or original analysis?
  • Does the page provide substantial value when compared to other pages in search results?
  • Was the article edited well, or does it appear sloppy or hastily produced?
  • Does the site have duplicate, overlapping, or redundant content or articles on the same or similar topics with slightly different keyword variations?

DO Remember it’s the words that count for SEO ranking.

As long as they are not overdone and don’t annoy your visitors or slow the site down too much, videos, slide shows and similar elements can gain and hold your visitor’s attention. On the other hand, although Google acknowledges visual add-ons, they are not ranked as content by Google and other search engines. It’s the words in the text that count.

DON’T Cut and paste content from other sites.

Google gives points for original content and takes them away for copycat content, and clumsy cut and paste content.

DON’T Ignore the need to go mobile.

Mobile content must be shorter, sharper, and interesting enough to read on the bus on the way to work and it is especially important for retailers who want to get more business from local searches. A mobile site may not be essential for every site owner, and you can have both mobile and fixed site versions operating at the same time. Read article on mobile websites.

DON’T Let your site be hard to find.

There is no point in having great content if your site can’t be found easily. The purpose of Search Engine Optimisation (SEO) is to make it as easy as possible for Google or another search engine to find your site.