The Importance Of Quality Website Content

We’ve all been there. After looking up a business, we’ve all come across a site that looks amazing yet reads like a broken record. Repetitive words. Extensive paragraphs of largely useless information. Spelling mistakes, clumsy sentences and grammatical errors. As a business, it’s important to ensure that website content is well written and relevant, for more reasons than one. Firstly, high quality content helps to create a professional image for your business. When a potential customer/client lands on your site, the first thing they see is your website design – and the next thing they see is the content.Easy-to-read content that provides relevant, interesting information is important as it shows potential customers/clients that you’re an expert in your field – whether that field is bricklaying or criminal law! Besides creating a great first impression, website content has another purpose – SEO. For online marketing companies such as WME, SEO success certainly relies on the production of high quality content.

Content is king

Search engine optimisation (SEO) is the process of altering a website so that it ranks highly with major search engines in relation to relevant key phrases. In short, it’s an online marketing strategy that helps to place your website on the first page of search engines such as Google, right in front of those who are looking for goods, services or information that you offer. A high search engine results page (SERP) ranking can boost website traffic – and sales. In relation to SEO, you may have heard the phrase ‘content is king’. Content certainly is a critical component when it comes to search engine optimisation, and leading SEO company WME Group are well aware of its importance.

Google and content

Google constantly updates its algorithms and while some updates are subtle, others impact greatly on SEO. Over the past couple of years, two algorithm updates in particular have affected website content. Leading SEO companies stay on top of these changes, making alterations to their content writing process accordingly. One such company, WME Group reviews content often – ensuring it meets the current algorithm requirements.

Panda

This algorithm update first appeared in 2011 with the aim to rank ‘quality’ websites above ‘spammy’ websites. In determining which sites are of a higher quality, the algorithm takes into account onsite factors – and of course this includes content. Sites with high quality, informative and on-topic content are viewed more favourably than those with thin, poor quality content. It is now also very important to avoid duplicate content. Content should not be copied across pages within a website, and it certainly shouldn’t be copied from other websites.

Hummingbird

This algorithm update aims to ensure that search results effectively ‘answer’ a user’s search query – rather than merely responding to keywords. Ultimately, this means that Google now ‘reads’ content and looks for cohesive information about a topic, rather than just picking up on certain keywords. Essentially, this algorithm update means that content needs to position the website as an authoritative source or ‘expert’ in a particular field. This is achieved through content that not only mentions keywords (it’s important to note that these days, keywords only need to be mention minimally), but also includes synonyms and phrases typically associated with the industry in question.

Quality is the key

In a nutshell, website content needs to be in-depth, informative and well written – there’s no short cuts. Leading web marketing company such as WME Group have opted to utilise professional content writers for their SEO campaigns, such is the importance of quality. Reviews of the content writing process are common, as this ensures techniques are kept up to date and in line with the most recent algorithm changes. Content may be labour-intensive, but it’s important to remember just how important it is.

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