To compete in the SERP's (search engine results pages) and drive more traffic and indeed business to your website, you must first look through the eyes of a search engine and ask yourself, what does Google want? The answer is simple; Google wants what's best for it's users, and so demands good quality content that your visitors will find informative and useful; therefore, valuable.
Up until recently, if you wanted to rank well for a particular keyword or phrase, it was a case of filling your editorial with as many of those keywords as possible, which led to a reduction in reader centric copy. However, this is no longer the case as Google has forever changed the way it ranks web pages, and although it still wants to see good quality back links and well structured websites, the emphasis is now on unique, insightful content that's been/being actively shared and promoted within your network of followers (think Google +1, Twitter, Facebook, Stumble Upon, Digg etc).
Popularity, influence, and lasting impressions are all potential bi-products of expertly written and well received content. It's easy to get swept away with the importance of SEM & SEO and for many; the significance of getting a top five spot in Google is seemingly more important than what actually happens once you're there! What we as consumers are really looking for are answers to the questions that matter most; "how does it work," "Do I really need it," and "What does it cost" and we expect to find these answers as quickly as possible with minimum effort... That doesn't change simply because your website is featured within the top five in Google. It becomes even more important, imagine how many potential sales you're losing or handing to your competition because you failed to provide visitors with the information they were looking for! The right strategy combined with the wrong tactics, is a recipe for disaster.
Think of it like this; If Google considers your content to be of poor quality, the chances are the searching public would feel much the same, so why would you feature in the SERPs - and why would anyone wish to share it? Content is king, and you should endeavour to provide visitors with valuable content and an engaging browsing experience at every opportunity!
Old-school SEO methods such as site structure, meta data, keyword density etc still make a difference, but are no longer the deciding factor. However, set two editorially identical sites side-by-side, and Google will no doubt, prefer the version that implemented a search engine friendly site structure.
I sincerely hope this article helps you on your way, and at the very least gives you something to think about...
Don't worry if creative writing isn't your thing! Here at The SEO Pro professional SEO copywriting is one of our specialities.
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