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Structure Your Website Content To Have Better SEO

Learn How You Can Structure Your Website Content To Have Better SEO


Content is kingMost people in business know that they need their website to be as close to the top of Google as possible but few realise the importance of the structure of website content is to that aim. It is not enough to simply write a few lines and put it on your webpage. That worked ten years ago but these days, with the increased intensity of competition online, and the huge increase in the sophistication of the search engines, you need far more than that to succeed with your website.


Below we look at a few pointers to making your website work as an asset for you rather than being a dead-beat liability.


1 The Length Of Your Articles

This is always a trade-off between website owners and most designers, and people who know how to get websites ranked at the top of Google (SEOs). Website owners and designers believe that pages that are clean looking, simple to see, have a big image, will be more appealing to the searcher than a page of hundreds of words. In some markets that is true but the days of 200 to 300 words being enough to get your site ranked near the top of Google are long gone.


Articles that are 1,000 words or more are now the standard. This does depend on the industry and the quality of your online competition but this graph shows the effect of longer-better quality content.

Your content should not only be readable, but interesting and user-friendly, featuring sub-headlines, images, bullet points, and video.


Also, don’t write your content so you think that Google will like it. Write so that it is intended for humans to read. Google will interpret it, and recognize good quality content, and rank it.


Website owners often say that no-one wants to read 1,000 words, and in some industries, that it true. However, firstly, the aim is to get your article at the top of Google so people will see the link and then there is more chance that they will click it.


Secondly, if people are going to spend a lot of money with you, then they want to know that you know your stuff. Anyone can say, “Pick me, I’m good,” but you need to demonstrate that.


The third point is that in most industries, website owners are too lazy to make the effort to write or contribute so much content. By doing so, you set yourself apart from the competition.


Here we have three reasons to write, or have written, long articles; Google wants it, people want confidence in suppliers, and it sets you apart from your competition.


2 Have Unique Content

Duplicate content is a cardinal sin, so avoid public label rights (PLR) articles that many others have access to as well as you, and do not copy directly from other websites.  Apply your own personal knowledge about your business so you can create intriguing and original content. If you’re not able to do this, then find and invest in a high-calibre SEO content writing service that can produce your content for you.


A few words of solace though. Duplicate content relates to duplication on your own site. Press releases are published by hundreds of sites, and they rank well in Google, but it is still not good practice to simply copy other people’s content. You need to show that you know what you are doing, it should be in your own style or voice, and it may be copyrighted so that makes it illegal.


Invest a bit of time or money in a good SEO copywriter and it will pay rewards.


3 Keyword Density

Years ago, the more times your keyword appeared on a page, the better. Nowadays, if it appears too often, then you are likely to be penalised. Your optimum keyword density is quite low, about 3 percent. That means that you should have your keyword show up 3 times or less for each 100-word-block of text. Use variations of the keyword. body but not too often or this can look like keyword spamming to the search engines.


Instead, use variations of the keyword. This not only makes it easier to read, but it also covers more search phrase. For example, instead of repeating Wellington painter, you can say, “painters in Wellington”, “painting companies in Wellington”, “Wellington painters and decorators”, and so on.


4 Internal Links

Be sure that you create internal links for your content. This means creating interconnecting links between pages, particularly from your home page to all your inner pages. And connect pages and posts that are similar. This will show search engines that the pages of your website are interrelated to one another, which improves your SEO.


You can take this one step further by creating what are known as “silos.” These are silos of related content so, if your site is about home maintenance, then link all the pages about “painting”, link the pages about “fences”, link the pages about “kitchen renovations”, etc.


Not only does this tell Google that these pages are related but it helps the visitor navigate through your site.


5 Keyword Placement

When you write an article, it’s crucial to put your keyword in particular strategic areas. These include:


In the main title of the article, technically known as the h1 tag.

In the Title tag which is the part that appears in the search results. (It’s not the same as the Title of the article). This also helps Google determine what your page is about.

In the meta description, although this doesn’t directly affect your Google ranking, however, it can have an effect on whether people click through to your site. This screenshot shows the importance of the keyword in the meta description. If searchers see the keyword, it resonates with them and they are more likely to click to your site.

Wellington SEO

In the first sentence, preferably near the beginning to reinforce to the reader that the article will b about the topic they have searched for.

Two or three times throughout the text

In the image keyword and the alt tag of the image. For example, if your image is 13gh7.jpg, that doesn’t help Google allocate it to the search-term. But if you rename it as Wellingtonplumber.jpg, the it is much more helpful. And don’t forget the alt-tag too.


Other good places for your keyword include sub-headlines which a coder and a search engine will see as h2, h3, h4. These are decreasing sizes of sub-headings but they also serve to break up the text, making it easier for people to read.


6 Outbound Links

It’s important that every article have a minimum of one outbound link. Outbound links are links to external websites other than your website. This is for a few reasons, one being that Google can see the author is referencing important sites on the topic. If you look at academic articles, they reference lots of other authors. Your webpage should be the same.


It also creates credibility, and additional information for the reader.


The ideal kinds of outbound links are those pointing to websites with high page rank who have serious trust and authority. This would include sites like media outlets, government agencies, and universities.


All you have to do is locate a good article on such a site which relates to your own content and then link to it.


7 Video

Google, and people love video. In fact over 70% of all online traffic is video in one form or another.


Most of that is of course on YouTube, and, Google owns YouTube. So if your video comes from YouTube, Google is going to give a boost for your site.


But, a video can add not just interest to your page, it can also offer a completely different way of expressing your aim.


There are lots of styles of video you can use such as whiteboard handwriting,


Animated cartoons, kinetic Powerpoint text, slideshows, adverts, and more.


Wellington Website Content For Better Google Results

If you think your website is a bit too far down the Google rankings, and want to get it higher to attract more visitors, then contact me on 021 458089, or email me at andrew@giginternetmarketing.co.nz and I’ll be happy to conduct a site audit for you. I am based in Wellington but have clients around the world.


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