The short answer… quality content is important because it’s important to the search engines. There’s not a single client who walks through our door who doesn’t care about success in Search Engine Results Pages (SERP). And if Google loves good content, then you should too!
The strategy of website design has made major shifts over the last few years. The goal has always been for good user experience; and years ago, our Omaha web designers and web developers would put most of the focus on functional and beautiful design for the best experience possible. Functional and beautiful design are still important to user experience, but now we must also put heavy emphasis on website content.
So, let’s approach your website from a more holistic point of view. Let’s build a website that is both beautiful to the eye and rich in valuable information.
Where should you start?
You can start by understanding how results are served on Google. Google’s algorithm is multifaceted and based on more than 200 factors. But Google’s focus when serving results is relevance. Google does not see the design of your website, but instead sees the words and their location.
Because of Google’s commitment to serving relevant websites and content, high quality content serves itself. This is not keyword stuffed content. This is content that is readable, that is appropriately placed on the correct page, that is keeping a user on your website. This is more than just plunking in a keyword every-so-often.
So, you think you optimized your pages…
You’ve selected your primary keywords based on what you think your potential customers are searching. Or even better, perhaps, you’ve partnered with our Omaha SEO team to do some in-depth keyword research and analysis.
And you’ve tried to integrate your keywords into your web page titles and H1’s, and as frequently as possible into your content. (We offer this service as a one-time SEO optimization.) But if your website content is only a few sentences per page, with very little substance, your efforts hold very little weight in the search engines. In fact, it’s often more beneficial for you to invest in creating valuable content than implementing our one-time SEO optimization.
What’s the next step?
The only way to know your best way forward is to analyze how your website is performing. Though Google Analytics and Search Console you can see how each page is ranking, how you’re performing for your desired keywords, and what your user time on site and bouncerates are for each individual page.
Quality content is going to establish, at least three critical factors for SEO success:
The search engines will read it and rank it according to its context and value.
Users will likely be funneled into the website, decreasing user bounce rate.
If your questioning the value of any page on your website, I’d venture to say you probably need to rewrite it. And as a website design company who approaches your website from a holistic point of view, quality content is not only important from an SEO perspective, but also from a design perspective.
Did you know that we have a copywriter on staff? Quality content is worth the time and financial investment because it can, and will, bring in new business. So, let us help you improve on every facet of your website – design, performance, content.
A Nebraska small business owner recently called us asking about our SEO (Search Engine Optimization) services. He had signed up with an “SEO service provider” who promised a #1 ranking in Google for only $100 a month. And it worked – for one month. The next month his site dropped to page 6 in search results, far worse than before. Now the “service provider” (Can you read my sarcasm?) was telling our caller that he would have to pay a lot more money to fix the damage. Damage caused by this provider’s “services.”
Unfortunately, this provider took actions that not only didn’t help our caller’s ranking but likely severely damaged his website’s reputation with Google. Recovering from such penalties will take much longer than 1 month and more than $100.
You can protect yourself from cheats and liars by knowing a few facts about SEO.
No one can legitimately promise a #1 ranking
Even the best SEO agencies in the world are limited by one fact: SEOs are not Google. Google’s engineers make their own decisions and they carefully limit public information about how it all works. SEO practitioners depend on close readings of everything Google engineers say and on research by industry leaders. Legitimate SEO practitioners are experts on the research but they also know their powers are limited.
Link schemes are a bad bet
Some “SEO service providers” say they’ll get thousands of social media mentions and many thousands of links to your site. Run, don’t walk, away from someone offering you that “service.” Google knows these schemes exist, are constantly uncovering systems that operate them, and penalizes sites that receive those kinds of links and mentions. In the case of the business owner that called JM, his story had all the tell-tale signs of receiving a Google penalty. If your prospective SEO doesn’t show concern for good quality links, their work is likely to cause your site more harm than good.
That being said, there is a correct way to build links to your site: Creating good content that’s valuable to your audience. I’ll cover this in a future post.
More than a few charlatans are willing to sell you empty promises for easy money. The truth is SEO, done correctly and without causing harm, requires months of work and costs a lot more than $100. If you can’t put that much trust in a prospective SEO, then trust your instincts, walk away, and find one you can be confident in.
A good SEO should be interested in your business
The point of a website is for new customers to discover your business and for everyone to buy your products or services more easily. SEO is one set of tactics to support that strategy. If your prospective SEO isn’t interested in your business, what you sell, and who your desired customers are, they’re not prepared to make decisions that will support your strategy and benefit your business.
When you’re considering hiring an Omaha SEO service provider, it pays off to take it seriously. Don’t look for a cheap deal. Find an SEO who knows what they can and cannot promise and who is interested in helping your business succeed online.
It all comes back to user experience. Whether its design, functionality or content – a successful website provides a user with value.
User experience is so important that it’s become the main driver for Google’s algorithm updates over the last several years. And it’s been said in some major SEO studies that one of the most critical factors for SEO success is user time on page.
User time on site is directly correlated to user experience. If your website design is pleasing, if your functionality is friendly, and your content is engaging and valuable the overall time on site will increase. Abandoning visitors increase the bounce rate (user gets to your website and leaves without clicking anything), which reduces conversions and profits.
You can find out your average user time on site through Google Analytics under Audience > Overview.
Here are five tips from our Omaha web design and SEO team for increasing user time on site:
Spruce up design
Your website design gives users a first impression. The design entices or turns away a user before they even start reading the content. So, make that first impression count with a website design that’s clean, functional and accurately reflects your business.
A user-friendly website will also be mobile-friendly. Make sure your website is using responsive technology. Google will reward your website for responsive technology and the added value and readability will increase time on site for mobile users, also increasing your organic rankings.
Among Google’s guidelines for content is “make pages primarily for users, not for search engines.” Contrary to the old-school way of thinking, keywords stuffed into mindless or irrelevant content will not increase SEO value. Your website content, page structure, design… everything… should be geared toward adding value to your users.
This is relevant to pages relating to your core services and to your website blog. Feeding Google consistent content through a blog/news page can be great. But the quantity of content is no longer a key factor for SEO success. Instead, focus on quality of content. If you are unable to produce quality content for your blog, then get rid of it (or hire JM to do it). A blog that’s not being updating with quality content is likely doing nothing for your SEO value and it’s not building credibility for website visitors.
Keep users interested by pointing them to the next thing they’ll want to read. Across your website, link to related services or key team members when relevant. On blogs, link to other related articles whenever possible. This will help provide more relevant information that will appeal to user’s direct interests and be good for your website’s SEO.
Links are crucial SEO ranking signals. Inbound links, outbound links and internal links help Google figure out what is relevant and authoritative.
Optimize website performance
You have less than one minute to keep a visitor on your website. And if even a small portion of that minute is being spent on load time… you’ve likely lost your visitor. You can check your website load time using free tools like Pingdom, and if you’re load time is more than 4 second… you need to make some changes. You can consider:
Getting a new website host: Nothing you can do to optimize your website will make any difference if you have a bad website hosting company. There are VERY cheap hosting options available. I, for one, love a good deal. But you’re not looking for a good deal when it comes to website hosting… you’re looking for reliable, secure and support-focused website hosting.
Use a caching plugin: Caching can result in a 10x speed gain over a non-cached website. And the plugin is free!
Remove unnecessary plugins and update: WordPress (our preferred platform) has lots of cool plugins. But they may be slowing your website down. So, you need to weigh the options and get rid of the ones you don’t need. Also, updating your plugins is critical for site performance AND security.
Optimize images: There are plugins available that can compress and optimize images for faster load time. Or, you can make your images smaller to increase load time.
Attract the right users
A great design, good content, internal links and fast load times are not relevant unless you’re attracting the right users to your website in the first place. Use keywords and long-tail keywords that your ideal customer will search, bid on these keywords for Google Ad campaigns, and create good meta descriptions so users will understand what they’re clicking on before they get to a page.
After making modifications to your website and strategy to increase user time on site, check your Google analytics and analyze the success of each page, individually. Your data will help you make informed decisions.
Don’t know how to analyze the data? Our Omaha SEO team can. Don’t have time to write valuable content? We have an experienced copywriter. Don’t have the ability to make the changes that need to be made? No problem. We can help!