When you’re designing a website for your business, you need to make sure that you’re making the correct decisions, and not putting yourself in the realm of always playing catch up with the search engine guidelines.
One of the biggest issues that we run into with new businesses and their websites is the content that they use, or the lack of it. It’s one of the most unpopular conversations to have with a client, but your content and the keywords you use within it can be the first, largest hole to help your site sink or swim. There is a fuzzy number out there, by that I mean there is no real concrete answer – only best guesses, and as to the proper amount, the search engines aren’t talking. On average, you should be delivering your site message and it’s keyterms somewhere in the range of 3-5% of your total content density. Quick and dirty explanation would be if you write a page about the color blue that is 100 words, you’ll want the word blue in there 3-5 times – sounds simple right? It really is, the problem is the other 95 words, they still have to fit the theme of the site/page and can’t just be gibberish, so try not to focus on numbers and shoot for well written, easy to read content for your site.
There are two other points dealing with content that we stress when speaking with our clients, one is the always growing social aspect of the web, and the other is spam, or the appearance of spam.
Where the social web is concerned, having your site and your PR people active on Twitter and Facebook is a good thing, as the jury is still out on just how much this benefits your SEO campaign. But you need to bear in mind that those efforts alone will not drive you up the search results pages. When you boil it all down to the roots, it’s your website content that will drive your site up the SERPs and brand your small business online. Social media leverage is great, but your content is paramount, don’t miss the forest for the trees so to speak.
One more point about your content, and it has some to do with the nature of keywords and the language you use when you put it all together. It’s an unfortunately common occurrence to find out that the reason your site has never done well with results is because with the way you’ve written your content it comes across as spam. It’s the difference between being spammy and readable that plays to your favor with the results pages. A quick and simple test to find out if your content is on the wrong side of that line, is have someone read it out loud to you. Trust your instincts about it, if it sounds funny you’re much further ahead rewriting your content instead of being caught on the wrong side of the search engines wrath. Don’t worry about the numbers and the figures about your content, make it readable, make it relevant, and the web will do the rest of the work.