How to Build an Optimized Website: Content

Good content is good writing--we're sure Hemingway would agree. 

In a previous post, we introduced a method for inexperienced website owners to build and optimize a new website. To maximize efficiency, consider four key jobs. 

1. Website Design

2. Website Development

3. Content Creation

4. Conversion Optimization 

To successfully complete these jobs, a new website owner may need the help of experienced professionals, including top-notch design and development pros who understand website optimization. 

However, designing and developing an artful website with lightening-fast speed is not enough. You will not attract the customers you deserve if you do not provide good content.

Content: What is Google Looking For?

Content can refer to images, videos, infographics (or more), but text is the cornerstone of an optimized website--and the best way to attract an audience.

For Google, specifically, text is the best way to achieve a high placement on the search engine results page (SERP).

As Google notes in its help pages, "Steps to a Google-friendly site":

"Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site."

It's worth noting the emphasis on writing here: useful information, information-rich, words.

Google is looking for good writing. 

SEO Writing vs Good Writing

It is an irony that most writing about SEO is not good writing. Despite frequent admonitions to create "good" content most SEO writers do not follow their own advice.

This is not a comment about relevancy. Sites like Search Engine Land, Forbes, and Search Engine Journal produce information-rich content--tailored to an audience.

And this is not to say that the SEO world does not produce any good writing. Jayson DeMers, a contributor to Forbes, is an engaging writer who writes about SEO with clarity.

Unfortunately, SEO writing often uses jargon or makes vague assertions about the definitions of key words or phrases. The jargon and vagueness serve a purposes--one intentional, one not intentional.

1. Using jargon, writers create a shorthand for the in-the-know.
2. Making vague assertions, however, writers creates a confusion for those not in-the-know.

Simply put, jargon and vagueness alienate the majority of readers. Most SEO writing is created by SEO wonks for SEO wonks.

For this reason, online business owners trying to learn SEO may feel alienated and confused. Online business owners must look elsewhere for good writing. But, as any business owner can testify: there's not enough time to read SEO articles and good writing.

The lesson? To appeal to a wide audience write clear, jargon-free prose. 

What is Good Writing?

So how do you write "information-rich" content that is also good writing?

The SEO world offers many guides on "content," and many suggest optimizing the technical aspects, such as the meta tags, alt tags, and headings.

However, to create the best content you must think of the language itself--the words. You can tick all the SEO boxes--the tags and headers and keywords--while also offering good writing. 

Good writing feels necessary--writing that stays with the reader. Good writing makes an impression. Good writing is meaningful. 

Think about syntax--how you arrange the words in each sentence. Think about sentences that perform several functions. Good writing performs several functions in nearly every line. For example, a line might convey information about a product and make a connection to the reader. A good line might make us see and feel.

There are many guides to good writing. One recent guide, favored by our head copywriter Seth Pollins, is Dreyer's English by Seth's friend, Benjamin Dreyer. 

In future weeks, we will explore the topic of content and content marketing in detail. For now, just remember: great content is the third step to a fully-optimized website.

Check back for part four: conversions.

If you are interested in transforming your website into a money-making tool or are interested in exploring opportunities to outperform your competition, we encourage you to contact SEO SPARTA.

We combine traditional marketing methods and organic SEO--emphasizing natural website optimization--to design thoughtful, inspiring, and effective marketing campaigns.

Contact us