When Google crawls your site it will use a number of indicators to assess its relevance and then index it according to its perceived value. The content of your website is one of the clearest signposts for Google to work out what keywords and phrases your website should be ranking for, so it is crucial to get this section of your SEO strategy right.
Write for people, not for search engines
This has been said many times by many people and that’s because it is true. How can you engage an audience with something that mentions your keyword every third word? Write for people rather than what you think Google wants.
Engage your audience
Create content that reads naturally but don’t be too scared to mention your keywords. Engage your reader by creating original, unique content that offers real value. For content ideas, consider what the current questions, issues and debates are within your niche.
Don’t copy what other people are doing. Write about something that your audience will be genuinely interested in and that is unique to your website.
Produce high quality content
If you are outsourcing content cheaply, don’t expect it to be unique or for it to engage your audience. Investing in well-written content by a subject matter expert is always a good idea, or if you know about the subject you are writing about, why not write about it yourself?
Content needs to be accessible
Don’t hide away key sections of your website on pages that people can’t easily navigate to. Allow people to easily navigate to your key content pages and present the content in a way that will provide real value to the user.
Use keywords appropriately
Use the phrases and keywords that your audience uses. Don’t be tempted to overuse certain keywords, but at the same time, don’t be too scared to mention them at all. You will find it very hard to rank for a term or phrase if you don’t even mention these terms on your site.