As you might have gathered from the title of this post, content is all important in Search Engine Optimisation (SEO)!

First and foremost, it is content that Search Engines look for when they index a website or blog. So, from the outset, a blog has an ‘unfair’ advantage because it is primarily made up of words whereas websites will often be driven just as much by their graphics – something which search engines just don’t see.

A well set-up Business Blog has an even greater advantage because it also has a well defined focus and so its content will be targeted towards a particular subject matter. This means that there is likely to be a lot of relevant content and in Search Engine Optimisation terms this is key to all the other elements you add in around it.

Remember though that while good use of content and keywords will certainly attract the Search Engines, it is the quality of the content that will bring the visitors back, so you need to make sure that what you write is useful and “attractive” to both of them. You can certainly “overoptimise” a post and if it sounds stilted to you when you read it, then it probably will to others as well.

So, what should you remember when you want to use your content to help your SEO and hence your Search Engine rankings? Well, try to bear in mind:

Keyword density: this is the number of times a keyword phrase appears on the page divided by the overall number of words it contains. If you are serious about optimising, then you should aim for 5 – 7%, any more than this and it is going to sound very stilted indeed. However, do not churn out text which is keyword rich but doesn’t engage your readers – if you do, then it doesn’t matter if you are highly placed by a Search Engine because people will arrive and then immediately get turned away by the content.

Placement on the page: Another element to remember is that where you place the text on the page is important as well. Text at the top of the page is considered to have more importance (although it is important to spread your keywords throughout the page) so this means that you should look to get the keywords in the opening paragraph and then continue this throughout the post.

In blogs, this is not only important in the post itself, but also in the categories. It is possible to have a key article which is always at the top of the category it relates to – this article would summarise the important elements to the category and so, in the best principles of SEO, have content full of key words. Some blogging systems have the functionality built to create this so called “Sticky” post, but with our recommended system of WordPress you will need a plug-in to achieve it. The best we have found is called Adhesive although there are others which achieve the same.

Highlight key elements: the use of bold and/or italics to highlight keyword phrases makes them stand out not only on the page but also in Search Engine terms. As with all SEO techniques, don’t overuse them but do use them in relevant places to focus on your important key phrases.

Update on a regular basis: Search Engines also recognise that a website or blog which is constantly changing is likely to have the most up to date information and so be most relevant. So make sure that you maintain a flow of new and relevant postings … BUT, remember the idea of quality content for your readers so don’t post just for the sake of it as this will reduce the overall quality of your blog.

So to summarise:

  • make the content targeted and well written

  • ensure that the posts contain the keywords that are relevant to the subject

  • aim for good level of keyword density within the context of the article

  • get keywords in at the top of a page or category, and then also spread them through the page
  • use ‘bold’ and ‘italics’ on occasions to give extra weight to your main keywords
  • update regularly to add new content

But, just to re-iterate one final time, getting good Search Engine rankings is important but you must write for your readers or else all your other efforts will be in vain, so use SEO with this foremost in your mind.

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