Google’s algorithm provides better ranking for sites it deems high-quality. But what is a high-quality site according to Google?
Although it seems counterintuitive, one of the best pieces of writing advice is: DON’T write for Google! Write for your human audience first, and Google with reward you for it.
Google likes sites that are relevant, unique and well-written. And although we don’t want to write for Google, here are some basics to write in a way that naturally bolsters your rankings:
Stay on Topic.
According to its guidelines, Google wants “helpful, information-rich” websites that clearly and accurately describe the topic at hand. Keep your content relevant to the URL and keywords on every page.
Content must be unique. Duplicate content was hit particularly hard in the Google Panda update, which aims to reward the original creators of content over those rehashing from other sites.
Do Keywords Right.
Google has always rewarded quality content, but today their tools are better than ever. Rather than clunky keywords a la 2004, good copy today naturally incorporates keywords into relevant, unique content.
Keyword phrases should not be forced. They need to make sense when and how they’re used in the copy.
Say No to Blackhat SEO.
Avoid blackhat SEO techniques, such as listing keywords on your site. Avoid hiding keywords, too. If your site contains keywords that visitors can’t see, “Google considers those pages deceptive and may ignore your site.”
Show your Expertise.
Sites that have rich, quality information are more likely to rank well than sites that have shallow content. Content for the sake of content is not the best strategy for your website and information should be written for human users as well as Google.
Content should be comprehensive, specific and lengthy enough to offer a satisfactory amount of information. Google likes sites that take attention to detail seriously rather than vague content that is short on information.
Poor grammar, punctuation and spelling all hurt your rankings. If a site isn’t edited well, Google’s algorithm will probably notice. People will notice, too. And that can impact your ability to make the sale.
Writing for search engines should help you create focused, relevant content for your audience. Make sure you have a website with good information for people—Google knows that this is the type of website everyone is looking for.