According to Andrey Lipattsev, Search Quality Senior Strategist at Google, high quality content and link building are the two most important signals used by Google to rank your website for search. (Source: Search Engine Watch, 2016)

Website Content

Strong website content that is unique and relevant is important for building your brand, attracting new customers, and keeping a competitive advantage over your competition. Today’s consumer is inundated with advertisements, promotions and other information. There is more content flashing across the screens of mobile devices and computers than the human brain can absorb. Messages become diluted and are not received by the customer. Even the search engines have to choose which websites are worth listing in their results.

In order to break through the noise and reach your target audience with laser precision, your message must be clear. Content that speaks directly to your customer’s interests and answers their questions will attract their attention. Focused discussion that is carefully tailored to drive conversation, social sharing, or press coverage will help you achieve your goals.

Keyword Research

Taking your customer’s keyword search practices into consideration is an important first step when adding text to your website. Terms and phrases that may be used by your target audience should specifically be used throughout your website, in order to have your website listed on their search results. Common questions your customers may ask, problems, or supplemental phrases that may relate to your product or service should also be used to attract different types of prospects.

Updating Content

Search engines are constantly judging your website. They want to make sure that only the updated, relevant, and legitimate websites show up high on their search results. Therefore, you must keep your website content updated, original, and robust for the search engines to consider putting you high on their search results list.

Most search engines consider your website to be up-to-date and legitimate if you have at least 300 – 350 words of relevant information per page and the content is updated regularly. Google penalizes websites for having too little text or content that is a duplicate of any other assembly of text found online. Google will see your website as not a legitimate source of information on the topic if there is too little information or if it is a copy.

Remember, Google and other search engines are businesses that cater to customers, just like yours. Their customers expect the very best results. If your website follows the basic rules of keeping the right keywords, relevant information, enough content, and updated regularly, everyone will win.