Unique Content – Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time baseball fan might search for [nlcs], an acronym for the National League Championship Series, while a new fan might use a more general query like [baseball playoffs]. Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results. Google AdWords provides a handy Keyword Tool that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Webmaster Tools provides you with the top search queries your site appears for and the ones that led the most users to your site.
Unique Services – Consider creating a new, useful service that no other site offers. You could also write an original piece of research, break an exciting news story, or leverage your unique user base. Other sites may lack the resources or expertise to do these things.
Best Practices Summary:
- Stay organized around the topic – It’s always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends. Breaking your content up into logical chunks or divisions helps users find the content they want faster.
- Create fresh, unique content – New content will not only keep your existing visitor base coming back, but also bring in new visitors.
- Create content primarily for your users, not search engines – Designing your site around your visitors’ needs while making sure your site is easily accessible to search engines usually produces positive results.
With the launch of Google’s Panda update last year, the way of writing content has changed. Basically, by writing for a good user experience, without a lot of keyword spamming, naturally flowing the content, will receive both user and search engine acceptance. (Source material for this email: “Google Search Engine Optimization Starter Guide”)