If you want Google to say the same thing about your site as the man from Delmonte does about his pineapples, take a look at your content. Often I see web sites with so much potential missing out on good traffic from the top search engines for lack of a little relevant content. With so many SEO sceptics out there and so many individuals claiming that search engine optimisation is easy, it seems ironic when many have no reasonable content. There is of course a difference between good content and ideally optimised content. As you may be aware, keyword rich information is very important and this goes hand in hand with keyword frequency, but lets save that topic for another article…



The Importance of Structure and Topic

As sure as a coconut is going to hurt if it falls on your head, a good web site adopts a great sense of structure within topics of its content. Try to ensure that each topic is kept within its own bunch of pages, allowing for the specific keyword optimisation. Take a web site selling car parts as an example… If each page happens to mention the sale of doors, windows and brake pads, then you have less opportunity to make Google recognise separate pages for the these parts. The effect you are looking for is that Google distinguishes each page as being specifically related to each separate key term you are promoting. In this case, a page for windows, one for doors and another for selling brake pads. When a topic or section contains many derivatives then you will have a collection of pages that link from the main entry page. For example, your page for selling break pads may branch off into pages specific to make and models of cars. These pages should ideally be linked within each other and not from the rest of the entire site. You can be sure that Google will index your main pages and categories but you want to ensure a good flow through to the sub categories and not entangle all the pages together.

If time and thought is put into the structure of your topics or sections then its time to fill each area with rich information. Whilst Google SEO is always a key factor when writing web site content, you must never forget that it’s the visitors who rely on it in the end. Don’t lose sight of the clarity of your information or cut corners of from a quality perspective. Tripping at this hurdle is going to result in a lower conversion rate from visitors to sales (or whatever your sites goal is).

Content – The final piece in the puzzle?

Do you know all the latest tricks in the book about SEO? Has your domain name reached a ripe old credible age? Are you scratching your head as to why you can’t tip the scales with page 1? It may be time to stop scratching your head and take a good look at the volume of quality, fresh information on your web site. Google will be watching to see how often you make changes and whether or not the information presented suits your chosen topics.

Maintaining the content of your web site should not be your downfall when it come to ranking high on Google, Yahoo and Bing. If you still aspire to finding your place at the top of the list then use that fuel to drive fresh information in a well structured web site.