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In the digital age, good website content is crucial if you want to be found on Google. Simply owning a website isn’t enough. If you want your business, blog, or brand to be discovered online, especially via Google, your website needs more than just a pretty design or functional layout.
What truly sets successful websites apart is good content. Without high-quality, relevant, and engaging content, your chances of appearing in search engine results diminish significantly.
Google’s primary goal is to provide users with the most relevant and useful information in response to their queries. It uses complex algorithms to crawl websites, assess their quality, and determine how well they answer users' questions. At the heart of this assessment is content.
The most relevant algorithms are the Google ‘Helpful Content Algorithms’. In essence they want content that is “designed to present helpful, reliable information that's primarily created to benefit people, not to gain search engine rankings, in the top Search results” (Source: Google)
Google doesn’t “see” your site in the way humans do. It reads your text. It looks at the keywords you use, how relevant they are to the search query, how often and naturally they appear, and whether your content offers real value to the site visitor. Well-written, informative content signals to Google that your site is trustworthy and authoritative two vital components of search engine optimisation (SEO).
Gone are the days when stuffing a page with keywords was enough to climb the search rankings. Today, Google’s algorithms are far more sophisticated. They look at context, synonyms, and the overall subject matter of a page. They look at the whole page experience. This means that writing naturally and focusing on what your audience truly wants to know, is more effective than awkwardly inserting a keyword every few sentences.
Google sums up its approach very succinctly as follows “Google's core ranking systems look to reward content that provides a good page experience. Site owners seeking to be successful with our systems should not focus on only one or two aspects of page experience. Instead, check if you're providing an overall great page experience across many aspects” ( Source: Google)
For example, if you're a florist in St Ives, it’s not enough to simply repeat “St Ives florist” throughout your homepage. Instead, you should provide rich, helpful content,perhaps a guide on choosing seasonal flowers, tips for wedding arrangements, or information on local delivery options. This type of content not only includes your keywords naturally but also gives real value to your readers.
Content doesn’t just help with search rankings; it also builds credibility with your visitors. If your site offers clear, helpful information, visitors are more likely to trust you, engage with your brand, and return in the future. Helpful guides that answer a specific customer question, a well-written FAQ page, or even detailed product descriptions can all contribute to a positive user experience.
The longer visitors stay on your site and the more pages they view, the more signals are sent to Google that your site is valuable improving your rankings further.
Regularly updated content shows both Google and your visitors that your site is active and relevant. A blog or helpful guides are excellent ways to keep content fresh. By consistently posting new articles on topics your audience cares about, you improve your chances of ranking for more search terms while also establishing yourself as a thought leader in your industry.
Google also rewards sites where they have ‘Fresh’ content and this is made clear by Google in their guidelines for content. “We have various "query deserves freshness" systems designed to show fresher content for queries where it would be expected. For example, if someone is searching about a movie that's just been released, they probably want recent reviews rather than older articles from when production began” ( Source: Google)
Good website content is crucial if you want to be found on Google. So don’t underestimate the power of good website content. High-quality, engaging, and informative content not only improves your search engine rankings but also builds trust, encourages conversions, and keeps your visitors coming back.
Investing in your website’s content is not a luxury it’s a necessity. Whether you write it yourself or hire a professional, make content a priority. Because in the eyes of Google and your audience it truly is king.
Say Web Design are a web designer based in Newquay and London. We are digital experts and can produce affordable high-quality websites for SME’s anywhere in the UK. Please get in touch if you need help developing your site.
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