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Let’s have a real conversation about your website content. The text on your site that’s supposed to inform, engage and serve the needs of its audience. But here’s the thing: if your content isn’t doing its job, it’s not just potential customers who are scrolling past, it’s Google, too. And if Google’s not impressed, good luck getting anyone to find you.
Is your website content truly boosting your SEO, or could it be working against you? If you’re still sprinkling in phrases like “We’re the best in the business!” without any real proof, you might be doing more harm than good.
Your website content is one of the most important tools for driving your SEO strategy. It’s not just about filling pages with text, it’s about creating content that clearly communicates your value to both search engines and your target audience. When done effectively, your content can significantly improve your search rankings, attract more visitors and convert them into loyal customers.
First and foremost, your content helps search engines like Google understand what your business does. Google relies on the content of your website to determine how relevant your site is to specific search queries. If your content is vague, overly generic or lacks focus, Google won’t know how to categorize or rank your site. On the other hand, clear, specific and well-structured content signals to Google that your site is a valuable resource for users.
Keywords are another critical component of SEO-friendly content. These are the terms and phrases your potential customers type into search engines when looking for products or services like yours. For example, if you’re a bakery in Saginaw, you’ll want your site to appear when someone searches for “best cupcakes in Saginaw.” However, simply stuffing your content with keywords, like repeatedly using “best cupcakes in Saginaw” in every sentence, is bad practice; they need to be integrated naturally and contextually. Overusing keywords can harm your rankings and make your content feel robotic.
Equally important is user engagement. If your content is difficult to read, overly technical or fails to address your audience’s needs, visitors are likely to leave your site quickly. This increases your bounce rate, which signals to Google that your content isn’t meeting user expectations. On the flip side, engaging, easy-to-read content keeps visitors on your site longer, which can improve your rankings.
Finally, high-quality content builds trust and credibility. When your website clearly communicates your expertise, addresses customer pain points and provides actionable solutions, it establishes your business as an authority in your industry. This not only helps with SEO but also encourages users to take the next step, whether it’s contacting you, making a purchase or signing up for your newsletter.
We’ve all made mistakes. Maybe you’ve written something so generic it could apply to literally any business. (Looking at you, “We provide high-quality services.”) Here are some common content crimes that hurt your SEO:
Keyword stuffing occurs when you overuse keywords in your content in an attempt to manipulate search engine rankings. Imagine you’re at a party, and someone keeps saying the same thing over and over. “Hi, I’m Steve. I sell shoes. Shoes are my thing. Do you like shoes? I sell shoes.” You’d probably avoid Steve, right? That’s what keyword stuffing feels like to Google. It’s annoying and unnatural. Search engines like Google penalize this practice because it creates a poor user experience. Instead, focus on incorporating keywords naturally and contextually, ensuring your content remains helpful and readable.
User intent refers to the reason behind a search query. If someone searches for “how to fix a leaky faucet,” they’re likely looking for a step-by-step guide or a professional who can help. If your website content only talks about how great your plumbing company is without addressing the user’s needs, you’re missing an opportunity to connect. Google prioritizes content that directly answers user queries, so aligning your content with what your audience is searching for is essential.
Phrases like “We offer top-notch services with a commitment to excellence” sound impressive but don’t actually communicate what your business does. Generic content fails to differentiate your business and doesn’t provide search engines with enough information to rank you effectively. Instead, be specific about your offerings. For example, “We specialize in residential plumbing services, including leak repairs, pipe replacements, and water heater installations” clearly explains what you do and helps Google understand your expertise.
Big words, long sentences and paragraphs that never end might make you feel smart, but they’re a nightmare for readers. If your audience has to work too hard to understand your message, they’re likely to leave your site. This increases your bounce rate, which can negatively impact your SEO. Aim for clear, concise and accessible language that makes your content easy to scan and understand.
If your content looks great on a desktop but turns into a hot mess on a phone, you’re losing out. Most people browse on their phones, so if your site isn’t mobile-friendly, you’re basically telling them, “Sorry, we’re closed.” Google prioritizes mobile-friendly websites, so ensuring your content is readable and visually appealing on all devices is critical for both user experience and SEO.
Alright, enough with the doom and gloom. Let’s talk about how to make your website content shine. Here are some tips to help you write content that’s both SEO-friendly and enjoyable to read.
First, do your keyword homework. Before you start writing, figure out what words your ideal customers are typing into Google. Tools like Google Keyword Planner or Ubersuggest can help. For example, if you’re a dog groomer, you might find that people are searching for “affordable dog grooming near me” or “how to calm a dog during grooming.” Use those keywords naturally in your content; no stuffing allowed.
Next, write like you’re talking to a friend. Imagine you’re explaining your business to a friend who knows nothing about it. Keep it simple, clear and conversational. For example, instead of saying, “We specialize in the provision of artisanal baked goods,” say, “We make the best damn cookies in town. Seriously, try them.”
Break it up with headings. No one wants to read a wall of text. Use headings (like the ones in this blog) to break up your content and make it easy to scan. Plus, Google loves headings because they help it understand what your page is about.
Be specific and show, don’t tell. Instead of saying, “We’re the best,” prove it. For example, “We’ve been voted Saginaw’s best coffee shop three years in a row, and our baristas can make a latte so pretty you’ll want to Instagram it before you drink it.” See the difference?
Make it easy to read. Short sentences. Short paragraphs. Bullet points. You get the idea. Tools like Hemingway Editor can help you simplify your writing and make it more readable.
Link it up. Include links to other pages on your site (like your services or contact page) and to reputable external sources. It’s like giving your readers a roadmap to more helpful info.
And don’t forget your CTAs. Every page should have a clear call-to-action (CTA). Whether it’s “Book Now,” “Call Us,” or “Sign Up for Our Newsletter,” make it obvious what you want people to do next.
Let’s say you’re a florist. Here’s how your homepage content might look if it’s hurting your SEO vs. helping it:
Bad content:
“Welcome to Blooming Flowers! We offer the best flowers for all occasions. Our team is dedicated to providing excellent service and high-quality blooms. Contact us today!”
Why it’s bad: It’s vague, generic and doesn’t include any keywords or specifics.
Good content:
“Looking for fresh, stunning flowers in Austin? At Blooming Flowers, we specialize in handcrafted bouquets for weddings, birthdays and every occasion in between. From romantic roses to cheerful sunflowers, we’ve got the perfect blooms to make your day special. Plus, we offer same-day delivery across the city. Ready to brighten someone’s day? Order now or give us a call!”
Why it’s good: It’s specific, includes location-based keywords and has a clear CTA.
Your website content isn’t just there to fill space - it’s your chance to connect with customers, show off your personality and climb the Google ranks. So, take a good look at your site. Is your content helping or hurting your SEO? If it’s the latter, don’t panic. With a little time and effort, you can turn it around.
If writing isn’t your thing, that’s okay. There are plenty of content writers out there who live for this stuff (hi, it’s us). Just remember: your website is your digital storefront. Make it count.
Captivate your audience and enhance brand perception with our custom website design services, creating an unforgettable digital experience.
Captivate your audience and enhance brand perception with our custom website design services, creating an unforgettable digital experience.
