The content, or copy, of a website is more than just words. It is the story of your company, it is the means by which you connect your audience to your product or service. Without it, no one knows what you are offering or why they should visit your website at all - this includes Google. For the past few years Google has been parsing the content of webpages and using algorithms to determine if a website is a strong match for keyword search queries. If the algorithms does not find the keywords and contextual content (LSI) it would expect on a given topic, it will lower a site's ranking, if it presents the site as a result to the search at all. As of 2018, Google has begun placing a lot more emphasis on this process when determining rankings, and a lot of sites are suffering for it.
Yaniz Corporation offers creative and technical writing with an SEO approach. We develop content that is informative, engaging and targets the keywords of your industry without keyword stuffing. By having professionally written content and copy, websites boost their ranking index in multiple ways.
As discussed above, Google will have a better understanding of the intent of your page and thus present you higher in response to related keyword queries. Google is rewarding sites that provide quality information. It is in their best interest to ensure that the top ranking sites provide answers, not only relevant to the search, but most relevant and which also offer in-depth knowledge on the topic being queried or product being offered.
By being rich in informative content, others will come to rely on you as an expert. This can lead to more backlinks, or references, to your site by external media. Google assumes that if others are discussing your site by linking to it, they are encouraging others to visit your site, likely because they found it useful or helpful. Think of these links as referrals. If a friend referred you to a company you would give it more consideration than if you simply happened upon it yourself. Now consider your opinion of a company that ten friends have referred you to. The more times you get the referral, the more likely you are to believe the company has what you need. Now assume someone you really admire refers you to the company, someone how is an expert on the product or service you are seeking. Google also takes this information into account, by giving larger boosts to backlinks provided by sites that are powerhouses in your field. For instance, a health focused website will get a greater boost from a link originating on Men's Health Magazine's website, then on your local recreation center.
Well written content engages the audience. This means visitors will spend longer periods reading your site, and likely visit additional pages. We call this dwell time, and the average dwell time for top ranked sites is 3 minutes. If you can not hold your audience's interest for at least 3 minutes, Google will assume people are not finding what they require on your site, and lower your ranking.
As I mentioned, we do not keyword stuff, which is the practice of inserting a keyword or phrase repeatedly into your text when it is not natural. People expect a level of diversity in language, by repeating the same word or phrase the content becomes robotic and clunky. When there is no natural flow to a text the reader becomes disengaged, bored, or confused. This style of writing is also strongly associated with scam sites offering poor quality products and services. It harms your reputation and usually turns customers away from your site. However, by having a diverse, well-written, content rich site you can increase the number of keywords and phrases you target in a more natural way. Simply - the more content you have, the more opportunity there is to insert a keyword or phrase.
Yaniz Corporation offers a wide variety of services in SEO content writing, for example:
Long Copy - content which is 1000 words or longer, with a keyword and LSI density averaging 1% or greater. (Landing Pages, Service Pages, Blogs, etc.)
Short Copy - content averaging around 500 words with a keyword and LSI density averaging .5% or greater. (Biographies, Mission Statements, Company Visions, Product Descriptions, etc.)
Editing - Revising content to be more inline with SEO goals.
Proofreading - Revising copy for typos, grammar errors, and style inconsistencies.