SEO Tips and Tricks for Higher Page Rank (2)

2. Write SEO-Friendly Content

article-writing-seoEvery document has parts that are more important to the search engine like the main piece of content on the page and elements that are much less important like JavaScript code, date/time information, adverts or boiler plate information. Using the relative  importance of each element the search engine looks at the frequency and amount of changes over time. For example, changes to the content would have significantly more importance than changes to advertisements on a site. Google looks at whether fresher or staler documents are preferred by a search user and then ranks fresher or staler documents higher, accordingly. For example, people searching for ‘Top of the league’ would prefer a fresher document than perhaps people that were searching for information on ‘Winner of 1982 World Cup’. So, content is King. All search engines, directories, or otherwise, will index your web site based on CONTENT. ALL of them. Content is the key to developing an Internet presence.

You will build a good reputation with high-quality content. If you have interesting content other webmasters will want to link to your site. (Obtaining links into your site is a priority for SEO.) Also, your content must be focused. Content that works around one theme will help you attract your target market. You will attract attention to your site if you can become a respected provider of information about your niche.

Look at whether Google favors fresh or stale documents by conducting a search and seeing if the top results are from fresher or staler documents. Once you have this information you will have an idea of how often or not to update the main content elements of your document.

Writing Strategy

So, as you can see content is very important in search engine optimization. Here you can find a useful and effective writing strategy.

Write in “chunks”

Don’t overwhelm visitors with too much information in one paragraph. Present information in neat, readable chunks. If you chunk, your paragraphs will be about two to three sentences each.

Use headlines

Headlines are another way to make your pages more readable. In the past, using keywords in headlines or heading tags in the HTML was a recommended technique for optimizing your page. We still think it’s a worthwhile technique.

Document Topic

Google attempts to extract the topic of a document using the URL, low frequency words contained in the document, categorization, content analysis, clustering or summarization.

  • If Google sees a significant change in the number of topics associated with a document after a stable period of set topics or the disappearance of the original topic, Google may consider that the document has been taken over as a ‘doorway page’ and may consider the document and any links or anchor text associated with the document as SPAM.
  • Ensure your site stays consistent with its original topic.

Use lists

Lists allow visitors to scan your pages quickly, as well.

Do not use underlines for web text (oops…)

Underlines should be reserved only for hyperlinks. Underlining text may confuse your visitors. Does it annoy you when you try to click on underlined text that goes nowhere? Why would you want to annoy your visitors?

Write at an eighth grade reading level

You want to make a web page easy to read. That doesn’t mean that it shouldn’t be interesting. While you need to keep your visitors excited about your content, many people don’t have time to read involved text. If you need to include detailed explanations of your product, save them for pages deeper in the linking structure. Even so, always explain things to people in as simple a way as possible. Your first priority is getting visitors interested. For an example of this type of writing, read a newspaper. Newspaper stories are generally written at an eighth grade reading level.

Use the Inverse Pyramid

Write your most important information first. Again, the newspaper story is a good example of this format. This format allows people to read only the first few paragraphs of a story to get the main facts. On the Web, you want to do the same thing: present the juiciest information first. This way, people can quickly scan the first few sentences of the page to see if it contains the information they
are looking for.

Using the Inverse Pyramid style of writing has an advantage in search engines, as well. Some search engines will not “read” the entire page. Although this is changing and many search engines are now programmed to read the whole page.

Write it the way you say it

Write conversationally. Talk to yourself! Having trouble getting something on paper? Dictate, using a tape recorder. Verbalize what you want to say on your web page into the tape recorder – then transfer that to the web page.

Also, write as if you are talking to one person, not to a group of people. Use the word “you.” For example, “Do you have trouble finding the time to read a good book?” Avoid phrases like, “Many people never have time to sit down and read a book.” Make it personal.

Focus on your customers

Once you have figured out who your customers are, focus your writing on them. Write just for them. For instance, if your customers are webmasters, your writing may include words that webmasters understand – words like “server,” “host,” and “FTP.” If, however, you are targeting people with no knowledge of the web, seriously think about your language. If you are writing to mechanics or gardeners or the hip-hop culture, use their lingo and discuss the benefits of your product in a way they would understand and relate to.

Other writing strategies to help your customers stay interested 

  • Use punctuation (- . , ! ” % $ & ~ : to name a few). The em dash (—) can be very powerful
  • — leading people to the next bit of text. Get a little creative.
  • Use colorful, positive language. Use words that evoke emotion or motivate people.
  • Paint images with words. Use comparison and adjectives to create pictures in people’s minds.

Telling stories can help people relate a concept to their real lives.

Is your page neat?

After you finish writing a page, walk away from it for a few minutes. When you come back to the page, does it look neat and orderly or messy and unreadable? Do certain words or phrases stand out? Are those the concepts that you want to stand out? Scan the headlines. Do they make sense? If people just read the headlines will they get the gist of the page?


If you’re not sure if you can proofread, hire someone. It’s the best thing you’ll ever do for your site. Nothing turns someone off faster than glaring spelling errors. If your copy is sloppy, people may think your company is sloppy. Also, if your readers are concentrating on your errors, they may miss your message completely.

Web copy is never finished

The advantage of the Web over “hard” media is that it’s never written in stone. A click and a save and it’s changed. Keep going over your web copy. There’s always something you can improve.

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