How to prepare web content

If you want to get found on Google then you may want to follow these guidelines

  1. Identify and know your target audience
  2. Focus on a niche
  3. Use a search engine friendly CMS
  4. Leverage images, video and unique, relevant content

Identify and know your target audience

It’s pretty difficult to write unless you know who you are trying to reach. For one, you need to know what interests and concerns them. If you don’t know who “they” are then it’s difficult to understand their needs and interests. In addition, it’s quite helpful to use their language, dialect and semantics rather than yours.

Particularly for search engine optimization (SEO), you need to prepare headlines that incorporate the key words that your intended target audience would use in their Google search. Indeed, the subject line of your article or blog is one of the most important elements of a page content that Google looks for when it tries to match up a web visitor’s query language with its list of search results.

For example, I am trying to reach people who own, manage or want to start up a website. So, my target audience would be bloggers, webmasters, web content managers and entrepreneurs. From experience, I know that one of the most difficult challenges of my clients is content. So, an article like this is intended to be of interest to my specific target audience.

Now, think about your business, Who are your ideal clients, What information do they seek, What information can you provide to them that will make their life easier, and What words would they use in a Google search to find this information?

Focus on a Niche

The thing about the internet is that there are a hundred million websites already out there. Doubtfully, you will come up with something that’s never been said before or expressed in some form or another. So, if you want to get found on Google, you need to focus your content tightly around a subject area that you know intimately well and relates to as tight of a niche as possible.

You want to focus on the long-tail search. Whether it be local search or community-based, you need to try to be as absolutely specific as possible. For example, an article on How to Train Golden Labradoodle Puppies would probably face less competition and get more traction on Google than a generic article on How to Train a Dog.

Likewise, if most of your clients are within a local geographical area then you might want to write articles that focus around that region. You should pepper your content with local phrases and local references.

Use a search engine friendly content management system

Life will be a lot easier if you have a content management system (CMS) that is easy to use, easy to crank out content and easy to deliver content in a way that it gets picked up and indexed by the search engines.

What makes a content management system search engine friendly?

Well, it’s things like the ability to add pretty permalinks or search engine friendly URLs. Instead of a URL like www.seo-quotient.com/2009/10/21/&post=49, you should be able to edit and modify the URL so that it reflects the keywords in your subject or title, i.e., inqbation.com/blog/history-of-the-world-wide-web.

A search friendly CMS also has the ability to assign tags or tag clouds to the post. It should enable you to create categories in which to organize your posts. And, most importantly, you need to be able to control the Title tag and meta content description of your blog posts.

Leverage multimedia to you SEO advantage

One of the lease leveraged assets that you have with regard to preparing content for the web AND using that content to get found on Google is the use of images, audio and video. If you prepare your content correctly then you will have a distinct competitive advantage.

For example, instead of uploading images right out of your camera using the filename associated with that image, e.g., DX-3419411.jpg; you should name it after the subject matter, e.g., golden-labradoodle-puppies.jpg. In addition, for those web visitors who have visual impairments, you should be sure to use the image alt text to let them know that what they are missing is an image of a golden Labradoodle puppy.

The same thing goes for videos and audio podcasts. Most people do not name their videos or audio clips after the subject matter of the content.

For your convenience, I have prepared a How to prepare content for your website guide to help you prepare and organize content for your website. The better you prepare this content, the more efficient and effective your website designer will be in designing and implementing your websites.

YouTube Video: Use their language, not yours