To answer that question properly, you need to know what you can expect from your website content. The thing is, the Google algorithm is a fickle beast. It has preferences for the way website content is written, structured and presented. The algorithm doesn’t particularly care if you’ve just won the Booker Prize for contemporary literature, or that you’re heavily influenced by Bill (Shakespeare that is). Of course, quality of content counts but if you don’t attempt to appease the beast, then your site may be destined for the no-man’s land of page 3 and beyond.
Let’s take a quick look at how you can keep Google happy and maintain a great ranking result.
Google can send your website content to the top of the class, or to see the principle
Creating original content is paramount. Google looks for this and rewards a site by improving its ranking. On the other hand, if it detects plagiarised content it will penalise you by down-ranking your site. Also, when writing original content, try to explain clearly what it is you do and how you can help your potential customer. This is called industry-relevant or conversion content. It’s no good just filling up a page with thin content in an attempt to appear comprehensive. Unfortunately, the Google A.I. will sniff this out and may deal with it harshly.
5 top ways to improve your website ranking and conversion rate
Make it unique – No plagiarised content (including blogs)
Industry relevant – Focused content for your industry and customers – answer their common questions
Comprehensive and Dynamic – A few lines won’t cut it. You should try for a minimum of 300 words per page. Also, make regular changes or updates, include a monthly blog article
Call to Action – Tell customers how they can move forward from here. Ensure there are contact details on every page, make it easy.
Scalable Website – Ensure your site can be read easily on all devices.
What’s more important? The design or the content?
The fact is they are both as important as each other. A good design is more than just how a site looks, it’s also about good clean coding, usability and back-end structure. And yes, the mighty Google overlord looks at these elements too when considering a site’s rank. In short, get both of these just right, and you’ll be heading for the top of page one.