Make your content more accessible to improve search engine rank.


Today we’re going to go over a quick tip for talking about your products and services online and how you can apply that tip to your site. We’ll start with a question and answer session by Google’s own Matt Cutts.

In case you didn’t know, Matt Cutts is the head of Google’s Webspam team. He has played an instrumental role in shaping Google’s algorithm – the formula that determines which websites rank where when folks search for something online.

Matt and Google are kind enough to set aside time to regularly post answers to common or insightful questions from webmasters and SEO companies like Chansen Interactive. Recently, Matt answered the following question from Ben Holland in Phoenix, AZ. I’m grateful he took the time to answer because, as we’ll go over in this entry, we can all learn from Mr. Cutts’s response.

“Should I write content that is easier to read or more scientific? Will I rank better if I write for 6th graders?”

I’ll cut to what I feel is the meat of the answer:

“The clarity of what you write matters a lot… If you can’t explain it well, you don’t really understand it.”

This short and sweet version gives you all the information you need. If you’ve been keeping up with Google (not that you need to; that’s our job), you’ll understand Matt’s position.

When answering other questions, Matt frequently asks us to put ourselves in Google’s shoes. As a search engine, it’s in Google’s best interest to:

  1. Serve up content that’s most relevant to what people are searching for; and
  2. Minimize the irrelevant content.

At its most basic, that means when you search for tacos you don’t get a list of steel manufacturers. In addition to that though, it means when you search for information about constellations, you aren’t directed to a page with the formula to calculate the trajectory of an asteroid.

Google’s stated mission is to “organize the world’s information and make it universally accessible and useful.” It’s a well-thought-out mission statement because it communicates that it is not enough for Google to make information obtainable – it has to be useable. In the previous example, if an average Joe was directed to the asteroid-trajectory formula, that probably wouldn’t be useable information.

So what does this mean for your business? Well, if you offer services that require a lot of knowledge (if you’re a doctor, dentist, or psychologist) or sell products that are highly technical in nature, you should take this advice to heart. When writing, avoid the temptation to jump into details or gloss over information your clients and customers need before making a purchase decision. This might come naturally to business owners who have been experts in their field for so long they forget what the average person knows about their business or industry.

Just remember – start from the beginning and don’t get so detailed that you overwhelm your readers. And always keep your eyes on the purpose of your website’s content – generate interest in your product or service!

If you’re interested in partnering with an internet marketing agency that can increase the quality of your website’s content, consider a company with 16 years of advertising experience: Chansen Interactive. Fill out the form or call us at (972) 882-1300.