How to Create Great Content... According to Google

‘Great’... It’s a remarkably tricky word when it comes to content marketing. What’s ‘great’, of course, is subjective; some audiences will instantly engage with website content, while others won’t. Fortunately, Google SEO experts make things a little simpler by outlining what ‘great’ website content means to them.

Here are 4 tips for creating great website content, according to Google’s Webmaster Guidelines:

  1. Make it Useful

Google SEO best practices state that content should be useful and information-rich. Again, ‘useful’ is another objective term, but consider what your audience is looking for when they reach a landing page.

  1. Consider Search Terms

Not only is it important for website content to be relevant to common search terms typed in by target audiences, but the content itself should prominently feature these specific keywords and keyphrases.

  1. Be Descriptive

Your title elements are important in getting your content in front of the right eyes. Google wants to see title elements that are highly specific to each page, as well as being accurate and descriptive.

  1. Ensure it’s Accessible

Tabs and expanding navigational tools help prevent a cluttered site, but they’re not great in terms of Google SEO. Google claims that ‘hidden’ content is tricky to find, and promotes the idea of visibility.

And as well as looking at best practices, Google also shares a little information on what NOT to do. Automatically generated content, plagiarism, and irrelevant keywords are all generally frowned upon. Some practices, such as participating in link schemes, can even trigger a Google penalty for the site.

A Helping Hand

It’s important to remember that your website content can be cream of the crop… but that doesn’t mean Google will be able to find it. Google SEO algorithms are good, but they’re not always perfect. Luckily, there are a few web design tricks that can help Google to find, categorise, and share your content:

  • Make sure that there’s a link to each page of your website from all ‘findable’ pages
  • Keep the number of links on each webpage to a reasonable number; no link spamming
  • Provide Google with a ‘sitemap’; an easy way for Google to understand your site’s structure

Content — whether that’s articles, blog posts, product descriptions, infographics, white papers, images, videos, or pretty much anything else — forms the cornerstone of website design. Working with a web design agency to tailor great content to the right audiences is one of the most important aspects to consider when striving for the best website design to promote your business.