(When we say “Google” we really mean “all search engines,” because they all have the same overall intent: usefulness in searching.)
Understand why and how content is the most important part of a website
Google makes money by providing excellent responses to the searches people do. If you read their “mission statement,” you might think they’re altruistic, but it’s all about “what can we show to people that will help us make money?” Because of that, they want to find the best content available.
Google says it’s mission is
For everything on the internet, Google wants to:
- Organize it
- Make it available
- Make it useful
Google wants people to find answers they like quickly. Really quickly. To do that, Google has to know what’s on the web and evaluate it for usefulness.
It may seem silly to say, but this is not a one-time project. Every moment of every day, Google is scanning and rescanning, trying to make their product better.
What Is Website Content, Exactly?
Website content includes any text published on a website, including written articles, website copywriting, website blog posts and website product descriptions.
Website content also includes images, video, and audio.
Basically, anything you add to your site that gets shown to visitors.
If you’d like some free help figuring out what content you should add to your business site, read our article “What’s the Best Content for My Small Business Website?”
Website Content Educates People AND Search Engines
On your website, you provide information about your products and services. We usually think about it as something for potential customers, right? This information is also used to educate search engines.
Content Marketing for SEO
You should always think about how a search engine will see your website and whether it tells them the right things about your site’s purpose and your business offerings.
When you talk with someone who might be interested in your product or service, you give them lots of information. And when they ask questions for clarification, or for more detail, you provide answers, right?
Do the same thing: add all that information to your website.
That way you’re making it easier for Google to recognize your value. This is why SEO is important. Your business website should have all the basics and all the details. Then go into detail, for example, and answer all the common questions.
Google and all other search engines track your content. Generally, business websites that have a larger amount of content are offering more information, which is a good thing. And they will then get a bump in the ranking analysis.
Add new website content regularly
Google revisits websites all the time, looking for updated content.
Updated content helps Google understand that both your website and your business are active.
The search engines routinely take another look at your website to see if you are providing answers for the searches people are doing today.
So: Google uses website content as one of its’ key factors. If you want your website to be seen by people, Google needs to think your website has better quality website content than your competitors, so it ranks your website higher.
Cape Cod businesses who have a) high-quality content on their website, and b) periodically add more useful content to it, can rank better with Google than those who do not.
Remember that your competitors are always looking for an advantage. If your competition keeps adding useful content and you do not, they gain a significant advantage.