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Home » Google Ranking » Content is King

Content is King

Improve your Google ranking with valuable content.


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This is it! This is the most relevant and vital part of your google ranking. Content, content, content! It is vital that every page of your site contains relevant, information rich content. Above all else, this will define your site not only to your users but Google as well.

Your content should be easy to read, interesting and relevant to what your website is all about. The more you update the content within your site, the more value it earns. People like great content, so much so that they share it and link to it.


1. Content Format 2. Content Preparation 3. Embedding Video Content 4. Adding Authorship

Content Format

Give plenty of thought to each and every page you create, you should look to see how you can make each page a useful resource for the person visiting it. It is important to have your content layout done in a sensible manner that allows the visitor to quickly identify what the page is about and how it may be of use to them.

You have roughly three seconds in which to convince your visitor before they move on. That’s not a whole lot of time, so the best idea here is to place your title in the top left hand corner (the first and most gazed at section of any page) and have your ‘grab line’ or tag line just below it.

I recommend following that with an introductory paragraph that is to the point and tells the visitor what they can expect to find on this page. Just below that you should have several links to the main sections of the page, your highlight points. These are bookmark links that let you jump around the page so you can quickly find the most relevant information you are seeking. You can even bullet point them so the visitor notices them instantly.

Now start your page content and keep it flowing in a structured manner using clear paragraphs with obvious headers when required, us the H2 tag for these sub headers. Use this sparingly and only when appropriate as overuse can trigger a spam alarm.

Conclude your page with a mention again of what the page was about and finish it up by offering the visitor a selection of other resources that you think will further educate them on the given subject. These can be internal or external links. For external links I normally use the rel=”nofollow” reference within the link code, this will help keep your ‘link juice’ on your own site.

However, if I find the site really helpful and useful then I will link normally and give them 'my vote'. Here is an example of how an external link should be written if choose not to 'vote' for the link:

<A HREF="http://www.example.com" rel="nofollow" target="_blank">Example Site</A>

The target=”_blank” part means that the user will be brought to the linked site via a new browser window. This will also serve to tell the user they have now left your site.

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Content Preparation

Think of the main keywords for your site. Separate them and write the content around them. An excellent tool to use here is Google's Keyword Tool. Keyword Tool compiles a database of terms that people search for. You enter some keywords, and they tell you how often people search for them, and also tell you how competitive those terms are.

Ensure that you cater for the word in a meaningful manner. Each page should have at least 300 words (personal recommendation). You should use headings and paragraph breaks to prove that it is well written content. Clean HTML coding is very important, it makes it easy for the Google robots to spider your site and index it correctly.

One thing to do is to mention the keyword/phrase near the start of the first paragraph and also at the start of the final paragraph. Google examines the page and realizes that a few paragraphs have content that is relevant. From start to finish as it were. (Please note though, Google's algorithms are improving all the time. So be sure to keep it readable and of interest to your users.)

Be sure to bear in mind that you should not repeat the same words too many times. To assist you in this you should look at the keyword density. That is to say the ratio of the amount of times the keywords are used divided by the amount of words on the page.

Never go above 6% density per page. Anything above this could be classed as spam. To be on the safe side, and cater for other search engines, I recommend not exceeding 4% per page.

Here is a tool to test your keyword density:

Free Keyword Density Analyzer
Enter URL-1:
Enter URL-2:
Enter Keyword or Keyphrase:
Case Sensitive:

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Embedding Video Content

Adding video to your content is a great way to optimize your page even further. It also provides the user with a much better experience when visiting your site. The best way to add video to your page is by embedding it via an associated YouTube account.

Once you have your video shot and you are happy with the production, it is time to upload it to YouTube. YouTube is now owned by Google, so as you can imagine there are cross-over benefits to linking your Google+ profile and any other Google services to your YouTube account.

Register with Youtube here. Once your account is setup and you are signed in, then you are ready to start optimizing your channel.

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Adding Authorship To Your Content

This is a great way to add expert authority to your article/page. By assigning authorship in the correct manner you can also improve on click through rates, (CTR). You will need to create a Google+ profile, this profile will then be linked to the content on your page with the end result being that your profile photo will appear in the search results alongside your listing.

Example of photo appearing in search results.

To link your page to your Google+ account, you will need to add this line of code to the header of each page (just below the Meta Description tag) that you want to link:

<link rel="author" href="https://plus.google.com/101101101101101101101/" title="Your Full Name"/>

The URL is you Google+ profile page, you can view this by visiting your profile page and then copying it from the address bar. The Title should be your full name. Now Google will recognize your profile photo and name and associate that with your search listings. A great way to stand out from the other results you are competing with.

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Articles of interest!

Publishing well written articles of relevant subject matter is a great way to keep your content fresh. It is also something that is usually sought after by the more experienced users. Not only is the article great for publishing on your own website, but it works even better when published on a relevant other site. Just be sure to embed a link back to your site before publishing any where else.

One option is to hire a content writer for your website. This is becoming more and more popular as we realise just how difficult it is to write compelling text. It can be costly, but you may find it increasing your revenue. So many users hit the 'Back' button when confronted with keyword laden text.

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