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How web content affects SEO rankings

Tessa Dempster
Marketing Coordinator
Having a high ranking search engine position can have a massive impact on your business’ visibility to customers. There are many different methods of increasing your website’s Google rankings, but one of the main reasons for your website’s poor SEO performance may be down to your digital content. SEO rankings are determined through search engine “crawlers” looking for a user's key search terms and matching them with appropriate websites. For this reason alone, the content you choose to upload onto your website has massive implications on your search visibility and, if done incorrectly, will cause your website to drop dramatically in rankings. Here are a few of the major mistakes businesses make with their web content.

Duplicate content

The term duplicate content describes multiple URLs that link to the same (or nearly the same) content on either one or multiple websites. The simplest way this is caused is through simple cut and paste jobs or re-sharing articles from another website on your own blog. Having a lot of duplicate content on your website is viewed negatively by search engine crawlers; without any original content, your website is considered to lack significant value for users and will therefore not rank highly.

QUICK FIX: publish relevant, engaging content on your website. For example, if your business is in the mechanical services industry, publish content related to car services.

Content length

It’s not just duplicate content that can cause low SEO rankings. Content length is another major factor that could be negatively impacting your website performance on popular search engines. There is no clear cut right answer when it comes to optimal digital content length, however, average word counts (500-700) appear to have the most success as they allow the opportunity for multiple organic variations of your target keywords (though there are exceptions). A key thing to note is the most important information should be placed at the top of the page. Nowadays, a user will decide if a webpage will provide them with useful information within the first few seconds. This means you will need to structure your website content to entice the reader to stay early on. This may be achieved by providing useful information first or by using engaging and creating hooks to peak the user’s interest.

QUICK FIX: avoid long, repetitive content and always place the most important information first.

URL structure

If you are unfamiliar with common search terminology, lengthy URLs could be causing webpages to perform poorly. A healthy URL should be between 30-40 words, with shorter URLs being better for shareability, and overall readability. A little known fact is URLs are case-sensitive, so adapting your URLs to reflect lowercase search terms could see some improvement in SEO results.

QUICK FIX: shorten URLS to display relevant, key search terms.

Looking to improve your SEO rankings?

If you aren’t seeing your desired improvements in your SEO rankings, the Perth SEO specialists at Undergrnd Marketing can help. With a history of successful SEO campaigns, keyword knowledge and engaging content creation, our marketing team can can provide your business with a tailored SEO strategy to boost your rankings. Contact us for more information about our SEO services.

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