Short answer? No.

Today, we’re going to look at writing content for your website, with practical tips on how to do it well!

But first things first…

What is website content?

It’s all the text and multimedia (pictures, videos etc.) on your website. We’re going to focus on the writing alone, as it can seem like quite a daunting task if you’re not used to doing it on a daily basis!

Website content on the Vital Hike website

The text content is highlighted by the red box.

How important is content to Google?

Google is like your teacher, handing out higher rankings as a reward for better content!

There is no RIGHT way to create content, but there are more EFFECTIVE ways, such as sounding like an expert, not a salesman!

How does Google know if you’re an expert?

Well it’s obvious when you’re not!

To identify non-experts with poor websites, Google introduced Google Panda, followed by Google Penguin. These updates massively changed the way Google operates, with the intention of lowering the rankings of poor-quality websites that use sneaky tactics, and rewarding the high-quality ‘expert-sounding’ websites.

Check out Google’s Webmaster Guideline if you’re interested, which explains what methods will be penalised, and what methods Google advises you use.

The first thing Google says in this quality guideline is “Make pages primarily for users, not for search engines.” So make it readable!

Below is a general example of a website with bad content Vs. good content.

Why Content writing shouldn't involve keyword stuffing

Before 2011, the ‘bad website’ page above could actually have ranked very highly for “girls shoes online”, but now, Google is cracking down. The ‘good website’ above looks like it will lead on to more quality content aimed at customers; it’s not just trying to hit a keyword quota, so it will be more likely to have a higher ranking.

So what type of content works?

You could write up product reviews, articles, or even quizzes on your website. To make sure that content is working FOR your website and not against it, you need to keep the following three things in mind;

Write the content for your visitor, not to manipulate search engines. So it needs to be readable, and not overloaded with keywords.
Try to add something valuable to the internet. You’re more likely to be ranked higher if your website is contributing information, not just copying it!
Give the visitors what they want. You may not want to talk about your delivery methods, but that’s the kind of thing visitors will be looking for, so cater to them.

Content is often seen as the least important part in a websites development, but it can make or break the project. Would you stay on a website that said “girls shoes online” over and over? More importantly, would you purchase from them? I would expect to get my card details stolen!

The trick is… sounding like an expert

Google aims to reward high quality content.

High quality content is written FOR the customer.

High quality content often sounds like it was written by an expert, not a salesman.

Does your web content sound as if it was written by an expert?

It should be readable and make sense to your customers, but you also have to get across that you know your subject.

When content is written by people who really know their subject, they’re going to use a certain vocabulary that really defines the topic. Now, I don't mean mysterious jargon that only industry experts understand. But if I ask for advice on onions from someone who has been selling onions for 30 years, it's going to be better than advice on onions from my granny (no offence granny). People who stuff in too many keywords on their website, only make it look like they don't know much else.

Quick Tip: Think about what language your customers use.

What name do they give your products? You may say "Georgian Onion", but they say "Pink onion". Variation is important!

Use your customers jargon when writing website content

Use the same words as your customers

So, let’s look back at the earlier example of my online shoe shop. Saying “girls shoes online” multiple times is not going to make me look like an expert. However, if my website content discusses the benefits of cushioned soles, the durability of leather uppers, and various shoe maintenance products you can purchase, then Google will rank my website higher, as I look like an expert on shoes. Also, customers will be able to find more information on your website and will develop a trust in you and your business.

Volunteer your knowledge in a readable way; it’s that simple.

Often, some of our clients at Vital Hike simply don’t have the time to write their own content, which is perfectly understandable. What we do in these instances is gather as much information as we can from the client about their business, and turn the bare bones of content into something readable and engaging. After lots of research into the sector!

But people don’t come to my website to read - why bother?

They won’t find your website if Google doesn’t rank you highly.

You stand a better chance of getting ranked higher if Google determines your content is valuable.

Content that sounds like an expert wrote it (even if it doesn’t sound like a great novelist wrote it), will work in your favour and possibly make Google rank you higher!