How to Improve Search Engine Visibility

Did you know that Google dominates the search engine field? Do you know that many other smaller search engines use Google’s search engine to power their own brand?. In short, Google is the search giant, dominant in the world and wants to stay that way. Most of its revenue comes from search traffic, so it wants to stay ahead of the game using the best technology.

Having said that. Google wants you and me to write content to satisfy your readership, not artificially gain credit with its search engine!

The logic goes like this: If you write really good original content that educates and informs, is truthful, not plagiarised and ENGAGES THE READER they will think “that was a good search experience, I’ll use Google again.” That’s exactly what Google wants – repeat and loyal commitment to its search engine. This maximises its visibility for you to click through on an advert or some other revenue stream on its search pages. It’s a successful win-win marketing strategy where both you and Google get what you want. Google sees you as a potential customer, so it wants to gain your loyalty by providing the best search experiences and readability.

How do you write good copy with high readability?

Here is where the ‘rubber hits the road.’ Ideally, you are writing for two readers at the same time:

  • The intelligent human

  • The artificially intelligent machine

Google insists that the main criteria is to provide great copy for human readers, but how does it know when your writing has satisfied the reader?

Enter the complex world of algorithms if you dare, but take a simplified look at How search works on Google’s own help pages. You will see that the algorithms use a number of ‘rules’ to determine that your content is both suitable for serving from a search and how successful it was when it was served to the reader. Some of these rules are not so complex and in fact are simple common sense requirements of good quality writing.

7 Basic rules of good copy to satisfy your reader and Google

  1. Use a short, truthful and compelling title.
    Always use a title that best describes the main bulk of your content. Use important words (keywords) that occur most frequently in your copy. Google uses keyword matching to verify titles actually match content. Do Not mislead the reader!
  2. Get to the point quickly.
    Sadly, many readers are time poor and really don’t care much for the nice preamble introduction. They want the skinny version without the fluff.
  3. Write content that genuinely educates, informs or entertains the reader
    Unless you are a trained copywriter, or researcher, write about what you know in order to provide reliable truthful content.
  4. Don’t plagiarise or copy other peoples work
    Google can detect ‘duplicate content’ on the internet. If you copy other peoples text, you may be subject to copyright infringement, as well as being penalised for publishing duplicate content.
  5. Keep on subject (the article title) and don’t ramble
    Don’t be tempted to fill your copy with unnecessary repetition, changing the subject or filling the space with too much rhetoric.
  6. Use a language style that suits your audience
    Technical writing is very different to story telling or news reporting. The way you write should compliment your subject and the type of reader that visits your page.
  7. Know your main target audience
    Who are you writing for? What do they want to know? How do they want it delivered? How much detail do they want? How do they want to feel after they read your copy? What response do you want from them? Probably the most important set of questions you need to address in all your writing. The answers to these underpin all the other rules of good readability.

What happens when you get all this right?

You create compelling writing that satisfies the reader and this sets all the right flags for Google to see your copy is high quality, genuine and has a high readability score. The final result is that when someone visits your page, they engage with your article, read all of it and maybe visit other pages or posts because they were impressed. Google  sees the time they spend on your site and this all adds to make your site trustworthy, relevant and suitable to serve from search results again. If these positive experiences are repeated over many times, your pages and website will likely head further up the search results, so that people see your content sooner. Good copy deserves high visibility and that is what Google is all about.

If you’re wondering how to improve search engine visibility for your website and need help with copywriting or setting up a blog, call us now on 0845 45 99 100 for a no-obligation chat.

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