Whatever kind of website you have, you must create content for it. I think of three types of content:

  • Stuff you need to publish
  • Search Engine Aware Content
  • Fully Optimised Content

Stuff you need to publish

Lots of sites need to publish basic factual materials – data sheets, product specs and so on. Go on and publish it.

If you’re using content sourced from elsewhere, such as product descriptions, you may be falling into a trap. Many e-commerce sites use exactly the same copy as their competitors, and Google does its best to ignore them, just featuring the manufacturer’s or brand’s site in their results.

There will be much more to come about duplicate content later on Writing For SEO.

Search Engine Aware Content

This is content that is written with a clear vision of what kind of organic search engine traffic the writer wants to attract. It uses key phrases intelligently, and with an understanding of what Google likes.

Most of the content here on Writing For SEO falls into this category. It’s carefully planned and uses a few basic tricks to gain traction.

Again, I’ll be covering more about this later.

Fully Optimised Content

This is SEO copy written with an eye to making sure the target key phrases are properly represented in the copy (I’ve touched on some of the issues in Key Phrase Density: Why you should take notice).

It’s difficult to make work properly, even for professional content writers. The main issue is just to produce content that’s readable – bad SEO copy is what most people think of when they say that content stuffed with keywords no longer works and you have to write for people. (I’ve touched some more of these issues in Google writing? Or writing for people?).

Apply the secret sauce sparingly

You have to be clear about when to use Fully Optimised Content – that is, when it’s worth putting your energies into writing it.

For me, that means when a site is under performing for certain important key phrases, or when there are difficult to target key phrases that need some more leverage exerted.

In practice, these can be more general key phrases that can be targeted with some standing copy on pages that head up sections of your website – typically the pages that are linked to from your main menu.

There’s a lot to be said about Fully Optimised Content. Get it right, and you’ll find it can be the secret sauce that brings in thousands more visitors to your site. But it’s probably something that you don’t want to start writing until you’re confident with your skills.

Image courtesy of sammydavisdog.