SearchEngineOptimisation.com, only one way up

If you’ve been working on your SEO for a while, you’re likely to have accumulated quite a bit of content. Even an update schedule of a couple of times a week results in the swift accumulation of old pages. So what do you do with them as they age? Refresh them.

Old pages can weigh your site down, particularly if they don’t contain valuable content. While they make your site a weighty one, they do have the potential to draw negative attention from Google after the Panda update.

How to refresh

You and your search engine optimisation company have a few options when refreshing pages:
*Completely rewriting content
*Taking down old content and redirecting to a new page
*Slightly altering content, or adding an update note to bring information up to date
*Adding new page elements
*Opening up comments to generate fresh content

Refreshing doesn’t have to be hard work. All it may take is a little polishing up of the introduction to the content, or even just the addition of new elements to the page. In this way, a page refresh can bring more than one type of benefit. For example, if you’ve only recently added social media to your campaign, the addition of things like ‘Like’ buttons can get more of your website assets on board.

It doesn’t take much to refresh an old page, and there are quite a few benefits to be gained from doing so. Talk to our experts at SearchEngineOptimisation.co.uk about a refresh for your SEO blog or other pages.

In recent times more websites are looking at the possibility of charging web users to access the content on their websites. This has largely been prompted by some of the large mainstream publishers using web content as a new stream of revenue. The Times newspaper was one of the first for example to start charging its online readers for access to content and articles. When accessing a news items on The Times website readers are asked to sign up, firstly for a trial subscription, but then for a monthly fee.

The jury still seems to be out on whether this is the best route to take for the UK print media. However, British readers in general seem to be (understandably) against paying for web content, especially when equivilant content is available for free. This is in contrast to some other European countries where paying for web content is more readily accepted as the norm. For website owners there are some serious considerations to be made before setting up pay walls for your services. There is a high risk of losing traffic by taking this stance and if a website depends largely on advertising to keep ticking over there can be some serious repercussions.

However, it’s not an outright ‘no’ for paid content. It can work if you have something of value to your readers. Think about whether web users would be prepared to pay for the information you have to offer. People will spend money on products and services that they believe they need. Most web content is not essential and it would therefore be a mistake to think that paid content could fund their website optimization.

At www.searchengineoptimisation.co.uk we offer a range of SEO services and expert advice on all aspects of online marketing.

Everyone loves a good read. Whether it’s a good book on holiday or a newspaper in the morning, people’s hunger for information and the written word simply won’t go away.
When you’re looking to spread word of your website far and wide, and increase its authority, then article submissions when SEO marketing are a great way to not only improve your natural linking portfolio, but also impart a lot of information you have about your industry to a wider audience.

Finding good, authoritative portals and article submission sites to submit your original content to is a great way to boost your site’s authority and create a great link portfolio. But the real value of articles you write yourself is in the quality of the content, and the information you provide to your user-base.

If a searcher with a vested interest in your industry sector comes across one of your articles and is intrigued by what they read, they’re likely to go exploring for more of the same. If you’ve put a link into your content leading back to your site, then it’s likely they’ll visit in an effort to get to know about the people who wrote what they found so interesting.

Word of mouth is free, and if they pass on the article they’ve read to their friends and colleagues then the time you took to write it will have been a wise investment indeed! Articles should always be written with your industry and sector in mind, imparting tips and tricks of the trade to anybody who may come across them. Good content is worth its weight in gold when link building, and the more articles you write on a consistent basis the more benefit it’ll bring to your web presence.

We’ve been speculating for a while about the future of online content. About people who erect paywalls for original content (the News of the World, for example) and whether that model can be sustainable over a period of time. With fresh content being so readily accessible from all areas of the internet, is it wise for publishing houses or site owners to charge customers when they can probably find the same story for free elsewhere online?

Saul Berman, IBM Global Business Services’ global strategy consulting leader, has recently published a book titled Not for Free: Revenue Strategies for a New World. Mr. Berman has some interesting predictions for the future of paid content:

“People do pay for [content] in the end one way or another. To suggest we’re going to give all content away for free is not a fair statement.

“But it’s not like we have one model that fits most of the audience as we did in the past. We’re going to have to have different models for different segments that want to pay in different ways.

“They may pay for the ringtone but not the song. They may want to get a visual add-on to the content. They may want to interact with the authors of the content. And they may pay for those things rather than pay for the content.”

Saul’s general consensus is that while more people will pay for content in the future, fewer will choose to pay directly for it. We’re sure the News of the World won’t be the only high-profile paywall seen in the UK over the next few months and years, and are confident a rollout of some kind isn’t too far off.

What’ll this mean for SEO though? Will SEO services and content still be of importance if a company decides to put a paywall onto their site? And will it show that the content in question is properly researched and of a high standard? We’re sure to find out in the not too distant future…

The average site owner is ill-equipped to develop their own content for a plethora of reasons. While content production for SEO purposes may superficially appear to be straightforward to a novice, nothing could be further from the case. This means that it can be a great idea for a site owner to actually consider the content manufacturing process in some detail.

At Searchengineoptimisation.co.uk we have sufficient experience and expertise to add unique high grade content to a site on a frequent and regular basis. By satisfying users and the major search engines jointly, it is possible for a site to make progress up the search engine results pages, gaining more users and obtaining additional sales. The benefits of SEO Content Management Systems for SEO services are hard to exaggerate because such systems are great ways of enhancing progress.

When it comes to the finer points of content production for sites, there is a lot to reflect on. The way people read is changing as they spend increasing amounts of time online. They are more likely to scan and to skip than they were in the past. It is also the case that they need their information presented to them in short paragraphs or lists.

A commercial site has to ensure that the content which is regularly put on it is of the required quality. It must be accurate, informative and of interest. Content which is not of interest to a target audience is useless content. Users often appreciate a mixture of industry news and ‘how to tips,’ for example. They rarely enjoy wading through convoluted language which contains too many technical terms or acronyms.

It is vital that the content does not settle into a dull routine with insufficient variation. The difficult thing is to make sure that the target audience always gets the diet it wants, while never providing it with the equivalent of cheese sandwiches every weekday. It is crucial to research the sector thoroughly and to keep-up-date with the latest developments if the content is to be maintained at a high standard.

The content has to be pitched at the right level to satisfy users. If it is using words that are not easily comprehended then it needs a little adjustment. On the other hand, if the language which is being used is too simple then users may become bored. A very limited vocabulary can be hard to read because the same words are used too frequently.

High grade content stimulates debate and provokes comment. There is a technical side to providing the formats which enable comments and ratings to be left by users. The more users can be encouraged to leave comments the better. Once one comment has been made on a blog post, it acts as a lure for others to comment.

It is tricky for the average site owner to make the correct moves when it comes to content production. They often lack time, resources and experience to get the balance right from the off. Search engine optimisation is hard enough without having to play catch-up.

Some firms discover that the search engines appreciate frequent updates and additions of high quality content and decide that they should have a go at providing it themselves. Although content provision does not appear to be as complex as some of the other aspects of SEO, it remains the case that it is best carried out by professionals. Appearances, as ever, can be deceptive. There are numerous examples of firms who have started out doing their own content and eventually got into a great deal of difficulty. A variety of unforeseen problems can develop when a non-specialist firm takes on a specialist activity and their campaign can stall as a consequence.

At Searchengineoptimisation.co.uk we give good quality advice to help firms with their SEO dilemmas. This is in addition to running multifaceted and tailored campaigns on behalf of our varied clients. We are experienced in all aspects of SEO and have excellent SEO Content Management Systems, which gives us an edge compared with those firms who struggle to manufacture their own content.

Content production is not simple. Maintaining standards can also be quite problematic for inexperienced individuals. It is not just about writing copy that users will want to read. If you do not use a SEO agency, it is very difficult to know all the relevant techniques. Simply writing such large volumes of unique content can be incredibly burdensome. Editing poorly written work produced by exhausted individuals can be monotonous and time-consuming.

A professional copywriter works hard to be accurate. In addition to this useful trait, they actually derive pleasure from putting words together. This means that they rarely perceive their work as a chore. This frees them up to pursue their tasks with skill and enthusiasm. They know that content composed for the net has to conform to different standards than other types of writing:

- Content written for the net has to be succinct. It cannot involve long convoluted sentences. Furthermore, it should be written in a professional but accessible fashion. The style should be consistent without becoming ‘stuck in a groove’.
- One important thing about content which will feature well on the net is that large paragraphs should be broken up. The modern user does not like to read large blocks off text on a screen. It is thought that the evolution of the net and IT has shortened attention spans. It thus makes sense to draw the attention of the user to the main points.
- Content that is going to work on a site needs to have a function. There is no point in launching into rambling off-topic discussions. The best thing to do is to decide whether the content is intended to inform, instruct or entertain. When the writer has a clear vision, only then should they begin typing.

Amateur writers who work full-time for a firm may have the topic knowledge, but they may lack the communicative ability and the sheer persistence of the professional copywriter. Copywriters are usually capable of doing some research and producing content of the required quality, seeded with keywords as appropriate.

Some firms attempt to undertake search engine optimization on an independent basis. They would do well to remember that using specialist SEO services is unquestionably the best way for most firms to proceed. This is because SEO is an increasingly complex and fluid discipline. Due to the continuing shifts in the ‘search world’ and the constant churn of technological innovation, most firms cannot afford to invest in the research and monitoring necessary to keep ahead of the curve. Moreover, not many firms have the required expertise in social media optimization to attract sufficient targeted traffic to their site.

At Searchengineoptimisation.co.uk we perceive that each site has its own specific needs which must be addressed if it is to make progress in the competitive sphere of search. Hence we have gathered a lot of expertise together and assembled a team which has proven experience in the field. It is not just the most technical aspects of SEO which often require the attention of SEO consultants. This is because content provision to a site is a specialist activity in itself.

Content provision demands a combination of talent and discipline if it is to be accomplished in an adequate manner. The talent is not only an aptitude with regard to putting words together with flair, but also a knack at content delivery. Content delivery requires the constant generation of fresh ideas and a determination to meet deadlines. The following list describes what can happen to content if skilled copywriters are not used:

- Content can become sloppy and inaccurate. Editing can become a very burdensome and time-consuming activity if content contains a multitude of glaring errors in the first place. If too many mistakes are made with regard to spelling and punctuation, it is probable that a couple will get past the most observant editor. Every mistake has the potential to tarnish the brand of the firm which has the site.

- Amateur writers are prone to suffer from writer’s block. They may know something about brainstorming, but the content demanded by contemporary search engine optimization is often beyond their scope to deliver. While they may still be able to submit something, the quality of the ideas and the writing often suffer over time. They can lose all enthusiasm for their task. Anyone who does not have a passion for writing can struggle to produce large quantities of them in short time-frames.

- Inexperienced writers often take on too much work. They typically underestimate the time the creative process takes. They are particularly likely to postpone their efforts until they are in a good mood. If the positive mood does not come swiftly, they are then playing catch up. The consequence is often rushed and poorly composed work.

- Those who do not write for a living do not always see things from the perspective of a reader. For example, they do not always perceive the benefits of lists and other tactics which can break up the text and make things simpler for the reader. It is crucial for any writer to see their work as a reader does. Appropriate action can then be taken.

One of the fundamental aspects of search engine optimization is supplying high grade content to a site. This addition of high quality text satisfies users and the web crawlers of the major search engines alike. The average site owner is not in a strong position to deliver on this front by their own efforts. It often makes a great deal of commercial sense for firms to outsource content production to SEO consultants with access to experienced copywriters and SEO Content Management Systems. This is a good idea because providing the necessary content to a site is time-consuming and much more complicated than many newcomers to SEO might envisage.

At SearchEngineOptimisation.co.uk we make sure that the content which is added to the sites of our clients is of a high standard. Moreover, we ensure that keywords are added to the text in an appropriate fashion and to a suitable density. Those novices who do not believe specialist skills are needed to deliver high grade content should arguably consider six things which the content has to measure up to:

• The content which is added to a site must be relevant to the sector in which the firm operates. The target audience of the campaign will expect nothing less than sustained relevance. However, one problem is that it is sometimes important to add a bit of variety to the content to sustain user enthusiasm. This must be achieved with subtlety if the content is not to veer off topic.

• One of the main things which individuals attempting to do DIY SEO find difficult to deal with is the frequency of content updates – which the search engines appreciate. An individual who blogs for recreational purposes can afford to leave it for a few days, but a firm wants to get their site performing as well as possible and that means writing regularly and often.

• Importantly, the content has to be unique. No users appreciate it when they spot plagiarised content. It is crucial to recognise that Google has issues with duplicate content. This means that the content has to be original and that it includes all types of content featured on the site.

• It is imperative that content is accurate. Nothing will be gained by putting out content for user consumption which contains irritating errors. Furthermore, the content should be accurate in terms of what it about. The site has no chance of obtaining authority status if it is unreliable.

• It might sound obvious, but the content has to be interesting. Users must want to read it. It could be that the content is sometimes instructive. On other occasions, it might be informative. Sometimes it is handy if the content is rich in opinion. The main thing is for the writer to be clear about their intentions. This should mean that blandness is avoided.

• It might also be stating what is already realised, but the text must be composed effectively. It is fair to draw attention to this point because there is plenty of shabby writing online. Users will not wear out their limited patience by wading through blocks of poorly assembled sentences.

With the increased popularity of real time reporting and the world of online becoming more competitive and complex, it has never been a more important time for websites to be at the top of their game. Blogs, articles and news pages have become one of the fastest and most effective ways of getting your website noticed, and whether it is through direct links or backlinks, creating content which will not only rank high within search results but also generate a lot of backlinks from other sources is one of the most effective ways of driving traffic to your website and although it does take a bit of time, skill and patience, it is not as difficult as it often seems.

A good way to think about creating newsworthy content is to approach it from a PR perspective. Consider what elements of a press release you would count as the strongest parts and focus on a similar strategy within your web content. A catchy title is always a good idea and it should provide detail as to what the rest of the content is discussing, yet at the same time offer an air of enticement and mystery or attraction about it. Creating an impression is the main aim of the game here and in this case, first impressions have never been more important.

Never be afraid to be a little bit controversial, particularly when it comes to attracting attention. Whilst being a little outspoken or risky too often can tar you with a certain brush, there is no harm in using mild shock tactics now and again. If you do decide to use this approach, ensure that you know your boundaries and never cross the line from mildly controversial to downright inappropriate.

Content should always be pleasing to the eye, so try and lay out the format into an easy to read way. Try not to ramble on for too long and instead concentrate on creating a concise and informative piece of writing. If it is necessary for you to include a vast amount of information then try to separate it into sections or you could include bullet points where feasible. Content should be strong and include relevant keywords which will ensure your link shows up within searches, yet at the same time should flow naturally to make it appealing to the reader. If you are struggling with your keywords you can take advice from your SEO agency or use a keyword research tool, such as the one Google offers.

Always know your audience. Online content writing for news purposes is just another method of online marketing and no company would embark on a marketing strategy without researching their audience. The topic which you are writing about, along with the style and theme of your content should take into account your target audience. It is always a good idea to research your strongest competitors or similar sites and your SEO company can help with this in order to assess their approach and style, as if it works well for them it will probably work well for you.

When it comes down to basics, the goal of search engine optimisation services is to gain more conversions for their sites. They aspire to achieve this by using a diversity of means to pull users in and to persuade them to make a sale. For instance, the typical SEO agency seeks to makes its clients more visible by working to achieve higher rankings. This in turn can lead to higher levels of traffic coming to a site. If adjustments are then made to the site this can lead to higher numbers of individuals lingering and purchasing from the site. However, it can matter a great deal how the agency attempts to perform its task. If it does not recognise the specificities of the site, it is likely that its efforts will prove disappointing. Nevertheless, some tactics can be deployed which, if suitably tailored, work across a whole variety of sites.

At SearchEngineOptimisation.co.uk we have no truck with ‘one size fits all’ solutions. Despite this, we are wise to the fact that some solutions can be applied in a plethora of diverse circumstances, as long as the details of those circumstances are taken into account. Sites are unique, so no straightforward rolling-out of solutions is feasible.

The use of a blog is a great way to generate interest in a site. It is important to enable and moderate comments. This is not just a technical matter, and the actual content must inspire comments by focusing on the wants and needs of the target audience. For some sites, a blog can be a creative exercise in entertaining users. For others, a commentary on recent industry news may be more appropriate. The key is to generate enthusiasm for a blog by making it informative and interesting. It should not become too controversial just to seek a response, but on the other hand, blandness is tedious. Encouraging guest-blogging is an astute way of generating variety and interest.

Many sites do well if the site owner and their search engine optimisation services focus on making a site into an authority in its field. The way forward is long and difficult, but having a well-defined aim is central to achieving success in the medium term. The road to authority status invariably has many ups and downs, and the right directions to take will vary substantially from site to site. Although these important points are valid, the truth is that the use of industry news is applicable in many diverse contexts. This is because it is usually ideal fodder for the target audience. In addition, seeding it with a few keywords is normally not too tricky.

Industry news though, can carry its own real and present dangers. Recycling of content from other sites can lead to tedium. If any content is simply duplicated it can trigger off a penalty from the search engines. This means that the content must be unique. It is also the case that the news must be up-to-date because otherwise users will turn to other sources.