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3 Ways Good Web Writing Helps Your Search Rankings

By Erin  |  January 07, 2013  |   Business Website Tips | Online Marketing | Website Copywriting

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If you've hung around our website (or us) for a while, you probably already know that we think well written website content is the key to marketing success. We believe this because we've seen it work over and over again. When a website publishes good content, we see sales, customer satisfaction, and engagement start to rise.

And the good news is that your customers aren't the only ones who love great web writing on your site. Search engines also eat it up.

Why would a search engine care about good web writing?

Let's pause and think like Google for a moment. What's Google's goal? To generate more traffic to their site (thereby attracting advertising dollars), right? And how can Google bring in more traffic? By providing really, really good search results. Search results that people find useful. Search results that are relevant and easy to read.

This is exactly why good web writing really does drive your search ranking success. Google (and other search engines) want to provide the best results they possibly can. If your website is the best result, you'll start to rise in the rankings...which brings me to our next question:

How do search engines figure out who's best?

So, how does all this work? It makes sense that search engines want the best content to rank highest. But how do they actually go about figuring out what the best content is?

While the exact algorithms used by search engines are well-kept secrets, SEO experts do agree on a few things when it comes to how good web writing plays into the equations:

1. Scannable pages are better for SEO.

Good web writing is clear, concise, and scannable. Scannable content is written with descriptive headlines, short paragraphs, bulleted lists, bold text, and a structure that makes it easy for readers to quickly scan the page and find the exact information they need.

This scannable layout, which is a part of good web writing, helps your site rise in the search rankings. Why? Because search engines pay more attention to headlines, sub-headlines, bold text, and bullets than they do to normal text on a page.

Thus, having good, scannable web writing with clear, descriptive headlines, well-placed bold text, etc. helps search engines determine exactly what your page is about—and what they should rank you for.

2. Well-written pages speak the language of SEO.

Good web writers know how to speak plainly. They use the language that your customers use, which is typically the exact language those customers are typing into search engines.

An overly verbose page that uses the term “handset” instead of “cell phone,” for example, may not rank quite as high as a competitor that uses the terms “cell phone” and “mobile phone.” Because most consumers don't search Google for handset—they search for phone.

3. Well-written pages generate buzz (and links).

Well-written, useful pages can also act as magnets for links and social media sharing. And search engines love links. After all, if someone is linking to your site, they're essentially vetting it. They're telling search engines that the content you created is worthwhile, useful, entertaining, or thoughtful. And just like anything else in life, who you know (or in this case, who knows you and links to you) will get you everywhere.

Remember: incoming links make you popular and search engines love to push popular websites higher in the rankings.

That's why we're such sticklers for good content

Good web content isn't just about slapping your mission statement and a few product details onto your site and calling it a day.

It's about entertaining, persuading, informing, and engaging people. It's about driving sales. It's about customer satisfaction. And it is most definitely about increasing your company's reach via great search rankings. 

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