You have got your new CMS website, now what?
A lot of people don't know where to start when it comes to filling up the website with real content and what most people don’t realise is that the most important piece of coding on the entire page is often done by themselves... the content! The golden rule to today’s SEO is: Content is king, so make it count!
This can instantly damage your credibility don't forget it! Some website Editors don't have a spell cheek so you may need to use another text editor and paste the information in
Ultimately you are writing for humans and not just Search Engines, so be welcoming and interesting, especially on your 'About us' page. Also remember the audience is international and from all backgrounds so use simple language and keep the urban slang to the comment section of the website.
Search Engines hate duplicate web sites that try spam the web with their information. Don’t be surprised if Google notices your website has identical text to another website and applies an SEO ranking penalty. There are also serious legal implications of plagiarism, so stay away from such practices.
A lot of people depend on Microsoft WORD as their text editor, but be careful when writing for the web. WORD has an enormous amount of code behind the scenes, which is transferred when you copy and paste.
<h2> and <h3> tags are fundamental in the structure and ranking of web copy so use them properly! Don’t use <h1>'s more than once. The headings are meant to break up content and introduce sections. They are also meat to be hierarchy and nested in importance, so break a pages content into h2, split a h2 into h3's and so on. There are many other ways to bring attention to important piece of text, so don't put 'prices' or other fields as a solitary heading. A heading only retains it full power if it is followed by a related paragraph of text enclosed in <p> tags. If your text contains a lot of paragraphs, consider breaking the content up into smaller digestible chunks using headings.
Don’t rely on the 'keywords' meta tag for the page. This was abused years ago by websites, so Search engines take little notice of these terms unless they align with the content. Search Engine read the 'text' content of a page, they don’t read images nor design and feel of pages. There fore the best way to optimise the SEO of a page is to embed key words into natural text. Write good content and you should gather incoming links naturally, which is one of the best ways of telling Google, 'Hey my page is important!'
Writing for the web is different to writing for print. You need to be short and concise, you are competing for a short attention span and are only one click away from loosing a visitor. Forget your old 'essay writing' habits of padding out your paragraphs with fluff; Write only one idea per paragraph. Use smaller paragraphs and fewer of them per section heading.Some times it pays to replace a paragraph with a simple bullets and numbered lists to help visitors on there way.
If your topic is extremely large and the page is becoming a Goliath, it might be best to break some of the topics or areas into sub pages. This will get you the extra SEO benefits of pages titles, URLs and keywords that the new pages will provide. Make sure you remember to link to these pages.
The web is full of web copy writers, who are often highly educated and experienced. If you outsource, remember you will often pay by the hour so before hand, have a goal and strict guidelines for what you want to achieve for the website content.