The Content Balancing Act
Having talked a little bit about the different kinds of content you can use in your websites to boost not only the search engine optimization facets, but also increase the staying power of your site, it is probably a good idea to go into how to balance both your keyword usage and your reader friendliness. Being able to maintain this balance is very important because while yes, you want the search engine to see you, but you also want those who click your links to stick around and read a while. Doing that, requires a style of writing which takes adapting to- because it isn’t like writing for normal publications or print work, this is writing for the internet.
First, and I’ve already gone into this, so I will gloss it over just a little- but you do need to be sure that your site is set up to make it easy for spiders to crawl around and get their information. However, that’s sometimes easier than writing content that is navigatable but also user friendly and that is what we’re going into in this section.
Now, to get to the nuts and bolts, when you’re writing, the first paragraph is most important. It’s just like any other first impression, it will be the thing that catches attention and holds it- or, conversely causes someone to click the back button or the red X to get away from the page. Making it so that it is appealing to both spiders and humans is about balancing both. To do this, you first have to make the initial paragraph a little more key word heavy than the rest- because this is where the spiders get the idea that the rest of the content is important. Search engine spiders are also looking for information in the headers and tags as well, so, this is how you maintain the balance. Because links and headers that contain the keywords the search engine is looking for will seem more important- well, it’s pretty easy to make sure that you aren’t just repeating the same word over and over. Making use of the search engine tools usually enables you to catch any mistakes you make in keywording, but again- watch for this repetitiveness.
Other good ideas for making your site more search engine friendly without having to be redundant: Java. Rather than putting your complex codes in the header tag and taking up too much space, making it difficult for the spider to navigate, use an external Java script code and put the coding at the bottom of the page whenever possible. Making use of cascading style sheets and tables is also a great advantage, and there are a great many benefits to those things.
As you can see, creating content that works with both the search engine and the human factor can look a little tricky but if you maintain that balance you will find that it is appealing to both.