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Design website content optimally

Posted by digitalgarg on September 16th, 2020

There is no silver bullet for perfect content. Especially since the criteria for this are constantly changing and Google's requirements are becoming more complex.

With voice search services such as Google Home or Alexa, texts have to meet completely new requirements. Here one can safely speak of the principle of "clear question - clear answer". The optimal content remains demanding, but by no means impossible.

The ideal placement

In addition to the organic search results and the ads that Google displays on a specific page, there are now various highlights that the search engine giant can make.

A good and current example of this are featured snippets, which are intended to answer the questions asked by the user directly and to highlight the relevant information in the results.

Google collects the information on this from a website that has been found to be good, for example there are many featured snippets with answers from Wikipedia.

With regard to Featured Snippets, Google explains "If we recognize that a question was asked in the search query, we search programmatically for pages that answer the user's question and show him an excerpt in the form of a highlighted snippet at the beginning of the search results."

So Google recognizes better and better which answers a user is looking for and where he gets them, simply tricking the search engine by simply scattering keywords no longer works.

But how can you use this knowledge specifically for your own website?

Answer specific questions

The featured snippets already mentioned are displayed by Google directly below the (possible) advertising block for a search, which means that they are extremely well positioned. You can create your own page for snippets with the help of the tag

<meta name = "googlebot" content = "nosnippet">

deactivate, but active highlighting is not possible.

So high-quality content is the key. It's easy to say.

And what actually is good content? To do this, you first have to be aware of what is being asked about a particular topic. A Google search at the beginning can be helpful here.

Because who knows their users better than Google? Since it makes sense to focus more on specific questions than on a shorttail keyword, Google's auto-completion can provide valuable services here. This makes it easy to find out what is specifically being searched for on certain topics. The “related search queries” at the end of the results page also help to find alternative keywords.

A W question tool on the respective topic is at least as useful. So the respective search queries and user problems should be clearer.

The task now is to find better answers than the competition. Speaking of competition: it is definitely worth looking at the top results. You should definitely take care of the content covered there. It is not for nothing that these pages rank so well in their subject area.

In the meantime, it makes less sense to mention keywords too often. Sure, the keyword should always be present in the page description and title. As far as the text is concerned, the focus should be clearly on the reader and the keyword should only be included if it really makes sense.

Pay attention to the quality of the content

In order for content to be of high quality, it must first (and this should be clear to everyone) be correct and verifiable. The whole thing should be supported by pictures, tables, videos or graphics. If all possible questions have been answered, it will probably be rated better than the competition. This also increases the chances of getting a featured snippet.

Quantity, i.e. the sheer amount of words and a high keyword density, do not bring a text to the top positions in search engines. The same applies to the number of texts on a specific topic.

So it is better to write a long article on a specific topic than many smaller texts. The more detailed, the better. The content should be holistic. This means that every, but really every question a reader can ask about a topic should be answered.

If you really clarify all of the questions, the chances of a good ranking position increase.

What about online shops?

Product descriptions in online shops are by no means excluded from these rules, even if these texts are intended to specifically encourage the user to convert.

It is often not enough to simply list facts about an offered product, but it does not always have to be a complete product data sheet. This should happen where the user can be addressed emotionally.

Unnecessary information should not be mentioned. They do not help the user to decide for or against a product.

The central question should be: Why should the user buy his product in this shop of all places, or call us of all people to use a service?

In short: what is the USP? When it comes to fashion topics, it is a matter of course to address the reader emotionally.

However, if you put yourself in the customer's position and are aware of their possible problems, there are also many suggested solutions for a coffee machine. How does the coffee taste and which brewing system is behind it? In the case of a light bulb for the car, brightness, service life and compatibility are more important.

A good product description that provides the reader with the relevant information not only increases the conversion rate, but also ensures fewer complaints and exchanges.

Structured data

So that Google can assign and differentiate between the data on the website, it should be structured as much as possible. In addition, Google can display certain results as rich snippets.

Rich snippets are an advanced form of search snippets in the results that can contain elements such as rating stars, links, images, prices and other types of information.

So that Google can output the results accordingly, microformats must be stored in the HTML code. With a bit of luck, the selected information can then be displayed as a preview in the search results. If this preview already contains solutions to the user's problem, he will want to find out more, click on the result and visit the website. Photos and ratings, for example, can be displayed here.

Safe websites

HTTPS has been an official ranking factor for Google since 2014. A secure connection can be recognized by a small lock next to the URL, the Chrome and Firefox browsers warn of unsecure connections. For this reason alone, the implementation of an SSL certificate is more than just a recommendation and should be standard.

What are we facing?

The display on mobile devices is already an official ranking factor and Google has announced that it will primarily evaluate according to these criteria in the future (so-called mobile-first index).

And for good reason: the majority of Internet users are already on the move, so initial contact is more often made via smartphone than via desktop PC.

In order not to scare off the visitors, the page should be user-friendly and optimized for smartphones. This works best with responsive design, but your own mobile subdomain is also possible.

Even if “mobile first” will probably not be fully implemented until 2018, you should start optimizing your website for mobile devices today at the latest. This particularly affects the responsive design and loading times, which are caused by large amounts of data.

There are also small tools for this, with which you can quickly test your own website for optimization for mobile devices. At a webmaster tool, Google itself provides a tool for the first steps towards optimization.

Voice search is also becoming more and more relevant. Alexa, Google Home and also Apple are pushing their way onto the market with intelligent devices, the so-called “smart speakers”. The devices are enjoying increasing popularity.

Once you have got involved with Alexa, you don't want to do without it anymore. But the new everyday helpers also need structured data in order to recognize relevant information as such.

Sticking to it is essential

If a text has been created on a website, the work is not yet finished, now the analysis begins.

Which search queries do users use to get to the relevant page? And how long is the length of stay?

Various tools such as Google Analytics or other analysis tools can help with the evaluation and you should definitely use these options.

Any errors can be fixed so quickly and the usability of the website can be continuously improved and adapted to user behavior.

Since Google constantly adapts and updates the requirements for websites, it is not enough to create a website once. Because now it's time to “stay tuned”.

Criteria that are still relevant today may be out of date tomorrow. We are happy to help you - we will optimize your website and keep you up to date on all Google changes.


Also See: Featured Snippets, Search Results, Search Queries, Mobile Devices, Website, User, Search

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