Guest Post: This article was written by Jeremy Burchard, an expert
in the Web Search category at www.yoexpert.com

Ever since Google became one of the most powerful companies in all of Internet commerce, websites and companies have been clamoring to figure out how to make search engines work for them by optimizing website content. Think about it: the search function is the crux of the Internet; it’s the heart of the internet experience.

Remember some of the first-generation engines like Lycos and Ask Jeeves (now simply Ask.com in the U.S.)?  The nature of typing a few keywords into a box and having a search engine “go get it,” or asking a question and getting an answer, is what the information superhighway is all about. On the other side of the coin, being a content provider and optimizing website content for your visitors is one of the only ways to ensure that yours is the product Lycos is getting, or the answer Ask.com is giving. 

Immediate Recognizability

The most important thing content providers can do is to know exactly what they offer their visitors. If a visitor doesn’t know exactly what he or she can expect to find on a site within 5 seconds, the site has failed in the most fundamental way. If the core function of the website is to sell watches, don’t have a feature article on DVD players taking up valuable real estate. It’s not just a matter of attracting visitors once a site shows up in a search engine, but a matter of keeping them on the site.

The site title (what appears at the top of an internet browser) should contain every keyword the site simply can’t do without — “Discounted Designer Watches” — and nothing superfluous. The site description (what shows up in search engines) can be more specific, but must be completely on-point.

Stay On Target With Keywords

Optimizing website content means visitors have a reason to return to the site. It means keywords and buzzwords visitors expect are in every new piece of content. Does the site specialize in environmentally friendly appliances? You better bet the words “green” and “environmentally friendly” need to be in every new piece of content. It also means staying away from content that simply doesn’t fit.

Even something as simple as a personal blog usually starts to take shape after the writer’s personality, causing visitors to come to expect a certain level of craftsmanship in the writing or certain topics to be covered. Don’t add content simply because it’s interesting; add content because it’s pertinent. Look at sites like StumbleUpon: even though it’s a massive host and reference for content, StumbleUpon only shows users the content that best fits their interests.

Visitors want tailor-made experiences. Optimizing website content doesn’t necessarily mean catering to individuals like StumbleUpon does, but it does mean catering specifically to the topics directly related to the site’s industry.

Beware The Links

Links are great. Optimizing website content means having great links. But links can be tricky. Avoid placing links to things that don’t directly relate to the visitor’s experience on the site. This especially means embedded link-based advertising. It’s a complete content buzz-kill and always runs the risk of compromising the content integrity. Do make sure to link within your site as much as possible to make it easy for visitors to get around.

And always check to make sure none of the links are broken or faulty. Links are a two-way street. Being linked from another website can never hurt. Just remember that when it comes to optimizing website content for visitors, it’s about the quality of links, not the quantity.

This article was written by Jeremy Burchard, an expert
in the Web Search category at www.yoexpert.com