Go and have a look at your site right now, and get a couple of fresh eyes to do the same. Does it say enough about what you do? Does it provide enough information to your customers about what you’re trying to sell, what your company does, who your team is, and why customers should use you?
When performing an audit on our clients’ sites, we start by looking at the homepage first, followed by all of the internal pages. If we don’t think they have enough text, we add some more, and if there aren’t enough images, we’ll sort that out too. Generally, we’d recommend at least 500 words for a decent internal page, but it’s not always the case.
Take a look at the keywords you’re trying to rank for. Do you have to match, relevant pages or at least sections of text where they are mentioned? If not then it goes without saying that you’ll struggle to rank.
LSI or latent semantic indexing also holds true here, and for those who aren’t familiar with this, if the main keyword that you are trying to rank for is “web design”, then Google would expect to find words relating to that subject in the content of the pages, such as “mobile websites”, “search engine optimisation” or “e-commerce development”.
Have a fresh read of your content and decide if you have enough. Better yet, share your content with a trusted colleague or friend to see if you have enough.
External content, as far as we see it, can be videos posted on your YouTube channel, articles posted on your LinkedIn account, photos posted on your Flickr account, and generally anything created & posted on a site external to your own. Yes, admittedly we’re blending the horizons with social media here, but we’re looking for something a bit more meaty and substantial than your average social media post.
Something that you’ve thought about, spent a lot of time creating, posted and promoted fits into this category. If it mentions your brand name, contact details or links back to your website in any way, then we can class it as external content. We’re not always looking for do-follow links, and a no-follow link still has its merits. Use external content as a way of gaining citations, traffic and possibly links.