Posted by: Kerry Sheahan

Posted on: June 7, 2012 8:53 am

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Content Assessment More Important Than Ever

Anyone operating business online will by now be more than aware of the recent Penguin update. What might not be clear to all, however, is just how many algorithm updates we appear to be in the midst of at the moment. With the first Penguin refresh announced at the end of last month, as well as a Panda update in between the two Penguin’s updates, it can feel as though the recovery process from Google’s overhauls is never-ending.

Which is why it is so important to set in place long-lasting improvements. Whilst the Penguin update has more likely than not highlighted many areas of your SEO campaign that need addressing, such as spamming issues and link building techniques, reviewing your content is one of the most effective ways of giving your site the best chance of maintaining consistently high search positions. If you suspect your site’s recent dip in ranking might be due to issues regarding your content creation, there a few key steps that should be taken to reverse these affects.

• Check pages for duplicate content

It sounds simple but so many sites get caught out for this practice. Even if your site may have slipped through the net once, with both Penguin and Panda updates expected at frequent intervals, checking for duplicity should definitely be a priority in assessing your content.

• Check that you have sufficient content

This is important throughout all the pages of your site, but especially vital in your main pages. Pages with less content and less informative and relevant content simply don’t rank as well. Whatever updates we can be likely to expect in the future, it’s fair to say that ensuring your site has plenty of well-written copy will put you in good stead for Google’s latest ventures.

• Assess your keyword density

By adding volume to your content, you can also begin to improve your keyword to text ratio. With Penguin and Panda updates targeting spam-like links and text, it is important to make sure your web copy isn’t too keyword rich. If you feel you might be guilty of this, taking a moment to eliminate a few keywords or focusing on making their inclusion more seamless can have enormous benefits for your whole site.

With the initial hype surrounding the Penguin update beginning to die down, it is vital to ensure you don’t find yourself lulled into a false sense of security. With refreshes being introduced regularly, now is a good time to work on providing your site with the content it needs to live up to its full potential.

Kerry Sheahan

Kerry Sheahan

Kerry creates a variety of website copy, press releases and articles for both clients and in-house purposes on a regular basis and shares her tips and advice on drafting content for a range of purposes.
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