A key factor in improving your website’s Google rankings is choosing good keywords and using them throughout your site. This is a core part of search engine optimisation (SEO). However, the length of time people stay on a website is another factor that Google uses to determine which websites it lists first in search results, which means you need to pay attention to quality of text as well as quantity of keywords.
We’ve all seen articles on websites which seem to have been written to cram in and repeat as many keywords in as possible, rather than focusing on the people who are visiting the website hoping to find certain information or buy particular products or services. If the content of your articles isn’t well written and doesn’t help, interest or persuade people to buy from you, they won’t stay on your website for very long. If people leave your website quickly because the text is frustrating to read or they can’t easily find what they’re looking for, this will count against you, even if you do have the right sorts of keywords for search engine optimisation (SEO) on your site.
However, if your content is well written and engaging, people will stay on your website for longer and you’ll get high page viewing times. This will signal to Google that your website is trusted and worth visiting, so you should be rewarded with a higher ranking. As well as getting that higher ranking, if people stay longer on your website it’ll be because they’re interested in your products and services, so you should see your customer numbers increase too.
Google is also getting wise to the idea of keyword stuffing. It may be able to tell if your content is full of keywords but doesn’t make a lot of sense, and this will count against you in the rankings.
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So always make sure your content is well written if you’re serious about SEO. If you’re worried you don’t have the skills to do this, ask someone who does. Some time (and maybe money) invested at the writing stage can reap dividends in the long run if it helps people to trust and use your website more than those of your competitors.