SEO Visual Blueprint 2nd Edition Preview – Chapter 6: Creating Content

In anticipation of the release of the second edition of “SEO Visual Blueprint” I’m happy to provide you with previews of each chapter. Scroll to the bottom of this review for easy links to each review.

SEO Visual 2nd Edition - Kris Jones

Creating compelling, original content is the most obvious and one of the most important components of effective SEO. On the one hand, the more original content you have the better off you are in terms of SEO; however, it’s not that easy because as you build content YOU MUST follow SEO best practices. In the perfect world you would build it and “they” would come – however, that’s not how it works with SEO regardless of how idealistic you wish the world (and search engines) were. So… you embark to improve your SEO standing you’ll absolutely want to read Chapter 6 a few times and begin thinking like a search engine….and a great writer…all in one!

Chapter 6 – Creating Content

Creating well-written, original content is absolutely critical to your long-term search-engine-optimization success. Content is what visitors use to determine value and one of the primary factors that search engines use to rank your Web site. Whether your Web site ends up on the first page or the one-hundredth page of Google largely depends on the quality and relevance of your content.

Although you should keep SEO principles in mind when you create content, the key to building long-term ranking on search engines is to write content for people, not search engines. OContent that is original and naturally flowing content provides your readers with a positive, enjoyable user experience and greatly improves your chances of top search-engine rankings. Avoid writing content solely for search-engine-optimization purposes and you can greatly increase your likelihood of long-term SEO success.

When you write content, you must avoid duplicate content. Duplicate content occurs when your Web site contains content that already exists on the World Wide Web. Duplicate content issues can have a detrimental effect on your SEO success and should be avoided at all costs. Writing original content is the most obvious way to avoid duplicate content. If you feel that you do not have the time to build large amounts of unique content, you can employ tools on your Web site, such as user reviews, that allow for user-generated content. User-generated content allows your content to remain fresh, which is one of the factors search engines use to rank one Web site over another with similar authority.

Writing original content and adding user-generated content does not entirely protect you from duplicate content issues. You must protect yourself from others stealing your content because Google cannot algorithmically detect who owns content. Fortunately, tools such as Copyscape are available that help you avoid and prevent duplicate content issues.

Although you should write content for people and not search engines, you should also use proper keyword density throughout each page of your Web site. First, you want to optimize each page of your Web site for no more than one or two target keywords, while at the same time making sure that you do not inadvertently repeat non-target keywords. By using available tools to maximize optimal keyword density, you can incorporate a substantial number of target keywords throughout your content without compromising the naturally flowing aesthetics of the writing.

You should keep in mind a few important content creation principles as you build your Web site. First, search-engine algorithms cannot read text that is included in images. Therefore, always include important text and target keywords that appear in images in text form. You can still use images, but search engines cannot read the text contained within them. Second, when drafting your content you can use a powerful content- creation principleal called latent semantic content, which involves using keywords very similar to your target keywords to enhance the theme and relevance of your page. For example, if your target keyword is “Old Spice,” you can also use words like “deodorant” and “cologne” to enhance the thematic relatedness and relevancy of your page for your target keyword “Old Spice.”

Next up is Chapter 7 – Creating Communities.

Click any of the links below to read previews from previous chapters:

Chapter 1 – Intro to SEO
Chapter 2 – Keyword Generation
Chapter 3 – Creating Pages
Chapter 4 – Basic Web Site Structure
Chapter 5 – Advanced Web Site Structuring
Chapter 6: Creating Content

7 Responses to “SEO Visual Blueprint 2nd Edition Preview – Chapter 6: Creating Content”

  1. Gerri

    Hi Kris,

    I got our book some weeks ago and have slowly been reading through and implementing what you have discussed in it. I have a question about duplicate content, there are a few sites out there that are news aggregators and pretty much spit out content that has been published on a variety of sites. Some of them seem to be doing well in terms of SEO. You mentioned duplicate content as something to avoid. How do sites like these get away with this?

    By the way, I will be post a review to Amazon and on my blog in a week or two. And, thank you so much for the book, it is a GEM.


  2. krisjonescom

    Gerri – thanks for the positive comments about my book!

    I guess you can say there are at least two different types of duplicate content – (1) aggregator sites like Shopzilla, Edmunds, etc. and (2) non-aggregator sites that poach content, but add no apparent value to the reader.

    Google seems to differentiate between the Shopzilla\’s and poachers of the world by concluding that Shopzilla adds value beyond the content. For instance, Shopzilla offers reviews, comparisons, etc (so does Edmunds and most successful aggregators that continue to rank on Google).

    In contrast, simply copying content from another site without presenting that content in a way that differentiates it from the original will typically get that site or the content anyway delisted from Google.

    Your question is a good one!



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