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While inserting keywords into SEO content is important, there\u2019s a lot more to it than that. In order for SEO content to be successful it needs to be user friendly, or have good \u201creadability\u201d. User friendly content improves SEO efforts because the more \u201creadable\u201d the content is, the more it will get linked to naturally across the web and shared in social media, improving the increasingly important \u201csocial signals\u201d of the content.<\/p>\n
If you can be the first organization to share new information about your industry, that\u2019s a definite plus. However it\u2019s understandable that there may be very few, if any, opportunities to do this. Even if the information itself isn\u2019t considered to be \u201cnew\u201d, you can still add your \u201cnew\u201d spin on the topic, provide some additional\/original insights that separate your content from everything else that is out there. You never want to copy and paste the work of others (even if you give credit) or even simply recap what someone else already said. You need to \u201cown\u201d your content by making it yours.<\/p>\n
Remember, people don\u2019t read web content word for word. Who has time to do that today? People mostly scan web content so it\u2019s important to format your content to reflect this behavior. Separate pieces of information by utilizing different font sizes and subheadings. Bold an important point that you make. Use a font that is easily readable and keep paragraphs short.<\/p>\n
Your web content isn\u2019t the place to experiment with your artistic ability by testing different font and background colors. Stick with what works: black type on a white background. It\u2019s important to also keep line height in mind, or the space between each line on the page. If it\u2019s not enough or too much it\u2019s difficult to read. You need to find that sweet spot in the middle that looks the best. It\u2019s also important to eliminate any clutter from the page of your web content. White space is often underrated. Think twice about all of the ads, pop ups, newsletter sign ups, lead forms, social icons, etc. that also appear on the page. While some conversion element is necessary, there shouldn\u2019t be too many distractions away from the content. You don\u2019t want to give the reader any reason to look elsewhere for information.<\/p>\n