Content is Vital
What we have learned from other websites is the fact that content is everything. eBay has seen a major drop in their search engine ranking simply due to lack of content. What you must focus on is creating high quality, original content that is relevant to your audience. Creating original content is great, but if you aren't creating in-depth content that people are valuing, it can be difficult for people to read. Thin content and doorway pages will hurt your website.
Matt Cutts from Google has continued to state that thin content will not bring results. He wants companies to spend time creating new content that is valuable to the customers. Plan on creating posts that are at least 1,200 words or more, filled with engaging, rich content. These posts will essentially become landing pages for your website, driving in organic traffic that is relevant to your business. Here are some essential points of good content:
Is this content valuable to my audience? Is it filled with fluff? Am I answering the questions of my readers? Are the keywords used organically, or do they sound unnatural? Is there a call to action? Am I connecting with readers?
Never Duplicate Content
You can cite quotes and sources, but never copy and paste content. This will destroy the rankings of your website. You must provide unique value to your readers, if they can find the same information on other sites, your site will not do much to compete. Doorway pages are things that you need to be concerned about. If a page is designed only for keywords or phrases, you can end up having a major penalty with the search engines. One of the issues Google is trying to remove are the pages that have the same content, but the city names are different. Google will claim this is a doorway page, and your website will face a penalty.
Recovering From Panda 4.0
If your website has taken a major hit, like eBay, you need to focus on recovering what you can with your website. This will require you to do a complete audit of your website to find out what you need to improve. Are you offering unique and valuable content? If your website is too similar to others, you aren't going to do yourself any favors.
While you need pages that include keywords, you do not want to have pages that are exactly the same with only a single change here and there. You need to create in-depth and compelling copy that is different for each page. Never stuff your content with keywords as it will hurt the credibility of the content. All the keywords you use need to naturally flow within the content to provide value to the readers.
Preparing For the Future
As long as you are not trying to game the system, your website will survive. You need to create pages that people will spend time reading. If they are only looking for a second and clicking off the page (high bounce rates), Google will take notice of this and they will drop your rankings. Remember to write for the searchers, not the search engines. Include meta descriptions that are compelling and focus on doing what you have been doing to keep your website ranking.
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