How To Do SEO For Your Own Website Part 3: Content Is Most Important

How To Do SEO For Your Own Website Part 3: Content Is Most Important

This article is a continuation of our series on SEO tips and tricks that you can incorporate into your own projects and achieve real results. In previous articles we have discussed a variety of topics and themes, such as creating your own semantic core and the best way to structure your site. These two topics are incredibly important and can be thought of as foundational knowledge in the SEO world. With that being said, we highly recommend that you go back and read those articles first before moving on. Search Engine Optimization is a combination of many small things that contribute to huge results, so skipping these core components could negatively affect your ability to achieve desired outcomes. We can speak on this because our SEO specialist have years of experience. If you have already acquainted yourself with the previous articles, then you are ready to take your next steps forward in your website optimization process!

What is considered content by SEO standards?

While your instincts may initially tell you that content is simply the text that appears on your website,  Material by SEOHow To Do SEO For Your Own Website Part 1: The Semantic CoreHow To Do SEO For Your Own Website Part 1: The Semantic CoreHow To Do SEO For Your Own Website Part 2: Structure of the SiteHow To Do SEO For Your Own Website Part 2: Structure of the Site the actual definition is much more all-encompassing. Where search engine optimization is concerned, content is anything that is present on the website. This includes, text, images, audio, videos, or any other file extensions. The best websites optimize all the content they display, so it is good to ensure that your own site incorporates many different types of content for your visitors to experience. Commit this to memory now: content is the medium through which you will do the bulk of your active communication with Google and its algorithms. It is how you show search engines that this is indeed the proper page to display for whichever search query guided visitors to the page in the first place. You may have a beautifully developed semantic core and your site structure could be perfectly organized, but without the right content, Google doesn't know how to categorize your website or properly rank in it in search engine result listings.

A professional business website will undoubtedly be dominated by text as the main representation of its content, but this shouldn’t by any means be the only source of content available on the website. By incorporating videos and pictures for instance, you will greatly increase the amount of traffic that your site brings in from Google as well as reduce the overall bounce rate of your site through an improved user experience. Content is no joke. Trust us. Even though text is usually going to be a majority stakeholder in the bulk of the your website’s content, we do not want to downplay the significance of photos and videos as they pertain to search engine optimization. In fact, image optimization is a niche skill that developers learn on top of normal text optimization. Some websites consist mainly of images and thus can only be optimized using the image content available on their websites. This is why knowing how to create a good business website will give you a head start in your industry. 

Unique pictures in web designWebsite photos in searchUnique pictures are more relevantSEO strategy with unique photos

How does content affect website promotion in search engines?

It could be said that content is the number one most important aspect of search engine optimization. We realize that this is a bit of an oversimplification, but we cannot stress enough how important it is in driving traffic to your website. Take it straight from the horse’s mouth: Google blatantly states over and over that the more unique a site is, the better chances it has of being promoted. Testing a site for the uniqueness of its content is relatively simple and intuitive. Simply copy a sentence from your site and paste it into Google’s search bar. If your website is not the first to appear with the section from which you copied your text, then your site is either not properly optimized in terms of its code (front-end and/ or back-end) or your content is not unique. It is important that you remedy such situations as soon as you can. Speaking of appealing to Google, you should also keep in mind that Google loves vast resources of information. If your website centers around a popular topic with many competitive keywords, your site should have hundreds of pages that are optimized properly so that it has a chance to compete for top positions in Google’s search engine result listings.

Unique text in Google search

Website Content is not a ‘Once and Done’ Task

For those of you who were hoping that you would be able to simply write up your content once and be done with it forever, we have some bad news: website content requires consistent upkeep and maintenance to best perform on search engines. Google literally takes into account the “freshness” of your site’s content and the frequency with which you update it. This shows the algorithms that you are active with your site and thus, your business. Similarly, customers will appreciate seeing up-to-date information ready for their consumption, giving a human factor to your website. There are simple ways to accomplish this. For instance, you can add a Blog section to your website and make it a point to write a new post there at least once per week. Other sites use a News & Highlights section to keep the public (and Google) informed on the day-to-day activities of the company and its presence in the community. Doing so gives a personal touch and puts you in an optimal position to be successful with your search engine optimization endeavors. The key is to update this information consistently and increase the overall number of pages on your website.

Updating and structuring content

What an ideally optimized page should look like

In the table below, we outline for you how to best optimize the content of each page of your website. Admittedly, the table is a somewhat simplified version of the complex schema we use to optimize our clients’ content, but we still guarantee that if you follow these instructions exactly as we present them, you will be successful. It is also worth mentioning that the complex and long-lasting elements of the video pages and tables are usually used on the main sections of the website as opposed to the subpages.



  • Must contain the keyword that you intend to promote


  • It should, in general, be about the page to which it corresponds
  • It must contain the keyword you intend to promote
  • It must be unique for each page (no duplicating!!)
  • The length of the description should be no longer than 70 characters
  • May contain territory
Web Design in Philadelphia


  • Must contain the main keyword with a second or third word (tails)
  • Must be unique for each page
  • Should be a short synopsis of the content of the whole page
  • May contain territory
  • Length should be no longer than 160 characters
  • Must contain up to three key tails and specifiers, and these must be the ones used in the headings of the page
Are you looking for a Philadelphia web design company that offers responsive web page design services? We work in the greater Philadelphia region.

First Headline

  • It should be what the content is about
  • It should contain the keyword you intend to promote
  • It cannot be the same as the Title
  • Must be unique for each page
  • Must contain a tail or specifier
We are a Philadelphia-based web design company you can trust

One or more pictures

  • Should be captivating and centered around the topic of the page; visitors should want to scroll through them
  • Each picture must contain the tag alt + signature with the use of the keyword you wish to promote
  • The more unique the pictures, the better

First Text

  • Keyword must necessarily occur in the main text in the first sentence of the first paragraph and at least once
  • Must contain several tails and qualifiers

Second Headline

  • The use of a lower-level keyword with a root of the main
What is responsive web design?


  • Must contain in its pure form the keyword of the lower-level which was used in the title
  • Must contain several tails and qualifiers


  • Quotation should be highlighted in bold
  • Must contain the keyword that the page is promoting

Bulleted List

  • Must contain the keyword being promoted
  • May contain tails and specifiers
  • At least 10 bullet points, with each point consisting of at least 71 characters

Another Headline

  • Use of a lower-level keyword with a root from the main
Why you should make a website that’s easy to use


  • Must contain in its pure form the keyword of the lower-level which was used in the title
  • Must contain several tails and specifiers
  • Should be 1.5 to 2x longer than the first text of the page


  • The video name should contain the keyword that the page is promoting
  • In the video description (on YouTube), you should include the main keyword as well as several secondary keywords
  • The video should be relevant to the topic of the page and have a good retention rate (the video should be well-made)

Another Headline

  • Use of a lower-level keyword with a root from the main


  • Must contain at least 25 cells
  • Must contain the keyword in its pure form as a root from the main
  • May contain tails and specifiers

The Most Popular Content-Based Errors in Website Promotion

This may come as no surprise to some of you familiar with the way Google’s algorithms operate, but it is important enough to state over and over: do not, under any circumstances, copy content from another website and paste it onto your own. This will cause Google to flag your site as a copycat of another, costing you time, rank, and money. If you plan on having your site discovered through the use of images, it is important that you only use unique photos on your site. Even better if the images are originals. Another common mistake people make is when they think they are outsmarting the system by listing the keyword they are trying promote hundreds of times on the same page. When Google’s search engine methodologies were still in their developmental stages, this technique would have worked. However, Google has since evolved to overcome this trick. Nowadays, tactless tricks such as these will get you banned from promotion opportunities on the search engine. It's important you understand that these Black Hat SEO tactics are dangerous and can lower your rank. Finally, you must remember to draft the content of your site in a readable manner. Keep your current and potential customers in mind when doing so. It is no use if you perfectly optimize your website and yet visitors can’t stand to read what you have written because it is too clunky or poorly organized.

Make unique texts in website

How Should the Content Look Throughout the Year?

As we’ve already touched upon in this article, you cannot simply write an article and forget about it once you’ve posted it to your site. You need to continuously revisit your work and update it where necessary. This gives your readers the most topical information and shows Google that this is a website with worthwhile information that should be presented to more people. Now we will show you how to work with the materials you have already written.

  • 1 month – You have added the article to your site. Provoke a discussion on the article by engaging customers in the comments section and encourage more people to ask questions and give their thoughts.
  • 2-3 months – Post the article on all of your social media outlets such as Facebook, Twitter, LinkedIn, etc. If your budget permits, focus on the quality of the traffic that you bring in through these mediums. For instance, we do promotional work in systems like Outbrain.
  • 4-6 months – Mention and reference the article in new posts and articles that discuss material similar to that in the original. Post it in blogs related to the theme of the article and answer questions in Quora and Yahoo Answers using the article as a reference point to your answers.
  • 6-9 months – Add some new information to the article. It could be a new paragraph, several images, chart, etc.
  • 9-12 months – Make a video version of the article and add it to your site and to your company’s YouTube channel. Be sure to provide a link referencing back to the original article.

And the circle continues on into infinity. The above-mentioned plan will be a bit redundant for smaller blogs, but it demonstrates the maximum possible effort one can take in order to get the most out of each and every article they post to their website. SEO is becoming more and more competitive by the second, and staying up to date with SEO trends will give you an edge. You must do the most you can in order to beat out your competitors on the SERP!

Comment section for customersSocial media for good SEOAdd internal and external links for articleUpdating article on websiteVideo version of the article

Analyze the Competition and Draw Informed Conclusions

Many of our clients ask us how much text and pictures they should have on their website in order to achieve desirable SEO results. They expect there to be a magic number. However, this is not the case. The amount of content and keyword frequency for your site to be successful depends on the competitiveness of your industry and the keywords you hope to promote. For instance, if you are promoting a series of words that you know your competitors are also likely promoting, look at their sites. If they have hundreds of pages with each page containing at least 1000 words, you will, at a bare minimum, need to match that amount of content. Of course, it’s better to go above and beyond what your competition is doing. Search optimization is incredibly competitive, so you will need to be willing to put in the time and effort necessary in order for it to bring you tangible results.

Add more different content in website


By now it is probably apparent to you that content is the number one most important aspect of website promotion on search engines. When you are distributing your time to the various aspects of SEO work on your website, content should, by far, take up the bulk of your attention. By giving website content its due diligence, you will immediately begin to see the specified results it brings. Further, by making the content interesting while optimizing it in accordance with information outlined in this article, we also compiled the best SEO tips and tricks that will help you will retain more visitors and see a positive influence in your overall site conversion rate. If you are looking to boost the amount of new customers your website brings in through its optimized content but need some help getting started, feel free to contact us at Direct Line Development for expert guidance and advice!

The article was updated on December 27, 2017.

Alex Kudimov
Alex Kudimov


Steve Greenspan

Wow, seriously this article is amazing. From "what defines content" to how to build your content, this is everything that any business owner who wanted to promote themselves through SEO would need. I think this quote sums it up the most, "content is the medium through which you will do the bulk of your active communication with Google and its algorithms". Can you afford to ignore this? Should we honestly be giving this away this much info for free? lol

Ben Hayward

The biggest take away from this article is the structure of the optimized page is the most important aspect. As long as the content is relevant and is structured correctly you can see invaluable results come from it. Truly a great read.

Fred Yuldashev

This is an excellent write up. I can definitely use it and pass it along to others as well. It's concise and straight forward. I had no idea images and video can play such a big role in SEO .

Diya Tech2morrow

Very useful information for the SEO beginners.

Kevin DeAngelo

Excellent tips and best practices for DIY SEO. The table of rules is a great resource.

You want to promote your own website, read no further...
Wow... What a great article to follow!!!
This is exactly what we do for our clients plus a few tricks that we have up our sleeves.
Excellent way to learn SEO...

So many positive things in this article - It is so important to have engaging content that is properly structured. Sometimes it is worth it to use a copywriter for specific tasks, especially to hit on engagement for conversion

While this is fantastic information to have, it's still pretty daunting. Makes me want to hire someone to handle all of the intricate aspects so I can focus more on engaging content!

This site is protected by reCAPTCHA and the Google

Privacy Policy and Terms of Service apply.

Call us now

Justin Lynch
Justin Lynch
(720) 530-4185
Stephen Greenspan
Stephen Greenspan
(215) 901-2356
Brandon Wood
Brandon Wood
(720) 552-0900
Maureen Elwood
Maureen Elwood
[720] 552-0900
Jennifer Burke
Jennifer Burke
[303] 642-5650
Sheri Michinok
Sheri Michinok
[610] 310-0911
Nick Capute
Nick Capute
[720] 767-3455
Scott Trainer
Scott Trainer
[970] 389-529