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<\/p>\nContent is and always will be one of the cornerstones in SEO. Not only does it help us spotlight to Google exactly what\u2019s on a page and allow us to improve keyword visibility, but it\u2019s also an excellent guide for any customer coming to the site. But is that it?<\/p>\n
Not really… Google\u2019s RankBrain has also become more content savvy than before, so keeping a user on page is key, increasing dwell time and decreasing bounce rate.<\/p>\n
Since the Panda update was first rolled out in February 2011 (7 years ago!), we\u2019ve seen all kinds of landscapes, manipulation and new methods introduced to work Google\u2019s algorithms which have driven all kinds of results. One of the biggest, newer introductions is the long-form page.<\/p>\n
With all this in mind, and our drive to improve our website’s visibility, have we become blind to some of the basics?<\/p>\n
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Content, as we know, isn\u2019t just a few words placed on a document. In fact, it\u2019s much more than that. We SEOs create content in such a way that we have to factor so much into each piece. These commonly involve:<\/p>\n
This is all well and good when you\u2019re writing for a single page or a one off unique product. But when writing for a product with multiple variants, or, for example, mattresses by the same brand but in different sizes, it all becomes a bit of a blur.<\/p>\n
All the foundations of what the content should be can easily forgotten, by which point you\u2019ve created content so similar it may appear duplicated, or as a minimum, spun. This content soon gets indexed, and before we know it, we\u2019re dealing with a lot of pages that have been dumped into the supplementary index\u2026<\/p>\n
Reason being? They deem the content so alike, they decide simply not to show it unless requested.<\/p>\n
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We\u2019ve had many websites approach us with limitations to their rankings without finding the core issues. It\u2019s easy to identify the content that is directly duplicated and action the necessary fix by providing new, unique and updated content, however, not many people these days dig deeper and move onto the next possible cause.<\/p>\n
So look a little further; usually the content isn\u2019t quite where you\u2019d expect to be. The best way to check the index is to copy and paste numerous snippets from around the site into Google, using search functions like broad and exact to establish which content may be frequently displayed.<\/p>\n
Additionally, there are tools available like Copyscape<\/a> and Siteliner<\/a> that are able to crawl a website and check all the content for you.<\/p>\n