SEO: Text Content
When it comes to search engine optimisation, content really is king. The content of a website consists of many elements including texts, pictures, graphics, videos, forms or even games. Websites that offer the most useful and relevant content are more likely to enjoy high search engine ranking than those that do not. Indeed, in most cases, search engine optimisation campaigns focus primarily on the website’s content, with emphasis.
Why Is Text Content so Important?
Google analyses large sections of the internet using so-called “Googlebot” and saves the results in its databases. These Googlebots are only capable of “reading” text content and cannot recognise the content of videos or photos. Consequently, the text content of a website is Google’s only measure of the themes, keywords and content of a website.
A large factor behind Google’s success is that it provides its users with search results that match their needs as best as possible. To achieve this, the search engine analyses as much target-oriented information about a website as possible. Whether a website matches a search request is determined by largely by its content and the meta-tags of a web document.
The formula Google uses is quite simple: The more content a website contains, the higher the number of search terms. The more search terms (keywords / key word phrases) available, the more frequently the website appears in the Google index, which in turn improves visibility and attracts more visitors.
SEO Text Content
The basic requirement of all text content is that it is unique. If there are identical texts on several websites, Google only analyses the website which is most relevant to the search request. Additionally, Google attempts to focus on the original source of the content and disregards the websites featuring the duplicated content. If a website contains a lot of identical texts it may even be punished by Google and drop lower in the rankings. Similarly, if different URLs of the same website feature the same text content it is also regarded to be “duplicate content” and should therefore be deleted.
Other factors that Google uses to determine the relevance of text content in relation to possible search requests are the specific words and the interrelation between them (semantic fields), the keyword density (word frequency) and the use of keywords used within different text elements (headers, picture captions, video titles etc.)SEO: Text Content