Common Content Errors to Avoid in 2015
Google was a busy little operation in 2014, wasn't it? It made key changes in its Panda algorithm, then in Penguin. It made changes to Pigeon, Pirate, and Maps. It made key changes to local searches; in fact, some commentators like Search Engine Land's Greg Sterling think Maps is as important to Google than search. "It’s harder to live without Maps than it is traditional search in a mobile context," he observes.
As important as maps and local search are, it all does come back to content. So after the holiday sales rush is over and the office is quiet, take some time to review your web and mobile content and while you're at it, your Facebook content, too.
Common Content Errors Observed in 2014
Get rid of irrelevant content.
Marketing Land's Arnie Kuenn identified eight common content mistakes he's noticed this past year. I'll combine them to make them seem less onerous and more amenable to your multi-tasking (we all do it) and hopefully inspire you to take a look at what you've got. All of them were addressed in various Google updates throughout the year so we know they are targets.
- Duplicate content and overused keywords. It's hard to notice when you're repeating yourself but we do, as my son tells me all the time. If you have WordPress, do a search on a bunch of phrases that come to mind. WordPress will display all the pages with it. Or just jot down a few from your last few posts and see if there's a pattern you want to avoid. I highly recommend using a thesaurus; I use the one that came with my Mac. Also consider using an SEO keyword density checker.
- Get rid of irrelevant content. This includes thin, irrelevant content you used to try fill in white space. Remember, it's OK to rewrite pages and update blogs if the topic is still relevant.
- Bad links. I include dead links with this designation although Kuenn is talking about bad backlinks. Find out who's linking to your site and disable any from disreputable sites. Kuenn recommends Moz's OpenSiteExplorer and SEMRush for this. Make sure that anything you link to or from your Facebook page works, too.
- Optimize your images. Give them names that describe them and add captions. Use title tags, which show up when people mouse over them. Put in alternative text. These are easy content pieces that Google will pick up.
- Make sure your page loads within a few seconds. This can improve your bounce rate and other measures.
Going Forward, Remember to Write it Well
While you're reviewing content and making conscious decisions about content, keep in mind that blogging is writing. Just because it's informal doesn't excuse misspelled words and poor grammar. Although Google won't ding you for this specifically (or so it says), it does take this into account when it considers a site's authoritative standing. If possible, get someone to eyeball your content before you publish.
I'm also going to make yet another plea to consider mobile content. Not all site content looks good on mobile. If you're a B2C, chances are your customers are looking at your site on a smartphone or tablet. If you're reaching for a local customer base, they are almost certainly looking at it on their phones, while in their cars (hopefully, not while they're driving) or walking in the area. Make sure your content is easy to read on these small screens.