google panda update

Small Business SEO and Google Panda 2.0

How Copywriting for Small Business SEO Can Help or Harm You

Just after I read this great article about the Penguin 2.0 update and content, I was visiting a client yesterday to check in how his new interns were working out for him. The question came up about the right way to do small business SEO Copywriting for blog posts on his new site.

I went into my explanation about how the main Google algorithm is more focused on relevant, readable content than ever. I once again stole Bill Gates Line that “Content is King”. I even went so far as to explain the differences in the way Google and Bing show search results. I think I went a little too far and got some confused looks.

Basically, it comes down to this – if your website structure is not up to par, Google won’t like you. If you aren’t adding well written SEO optimized content regularly, your page rank may start slipping. These are a few basic things that have been part of the cornerstone of SEO for years now. So what did the Penguin 2.0 algorithm update change?

SEO Copywriting – What Not To Do

In the words of Google’s Matt Cutts, “…we actually came up with a classifier to say, okay, IRS or Wikipedia or New York Times is over on this side, and the low-quality sites are over on this side. And you can really see mathematical reasons.”

In laymen’s terms, this means: What you think is quality content may not be. Writing a short or long article that doesn’t follow the theme of your site, or is lacking readability may hurt you. Also, forget about buying links to your site to gain page rank. Those days are now over. Google will sniff bad links out like a hound dog sniffing out it’s dinner. Do you have content from another site? This will seriously hurt your ranking as well. If your content matches another site, even as low as 3-5%, you could get knocked down a peg or two.

How You Can Do Small Business SEO

First, think of the topic you want to write about. Do a bit of research about what keywords are popular on this topic in search and make sure they’re scattered in your article. Just don’t put the keywords in there in every sentence. This is called keywords stuffing and is very frowned upon by the Google algorithms.

Second, write your article like you’re telling someone face to face about the topic who doesn’t know what you’re talking about. Yeah, be relaxed, use everyday language in your blog posts. You don’t want to be that annoying guy who is showing off what he knows. You want to be helpful.

Any content isn’t the same as good content. If that were true in other forms of media, the Dungeons & Dragons movie would be beating Star Wars in merchandising right now. Content is like credit, just because you have it doesn’t mean it’s good. Creating relevant, searchable content is like trying to attain a great credit score. You have to do maintenance. Writing regular well written blog posts is equivalent to paying your bills on time every month to keep or increase your ranking.