Content utilization is an important part of the search engine optimization process and will dictate how internal pages are ranked for their assigned keywords. Content utilization also covers the websites content base and how well that content base could contribute towards the website becoming authoritive.
The main principle of search, which we have highlighted multiple times, is to return the most relevant websites in relation to the users query. The most relevant websites are the websites that have well written content that covers in depth information relating to the users query.
If a search engine fails to provide quality results, the value of that search engine will diminish, Google has maintained a significant market share because of its ability to deliver quality results. Websites that have the ability to rank well are typically formed from a large content base.
No doubt, you will have performed many searches and seen Wikipedia at the top of the search results? Well, this is because Wikipedia is such a large resource, and an authoritive website it has a higher trust element then a large chunk of other websites throughout Google's index.
Searches of all sorts will reveal Wikipedia:
Screenshot:
There are different types of searches that you can perform in Google, which is typically dictated around the keywords you use.
For example, if you search for TV, Google has to determine what type of information you want, do you want to buy a tv, do you want to know how a tv works, do you want to know what makes of tv exist?
The list is endless, search engines have to determine what type of query you are making. Of course this is not a difficult task if you specify your intention through your search query such as "Buy TVs online".
So how do you utilize your content to obtain good rankings, the correct pages being returned for searches and becoming an authoritive website?
Lets take a look.
Content utilization is really 2 important factors combined, these are
" QUALITY & CONTENT VOLUME
" PLACEMENT OF CONTENT PAGES IN THE WEBSITES STRUCTURE
Its easy to put this into perspective,
If you have a good page on holidays, you would connect pages related, such as destinations, holiday guides etc. Search engines look at how the websites content mapping is done. Websites that segregate content often suffer when internal pages do not get returned in the search results, instead, the home page is returned for a keyword search relative to an internal page on the website.
The other factor is quality of content, and the volume of content, both content volume on each page and site wide.
Lets break it down;
Content Volume Per Page:
Many people place emphasis on content volume, really, the old saying still applies, its not quantity its quality. But really, its both. You can write good content that is of a high quality, but what good is this if there is only 10 sentences on a whole page?
A large volume of SEO agencies have undertaken SEO work, and split content into pages to try and boost the volume of keywords that the website can rank for. They do this by splitting content into smaller volumes, which may seem like a good idea, but really it isn't.
Imagine reading a book that only had 3 sentences on each page, it wouldn't be a viable option for readers, and although it may have good content, the separation of this would devalue the book.
On a page in the website, each page should be as in depth as possible whilst producing good quality content.
The pages that do not have enough content can become supplemental. Supplemental pages are pages that Google has devalued as the page does not have enough content to be served as a valuable page, instead, supplemental means it is only likely to rank for incredibly long keyword combinations.
So really, it is about volume, but the quality is also vital, so combine both of them to get the best results.
When we talk about volume, we should look at the ratio of content to page. Pages that become supplemental do so because they do not have enough unique content. When we talk about volume, we need to weigh the level of content against the size of the page.
We want to fill the page with good content, whilst ensuring that the page adheres to other usability and accessibility features. Don't just fill the page with content, make sure you keep it in a smart layout that doesn't look to intimidating.
Good content is content that is:
" Descriptive in detail
" covers the subject, theme, product in good detail
" Mentions things relative to the original content
Lets utilize a basic example:
Good Content:
The Opel Corsa is a supermini that has been produced by General Motors' European subsidiary Opel since 1982 and has also been sold under a variety of other brands (most notably Vauxhall, Chevrolet, and Holden), and also spawned various derivatives in different markets, all of which are listed in appropriate sections below. Note that the first Vauxhall version (which was based on the first Corsa) was known not as the Vauxhall Corsa, but the Vauxhall Nova.
Why is this Good Content:
Because the content is broad, and encapsulates things relative, such as, General Motors supply and fit parts for Corsa, Opel, Vauxhall, Chevrolet and Holden are the various names for the manufacturer in different countries, and the content even mentions a car relative to the corsa, the nova.
Bad Content:
The Vauxhall corsa is a very popular car, its known well throughout the UK. The Vauxhall corsa comes in many sizes, and many colours. Corsa's are made in the UK and are available in 3 door and 5 door models. The car has been popular since its introduction.
Why is this Bad Content:
Because the content appears more around repetition, does not mention anything relative to Vauxhall's and is not very structured, although this content could pass on a website as acceptable, from a relative perspective the content lacks relevancy and authority.
Placement of Content:
To put this simply, if you have a page on Vauxhall Corsa's and Vauxhall Astra's and other Vauxhall Vehicles, it would make sense to link those pages directly together because of the relevance between them.
This principle would work on any website and content base, from holiday agencies to motherboard providers.
Good content is content that people will read, understand and enjoy.
Ensure your content utilizes keywords in a structured manner, and that the content base is broad.
See the previous section on "Content Placement and Website Structure".
