With more and more Google updates penalizing websites for the way they publish content and aggregate incoming links, it has become necessary to carry out a thorough website content assessment to make sure that your website doesn’t lose its rankings.

Your website content, as the latest Google guidelines state, must be prepared with your user in mind and not the search engines. Actually, it makes more sense. When you’re creating content for search engines, knowingly or unknowingly, you end up trying to manipulate your content. On the other hand if you just focus on your users, if you create your website content totally for your users, you focus more on quality and communication.

Why in the first place you create website content?

If you are creating content for your business website you want people to do business with you. Why would they do business with you? If, through your content, you can persuade them, you can make them believe in what you are saying and you can instil a sense of trust in them, they will do business with you. For that you have to provide them with as much information as possible. The information must be clear, to the point and devoid of misrepresentation. Every bit of important information should be available within 2-3 clicks.

You create content on your website to tell them about the benefits of your product or service. You use different pages to talk about your company, your skills, your offerings, and the people who work in your organization. You also talk about all the activities you participate in as an organization as well as as an individual. The entire idea of creating content for your website is to provide engaging, useful information so that your visitors can make an educated decision.

Ensuring high-quality and unique content

Every business is unique. You cannot possibly be an exact copy of another business. Even though there are 100s of search engines out there, you can easily distinguish between Google and Bing. Similarly, there are multiple social networking platforms but still you can easily differentiate between Facebook, Twitter and Google Plus.

In the same vein, although there might be many business similar to what you are doing, your offering in some way or another will be unique. This gives you an opportunity to create unique content. It is totally centered around your online presence. It will be catering to your audience.

And now we come to high quality. Here is a nice blog post on how to ensure error-free high quality website content. The basic tenets are universal. Before publishing content just check the following:

• You ensure that all the information is accurate
• If you are using factual information back it up with either the original source or multiple sources quoting the same piece of information
• Make sure there are no spelling mistakes and grammatical errors
• The structure of your content is in such a manner that your visitors can easily follow it
• Question yourself whether you actually need the content you are preparing to make sure you are not simply preparing your content in order to attract search engines
• Provide a human-friendly site map that people can easily access from your main page
• Make your content as relevant to your business as possible
• Make it as useful to your visitors as possible