Featured Page Rank SE Optimization SE Tactics Writing/Content

10 Ways Content Can Improve Your Rankings

Image courtesy of (Jomphong)/FreeDigitalPhotos.net

If you’re writing for your site you obviously want to write quality content to generate hits. After all, you’re putting it on the Internet, a place where all the world can see it.

But how does one offer quality content that will push your content up in the rankings?

Google has a series of algorithms that dictate where a website will show up in searches. It’s a lengthy system with somewhere around 200 variables. Although it’s nearly impossible for one person or business to hit on all of Google’s sweet spots, there are ways to ensure that your content is seen by the world.

1. Content That Isn’t Text

Although there are some obvious answers to the question of what content actually is, it encompasses more than just words on a page.

Yes, when someone speaks of content they are speaking of product descriptions, blogs, articles, and the like. That being said, there are other variables that Google takes into account when its algorithm is chugging along.

Google takes a look into non-text items as well as text items. One theory for this is that the powers that be consider pages with images and videos to be of higher quality than pages without them.

Another idea is that spam sites that are just farming for hits won’t take the time to put up relevant images and videos. Rather, they’ll just stick to spamming keywords to move their site up the rankings and gain page views.

2. Keywords

You’ll hear a lot of talk about how the keyword is dying out and being replaced. That’s simply not as true as many people think.

Keywords are still important.

For obvious reasons, you won’t gain page views for a car dealership if your most frequently used phrase is “moon landing.” Yes, “car dealership” might still be your go-to and you should still try to use it in the title, metadata, description, and the content itself.

What people mean when they say that the keyword is less important is that it’s becoming more important in context.

What Google is looking for nowadays is how often related search terms are showing up. Not only does this help for page rankings, it helps categorize and differentiate different sites. After all, a heavy metal band’s site shouldn’t be in the search results for metal welders.

3. Organization

It should go without saying that organizing your content can increase your page rank by leaps and bounds.

Overall readability, as measured by the Flesch readability test, is being utilized by search engine analytics.

Why is readability important for rankings?

Consider how long you’ve spent on a site that was two steps away from being gibberish. Now consider a well thought out flow of ideas with correct grammar, punctuation and spelling. Which one is more valuable to you? Which one brings you back time and time again?

Now you know why the Flesch readability test is being used to determine decreases and increases in page rankings.

4. Length

Gone are the days when content should be a measly 500 words. If you’re willing to take the risk of a 500-word blog or article, you’d better have something extraordinary to say.

Search engines are getting wise to what users like to read and using it to determine your rankings. An SEO rule of thumb for increased page rankings is that longer posts are better.

It goes without saying that “within reason” comes into play here. A product description for a baseball mitt should still be relatively short and concise. You should also avoid having a blog post the length of Ayn Rand’s Atlas Shrugged.

There’s a sweet spot that should be hit. Generally speaking, the SEO gurus have advised around 1,500 to 2,500 words for optimal page rankings.

Consider that when you’re writing your next blog, list, or article.

5. Value and Quality

Imagine you’re at a restaurant and it’s warm, inviting, smells wonderful and has reasonably priced food that is prepared well and tastes delicious. You would certainly be inclined to stay longer and visit often.

Now imagine that you’ve walked into a restaurant and observed a rug of cockroaches on the floor. You likely wouldn’t stick around to find out what other sensory experiences awaited you.

In a third restaurant you find that the décor is indistinguishable from any other restaurant, smells inconsequential, has a small menu of very similar products, and the food is edible but bland. You might go there once in a blue moon if you’re really hungry, but you’ll likely dislike it more and more.

The first restaurant example is what you, readers, and Google are shooting for. You’re hoping to write innovative content that is different at every turn. Your readers will stay on your page for longer, you’ll get more referrals from social media, and Google will rank your page higher.

The second example is what you presumably hope to avoid. Think of a MySpace page from the early 2000s. And don’t think about the regular ones, either. Reminisce about the friend you had who cluttered their profile with a cornucopia of animations, flashing lights, crazy text that clashed with a bright background, and automatically playing music and videos that drowned each other out. You may have loved that friend, but you never ever visited their MySpace profile because it was a nuisance.

Finally, the third restaurant represents a page that is simply unoriginal and bland. It’s not offensively bad, but it’s boring. You’ll skim a few paragraphs, find that nothing really catches your fancy, and leave. If you spend a bit more time on the site, you might even find that they essentially plagiarize themselves or others.

Google takes all of this into account so presenting value, making original content, gaining referrals from social media, and having content that will make people stick around or revisit your site is a big key to successfully increasing page rankings.

6. Faster is Better

This isn’t directly related to your content, but it is liable to make you sink or swim.

A big, unsung part of SEO is the speed of the page in Chrome. Your interesting, original, long form, world changing content isn’t going to mean much if your site takes three minutes and 37 seconds to load.

Not only will Google stop caring about your page, readers will too. The fact that you found the meaning of life will go unread because your page loads slowly.

Coding your page properly is the best way to build a fully functional site that anyone can just hop on at the drop of a hat. Optimize your webpage and you’ll optimize for search engines.

7. Links and Linkbacks

Even though outward facing links aren’t as important as they once were, an authoritative site still links out.

Just like you wouldn’t accept a scholarly paper with no sources, or even a Wikipedia page with no sources, Google doesn’t accept most pages that don’t link to other, more reputable sites.

Linkbacks are even more important. They can make or break a site, depending on where the link is from. If your site is frequently linked to from sites of ill repute, you’ll become notorious for hanging out with the wrong crowd.

On the other hand, if your site is mentioned a number of times by the AP, Reuters, CNN, and Fox News, it’s likely that your page will experience a huge rise in readership due to both the referrals themselves and your newfound higher page ranking.

8. Optimize for Mobile 

Considering SEO in the mobile market is especially important now that mobile users have surpassed desktop computer users. Some 50 percent of time spent on digital media is spent using a Smartphone or tablet. That means you need to find a way for your page to look great on the computer, Smartphone, and tablet.

Optimizing for mobile isn’t just about looks, it’s about speed as well. Again, loading time is absolutely vital to good SEO content.

Keywords are another place where your approach will be slightly different than on a computer. While people are somewhat inclined to type longer search terms when using a computer, they’re more inclined to be short and sweet when it comes to mobile.

9. The Amount of Content

It shouldn’t be a surprise that you’re going to need more than one piece of content to rise in the page ranks.

SEO sites are full of interesting, new, and continuously updated content. The older and less updated your site is, the quicker it falls down the rankings and into obscurity.

There are some ideas as to how much content you should be writing, particularly if you’re writing blogs or articles. The question of how often you should write has been tackled by many and one idea is that it depends on how much you plan to write per article or blog.

• Short form and very current content: a few times per day to once per day

• Regular topics in a blog: a few times per week

• Long form blogs on a variety of topics: once per week

Sticking to the schedule will ensure that you have plenty of regularly updated content for your readers, and Google’s algorithms, to keep their eyes on.

10. Call to Action

This is one of the most important but most neglected aspects of a SEO website.

A call to action in an article or product description, written correctly, directs the reader to engage with your product or brand and expand your readership. This, in turn, means more page views, a better reputation, more domain authority, and a higher rank in Google’s search.

The best calls to action are short but informative. They’re there to tell your audience a few things.

First, you’ll want your audience to know what to do. Enter a contest? Buy a television? Shop at your clothing store? If you don’t tell them, they might not think about it.

Next you’ll want to make sure your call to action mentions who you are and what to expect from your brand, goods, or service. Most businesses or individuals aren’t necessarily using calls to action for return business, though it is helpful; the calls to action are built primarily to drive new business. After all, you’re not McDonald’s and simply reminding people you exist.

Finally, ensure that the language of your call to action is correct.

Don’t be ambiguous about what you want your audience to do. Be powerful and commanding. Your call to action shouldn’t sound timid and apologetic. No one wants to read, “I suppose if you’re okay with it you should buy my clothing. But only if you want to.” Rather, a call to action should read loud and clear “Shop at my store!”

Also, be enthusiastic about the brand. If you can’t muster up some excitement about your brand, why should the customer? Feel free to be hyperbolic if you feel it’s appropriate. That’s why every sale at every store is “The sale of the century!”

If you’re advertising a temporary event then slap the end date on your call to action. Make sure your audience knows that it’s only through the weekend, ends Friday, or will sell out soon.

Read on right now for the conclusion and an example of a call to action! (See?)

The Take-Home

Building your brand, reputation, and customer engagement requires great content that is optimized for Google’s algorithms. Without a rising page rank and high domain authority, your site may be passed by in favor of a competitor’s.

Don’t be afraid of trying new things and mixing up your media, but make sure everything is there for a purpose and promotes the value of your brand, product, or service.

Also, it’s important to be cognizant of the customer’s time and convenience as well as referring them to sites you use too. Make yourself a convenient and fast resource for future viewership.

Finally, don’t forget the call to action.

About the author


Julia McCoy

Julia McCoy is a serial content marketer, entrepreneur, and bestselling author. She founded a multi-million dollar content agency, Express Writers, with nothing more than $75 at 19 years old. Today, her team has nearly 100 expert content creators on staff, and serves thousands of clients around the world. She's earned her way to the top 30 worldwide content marketers, and has a passion for sharing what she knows in her books and in her online course, The Content Strategy & Marketing Course. Julia also hosts The Write Podcast on iTunes.


Click here to post a comment
  • Just recently I found a case study that emphasizes on the long content, social signals and images as a ranking factor.

    Flesch reading score is a good measure but not recommended if your site is non-English

  • Great the given information and after refer that post,i get new energy because of all given information very excellent and real words to implemented for you.Thank you so much shared that valuable information.

  • Yes, Obviously content is very important to rank in SERP but it should be Strategic. The above ideas you have given are very helpful for content strategy. Thanks for such a great article.

  • just I had join this blog, really interesting news regarding SEO update, its very helpful for users..

  • Excellent information Julia! SEO is not a spectator sport, and your articles are not only priceless information, but a template for my articles. Bravo!

  • Hello Julia,

    Thank you for explaining these points in brief.
    Flesch reading score is definitely important like you said.

    The length of content does matter on the niche also, for example a short tutorial related to computers or mobiles cannot be written in 1500-2000 words as users want only the solution to a technical problem not the history. Isn’t it?

    Thank You,

  • Julia,

    You say that Google wants a lot of visuals (images and videos) on the sites, but you also say that faster is better. This is a “contradiction”. How can you balance speed and visuals in a way that Google is satisfied?

  • Just came here when browsing internet. I just astonished to see such a great content here that points on most important factors for writing an article.
    I am sure that I am gonna re-structure my article in my blog after reading this.

    Keep up the good work.

  • Great article thank you 🙂 I’ve gone through and pretty much got most of it covered now, except for inward links and a blog…although I post and link regularly from Twitter and Facebook, but still don’t see any rise in the rankings 🙁 Could it be just down to inward links please?

  • Thank you for sharing this information and it was a great tip. I run a company and did not take much on SEO but when i started it, it increase my readability as well as ranking.

  • Thaks a lot for sharing such an informative article. Tips provided here are really useful to improve the ranking status on the Search Engine Result Page. Let’s try it out. Thanks once again and keep doing…

  • I liked this article , sometimes the audience is bored with excessive branding . articles with interesting content will certainly make menyuai readers of our blog . only , call to action that I am still not able to digest than what is in connecting with seo techniques

  • Content, Content, Content! Today, ranking is not possibile without a good content strategy, semantic/LSI, insights (photo, infographic, video).
    A hard job, but somebody has to do it! 🙂
    Thank you, bye!

  • great content,it will help a lot to improve ranking.i love this awesome content ,thanks for sharing this article.

  • Thank you for the informative article. It’s funny that you used a car dealership example, because I work for one. You would be surprised at how many dealerships believe SEO is basically a scam. Your article helped my supervisor begin to understand that SEO is hard work and legitimate when done right! Thanks again.


  • I’ve noticed that the length of the article means a lot in your site’s ranking on Google, as well as new and featured content. The oldest special thanks to the author of the article, who told us we were much Memka Njhlh Thank you very much

  • We should write content for our targeted audience instead of any search engines. High quality and users friendly content always play a significant role in improving keywords position and attract new users. These all points are really helpful for developing quality content. Thanks for sharing it.

  • Thank you for the informative article. Your article helped my supervisor begin to understand that SEO is hard work and legitimate when done right! Thanks again.

  • Valuable post! I agree with tip #8. Mobile friendly website will definitely drive more traffic towards the site.

  • The two important things for increasing website’s ranking are link building and content marketing..I very much know how to create and promote blogs and articles. But I do not know how to build great links. What resources do I need for creating various links?
    Can you assist me?

  • If you are looking for good ranking in Google then take supports from Images, content which compose reader on page. Alt tag text hemp to make keyword friendly content which easy to gain up in ranking.

  • Thanks, Julia…Really you made my day..I just landed here while browsing internet for writing tips.I will use these tips for ranking thanks a lot…..

  • Value and length is now a hot topic in the world of seo as well as in content. a good quality content with length higher than 2k has high chance of ranking on the first page.

  • Thanks, Julia…Really you made my day..I just landed here while browsing internet for writing tips.I will use these tips for ranking thanks a lot…..

  • Hi Julia,

    This is a great content. I agree with you. A site should be optimized for mobile platform. Many WordPress bloggers considering to choose lusty themes but forgetting about their site’s speed. I believe that a clean, simple and fast loading site that has valuable content with optimized keywords can rank well.


  • Thanks Julia for this nice article. This turned to be very helpful for me. Can you give me any suggestions for backlinking?

  • Thanks for your tips.
    These days I consider optimising website for mobiles because most of traffic is coming form mobiles.

  • Thanks for sharing this information and it was a great tip. I run a company and did not take much on SEO but when i started it, it increase my readability as well as ranking.

  • hey great article, i have heard that if content is easy to read and good in quality then it start ranking itself, sometimes we don’t even need backlinks for the ranking.

  • hey great article, i have heard that if content is easy to read and good in quality then it start ranking itself, sometimes we don’t even need backlinks for the ranking.