To rank well in search results, you know that your website needs great content—but what exactly does that mean? Modern search engines use complex algorithms to determine how pages are listed on search engine results pages (SERPs), so simply posting your company’s basic contact info is not enough if you want your page to get traffic and rank well on SERPs. To be great, your web content needs to be:


The content on your website should cover topics that visitors to your website will actually want to read. For example, include product or service pages with detailed descriptions of what your company can provide so potential customers can easily find the information they need to make a purchasing decision. On your blog, be sure to cover a range of topics—and remember that you do not need to limit yourself exclusively to topics about the specific services you provide. For instance, if your company offers HVAC services, including a post about DIY steps for heating and cooling your home efficiently may seem strange to you at first since it will not directly promote your services. However, this information will be useful to your readers and can help to improve your company’s reputation and online authority.


As mentioned in the previous section, including web content about subjects not directly related to the products or services you offer can help to attract readers and give your business a reputation for being knowledgeable about your entire industry. However, it is important to keep the content on a specific page relevant to that page’s topic—this will help to ensure that your web pages are indexed correctly by search engines so that they show up in relevant searches. If you have a page titled “Air Conditioner Repair” that actually focuses on air conditioner replacement, potential customers looking for air conditioner repair services may become frustrated and click away from your site, while users looking for air conditioner replacement may never reach your page at all.


Search engines strive to direct users to the pages that will be most useful based on their search queries—and since users will generally prefer to read web copy that is easy to understand, content that is poorly written may end up ranking low in search results. Be sure that your web copy is written with an accessible tone that readers of different skill levels can easily understand. Your website content should also be free of typos and grammatical errors.

Do you want to revamp your business website with great content? Pennington Creative is ready to help! We offer a range of content services, including onsite copy, custom blogs, and infographics.

About the Author

Shannon - Digital Marketing Operations, Content Services
Shannon Roberts

Digital Marketing Operations, Content Services