You need more than static content. The Mysteries of SEO revealed! (2/3)

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Hello! Welcome back. If you read our last post you’ll be well informed of what SEO stands for, and you’ll know the super important first step to ensuring your website ranks highly in search engine results. And we know that higher search engine results mean higher click-through- rates, which means more potential customers are visiting your business! (If you missed our first post on this topic, you can click here to read it.)

After you’ve done your due diligence and determined your key search phrases (perhaps engaging a professional like Web-Sta to help you nail it!), it’s time to get clued in to the second most important way your business can be ‘search engine optimised’!

2. Frequency of keywords and phrases

With so many hundreds of millions of websites to rank, Google can’t work effectively using the single metric of ‘which keywords and phrases you used once on your homepage’. The second metric Google uses to establish your website ranking is the frequency of keywords and phrases.

So firstly, you need website content that contains the key phrases your target market is using in their searches. And secondly, you need the right amount of it. Too much and Google will penalise, too little and Google will overlook you.

Given that you can’t just saturate your Home page with key phrases, the best way to up your key phrase usage is to constantly be releasing fresh content. Blog posts are one of the easiest and most effective ways to do this.

All of the top-ranking websites are regularly sharing new content. If you want to have a top-ranking website, you have to be regularly sharing new content too.


Well, let’s say your basic website contains about 2,000 words. In those 2,000 words, you need to describe what services or products you offer, who you are, how much your products or services are, and how to contact you. Minimum. To follow on from our initial example business, there is a definite limit to how many times you can include the term ‘eco-friendly house cleaning Brisbane’ in a mere 2,000 words without it beginning to sound repetitive and nonsensical. Sites that write about ‘eco-friendly house cleaning’ regularly in their new content will trump your site in search engine rankings every time.

The regular creation of subject-specific blog posts that include relevant search terms is one of the most reliable ways to help your site on its way to the top of the Google ladder.

Notice the term ‘subject-specific’.

While writing about your dog Fido might be fun, it’s largely irrelevant to anything but an animal-related business, and generally won’t help your bottom line at all. The exception to this being an extraordinary video of Fido riding a unicycle down the Swiss Alps! In which case you may go viral and rack up millions of hits and shares, and Fido might get some highly lucrative sponsorship deals. But it’s highly unlikely! If you’re in the business of selling through your website, you’ll find a viral video on an unrelated topic probably won’t convert to viral sales!

So that’s it, the second ‘mystery’ of SEO revealed – Your website content needs to include a healthy amount of key search terms, in a way that search engine algorithms don’t deem as ‘spammy’. The best and most valuable way to do that is to be creating new content like subject-specific blog posts regularly.

It’s time to get writing – fresh, new, relevant content! And lots of it! See you next post for the third and final most important piece of information Google uses to rank your site amongst the millions.

Not much of a writer? Rather be out doing the things you’re passionate about? Web-Sta have you covered with literally a team of writers waiting to write your content for you. Get in touch to discuss the options.