Just as we had a minimum necessary for the site to accomplish business goals, there’s a minimum necessary in order to be returned by Google in relevant search results. And the first thing is that you have sufficient, relevant content.
Sufficient, Relevant Content Needed
Let’s do a site search and look at securedtech.co.uk. So what you are seeing here are the only results that Google has indexed, the ones that it found worth indexing were these 5 pages. If we include all their omitted results then you’ve got some pages here that Google didn’t think were worth even recording any information about it, it just has the link.
Pages that were not Indexed
It doesn’t think that the content on the 24/7 Remote Systems Management, the IT Security Management, the About Us or the Design, Supply and Implementation is significant enough or has enough valuable content and so none of it is indexed.
The closest it thinks you come to something that is valuable is the Contact, Why Hire Us, the Special Report then the Homepage and then the PDF guy, which is interesting, but that’s all.
So we’re long ways away from the minimum necessary because there are many pages are not being shown in the search results. Google just doesn’t think there’s any content there worth indexing so we have to have sufficient content.
What Sufficient Content Generally Means
Sufficient content generally means an absolute minimum 300 words and for your really important pages you should have a minimum of 600 words but I would recommend probably more than that.
You would think that this Services page would be important but this Services page doesn’t have a hundred words on it. The 24/7 Remote Systems Management, this has 143 words on it. And while he’s hoping somebody’s going to find him based on the words on this page, there aren’t enough words on this page to even make it into Google’s index.
Minimum Number of Words
The minimum is for 300 words but these important pages should have at least 600 words and some of the pages should be relatively lengthy. For example, the articles could be more lengthy say, 1200 words or 3000 words. Something similar to his report so there should be some nice long articles that are full of content but first you need sufficient content.
Specific, Relevant Content
Secondly, the content needs to be directed or relevant content. That means it should be directed at terms people are looking for, relevant to what they are searching for. I don’t know what terms a mid-sized company with 25 plus employees and that kind of computer technology infrastructure are looking for but it doesn’t seem to me like this content actually speaks to them.
Maybe they’re looking for Remote Systems Management, maybe they’re looking for a Managed Service Provider but when you look at all of the content here, it doesn’t seem particularly focused or targeted towards the desired customer.
So somewhere in the content in you probably should indicate the kind of customer who would be interested. It should use some of the technical terms that people would use to search for it if they’re knowledgeable about their business. It should be less general and more targeted.
This page does have some of that but I don’t think it has enough. IT Security Management is I think especially generic. In the first place, IT is a very generic term. Somebody who spent 15 years in IT could be a tech support person on a telephone in the Philippines, right? IT used to include data punch operators and things like that so IT Security Management is pretty generic.
You’re probably better off being more descriptive than simply saying IT systems. When you are trying to attract search traffic you should write content that includes the kinds of things people are going to look for and that directed content should also include localized content.
An Example of what Not to Do
I’m going to show you a bad example from personal experience. If I search for dumpster rental Desert Hot Springs California and I get this page, “Are you preparing to complete a major restoration, new construction or even just clean out a little space in your Desert Hot Springs California Home or office?” Sounds like this is exactly what I’m looking for, isn’t it?
And it goes on to talk about budget and why you might need the service. And then see where when we get down here it says “Given that renting a roll off container in Desert Hot Springs, CA means not having to beg other people for their trucks”. Then “Desert Hot Springs, CA” and “Dumpster Rental” over and over and over again.
This is an example of what Google calls keywords stuffing. There’s a repetition of phrases like “largest selection of dumpsters in Desert Hot Springs, CA”, “Dumpster rental made simple” and “Desert Hot Springs, CA Reasons to Choose Us” and “Desert Hot Springs, CA”.
They’re beating you over the head with “Dumpsters” and “Desert Hot Springs, CA”. It almost feels like this page was automatically generated just for Google and as it turns out this is not a local company.
This is a company that has a website made up of “dumpsters, california, dumpster rental in desert hot springs” and it’s not what I was looking for and it’s not what I mean by having targeted or directed information or directed content.
You definitely want to use the kinds of terms that people are going to look for but you don’t want to overuse them. Once you overuse them it looks like spam, it looks like spam to people like me who are reading it and it looks like spam to Google so that’s not what I mean by directed. You want some keywords but without ridiculous repetition.
SEO Elements Google Wants
The other thing that you want are SEO elements. Google looks for a variety of different SEO elements when it is indexing a page and it looks for those SEO elements in order to understand what the page is about.
Custom Title Tag and Meta Description
Let’s take a look at the SEO on some of your pages. Let’s just edit this IT Management Systems page and scroll down and there is no custom title and no description. This is what All in One SEO pack suggests is going to be the title tag and the meta description that Google would use but in fact, if we search for that page you can see that Google didn’t use any information at all.
So Google didn’t even bother using a title, right? Well, had he put a custom title tag in and a custom meta description in there and had he had sufficient content the search results would be different.
This is just one of those critical things that are necessary in order for Google to understand what the page is about then serve it in relevant search results. The title tag should speak to the content of the page and have keywords in it that are relevant to the content of the page and so should the meta description.
How to Write a Good Meta Title and Meta Description
I have a whole discussion on what the title tag and the meta description are for and how to write them effectively in other videos so I encourage you to look at those if you don’t know how to write a custom title and a custom meta description. That is one of the fundamental things that are missing from this.
Somebody just said that Matt Cutts released a video on meta descriptions yesterday on Youtube. Thank you Angie. Let’s go to Youtube. You know Matt Cutts is the Google guy, right? So if you want to know what the right thing to say is take a look at this video, “Is it necessary to have a meta description on every page”.
I’m going to put this in the chat window so everybody can have this. If he says anything that is different from what I said, listen to him.
Another thing that’s missing from this are internal links. There are a couple of internal links on the homepage, full range of our services and call or email us. So there are a couple of internal links here and the Services page does have some links off to other pages but for the most part there’s not a lot of internal linking going on here. Every page should really have 3 or 4 links to either content in the site, not offsite but to content on your site, and the link text that is chosen should be relevant to the content of the page that’s being linked to.
So again, if you need to understand an internal linking strategy then watch the videos on how to create internal links and what good internal links are but that’s what this is missing. This is missing a system of internal linking that includes 3 or 4 internal links on every page to other pages on the site.
Headings and Lists
It’s also missing content queues and by content queues what I’m really talking about are those HTML elements that make reading a page easier.
There are some here. Here’s an h tag and I think that’s probably an h tag also, yeah that’s an h2 tag. So the homepage has got a couple of h2 tags and that’s good but most of the pages do not because they don’t have much content in them.
But once you start fleshing this out to 300 or 600 words or more, you should have headings and subheadings that are relevant to the content. And those subheadings may want to have sub subheadings.
If it’s appropriate, you should include some kinds of bulleted lists when making lists of information.
And then when you come across phrases or sentences that are important, you should bolding or italicize it. Just remember that a little bit of it is a useful thing, you don’t want to go overboard with the emphasis.
To reiterate, you want to use content queues in your pages so that would be essentially headings, bulleted lists and emphasized text.
Verify Your Site with Google Webmaster Tools
Then the fourth thing that’s absolutely necessary here is webmaster tools coordination. That means verifying the site with webmaster tools. You know that hasn’t happened here because it says right here, “Try Google Webmaster Tools”, right?
Anytime there’s not a webmaster tools account for a website and the website authorship hasn’t been verified, you get this little ad. So a webmaster tools account needs to be set up, a sitemap needs to be submitted to it, the website needs to be verified with Google and that sort of thing in order to improve the search engine visibility.
To recap, the minimum necessary to be returned by Google in relevant search results is sufficient content, directed content, SEO elements of title tag and meta description, internal links and content queues. Also the addition of local information so that it’s clear that we’re talking about London in the UK and then coordination with webmaster tools. With all of those things together, that’s going to make the content worth being indexed and served by Google.