Today I was asked to look at a site and explain why it’s not ranking. The answer… the site was whispering.
If you don’t have content, Google won’t know what your site is about. But I don’t mean any old content. I mean HTML text.
Oh… you say you have HTML content? Let’s see if Google can hear it.
1. Perform a search in Google to get your page to show up.
2. Click the ‘cached’ link.
3. Click the ‘text-only version’ link.
4. Find a sixth grader and ask them to explain what this page is about.
I once heard that Google has a reading comprehension of a sixth grader. If that’s true, then you need to speak to Google like a sixth grader. Give simple context, but be specific. Speak up! Promote your message, hammer it home. Don’t mumble (and spam your pages with junk content).
Granted there are a several ways you can add contextual relevance to a site, it doesn’t need to just be in the body. Tags and links still play a big part, sure. But why be shy in the body of your website? Is it that “text is ugly?” Is it that “people don’t read online?” All untrue. You read this post, and frankly, I think it looks rather beautiful.
Form vs. function, my friends. Form vs. function.