Content and Document Structure

“Content is King”, and without content it will be hard to impossible to get users on the website. Documents on the net consist mainly of text, images and videos, but sometimes also of small programs with which users can interact.

As already described in the section A small history of search engines, text is currently still the main currency in the SEO business. Although the content of images can now also be recognized on the basis of artificial intelligence, if an image is not being searched for, an image does not necessarily have to be the best answer to a search intention.

The minimum amount of text on a page is much discussed in SEO forums and blogs; most likely there is no minimum length, at least it would not be logical. If all other texts have 200 words and my text 300 words, then it makes no sense to ask for 900 words, like the Yoast SEO plugin does. More importantly, the text length is not an indicator of how high the quality of a text is. Several Google algorithm updates aimed to determine the quality of a document and rank it accordingly.

At the end of the day, it’s all about writing texts for people and making them easy to read. This statement leaves a lot of room for maneuver, because for some only an article of the Bild newspaper is well readable, for others also an article of the FAZ. Unfortunately, enough examples also show that the pages with the right content are not necessarily ranked at the top, and the much-quoted quality journalism is not always to be observed with the publishing house products.

So the only thing left for the good optimizer is to actually create good content and hope that future updates will reward this. Until then, at least a few technical tricks will help, such as

  • To use the keyword to which one optimizes in the title of the page
  • Use the keyword you optimize for in headings, too
  • Use Alt tags for images
  • etc

Next Section: Keyword Density/TF-IDF/WDF-IDF