Google Wants Clear, Comprehensible Content


Quality standards are definitely a large part of a search engine optimization (SEO) strategy. So, what do you do to boost the quality of technical or speciality legal content? It can be a struggle to aim your writing well. With more complex topics, should you target a higher reading and comprehension level or handle only ideas so that anyone can follow?

If content is too complex, most readers click away or check an online reference source to try and understand (and technical online reference sources may compound the problem). If the path to useful comprehension is not clear, your readers will navigate elsewhere, costing your firm potential clients. At the same time, overly general, obvious content offers nothing new and robs you of the opportunity to share your expertise. In short, balance is needed.

In a recent webmaster help video, Google’s Matt Cutts pointed to a need and desire for clear, approachable content in all but the most speciality situations. Readers, he said, want someone to “explain it to me like I’m a 5-year-old.”

By Cutts’ definition, “5-year-old” content focuses on...CONTINUE READING

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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