We’ve all heard the old proverb that ‘actions speak louder than words’… but how do you prompt an action in the first place? More often than not, words are the greatest tool to inspire action, and this is proven in website rankings.

Many industry experts suggest Google uses a combination of factors to determine when and where to show your website to searchers. Two of the most talked-about factors are:

  1. text content, which includes both on and off-page elements, like links, headings and metadata
  2. how people react to, and interact with, your website.

These two points are very clearly connected – the way someone interacts with your website is determined by whether they find the content useful. And one of the main ways people will see your content is by finding it via a Google search.

While many companies might brag that they know the top secret Google algorithm – no-one knows for sure how Google ranks and displays websites for searchers. What we do know is Google is a text-based search. It can’t ‘read’ images as such, and needs words to discern what your website is about and display your site for relevant search terms.

Some people are concerned about the visual impact of having words on your website, worried it might deter visitors or lead to bounce-backs – but our web designers are experts at crafting visually stunning sites that both incorporate text and meet Google’s guidelines. Yes, design is very important for usability and we love producing good-looking websites for our clients. But without genuine text content, Google can’t search your website, meaning no one new will get to see it!

There are also some really simple tips we recommend to make it easier for both Google and your audience to read your website:

  • break up large slabs of text with dot points or numbered lists
  • use appropriate headers where useful to highlight important sections or focal-points
  • people read online in the same way they read offline, an ‘F’ pattern – so be upfront with important content.

At GOOP, we help businesses achieve the perfect balance between useful text content to help Google find and display your website, and a visually appealing design that draws new customers in and keeps them engaged with your business. Please contact us to find out more.

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