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Content Development

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What search engines like the most is text, a lot of text. According to search engines, a site that has good content when:

  • A site containing more information pages
  • The pages on the site contain more unique and quality content
  • The content on the information pages is clear and focused

The more these three conditions apply, there is a better chance for the site to rank high in the search engines results.

Building Keyword Rich Content

A correct website content structure should combine between real and useful content for the user and a correct saturation of keywords in the body text. Keywords should be spread throughout the text, and they should also appear at the end of the page. However, placing keywords at the top of the page is the most important.

Spreading Content - From Big to Small

Site content should be constructed in a hierarchical manner that will actually dictate the site's structure - from big to small. This means that big subjects should be located on the homepage, subjects of lesser importance should appear in other main pages, and subjects of least importance should appear on pages that are linked to the main pages. However, you should avoid a hierarchy with too many subject levels - three levels are definitely enough.

Example for three levels:

Bonbons -> Blue Bonbons -> Purchasing Blue Bonbons

The Strategy of Content Development

Sometimes we forget that are main goal is to keep visitors on our site, and what better way there is to achieve that than giving them what they are looking for? If you have a lot of content on your site, there is a higher chance that the user will find what he is looking for on your site.

It appears that search engines tend to pay more visits to sites that update their content on a regular level (which makes sense?). Therefore, the winning strategy is to add one page of content every few days. Simultaneously, you should update existing pages once in awhile, even minor updates, just to show search engines that these pages are "alive".

Measuring Content Optimization Level

The number of times a keyword appears in the page content affects three main factors:


When you take the number of times a certain keyword appears in the text and divide it by the total number of words per page, you get the keyword density. The popular notion is that a 3%-7% density level (meaning 3-7 repetitions of the keyword for every 100 words on a page) is optimal, but opinions vary on this subject between site promoting experts. A very high density level may activate a Spam Filter which may push the page lower on search engine results.

Proximity and Order

In a case of a combination of words (more than one word), there is high importance for the words to appear as adjacent to each other as possible. They should also appear in the correct order.


The more keywords are concentrated at the top part of a page, the higher their importance will be. Furthermore, it is important for the keywords to appear in the first part of the various tags (title, Hx, HTML, etc) and in the first parts of the text's paragraphs.

A tool that measures the optimization level of a page's content (recommended!):

Internet Business Promoter

Duplicate Content

When Google recognizes two pages or two websites that contain the same content, it will choose one (page or site) and will delete the other from its search results. The main problem is that the site's owner has no control over which page will be kept and which will be deleted (usually, the page with the higher PageRank is the one that will stay).

Examples for situations with identical content:

  • Directing a number of domains to the same website ( +
  • Trying to increase the number of pages on site by creating numerous copies of existing pages
  • Copying content from other sites
  • When there is no permanent redirect from a website without "www" to a site with "www": in this case, Google sees two separate websites ( +

A situation when there is an identical content is not advised, and should be avoided by all means.

If you still encounter a situation where you have duplicate content, don't try to remove one of the copies with Google's Page Remover - both of the copies will be removed for six months!

What to Avoid?

There are several things that you should avoid when building new content for your site:

Pages with an Identical Title:

Don't be lazy! Give each page its own unique title. If that happens because you have a dynamic system that creates webpages automatically, it is worth spending some time and effort in order to correct the titles. In most cases, the person that created your content management system simply was not aware of the importance of this matter. You should also try and out a different description meta tag for each page, although this is of lesser importance.

Attention to Preposition Letters in Hebrew:

There are several preposition letters in the Hebrew language ("HaHatzer", "LaBait", "SheOmer", "HaGadol", "MiKan"). The word "HaHazer" (The Yard) is different from "Hazer" (Yard) for search engines, therefore you should make sure that the words that appear in your content do not have unwanted additions.

A customer that couldn't find you is your competitor's customer..

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