I’ve recently took part in an informative CPD on web writing for translators. It consisted of two webinars; first one presented by Anne Diamantidis on writing for SEO – SEO basics, good practices and tactics and the second presentation web writing – online communication with customers and prospects was delivered by Alessandra Martelli. I’m going to sum up what I’ve learnt from them about SEO as I think it may be beneficial for those who didn’t attend the webinar.
6 things to know about SEO
1. No Key Stuffing
For those of you who know something about SEO or SEOed their website this may come as a surprise but key stuffing doesn’t work any more. Google is now smarter than this and you can even get penalised for it. So don’t try to repeat ‘translator’ 100 times on one website because a) it won’t work, b) it won’t be readable.
2. No Invisible Page
A few years ago it used to be the case that you could write an invisible page for your website which consists of all the keywords you need and add it to the website. This page was invisible to the website users, hence the name, but Google could see it. Perfect solution, you’d think. Well, it is worth remembering that this solution is not going to work anymore as Google is constantly developing and what may have worked a few years ago or even a few months or weeks ago, may not necessarily work now. It is always worth checking whether you’re investing your time in something that is beneficial to you or simply obsolete and you’re just wasting your time. Google realises now what you’re trying to do with an invisible page and simply won’t let you benefit from it.
3. Meta Titles and Meta Descriptions
If you want to place a keyword somewhere, that’s the place to do it! Google is clever enough now to search through billions of pages and find the ones you want, even if there is one keyword on the website. Place the keywords in your meta titles and meta descriptions. What exactly are they? Meta title is the name of your website which is displayed at the top of your browser.Thanks to it, you can see what website are you currently on. Also, when you type whatever this is that you search in Google you see this:
As you can see in the above picture, the last meta title is too long and it doesn’t look neat. Meta titles, in order to fit, should be no longer than 70 characters. You can see that the same happened to the description in the first and third search. It doesn’t look good, does it? If you want to keep it within the limits, your meta description should have no more than 150 characters. Please remember though that Google keeps changing these figures so you need to check from time to time whether it still works.
4. Avoid Duplicate Content
It seems that Google likes creativity. Not only it is not going to reward you for duplicate content but it may actually penalise you for it. Google will simply ignore the duplicate content and you will gain no benefits from it, so keep it creative and try not to copy anything!
Google now realises that it is important if real Internet users interact with your website by posting links to it on their websites or social media. Google sees it as a genuine interaction and it automatically thinks that this must be a good website if other users share it. It will make you rank much higher in the results.
6. Forget About SEO
The last point is the most important. We all should write for people, not for the SEO. Google is clever enough now to recognise a good content. It needs to be original and without any grammatical or spelling mistakes. You should write because you want to share something with others, not because you want to rank higher in the search. Quality writing is essential. So as long as we write good, quality articles or blog posts, we will be rewarded by ranking higher. If you start using these rules, you should be ranked higher. Remember that this doesn’t happen over night. Think about it as a good reputation in the industry. This doesn’t happen over night either, does it? Here, you need to work for a good reputation in the Google word.
However, if you apply all these 6 rules, you should be just fine! When you set all of them, then you can forget about it and create a valuable content for people. The rest should take care of itself.
English-Polish Translator and Conference Interpreter