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Content Strategy, Vol. 2: Planning, Producing And Maintaining Quality Content by Smashing Magazine

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Editing Tips For Business Web Content

By Brad Shorr

The web is awash in content. A recent Moz article reports that 92,000 new articles1 are posted online every day. Companies are spending billions on content marketing2 to enhance credibility, build brand awareness and, especially of late, improve SEO.

Here is what Google has to say about content in its quality guidelines3:

Make pages primarily for users, not for search engines.

Don’t deceive your users.

Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you, or to a Google employee. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t ...

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