How to strike the right balance with your content
What type of content do you think performs better in Google search results? Simple and easy to read text or more scientific and technical pieces?
Head of spam at Google Matt Cutts has explored this question in a recent Webmaster Help Video, in which he outlines what content should contain if it is to rank well in SERPs.
When asked "should I write content that is easier to read or more scientific? Will I rank better if I write for 6th graders?"Cutts noted that it is most important to write with clarity. You should create content that your readers will be able to understand as opposed to pieces they won't comprehend.
Cutts emphasised that you should remember your audience when producing content. If your readers are people who understand and use technical or scientific language, it would be better to write using such jargon as it would appear more natural.
However, opting for simple or scientific content won't necessarily make a difference to your rankings. Cutts did put forward that writers should focus on the words and phrases that searchers type into Google, which is typically simple language, and incorporate these into their work.
Don't dumb it down that much
While Cutts proposed that using simple language is better if you are looking to rank well in SERPs, he also said "you don't have to dumb it down that much".
Your content should be understandable to your audience, while you can include technical language related to your industry as long as your content doesn't become incomprehensive and uninteresting.
Rachel Hand, head of content at theEword, said: "Your content can help you to rank well in SERPs, but it is important to have your reader in mind as you write. Making sure that your content is comprehensible is the most important, while it should also be interesting, informative and engaging so that people take the time to read your content rather than looking elsewhere."