One thing we have found – having optimised several hundred websites – is that most websites have a lot of something called ‘thin content’.
Thin content can be defined as any content that’s of a low quality or content with little or no added value. Of course, some niches will always have less detailed content than others, however the issue of thin content remains. E-commerce websites are particularly affected by thin content because commerce platforms are, generally speaking, poorly designed – they throw up a lot of duplicate pages and ‘pad out’ a website without adding any real substance.
Why is this important?
Thin content is an important consideration for online visibility. If you want to rank well in Google search, your content has to give Google’s users value. And if your content is not of a high enough quality, Google can apply a manual spam action to portions of your website.
Is my content ‘thin’?
We are often asked by business owners how they can establish if any of the content on their website is thin. Our answer to this question is simple – visit each landing page on your website and look at it objectively. Does it clearly and fully address the user’s search query?
If it does, then you have a good page. If it doesn’t, then it’s thin.
What should I do about thin content?
When it comes to addressing thin content, you have two options:
We advocate making thin content more helpful and relevant ahead of deleting it. It’s relatively easy to beef up your content and make it more helpful and relevant. The thing to remember when beefing up your content is you want to add value; so simply adding more words to the page isn’t always enough, although it will help. We recommend embedding a video or two into your pages and including relevant images and infographics.
This step should be taken if the thin content is a duplicate or irrelevant, or if it has been ‘scraped’ from somewhere else. The way we approach this step is to delete the posts and pages on a website that have no purpose. We also remove these from the sitemap and ask Google to deindex them from within Google Webmaster Tools. This ensures that Google will no longer count them towards the website’s overall search engine visibility.
To find out more about thin content or for help with your website, leave a comment for us below and we will reply to you as soon as possible.
For a while now, I have been meaning to write a meaty piece on how to use good quality content to boost your website for the search terms you need. There I am, focused on getting started when into my mailbox pops this article talking about on page topic targeting from SEO consultant Cyrus Shepherd which I would struggle to better.