Bigger Isn’t Always Better (Sometimes Less is More)
The size of your website is not a direct indicator of where you land in search rankings. Bigger is not always better in a world of algorithms. Search engines, such as Google and Bing, don’t give extra credit for sites with more web copy. The copywriting itself must be robust and relevant in order to earn rank.
There is something to be said for simplicity. Speaking of Google, their homepage is the poster site for simplicity. Just click in the box and start typing. No distractions, no fluff. Your website can be just as successful by using the same strategy. Your home page need only tell your potential customers who you are, what you stand for, and where you’re located (if you depend on local traffic).
In addition to the volume of web copy on your site, the number of pages you have, as well as how easily they can be ‘crawled’ are also important in search rankings. If search engines have to work hard to glean how well your SEO keywords match up with your actual site content, hence slowing down search results, your site will rank lower. If only a few pages need crawling, and each of those pages is keyword-heavy, however succinctly so, this will result in favorable rankings.
Once you’ve tightened up your web copy and whittled down your pages, how do you know if it’s working? Google Analytics provides a veritable mountain of data to analyze site traffic. So much data, in fact, that it can be overwhelming to digest it all. Your best strategy is to focus on two or three key data elements that show the most variance, even with small tweaks. It’s a simple, but effective, way to keep your finger on the proverbial pulse of your website.