Websites that position themselves as an authority on a certain topic and can back this up with the right content are more likely to benefit from higher search engine rankings.

This is according to Search Engine Watch’s Mark Jackson, who said that high quality copy can be key to obtaining the favour of search engines such as Google.

He advised businesses to avoid the practice of promoting an important keyword with just one page of content containing that term, recommending that they develop a series of naturally keyword-rich authoritative pages that are useful to potential customers.

"It’s no mystery. Google wants to give their users a quality experience when they search," Mr Jackson stated.

"You must strive to deliver a high quality user experience when people visit your website."

Short, conversational copy can help to catch the attention of web users who may otherwise be easily distracted, according to recent comments made by author Jon Wuebben to the Macon Daily.

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