The content on your website's pages — the visitor-facing text — plays an important role in search engine optimization. Search engines might use snippets of text from your page if it doesn't contain a description tag, or in some situations the search engine might display page content that is more relevant to a user's search. See How Search Engines Use It for an example. In addition to being well-written and informative, your content should also: Use page keywords often. Be updated frequently (at least once every few weeks). Include between 300 and 700 words. Contain original material that isn't duplicated across multiple pages. Avoid long blocks of text (1-4 sentences per paragraph, ideally). Favor shorter sentences (10 words or fewer). Incorporate both bulleted (unordered) and numbered (ordered) lists, where appropriate. Also, it's always a good idea to check your text's spelling and grammar.