By Ariella Brown
Learn to distinguish differentiation from merely different
Don't wallpaper the ceiling.
What do I mean?
When you revise your site content, don't just make changes to make it different. Make changes to make it better.You improve the title, sentence structure, coherence, consistency, and make sure to hit all those SEO best practices. You can also find better images to catch the eye that are optimized for web view and identified with alt text for both ADA compliance and search engine reads.
But you don't need to change the general order of things if what was there makes sense. In other words, you don't have to make a point of putting wallpaper on the ceiling while painting the walls just to switch around the way you had it before.
That's not to say your can never put wallpaper on the ceiling, but it's a design choice that has to have more of a reason behind it than change. The key thing to remember is what you're trying to do: make the content more appealing to the reader.
Some of that entails making changes but they shouldn't be made just to arrive at a different result. They should all be made with the end in mind, as Stephen Covey would say, and that end is not just being different but better.
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