A website is a graphic media, and as so it has to display a compelling design. In this direction, the excess of text can easily ruin a beautiful design, minimizing the impact of well-crafted graphics and images.
When a user first visits your website, one of the ways they probably discovered its existence is through search engines, using words and phrases that relate to your business. Using the proper keywords in your content will help maximize your website’s performance when it comes to search engines. However, don’t get too crazy, remember you can’t just use keywords without context; it has to make sense and provide value.
It is important that once a user accesses your website the content must be relevant to what it is they were looking for, this is called “providing value to the consumer”. Value is important to a website because no one wants to be on a page about electronics when the search was for a beach vacation.
A website’s value will translate to users staying and exploring your website. This, in turn, will lower your bounce rates (consumers leaving immediately after loading the landing page). Bounce rate is something to think about because it can negatively affect your ranking on search engines.
A sitemap is a file where you provide information about the pages, videos, and other files on your site, and the relationships between them. Search engines like Google read this file to more intelligently crawl your site.
A sitemap tells the crawler which files you think are important in your site, and also provides valuable information about these files: for example, for pages, when the page was last updated, how often the page is changed, and any alternate language versions of a page. (Source: Google).