What if your business was overlooking the most important SEO strategy of all? Every business wants to rise up through the search rankings. Unfortunately, most owners and managers don't realize that good content is absolutely required for good SEO.
Wondering why good content for SEO is so important? Keep reading to discover the answer!
Content and Backlinks
Our guide will help walk you through why content is so important and the role different content can play. First, though, we need to answer a more fundamental question: what is the relationship between content and SEO?
On the most basic level, that answer starts with backlinks. When you create content that is relevant and/or entertaining, other sites are likely to link out to your site. And as these backlinks grow, your site naturally rises up in the search rankings.
It's relatively easy to understand why backlinks are an important part of creating content for SEO purposes. However, other sites aren't going to link out to just anything. They want to provide the best content for their own audience, and that means you need to focus on crafting quality content (more on this later).
The Numbers Game
Of course, backlinks aren't everything when it comes to SEO. To understand the rest, you must understand a simple truth: SEO is really nothing but a numbers game.
Basically, Google treats every page you create as a different entry point to index. But sites that have very little content are naturally going to drift to the bottom of the list.
Fortunately, you can create many kinds of content to generate more pages for Google to index. You might have dozens of blog posts, a couple of landing pages, and a handy resource page for audiences to discover.
When you do it right, your business gets to have its SEO content and eat it, too. Simply adding more pages to index propels you upward on the search rankings. At the same time, more users linking to your relevant, quality content signifies to Google that you are a relevant authority in your field, and this further gives your SEO a boost.
Quality Content vs Everything Else
As we noted before, there is a difference between quality content and bad content. And it's a difference that both users and Google will notice!
For example, pumping out countless low-quality blogs is not enough to land your site near the top of the rankings. Audiences will refuse to backlink to this bad content, and Google's algorithm will eventually realize that your site is not relevant or authoritative. This will keep you from climbing any higher, and if it looks like you are trying to manipulate the algorithm with "junk" content, you might actually sink lower in the rankings.
Who defines quality content? Your audience, of course! Users respond to content that is relevant and helpful, though creating that content is easier said than done.
For example, if you sell furniture, you might be tempted to create promotional content to drive sales. But outright promotional content is a turnoff to many readers (especially Millennials). Instead, an audience may want helpful blogs, videos, and guides about constructing furniture and accessorizing their homes.
Once they realize you aren't just trying to sell them something, audiences will value your input and consider you a trusted source. And at that point, increased sales and increased consumer loyalty will come naturally. Never forget that reliable creative consultants can give your content the "shot in the arm" that it needs!
Know Your Audience
It's easy to say you will focus on creating audience-centric content. However, doing this is impossible if you don't actually know who your audience is and what they want.
This is why it is worth investing in analytics before you make any major content push. Any information you can gather about the demographics and psychographics of your consumers will go a long way towards refining your content.
In our earlier example, we focused on consumers who want to buy furniture. Analytics may help you discover further information about such an audience: for example, they are likely to be middle-class, first-time homebuyers between the ages of 35-55. With this additional information, you can tailor further content to suit their exact needs.
And the exact needs of first-time homebuyers are completely different from, say, the needs of upper-class executives who are between 55-65 years old. Long story short, you can't create quality content without quality insight into your audience.
Different Types of Content
You might be asking yourself what kinds of content you can create. And the honest answer is that your options are almost limitless.
For example, you probably already have product pages, and this is a cornerstone of your website. But you can add things like blogs, feature articles, "listicles," and guides.
One rule of thumb with new content is that most audiences love it when you make things visual. You might be able to turn a complex white paper into a snappy infographic, for example, and cross-post that to both your website and your social media accounts.
Slideshows let you leverage the classic wisdom that a picture is worth a thousand words. And if you want content that is likely to be shared and may even go viral, nothing works quite as well as a video.
Different audiences favor different types of content. By discovering more about your own audience, you will know what to focus on creating.
We have focused extensively on what kinds of content your audience may want. But there is one more factor for you to consider: what are your own goals as a business? Different types of content may help or hinder your specific goals.
For instance, if you want to boost sales, you should first focus on polishing your product pages. You can then add a blog and video content that focuses on how to use your products, and this will help further your sales goals.
If your primary goal is to boost site traffic, you'll want to focus on longer and more detailed content. Ideally, this content will contain a mixture of feature-rich information and sheer entertainment. Your overall goal is to fight off the bounce rate and keep your new visitors on your site for a long time.
Good Content for SEO: What Next?
Now you know why content for SEO is so important. But do you know who can help you craft the best content?
We specialize in creative services for businesses just like yours. Come learn about what we can do for our clients and schedule a free consultation today!