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This article was submitted by Your Digital Resource as part of my paid partnership program.
- Content marketing costs 62% less than traditional marketing
- Keyword stuffing hurts your search engine rankings
- Content is the key to improving SEO
Every business owner seeking online success wants their strategy to be like Rome – having all the roads leading to their business. Well, content marketing is exactly how you build those roads. Content is inextricably tied to SEO and serves as the source of substance, depth, and tone for your website and social media. It helps to envision content as the backbone of any online marketing strategy.
So, without further ado, let’s learn why content is important, what good content looks like, and how you can use it to take your online presence to the next level.
Before we get started, it might be helpful to understand what is SEO, since we will be using the term liberally. SEO stands for search engine optimization, and it’s the practice of using a combination of strategies to increase a website’s ranking on search engines. The idea is that the higher your rank, the more customers will see you, and the stronger your business will become. Pretty simple right? Great, now to content!
What is Content?
Content can mean many things to many people. It can look like images, videos, or written material. When done right, content is rooted in both information and experience.
In essence, content is any piece of speech, writing, images, or video that is used to convey ideas. For the purpose of marketing, content is the substance of any medium you use to get your message across, boost your brand, or promote a sale. At its core, you cannot have SEO without quality content.
Why Does Content Matter?
Content matters for two fundamental reasons:
It’s What They Are Looking For
Users might be impressed with the design and color scheme of a site, but it’s the information therein that they come looking for. The voice of a website is just as important as how it looks. The visuals are a valuable part of the user experience, but their answers will be found in the content.
Written content is one of the most fundamental aspects of any successful digital marketing strategy, especially any strategy that focuses on SEO. Content allows you to answer questions users might by asking and insert keywords that help increase your online presence.
What Does Bad Content Look Like?
Before we can explain the best practices for content, it’s essential to understand what it should not look like:
This one seems simple, but there’s more to it than misspellings and grammatical errors. Many new writers make some common mistakes that make their writing unreadable and unfriendly to SEO. Issues like having large blocks of text, not having enough headers and sub-headers, or not varying paragraph structure can make it hard for users to read through your content and harm your chances of increasing your rankings.
Not Having a Well-Defined Audience
If you don’t know whom you’re writing to, how do you expect someone to read your content? Understanding where your potential reader might be on the buyer’s journey or the type of questions they might be asking will inform your writing. If you do not think like your potential viewer, you simply won’t capture their attention.
Keyword stuffing is pretty much what it sounds like, over-using keywords in written content to trick search engines. This practice is egregious for two reasons: 1) it’s generally unappealing to read if every other word in your blog does not make sense in context and; 2) search engine algorithms have been updated to identify this practice, and if they catch you, it will negatively impact your position on search engine result pages.
What Does Good Content Look Like?
Good content is:
You should always try to find new information that cannot be easily found elsewhere. The internet is oversaturated with content about the same topics, but if you can find a new perspective or tap into a different aspect of a topic that no one else has discussed, you just accessed a new niche in which you are the authority.
Users go online with questions, and it’s your job to provide the answers they need. Creating engaging and informative content that responds directly to user requests is the most effective way to engage people and keep them reading for longer, which ultimately helps your SEO.
You should never consider your job done after posting a blog or other form of content. Regular updates and making sure information is still relevant means you can get more mileage out of material for less effort. The more relevant to the current trends, the more effective your content will become.
Time to Start Improving Your Content Marketing Strategy
Understanding the principles of content creation is the first step to improving your process and, in turn, your SEO tactics. So, keep your content creative, original, and formative, and soon you’ll see your site rise in the search engine result pages.