For years now, marketing companies have been telling clients that content is important for SEO efforts. However, that doesn’t necessarily tell the whole truth. The fact of the matter is that content is where SEO starts and ends. Every SEO strategy should be focused on high-quality content that has been optimized for search engines.
At Rank Fuse, the core of our SEO strategy is good content. Below, we will detail what SEO content is, why it is important to SEO, and how you can create this content.
What is SEO Content?
Everyone knows what content is, but not everyone is privy to SEO content. When writing content specifically for SEO purposes, there are a lot of things that you need to consider. First, you want to make sure that you are using keywords that clearly define what your content is about. These keywords help search engines like Google better understand what is on the page. When Google understands what the content is about, it can provide this content to users when they search for these keywords in Google.
When you write SEO content, you will want to make sure keywords regarding the topic are used in the title, headings, and throughout the content on the page. You want to use a variety of keywords, but you also don’t want to overcrowd your content with these keywords just for the sake of including them. Keyword usage should feel natural to the reader. In fact, unless the reader is a content writer or works in SEO, they really shouldn’t even realize when they read a keyword.
It is important to note that while SEO content needs to be valuable for search engines, it also needs to be readable for people. At the end of the day, people will be reading your website, and it is more important that you craft quality content for people to read than perfect SEO content. For this reason, it is important that you do keyword research to determine what your audience wants to read about. You can create great content that you want to share with the world, but if nobody else wants to read it, then it isn’t doing your website any good.
What is Quality SEO Content?
We keep saying that you need “quality content,” but what is quality content? It is easier to explain what quality content is based on the characteristics it will have. To get started, quality content should be original content. You don’t want plagiarized or duplicated content on your website. Making sure that everything you write for your website is interesting is also important. You need content that people want to read. All content should also be factual and free of errors; you can even include links to other authoritative content in your work to prove factual information. Once you have your content written, you will want to share it on social media.
One of the biggest mistakes that many people make is not getting enough new content on their website consistently. You want to have new content uploaded onto your website regularly. For this reason, creating and sticking to a content calendar can be a vital part of the content-creation process.
Optimizing your content for SEO is the best way to ensure that your writing will get noticed. To create optimized content, you should first start with keyword research. This will help you identify specific keywords that you can use to make sure your content can be found in search engines. During this research, you should use a trusted keyword research tool to find long-tail keywords that aren’t highly competitive. Make sure that your topic matches your selected keywords and create an outline that makes your topic easy to follow and understand for your readers.
To make your content more reader-friendly, you should implement sub-headers throughout the piece. It is a good idea to break up the content every 150 to 300 words, even though in some cases chunks of content will be longer. For the best content, you don’t want long sentences and paragraphs. It is a good idea to divide content into smaller, more readable chunks to keep readers interested.
Linking to other content is also beneficial. You want to link to other content on your own website as well as content on other websites. Internal and external linking shows Google that you are writing credible content. Make sure the text highlighted in the link is relevant to the link, however. If the link text is irrelevant, then you might have users that feel duped into clinking on a link.
Once you have your content written, you will want to do a little technical content optimization, which includes writing a title tag, meta description, and URL.
Technical Optimization Tips
The title tag is the clickable headline that you see in Google search results. This piece of information helps search engines determine what your page is about, and it is critical for getting a good spot on the results pages. Additionally, users see this information and make a determination about whether or not to click your page instead of the others on the results pages. Title tags should be under 60 characters and be specific to what the content is about. Place keywords at the beginning of the tag, and don’t try to stuff multiple keywords into the title.
The meta description is the small snippet that shows up under your page’s title tag in Google. Google says that meta descriptions don’t have any direct impact on rankings, but users can use the meta description to determine whether they want to click on your page or another one. To optimize meta descriptions, you should keep them under 160 characters and include relevant keywords, which will be highlighted on the search results page. Meta descriptions are meant to be short overviews of the content on your page.
The final thing to think about is the URL. Again, URLs don’t directly impact rankings, but they should be optimized in an attempt to show users what the content is about instead of just being a random string of numbers and letters, which can be a bit unsettling for users.
Why is Content Important to SEO?
Content is important for SEO because it improves a website’s visibility, which is what everyone really wants. When you optimize your content for SEO purposes, it is more likely to get exposure on the Internet. Remember that there are millions of pieces of content posted online every day, and a lot of this content is never seen or shared. You need your content to stick out. For this reason, it is important that every piece of content and every page of your website is well-optimized.
Additionally, high-quality content builds trust between you and the users on your website. When you build trust with the users, they are more likely to stay on the page to read your content. They are also more likely to share the content with others, which also increases visibility.
The increased visibility can help your content rank higher on search engine results pages (SERPs) and lead to higher conversion rates.
Types of Digital Content
The purpose of content is usually either to inform or entertain people. When you look at content this way, you will see that there are many different types of content. The most commonly found content type on the Internet is written content, but there are other types of content you can implement on your website.
Audio, photo, and video content can be used in lieu of or in addition to text content. However, text content is the most-easily optimized for search engines for SEO beginners. Videos are a good way to grab the attention of your target audience, and at least one-third of all online activity is video watching.
Infographics and photos are also intriguing forms of content for readers. Infographics are a great tool for explaining data to customers. Photos provide visual enhancement for text and other content.
There are also a number of different types of text content. Blogs and case studies are two of the most popular types of digital content. Blogs are known to increase website visibility. Case studies are a great way to explain to potential customers how other customers have benefitted from your services.
eBooks have proven to be beneficial types of long-form content that can be used to benefit businesses and their customers. However, a common mistake for eBooks is that they are too promotional. You don’t want to use an eBook to sell things; you want to give your readers insight and information.
White papers are very similar to eBooks, but they are yet another type of written content that you might want to incorporate into your website. White papers are also long-form content, but they are more data-driven and tend to include a lot more information than an eBook might.
While there are hundreds of different types of content that you could choose to put on your website, these are some of the most commonly used. When you incorporate different types of content into your site, you can start to see what works best for you and your company.
At Rank Fuse, our team of content writers are experts in SEO content writing strategy. Using high-level keyword research, we develop content calendars for our clients that set them up for long-term SEO success. After creating content calendars, our writing team can produce high-quality content that is optimized for SEO and user experience.