Understanding the connection between quality content and its impact on SEO is imperative to the long-term success of your website. With each Google algorithm update, it becomes more and more clear how important it is to provide the best, most valuable content to your website visitors.
Google is making a strong push toward favoring organic, high quality content over content that is created more for the search engines than actual human users. Ideally, these two types of content would converge and become one and the same, and that’s Google’s objective. A search engine optimizer’s job is to anticipate this objective and guide their clients toward strategies that will benefit their sites over the long run.
Where’s Your Current Traffic Coming From?
How are people currently finding your content? Where are they coming from? Using Google Analytics, you can review a breakdown of your traffic sources (direct, referral, paid search, organic search, social media, email, etc.), and make judgments based on your findings. This will inform you on which type of content works best and where you should be focusing your attention and resources. Regardless, of your findings, however, there are three fundamental content areas that should be under your microscope already: social, guest, and mobile.
Zero In On Content: Your Three Areas of Focus
Your visibility on the search engines is going to depend directly on the effectiveness of your content marketing strategy. Here are three areas of focus to help you zero in on your content creation strategy:
- Social Media Content
- Guest Content
- Mobile Content
Social Media Content
Google understands that the pulse of social media dictates the relevancy of brands and their content online. If no one is talking about your brand ever, is it more relevant than a competitor whose brand name claims the majority of the online buzz about your industry? Whether that buzz is positive or negative, they will experience an uptick in visibility. Google’s recent algorithm update Hummingbird saw to that. Social media now holds much more weight in search engine placement for websites. So how do you take advantage of this?
- Create content that’s shareable over relevant social media outlets for your industry. For example Instagram may not be relevant to your brand, but Facebook undoubtedly will be.
- Put on promotions and giveaways to create buzz online and entice people to share your posts.
- Sponsor or hold events to post about on social media.
Look for opportunities and connections to share your expertise on other relevant sites as a guest author. Also invite other industry experts to share their own expertise on your site as guest authors. This will open the door for both sides to have access to a broader audience, creating greater exposure for both of your brands. Depending on the notoriety the guest author already has, this could come with a charge or be completely free. You’ll have to decide what makes the most sense for your content and SEO strategy based on the guest author’s current following and recognized authority.
Mobile users are on the rise with the advancing mobile technology. This has spurred the movement for website owners to redevelop their sites to accommodate mobile traffic, with such features as responsive design and mobile shopping carts.
Content, in turn, must become succinct and powerful. Mobile readers are going to want to invest even less time than your normal browsers, so you’ll need to focus on creating pieces that are easily and quickly consumed, like videos and graphics.
A Word About Keywords
Keywords in content are always going to be relevant to SEO, mainly because the ideal search terms that your prospective users will be using to find your site actually should occur organically in the content on your site anyway. If you’re writing to cater to the needs of your target audience, organic keyword usage shouldn’t be much of an issue.
The days of auto-generating keyword-laden nonsense on your homepage to appease the search engines are completely gone. Carefully research and select the keywords that will be best for your specific audience and traffic goals using tools like Google AdWords Keyword Planner, and then keep those keywords in mind as you create your content.
How has your SEO strategy informed your content strategy?
DeMers, Jayson. “What Businesses Need to Know About Content and SEO.” http://www.searchengineguide.com/jayson-demers/what-businesses-need-to-know-about-conte.php?mkt_tok=3RkMMJWWfF9wsRonv6TOZKXonjHpfsX97uwrXaS%2FlMI%2F0ER3fOvrPUfGjI4ATsBjMa%2BTFAwTG5toziV8R7fHK816y9AQWxXm. (January 20, 2015.)