Content should be a key focus for any SEO strategy as, without content, it is almost impossible for your website to rank in search engine results. Therefore, well written and quality content is crucial to the success of your website.
Content SEO is important as search engines, including Google, will read your website, which means that the words you use determine whether or not your site will rank well. Not only that, but your website should be well-designed and have a great user interface, especially if you are using multiple platforms, such as mobile apps.
However, it is important to remember that there are different types of content that will benefit from an SEO strategy. SEO content can include:
- Product Pages – product pages are essential for any e-commerce website and a good product page can act as a both SEO content and a PPC landing page.
- Blog Posts – having a blog is one of the easiest ways you can create a frequent stream of SEO optimized content. Blog posts are engaging and can be a great way to build authority for your website. Blogs are highly flexible and can be used in a number of ways.
- Articles – whether its an interview, news article or a feature piece, articles are the main type of content you can find in most newspapers and are great for inquiry-based websites.
- Lists – although lists are really just articles, in another form, they are useful to create content that is easier to scan and read. Titles such as “5 Must-Have WordPress Plugins” and “10 Ways To Make Your Website Load Faster” also tend to be more clickable when they appear in search results.
Using content as part of your SEO strategy means creating content that helps your web pages to secure high ranking positions in search engines. It includes everything from the structuring of your website content, to keyword optimization, however, there are three main elements that you need to consider when it comes to producing content which will make your website rank well: site structure, copywriting and keyword strategy. There are steps you should take in order to ensure that the content you do produce for your website has the best chances of enhancing your SEO and your website rankings.
Every SEO and content strategy should start with keyword research, as you need to know what it is your audience is searching for if you want to increase and generate traffic for your website. Keyword research helps you to find the terms and words that you should be looking to rank for.
Keyword research has four main steps:
- Write down the mission of your website
- Make a list of keywords that you want to be found for
- Look at the search intent of these keywords
- Look at creating landing pages for these keywords
If you do your keyword research right, then you will have a clear overview of the different terms that people use and the terms and words that you want the pages on your website to be found for.
Proper keyword research is crucial as it will make clear what people are searching for in relation to your business and optimizing your SEO content for words which people are using is vital. By doing proper keyword research means that you can be sure you are using the same keywords and terms associated with your website to make your optimization efforts worthwhile.
Your keyword strategy shouldn’t be static – it should change and evolve with your business and your website. Keyword search volumes fluctuate regularly, so you should have a wide range of keywords which you are ranking for to ensure that should rankings dip, you’re still covered. You should be aware of future changes in your company so that you can adapt your keyword and content strategy accordingly. For example, if you begin selling new products or offering new services, you should extend your website with new keywords, especially if you are targeting new markets.
Site structure is an important ranking factor and should be featured in your SEO content. The way that your website is structured works by giving Google significant clues about where it can find the most relevant and important information and information. Your website structure will determine whether or not search engines can understand what your website’s purpose is and how easily it can find and index content that is relevant to your website’s intent. Therefore, a good website structure should, in theory, lead to higher-ranking positions on Google.
By creating a good site structure, you can use content that has already attracted links to help other pages on your website rank just as well. Your website’s structure will help to pass along some of that link authority to other pages on your website, which means that on a commercial website, especially, you can use quality content you have on other pages to help boost search engine rankings across your sales pages.
Another of the most important aspects that you should include in your content SEO strategy is copywriting. You should write content for your website, which is attractive to read and makes your audience want to stay on your website. However, at the same time, you want to make sure that your SEO content is attractive in Google’s eyes. Some sites go too far and over-optimize their content, which then makes it terrible to read in the eyes of website visitors.
Firstly, you need to ensure that you are writing original content. Whatever you put on your website needs to be new and unique and different from the content that is already on the internet. If you did your keyword research well, then you will have compiled a list of keywords that you want your website to be found for, so this can form a guide for you to choose from. However, a keyword isn’t a topic, so you can use these to help form original ideas for your website content where your keywords are in a prominent place.
As well as your audience, Google also reads your website content. If your text is well structured and clearly readable and written, then readers will understand your message, but it will also help Google to understand your content too. If Google can clearly read your content, then the more likely it is to rank well in search engines.
Content SEO forms such a huge part of your SEO strategy – it encompasses all aspects of the writing and structuring of your website, so content SEO is essential. Google scans and reads your website text, and Google’s algorithm decides your website ranking based largely on the content that you choose to publish.
So, you need to ensure that you’re writing great SEO content, choose and focus on the right keywords and structure your website in the right way so that Google can understand. Whilst it is a lot of work, it is worth it in the long run. No matter where you are putting your website content, whether it be on a physical website or your app content, then properly optimizing your content is essential.
Author Bio: Jamie Costello is a freelance marketing writer based in the United Kingdom,
Manchester. Writing regularly on topics to do with app development and digital marketing in particular, he uses his knowledge from past education and employment to help conduct his articles.