How Content helps SEO ranking is one of the most important principles of digital marketing.

Google & Content

Google is increasingly interested in Quality. What does that mean? Things like authority, reputation and trustworthiness. Simplistically this means that content is analysed for its meaning as well as its keywords and links. The meaning should be relevant to the topic of the site and the content should be sufficient to inspire authority. In other words, if you write an article on say internet security it needs to be longer than 500 words, contain links to content that is similar or will add something to the reader’s experience and should not be seen as trivial, superficial or clickbait. Google breaks sites down into categories, the most important being sites including Shopping or financial transaction pages: webpages which allow users to make purchases, transfer money, pay bills, etc. online. The user experience is important, to all sites but YML sites (as these are called) are deemed to be more essential and therefore analysed differently. For all sites, there are general rules – the presence of an about page, whether the reader can infer anything about the ownership of the site, contact page, address etc. And then Content.

At Page level

  • Main Content
  • Supplementary Content
  • Design & Usability
  • Mobile Friendliness

At Domain level

  • Domain Age & History
  • Technical Factors (Speed of loading etc)
  • E-A-T (Expertise, Authority, Trust)
  • Reputation

We’re going to write an article about backlinks soon. Links from other sites have long been considered an essential part of SEO. The one thing I’ll say here is that links from untrustworthy sites can have a negative effect. Avoid. To recap our last post, SEO is a mid to long term solution bounded by the speed at which web site updates are factored into your page ranking by Google. Think of SEO in two strands.

  • Passive or Technical SEO. Includes all of the optimisations on factors that prevent you from getting a decent ranking
  • Active or Creative SEO. Examines the keywords relevant to your business and crafts content to soak up some of that attention.

Content Marketing

Content Marketing is in the Active category and the most productive method of defining content is to approach it from a keyword analysis perspective. For example. If a website is in the business of selling hammers and nails, the home page and product page will deal with the keywords around hammers, nails and sales. Add some location information and you show up in local searches for example “Where can I buy a hammer and some nails”. But there is a wealth of information about hammers and nails that might move a viewer from browsing to considering your product, if only their search brought them to your site. e.g. “What is a claw hammer for?” or “What is the best hammer to use with picture hooks?”. Creating blog posts is an excellent way to attract some of that attention. Readers bookmark useful content and sometimes even repost it. Genius! Free marketing! So the Hammer & Nails Site could be extended to include posts about the best hammer for specific tasks, who invented the lump hammer and so on. Each post would answer a question that your analysis suggests searchers are asking. Adopting this approach ensures that your content is relevant to your site and useful to your readers.

How to get Keyword Ideas Free

  • Type a search term into Google and look at the searches Google suggests. These are based on real searches.
  • If you have a Google Adwords account look at the Keyword Planner Tool.

These are the free options. There are a wealth of tools and sites that charge for this service but if you have a simple site, these are perfectly adequate. Use these ideas to inspire your content. Content is more important now than in the past. Google is edging closer and closer to an AI powered view of the web – it analyses pages for meaning like a human being but will make judgements about the quality of a page in a scientifically exact way. Instead of being vaguely offset by a slow loading page, Google will measure how slowly it loads and judge it accordingly. The same goes for content. If the content is judged to be useful, relevant and of high quality, Google will judge the page accordingly.

Planning Content

What we know about content and humans is that we don’t add all of the content at once. If you want to cultivate an audience use your blog or news pages to drop content regularly, Here is a simple approach to the process:

  1. Analyse Keywords to identify Gaps relevant to your business
  2. Think of one customer segment at a time
  3. Generate ideas for content based on customer segments
  4. Put the ideas into a content plan so that you are generating new content regularly.
  5. Watch traffic closely and promote content that appears to be popular

Summary

Content is a vital part of an SEO strategy. It helps you to grow your reputation, and encourages your website to become a trusted authority on the subject for which it is known. If I had to create a priority list I’d advise getting the technical SEO right and then moving onto the content for the simple reason that good content is useless if its contained in an inaccessible website. As ever, if you want to follow this up with us, our number is at the very top of the page and there is an email form on our Contact Page.

 

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