Why Content is Important to Your SEO Strategy

content marketing

Even if you are new to search engine optimization you know that having an optimized website is vital to your success with Google and other search engines. The latest Google update was geared toward the type of content that users will encounter when they visit your website as well as other aspects of the user experience. With this in mind, it is important to understand how all content (text images, videos, or chat tools) can work for you.  Even as Google algorithms change, content is, and always will be, at the forefront of a successful SEO strategy.

Content is Opportunity

Content is an opportunity for you to relate to your target audience.  With content, your goal is to speak to your target audience. When they visit your website, they are seeking information or a solution to their problem.  If your content is not relevant to a website visitor, you will lose the opportunity to work with them even if you could solve their problems. What does this mean?  It means your landing pages should include content that appeals to your target industries while also ensuring that it speaks to visitors who are at various stages in the buyer’s journey.

Relevant content that provides all of the information that a reader requires is important.  If you are going to take the time to create content for the website you should be sure that the information is relevant, timely, and complete. There is a correlation between the length of your content and the number of keywords that a page ranks for.   The more relevant, well-written and optimized your content is, the more likely your page will rank for multiple keywords on page one.

Figure 1: Length of Content and Ranking Correlation

This is not to say that you should focus on quantity over quality. Rather, you should ensure that you say as much as possible on every page of your website in the most relevant and helpful manner.  Engaging content is the key.  If you do have lengthier content, you should consider adding visual elements such as images and other media that will work to engage the customer and break up the text.  Not only does it make a lot of information less overwhelming at a glance, but it also allows you to employ Alt text.  Formatting your content using a variety of headers, lists, and pull quotes are all great ways to add value to content while making it as digestible as possible.

User experience matters.  Content must have value to those who are visiting your website.  Search engines also continue to get more sophisticated, so relevant, optimized content should always be your focus to seize every opportunity to work with those who visit your website.

Embrace Different Types of Content

When considering content for your website, it’s important not to get stuck in the mindset that content means text.  Instead, create a content strategy that utilizing a variety of different content that will all speak to your target audience.

Let’s say it one more time: content does not have to be text only. The more content variety your website features, the more likely you are to be found in the digital landscape.  A typical SERP will bring up ads, knowledge boxes, videos, and images that are all related to a keyword search. The content variety you have, the more likely you will be seen in all of these areas, ensuring that the end-user will find you.

content types

There are many types of content that you can incorporate into your website such as:

Interactive images: These can help explain complicated processes or products used to the average reader.

Infographics: This type of content can help present data in an easy-to-understand way, and may include statistics, graphics, and charts.

Videos: Video can be a great tool because those who are looking for information will often choose to watch a video before they read text. 

Reviews: Reviews are easy to overlook, but their importance has grown in the last several years. Product reviews and customer testimonials are often powerful for decision-makers.

Blogs: According to the Content Marketing Institute, roughly 86% of B2B marketers utilized blogging in 2020.

Content needs to be a part of your overall strategy.  It’s important to think through your use of the content, placing calls to action on each page to help move the user through the sales funnel.

Make Your Quality Count

It’s important to remember that you don’t just need content, you need quality content.  Search engines today are much more sophisticated, and they are looking for quality, not quantity. You also want to ensure that your content will appeal to your customers and potential customers.  The more time someone spends on your site with your content, the more likely they are to convert into a qualified lead.

Creating quality content now will continue to serve you in the future.  Content is not for one-time or short-time use. Rather, using it as an evergreen approach to provide necessary information to your target audience will make you a thought leader.  Search engines and industry insiders alike will begin to trust what you have to say, positioning you as a thought leader.

Ready to Make Your Content Work For You?

If you’re ready to embrace what content marketing can do for you, Convergent1 can help! With more than 20 years in the business, we have grown with the internet and our SEO experts have helped dozens of clients increase traffic to their websites. Quality content that speaks to your target audience will benefit your website and your online reputation in new and exciting ways.  Contact us today to get started! We can’t wait to see your web traffic and online reputation take off as we position you as a thought leader in your industry.

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