Successful search engine optimization relies heavily on content. Aside from dictating the quality of your site as a whole, good website writing, as Search Engine Land puts it, is a solid foundation for all other optimization efforts.
Why Exactly does Content Matter in SEO?
It Sets you Apart
We live in a time where almost nothing can be considered original anymore, especially when it comes to trade.
For most businesses, whatever one is selling or may offer services in, chances are, there are at least three other companies within a mile’s radius offering the same. This is where the importance of how you sell something that’s already out there comes in.
You can’t deny the existence of these other options, so the best step is to make sure your offer stands out. You have to get customers to choose your ad from the others. What better way to do this than through words?
With creativity and wit, the most common items are possible success mines. All it takes is for you to keep your customer on your page for that few extra seconds, which is very much possible with a little humor or excitement.
Keywords are Everything
On a more technical note, keywords ultimately dictate whether your page shows up on results.
You have to know what a typical customer might type into that search box, and adjust your keywords accordingly.
It’s also important to note that you can’t just splash keywords all over the paragraph, that’d make you sound spammy and plain suspicious. You have to be able to incorporate those words into your copy and make it sound as natural as possible.
Keeps Things Fresh
Search engines, Google in particular, has this Query Deserved Freshness feature that updates results whenever there’s a big event or big news on the subject of the search.
If you Google ‘tank’ for example, on a regular day, you’ll be greeted by several results on what tanks are or by sites selling tanks. If you search that on, say, a day when a war is launched, you’ll probably get greeted by news on tanks attacking this and that area for the next few days or weeks.
With this, it’s important that copy creators ride on this feature to make sure that the keywords they include go with whatever big event or news is going on so that they’ll be included in the “fresher” results (given that your company’s relevant to that event or news, of course).
Vertical Search Results
Search results don’t just display sites, they also display news, images, videos, and even maps related to your search. These vertical search results allow for content that might have not made it as sites to still make it to search results.
Companies can take advantage of this “second chance” by producing content in these areas as well. A good video or infographic, maybe, could mean a world of difference for your visibility.
By providing your site with interesting, and more importantly, reliable content, you effectively build trust with your site.
When this happens, your content will become a direct answer, or will pop out under the search bar when someone searches for something that your content may be answering.
While this may seem like Google is stealing your traffic from you, research shows that it actually drives in traffic.
Aside from traffic, the fact that Google lists your content as a direct answer will make your page appear more reliable, making people more likely to click on your ad.
Content clearly has a crucial role to play in the success of a site, which is why before engaging in other SEO efforts, your search engine optimization service provider should also make sure that the content, aka the foundation, is well made and well laid out.