Search engine optimization is at the top of the list when it comes to driving traffic to your website. By improving website speed, targeting relevant keywords on your pages, managing your metadata, and posting regularly on social media, you’re well on your way to implementing a top-notch SEO strategy. That is, aside from one key element: quality content.
Less than a decade ago, SEO meant keyword stuffing, huge pay-per-click budgets, and buying backlinks. Today, everything we do related to optimization is about quality over quantity, most specifically when it comes to content (although quantity is good, too). Quality content does more than simply affect your SEO, it is a key part of your marketing and optimization strategy. Since working on your search engine optimization is likely a top priority for your business right now, here’s why implementing quality content is your new master SEO tool.
Build Trust & Authority
While there is a lot of information out there about SEO, none communicates the value of quality content more clearly than Google’s SEO starter guide.
In the words of Google, “Creating compelling and useful content will likely influence your website more than any of the other factors discussed here. Users know good content when they see it and will likely want to direct other users to it.” They go on to say, “Content should be factually accurate, clearly written, and comprehensive.”
Not too long ago, Google’s algorithm searched for quantity: keywords, backlinks, key phrases, blog posts, etc. By adding the phrase “Luxury watchmaker affordable Indiana” all over your website, whether it made sense or not, you were likely to boost your ranking on search engines.
Today, the algorithm focuses on quality.
- Do your blogs answer the readers’ questions?
- Does your site clearly explain your service or product?
- Are other, reputable websites directing traffic to you through backlinks?
- Are your copy and content well written, logical, and useful?
If you answer yes to any of the above questions, then you are on the right track. As Google mentions in its starter guide, users can recognize good content. They trust excellence and practical knowledge (as does Google) and will return to you as an authority in your industry as you continue to produce and share quality content.
Clarify Your Message
Do you ever wonder why users click on your website but don’t seem to proceed to the contact form or other pages? It could be that your content isn’t clearly communicating what you offer or why it’s valuable.
Look for ways to improve the quality of your web copy as well as your other forms of content. Sometimes quality content looks like simplifying your pages, emphasizing key products or services, and ensuring you provide a clear pathway from the home page to your cart (or contact form).
Generate More Leads
The more content you have out on the internet—blogs, social media posts, guest blogs, whitepapers—the higher your chances of being found. With quality content, however, you increase your chance of being found by the right audience, generating more relevant leads.
How does this work? Well written content that is free of errors, answers key questions, uses an optimal amount of keywords, and provides accurate information is more likely to be shared, talked about, and spread across the internet.
In some cases, other users in your niche or industry may even link their readers to your content, further driving leads and improving your ranking on Google.
Reduce Your Bounce Rate
We mentioned earlier that quality content gets readers to stay on your website for longer periods of time. Not only that, but it also encourages them to click on other pages and posts and further investigate your offerings.
While bounce rate can be a fickle beast (a super-low bounce rate isn’t always better), the main goal is to get users to not only read your content, but also move from page to page as they discover how your business meets their needs.
Increase Your Audience
Quality content isn’t limited to blog posts and websites. Posting clear, useful, and entertaining content on social media is another way to improve your SEO and grow your audience.
Much like your other forms of content, the more value users find in your social media posts, the more they will like and share your content. This, in turn, will drive user engagement and continually increase the number of people you are reaching. Google will be pleased. Your audience will be pleased. And it all starts with great content.
Grow Your Business with Quality Content
If you’re looking for ways to improve your content and boost your SEO, our team at Hanna Landis Designs provides professional content creation, keyword research, website development and optimization, and more. Schedule a free consultation to discuss your content and SEO needs or give us a call (253) 271.7447. We’ll help you build a winning strategy that drives traffic, converts leads, and grows your business. Call us.