When it comes to SEO, one of the major factors that can have an effect on your rankings is how ‘good’ your content is. You’ve probably heard this a lot already, but “content is king” and that is very true in the SEO space. Without high-quality content on your website, even if you invest in other areas of search engine optimisation, you cannot fully take advantage of the benefits of SEO.
By writing useful and relevant content that will benefit your users, not only will your users stay on the site longer, but it can also have a positive effect on your rankings. However, writing good content is only half of the battle. You need to know how to market this content and generate traffic to your website. While your content may naturally start to rank on search engines over time, there are quicker ways to generate traffic to your content. This is where SEO and content marketing go hand-in-hand.
Is SEO and Content Marketing Different Things?
Search Engine Optimisation (SEO) is an umbrella term that refers to the practice of building up traffic to your website and improving rankings on search engines. Within SEO, there are three main areas that are worked on to improve your rankings, this includes on-site optimisations, off-site authority building, and on-going content development.
Content marketing is about how you distribute, syndicate, and promote your content in order to reach your target audience and generate more traffic. It’s a marketing strategy that helps you build stronger relationships with your audience and it enables you to continuously deliver high-quality content that is relevant to their interests and needs.
According to the HubSpot Marketing Statistics, “72% of online marketers describe content marketing as their most effective SEO tactic.” Although SEO and content marketing are technically different things, they are often paired together because these strategies complement each other exceptionally well.
Benefits of Writing Optimised Content
Now that we know content holds a lot of weight when it comes to SEO, what are the benefits of writing optimised content?
Here are some of the main advantages of content optimisation:
- Enables a better user experience – High-quality content that is engaging, useful, and relevant to your services will help users to better understand what you do. Users may even share your content with others if they think it’s useful which means more traffic to your website.
- Higher Conversion Rates – It’s no surprise that high-quality content correlates with higher conversion rates. When you write content that is relevant to the end-user, there’s a higher chance they will click on your links or CTAs (Call to Actions) and that’s where the value of good content shows.
- Rank higher on search engines – Content optimisation means that you can include target keywords that you want to rank for. With relevant and quality content, you have a higher chance of being able to compete with similar businesses in your sector.
- Improve your website authority – A great benefit of writing optimised content is that you can naturally build high-quality backlinks to your website. Users that find your content interesting or ‘share-worthy’ may consider sharing your articles on social networks or other relevant forums. Not only will this cement your brand as a credible and authoritative source, but you are also more likely to rank higher on Google.
How Do You Write Optimised Content?
Writing optimised content, in theory, isn’t a difficult task. It’s about having the right processes and strategies in place to ensure that the content you write is consistent and structured. Content optimisation involves a few key factors and strategies.
Content writing takes time and it’s important to write high-quality content that is engaging, relevant, and useful for your readers. Consider researching topical subjects to write about and have a search around for topics that your user might want to know about. This ensures that your content is relevant and has a better chance of ranking.
Incorporating keywords into your content is often a fine art as it requires a strategy. As search engines evolve over time, their algorithms also improve. This means that you can no longer spam keywords in your content in hopes of ranking higher. You need to carefully consider what keywords to use, where to use them, and how often you integrate keywords.
A good practice as part of content optimisation is to strategically adding relevant internal links in your content. Internal linking is the process of linking to a relevant page on your own website that users can click on to find more information. This is great for usability and search engines. If necessary, you can also use external links to provide users with useful and relevant information that you don’t have on your website. Ideally, you should use more internal links than external links otherwise you could be sharing too much link authority with external sites.
Depending on the type of content, you need to ensure that your content is of an appropriate length. If you’re writing a product page for an e-commerce website, you would want to keep the content on the shorter side so that it doesn’t over-power your products and reduce your conversion rates.
For blog articles, it depends on the type of content. If you’re writing an informative or guide piece, then it’s recommended to go for 500+ words. Search engines like Google tend to prefer long-form content as it’s usually more useful for the user.
Contact Our Experts for SEO Content Optimisation
If you’re interested in optimising your website content and would like an SEO expert to take care of your content for you, then please get in touch with us. We have years of experience in writing and optimising content for a wide range of sectors.
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