Today, everybody connected with the SEO industry is talking about ‘quality content’ and how it helps your search engine optimization (SEO) strategy. So let’s see what this quality content really is and how it can be put to good use.
What’s Good Content?
Google, in a manner of speaking, is king and so your content must be close to what Google wants. Thus, your content must have good length, quality images, correct grammar, spelling and text formatting, you’ll be surprised by the amount of incorrect grammar/spelling that’s floating on the net, videos and top quality outbound and incoming links, among others. It sounds commonsensical, but it’s quite important that your content must relate to your website and your most frequent visitors. So you must stick to the topic that is relevant to your business, like, if you are in the web design and development business, don’t write about computer software. The theme that you are focusing must be consistent so that the search engines will crawl it when they notice this relevancy and consistency.
Understand Your Customer
Use website analytics to learn how visitors interact with your site. You can find out the keywords that they use; what pages interest them; how they navigate your site; what sites they came from and what anchor text persuaded them to click. You can also use social media analytics to search for appropriate online conversations that are related to your brand or to your industry. Finding out what your users are discussing will help you to learn what they may be looking for online. This kind of insight will help you churn out better content.
Be Smart With Keyword Research
After you have ensured that your content is good, what’s next on your agenda? It’s keyword research, which is probably next in importance after content in a smart SEO strategy. People are always reaching for something on your site, but what are they looking for? There are many tools available that enable you to find out the precise ways people may be looking for your content. Use these tools judiciously for your keyword research, to find what words people are actually using to make a search. Your content must have these keywords. Your page may have the keywords ‘avoiding baldness’ while people are searching your site for ‘good wigs.’ People will leave your site and the search engines won’t crawl you or give you poor ranking because you have not used the language that your customer is using.
Don’t fret about keyword stuffing, if you use your keywords in a natural way. Again, use your common sense. If you use a pronoun for second/third or more references of a word, go back to the noun for further references. Don’t let the term keyword stuffing make you lose your objective. In short, ‘ideal keyword density’ means simply nothing!
Post Valuable Keyword in Title
Your relevant keyword work begins with the title itself. The likelihood of getting good ranking increases with the quality of your title tag. The right keyword in the title tag means great SEO value.
Content Must be Fresh
There’s nothing as good as fresh content, as far as search engines go, but that doesn’t mean updating your content daily with stuff that may be new but not fresh. Fresh content must be really relevant and cause a stir. A hit by Google’s ‘Query Deserved Freshness (QDF) will give a boost to your ranking when suddenly a large number of people start searching your site looking at your ‘fresh’ content. Just what can this fresh content be?
As an example, suppose the term ‘snowfall’ is what’s making your site go viral. Google will then apply QDF to ‘snowfall’ and check out whether that phrase is relevant – if it really has snowed and thus the fresh content results will start reflecting news and information on the topic. After the freshness wears off, you’ll climb down the ranking but during the period you are at the top make the most of it!
Write Engaging Content
Quality content is that which keeps users glued to your site. Search engines will check out how long they remained at your site and if they bounced off and went to search at another, similar site. In short, your content should be engaging; it must engage or hold the user for long periods.
Write More Blogs
Now let’s get down to specifics. What exactly are we talking about when we say ‘content?’ The simplest aspect, and one that is growing in popularity because it’s both easy and useful, is a blog. All businesses today, big and small, have blogs. They help them to continuously churn out information about their products and services and everything relevant to their businesses. Readers also get information that they can act on and Google too is satisfied. And, most importantly, since blog writers can insert keywords in their posts in a natural way, blogs help a site rise in the rankings. The more the blogs, the greater the benefit that site will derive.
In addition, thanks to blogs, businesses can get backlinks from top quality sites/blogs. This gives the site more visibility in the sight of its target audience and the business owner is seen as an authoritative personality by Google. Apart from helping sites get more noticed on the Web, blogs posts provide the content that can be pushed on the social network, like Google+, Twitter, Facebook and LinkedIn. This leads to one more SEO advantage: a retweet or share of a company post gives social signals that act as inbound links which add to a site’s reliability.
Send Unimportant Pages Off to NOINDEX
Don’t delete pages on your site that are unimportant. Send them off to NOINDEX. People like to rank all their website pages but that’s not really important. If you don’t rank unimportant pages, it will increase the chances of your home page and other essential pages getting better rankings.
Infographics Are Important
However good your blog posts may be, there’s no denying the fact that since the reading habit is falling worldwide, people are less inclined to read and more inclined to see. And this imparts greater importance to visuals or infographics, which are large images that describe the things that are written in a blog. People like to see things at a glance and infographics provide them just that.
Since infographics stimulate the sense of sight, they can be better remembered by users and can play a big role in ultimately attracting greater traffic, getting more links and finally giving the site greater reliability with search engines. That’s why a whole lot of businesses are turning to infographics, which explain the many points related to one topic in a visually stimulating way. Also, well presented infographics have the capability to get better shared, liked and posted across the social media than blog posts.
Co-operate With Google
Become Google’s partner and ally. In your optimization effort, don’t attempt blackhat SEO methods; stick to Google’s rules. Blackhat SEO uses illegal methods to fool the search engine and artificially inflate a site’s rankings. These dubious methods may work in the short term, but could be disastrous in the long run.
Publicize Your Content
Producing good content is one thing; promoting it is another. You have to publicize your content on the social network to get traffic. Google won’t know about your content if you don’t make it popular on Twitter/Facebook or any other social network. If you post your article/link on one or more of these networks, people will share/link it and ultimately Google will register it as high quality. Then, when an associated query is entered, Google will rank you and give a boost to traffic coming to your site.
Make Your Content Shareable
You must get to know the reason why people share stuff online. Both quantity and quality are important and have to be considered, like the increasing importance of Twitter where the word limit (140 characters) is a reflection of peoples’ decreasing attention periods. Also, don’t forget an attention-catching headline that’s hard to forget.
We have seen how content plays a key role in any SEO strategy and the various factors that go into the creation of great content. Remember, keywords remain a vital aspect of good, appropriate content. The manner in which keywords are used in an SEO campaign is now targeted to the needs of customers rather than those of search engines. You have to understand your customers thoroughly; only then will you be able to create content that is valuable to them. You also need to know how they share content, as the social networking world grows rapidly and is fast becoming an SEO marketing tool. While talent and technique are of vital importance, good, common sense must not be forgotten while crafting superb content for your smart SEO strategy.
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