The phrase “content is king” resonates throughout the internet, but do you really know what it means? Do you know the impact that the content plays in terms of SEO (organic positioning in search engines)? If your answer is no, you are at the ideal time to learn more about what quality content is and the role it plays in a digital strategy.
Generating quality content for SEO, in addition to thinking about the reader, must be done thinking about our second key objective: Google. And why Google? Well basically because it is the number one search engine in many countries. But what does “quality” mean for Google? This search platform that most of us know, constantly makes efforts to improve their search results, translating into providing more quality and formative, informative and useful content for users.
But people do NOT read on the internet … they say
This is something that is believed, but honestly if you want to be on the internet you can not get carried away by this because in terms of computing there is a simple logic: if Google has no content, what can you detect? In Google Images, Google classifies images. In Google Video-YouTube, Google classifies videos and, in the same way, in the normal Google search section, Google classifies the text, that is, your written content.
In many aspects that “something” can apply, however, this does not work when it comes to the content of a web page. If the company or business has nothing of value to add or say, I think the recommendation would be better not to publish anything because for Google to take your content into account, it has to comply with some characteristics. Here we share the 4 things to consider to excel with your content on Google:
It is not only publishing it and
If you have already uploaded it, your content content can not be left standing alone, do you agree? What case will it have generated? There has to be movement periodically and that’s the way Google also takes into account that you’re there “making noise”. Social networks are the ideal platforms to point out that you have something new to share.
Another point that helps to move your content is that in your blog notes, for example, you add internal links to your sections or other notes in your blog. So Google detects that your page has traffic and that your notes or sections are being visited.
The content is still king. And it is vital to remember that if you want to be visible to any potential customer, or as customers commonly say “appear on the Internet”, you have to generate content that allows Google to notice that you are doing something different from others.
Is it possible to do SEO without content? No. First, it should be noted that SEO and content are not separate topics (and should not be). In fact, the confusion between definitions about SEO and Content Marketing, for example, is quite common. In fact, both are integrated, overlap, and blend into their proposals. SEO is the most successful way of maintaining content marketing and content is the main pillar of SEO.
In a recent Moz search , among the top factors for page rankings are content relevancy, quantity, quality, and readability, along with keyword optimization. Search engines increasingly understand the meaning of words and how they relate to each other (not just how they work in isolation). According to Google’s algorithm has been working hard to recognize the high quality and relevancy of content, and thus rewards it with higher rankings. Therefore, the focus of content production should be the end user, not the search tools, since the mechanisms themselves will better position the content that is more interesting and more in line with the user’s search intent.
What do you intend with the content you are developing? Want to boost sales and ads or just position your Google page for dissemination purposes. It is these goals that will guide the production of your content. If your goal is for conversions, think about more attractive and optimized content. Your secondary focus may be on blog content that addresses issues related to your products and services – and linking to the sale of those. If your goal is to visit, increase readers and / or positioning your brand, it is worth investing in more in-depth content on the topic you want to work on. Knowing the target audience is also critical to producing the content. Conduct studies and develop personas (with characteristics, needs and specific needs),
The relevance of your content will always be ahead of its size, however, larger articles tend to be better ranked. As in any case, there may be exceptions to this rule and this may vary depending on the term to be searched for, but if you search for “Email marketing tips” for example and come across two content options: “3 tips about email marketing “and” 23 tips on email marketing, “which of the two would you choose? According to a SerpIQ study, the placement of a page is strongly linked to its size. According to KissMetrics, the average ideal size of well-ranked content is 900 words or more per page. From the perspective of SEO, the ideal size for a blog article is between 2000 and 2500 words, from the user’s perspective, ideally, the article should contain a maximum of 1600 words. Conduct research on the keywords you want to work on and evaluate which variations do not feature deepening content – this is a great way to determine what content is worth working on.
If your content is a pioneer on the internet (something quite difficult these days) try to be as clear as possible about it. If not, try to explore other facets, bring new perspectives, but always seeking to be extremely understandable to your audience. Assess how much your material will be important to the user, which he can deliver that others do not deliver. Use simple terms and a more colloquial language (remember that your readers do not have much time for this). The use of metaphors and analogies is also very welcome, especially in the case of more technical content. Constantly researching the competition and spotting the “holes” left by it is also a great strategy to leverage your content in search engines. Also note the authority of the content. To be considered credible,
Not just text is made good content, but also the architecture thought for it. Always think about the organization of the information, the topics and subheadings that will be used to make the content more readable. In fact, the readability of content is a high factor for your rankings, that is, the easier it is to read and understand, the better ranked your content will be. Bet on short sentences and paragraphs, with active verbs, remove unnecessary words and limit yourself to the use of adverbs and adjectives. Try to use clear titles, content importance tags like H1 / H2, lists with numbers and topics to break text blocks, as well as bold and italic to highlight important parts. Google can detect well-formatted pages and can lower the relevance of poorly formatted pages, those that can not be scanned well by the user and do not organize the content (which can often be quite interesting). Another important point is to insert internal links, self-referencing your page, and also external links that are directly related to your content. A good internal structuring of links can help in ranking.
Images and videos brighten textual content, both for drawing the user’s attention and for assisting in the rankings. It is important to remember that images need to be at least 32x32px to be considered by search engines. Ideally, each topic of your content contains an image, as the pages ranked by Google have an average of seven images. For each image, also, it is necessary to insert a title and a description, that bring information about it, in order to help the search engines. It is also worth investing in infographics, tables, illustrations, among others, not only by visual attraction, but also to assist in the organization and readability of content. It is important to remember, however, that images can not replace texts.
Among the main factors of search engine positioning are the social metrics of a page, considering the quality and quantity of content shares in social networks. Networks like Facebook, Twitter and Google+ are the most relevant for search engines. According to KissMetrics, quite tweaked content, for example, can reduce the time for indexing (usually high) by 50%. Ideally, the content of your page is always accompanied by call-to-actions and sharing buttons, encouraging you to propagate your information. Another important point is the quality of the comments present in their contents. Blog posts with high number of real comments, for example, tend to leverage your positioning.
Content published? Time to evaluate the results. As already quoted, significant SEO results depend on time (and this can vary greatly), but that does not mean that you should not regularly follow the progress of your content. Among the metrics, consider page views, link access, number of comments, number of social interactions, and conversion rates. In general, study your successes and try to repeat the patterns that were effective. If your audience likes videos, for example, try to do more. Failed to meet defined goals for a given content? Evaluate what can be improved. Also aim to constantly update your content, optimizing keywords from recurring searches.
There are several content formats, which can be worked individually or together. Know some: