As SEO continues to evolve and the focus shifts to the end user instead of the search engine spiders, it’s necessary to create quality SEO content on a regular basis. SEO isn’t a technical function. In order to succeed in SEO you need to be a good marketer that understands what consumers want.
The search engines favor websites that provide visitors with great information. Incorporating keywords into content naturally is still an important function of SEO, but great SEO content must also have the following characteristics in order to make an impact and improve a search engine presence:
Creating content on a regular basis is extremely difficult. Not only do you need to decide on a topic but you need to write a good post and spend time editing it and making it great before hitting “Publish”. Because the process can be grueling, at times it can be tempting to simply share some of the content that is already out there. As long as you are citing the source and giving credit to the original author with a link, you technically aren’t doing anything wrong. In fact, the author would probably appreciate the exposure! However, this kind of content approach isn’t really adding any value on behalf of your business. The content that you create should be original so that potential customers can get to know your business and brand. Original content is what makes a business stand out and be remembered when it comes time to make a purchase decision.
Many businesses struggle with what kind of content they should create so they do what they know; they promote their business. Promotional content is OK every once in awhile, but it shouldn’t be overused. Target audience members don’t want to feel like they are being marketed to. Instead, market to them indirectly with informational content. When a prospect is looking for information on a topic related to your industry, they should be able to find something that you’ve written. The content is helpful to them and serves as an “ad” for your business by helping them out.
The goal of marketing content is to grab the attention of target audience members. Many businesses make the mistake of thinking that they need to cast a wide net in order to do so. The broader the content, the more people will find it interesting right? While this may be true, you need to think about the goal of your content. You want people to read it that may ultimately turn into a customer or a client. If your content is too broad and not specific to your niche it can result in bringing the wrong kinds of visitors to your site that won’t convert.
Social sharing data is now a part of the search ranking algorithm and social media has become an important part of an SEO strategy. The search engines see content that is shared frequently in social media as content that people find useful. Make it easy for others to share your content in social media by sharing it with your social followers and encouraging them to pass it along and by adding social sharing buttons to correspond with all content.