Why content is important for SEO

31 Aug 2022

Content marketing SEO

Megan Boyle

Megan Boyle

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What is SEO content?

Content marketing is anything that provides information to your audience – this can take the form of blog posts, videos, infographics, and so much more. But while it might sound simple, it’s important to have high-quality, unique content that answers any questions your reader has in a clear and appropriate way.

SEO content must be tailored to appeal to Google’s algorithm, making sure that your content is more likely to be seen, clicked on, and shared. This will improve your Google ranking and boost engagement with your company’s website, alongside building a strong reputation for your brand.

The quality of your content is incredibly important because it’s also a reflection of your business – high-quality content is key to leaving a good impression on any potential customers or clients. So here’s how to do it.

Creating a positive user experience

It’s important to always put yourself in your audiences’ shoes. If content is confusing or difficult to navigate, users are unlikely to stay on your page or look at your products. It’ll also leave them with a bad first impression of your company – which is anything but desirable.

Creating content that is helpful and accessible to your audience is essential for building trust with potential customers. Any content you produce should be intended for users first, not just written for a search engine. Google recently began rolling out their new ‘Helpful Content Update’, meaning it’s more important than ever to create what they call ‘people-first content’ rather than content targeted at search engines.

Boosting your Google ranking

SEO content should be well-researched and will ideally contain both external and internal links to support the information provided. Google are big fans of this, and will prioritise content that they determine to be well-structured and containing valuable information.

Creating unique content is also important for upping your Google ranking, as no one wants their search engine results page (SERP) to be full of the same stuff. If your company can provide unique insights and well-written advice, this is far more valuable than simply churning out the same content as everyone else.

Utilising keyword research

Keyword research is the foundation of SEO content. It allows content creators to see what users are searching for and how they are phrasing these queries. From here, content can be created to provide answers to these queries and optimised for Google searches.

The most valuable keywords are ones with a high volume of searches but little existing content on the topic – these will be the easiest to target and are more likely to draw users to your website.

Title tags and meta descriptions

SEO content is more than just what shows up on your blog page. Title tags and meta descriptions are what show up on users’ SERPs and will entice them to click onto your post. It’s important that these include your targeted keywords, so that users will know your content is relevant and will provide them with the answers they’re looking for.

The format of SEO content plays a big part in how accessible it is – if a title tag or meta description is too long, it won’t all be visible on SERPs. To make sure this doesn’t happen, tools like the Google SERP Snippet Optimisation Tool will show a preview of how your content will look to inquisitive users.

Generating backlinks

Backlinks are incredibly valuable in leading users to your blog post from other websites. When you’re creating and publishing great quality content, other people will use you as a resource to link back to. In Google’s eyes, the more backlinks, the better – not only will you attract users from other content, your SERP ranking will benefit, too.

If you create content that’s useful and well-written, then reputable sources are more likely to link back to it. This is also important as Google evaluates the credibility of websites – therefore if a trustworthy website links to your content, then you’ll reap the benefits.

If you don’t fancy yourself a wordsmith, fear not. Have a chat with our content marketing team who can help relieve the pressure of content writing. Get in touch today for more information.

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