Improving your SEO with Content
By now we should all have grasped the importance of content in getting your website to rank well on Google. But what is the best type of content writing for SEO? It’s the question that remains on the lips of many business owners.
It’s fair to say that following Google’s Panda algorithm and its subsequent updates over the past 5 years, we’ve been conditioned to produce fresh, engaging and dynamic content. What isn’t so straightforward to businesses however, is the strategic execution of this. Think of this as knowing what to do, but not so much how to do it.
Google defines a site worth ranking as having value to users. At the very minimum, it needs to engage in online brand activity, rather than being static. The more your brand name appears on the web, the more brownie points you are chalking up. But this is a somewhat raw and untamed talent that may earn you some hit and miss results.
The real skill is in defining what content to create, when and where. That’s not to say that there isn’t a pecking order in terms of what works best. In a recent analysis conducted by Moz, the following content types were measured as generically having the highest level of success in terms of SEO:
- Short form content and articles
- Long-form articles
- Photo and visual galleries
- Information-rich lists
- Interactive tools and content (link to blog: What is the future of SEO in 2017)
What Content Types Work for Me?
This really comes down to who your target audience is and what their search intention might be.
Take an accountancy firm for example. The target audience would be a business needing some accountancy services or advice. Their search intent might be “tax advice” to understand their legal obligations for tax returns. Of course, landing them on your website’s services pages is what you’d hope to achieve, but Google looks beyond static content in a webpage. The type of content that would satisfy this type of user could be a multi-page guide on tax advice for businesses. This should of course include your brand’s contact details and a CTA (call to action) to get in touch or book an appointment.
Let’s look at a different industry. An online clothing retailer for example. Their target audience might be young women. A search intention might be “sales on shoes”. In this instance, comprehensive categories or info-rich lists would work – a showcase of products to split out types of shoes.
Finally, what about a charity organisation. A target audience might be retired professionals. A search intention might be “cancer charities”. In this instance, video would be a highly way to influence a potential donator by visually stimulating emotion.
But what has this got to do with SEO? When looking at successful content for SEO, it’s about selecting content that meets the search intent of your target audience. Appropriate content delivered by the right medium carries a higher CTR (click through rate) and a higher share rate, all of which have a positive impact on your SEO performance.
In short, if you can provide quality information via the most useful medium, to your specific target audience, you are likely to see this content ranked higher in the search results than that of a generic web-page.
How Can I Rank Above My Competitors for My Content?
Well that comes down to intricate research on what your competitors are posting, what methods they are using and how frequently. A competitor analysis is essential. You then have a benchmark for your own content campaigns, which should be bigger, better and bolder than your nemeses.
For help with your content strategy or you SEO strategy, please feel free to get in touch. Whitefish Marketing is a Kent-based digital marketing agency, with expertise in SEO and content. Give us a call on 01303 720 288.