One of the most basic tenets of search engine optimization (SEO) is publishing great content on your website. It is universally understood that the better your service pages and blogs are, the more traffic you generate.
While just about everyone grasps this premise, the “how” portion of the equation is still shrouded in mystery. However, business leaders must understand how website content improves search performance.
With that in mind, we have outlined 5 different ways that your website content can impact your visibility on top search engines like Google. By investing in quality website content, you can:
The term “on-page SEO” refers to all on-website efforts to boost your visibility on search engine results pages (SERPs). Some aspects of on-page SEO are quite technical. Examples include updating image and alt tags, optimizing page speeds, and ensuring that your website meets accessibility requirements.
However, the aspects of on-page SEO that everyone is more familiar with include the content itself. While Google considers technical SEO criteria when ranking your page, content is still at the top of the search engine optimization food chain.
Filling your website with expertly crafted content is undoubtedly the best way to climb the rankings. As you move ever closer toward page one of SERPs, you will find your search performance improves. The most notable gains will not occur until you reach the first results page, which is why that should always be among your top SEO goals.
When you prioritize the development of website content, you will provide value to your audience. Great blogs do not just drive sales or hook readers with captivating calls to action. The best blog libraries inform, educate, inspire, or entertain. Sometimes, they accomplish all of these goals simultaneously.
At this point, you are probably wondering what this has to do with search performance. To answer that question, you only need to reconsider the primary purpose of Google and other search engines.
These platforms are designed to connect users with relevant content so that users will be satisfied and continue to use the search engine. In turn, this allows the platforms to target the users with more ad content and generate revenue.
To accomplish these goals, Google and other platforms consider your content’s relevance and quality when ranking your pages. If your content provides value to readers, it will rank higher.
Content relevance is just one factor that Google’s algorithm considers when ranking your content. Another is “authority.” If your content is viewed as authoritative, you will have an easier time reaching page one of the SERPs.
Several factors contribute to your page’s perceived authoritativeness. One such factor is whether you have acquired backlinks. A backlink is a link from another site that routes users to your page. If other sites use your content as a reference, Google will view it as more authoritative.
When establishing your authority to improve search performance, you must also consider current trends. Search engines periodically update their algorithms to align with emerging consumer trends. This retooling helps them present users with relevant content.
In addition to direct influence, website content can indirectly impact your search performance. For instance, let’s say that you craft a truly captivating blog on your page that catches fire with your audience. Being a savvy marketer, you also promote the blog on your social media pages.
After seeing your link and reading your blog, some of your followers decide to share your content. This resharing creates a cascade effect that dramatically boosts the reach of your content. In turn, this will boost traffic to the blog post and likely generate traffic for your other pages.
While the last item on our list focused on a more indirect benefit of the website content, we wanted to close things out with something more basic.
Creating website content allows you to target keywords relevant to your industry. Ultimately, this will be the primary mechanism for improving search performance and connecting prospective customers.
As you can see, investing in quality website content is the best way to improve search performance on Google and other platforms. Creating exceptional website content will be integral to your success if you need to expand your reach, break into new markets, or simply generate more sales.