Why Website Content is so Important to SEO?
I’ve found that many people and even some of my clients think of SEO (search engine optimisation) as obscure technical wizardry that can only be done by computer geeks. People also think that you can take any website, and if the “wizard” performs magic technical work on it, suddenly it will rank higher in searches. I rarely encounter anyone who understands how large a role content plays in SEO. It’s certainly true that there are technical aspects to SEO, but content is more important than most people realise.
What is Content?
When we talk about content, people often think of text in pages and blog posts. But content doesn’t need to be limited to traditional pages and blog posts, it can appear in various structures and formats within your own website. Content can go beyond text, it can include images, audio, video, slides, tools, and much more.
Search Engine has a Periodic Table of SEO Success Factors. Several of the elements are related to content. The numbers in parentheses are the weights of the factors, on a scale of 3:
· Content quality (+3)
· Content research/keyword research (+3)
· Content words/use of keywords (+2)
· Content freshness (+2)
· Vertical search (+2)
· Direct answers (+2)
· HTML title tag (+3)
· The meta description tag (+2)
· Structured data (+2)
· Header tags (+1)
· Engagement (+2)
· Thin’ or ‘shallow’ content (-2)
· Keyword stuffing (-2)
SEMrush has a Ranking Factors study which shows several content-related factors:
· Time on site
· Pages per session
· Bounce rate
· Content length
· Keywords in body
· Keywords density
· Keyword in title
· Keyword in meta
· Video on page
What’s the Point of All This Content?
Google sees links to a website as “votes” for that website. In general, the more links a website has pointing to it, the better its reputation with Google. Each piece of content on your website is another opportunity for attracting links from other websites, which can increase the traffic you get to your website, and improve your ranking with Google.
Also, each piece of content on your website is another entry point into your website. If you have a website with 10 traditional pages, then Google can only index those 10 pages, and your prospects will only find you in Google if one of those 10 pages rank in their searches.
Now if you add 20 blog posts and 2 landing pages and 1 resource page, Google will have 33 “pages” to index, and your prospects will have more opportunities to find your site.
Not All Content is Created Equal
Of course, not all content is created equal. Many websites spew a stream of garbage blog posts for the sake of creating more content. But you don’t want to emphasise quantity to the detriment of quality. Quality content is content that’s valuable to the target audience of the website. In the case of a business website, the target audience is the target market, or the prospects for the business’ products or services.
Google’s post more guidance on building high-quality sites contains several questions to ask to evaluate your content, such as:
· Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
· Does the article provide original content or information, original reporting, original research, or original analysis?
· Does this article provide a complete or comprehensive description of the topic?
· Does this article contain insightful analysis or interesting information that is beyond obvious?
· Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
· Are the pages produced with great care and attention to detail vs. less attention to detail?
What’s Your Strategy for Content and SEO?
I’ve seen that a variety of SEO authorities have emphasised the importance of content. I’ve seen that not all content is created equal, and the best SEO results come from producing high-quality content. Where does content fit into your SEO strategy? If you’re not confident about it, contact Sparrow Creative Studio in Ipswich for help improving your content and SEO.