Great Content is King: Optimize your Site through Top Quality Content

SEO has changed a lot in last few years. But the only one thing that hasn't changed is the significance of the value of the content. Read how important is the quality of the content in modern SEO.

Any online business needs to keep an eye on how their site is being ranked by Google and other major search engines. SEO is only becoming increasingly important as people conduct more and more of their activities online. E-commerce is here to stay, and will only become more widespread.

SEO is both incredibly exciting and excruciatingly intricate and fickle. Although there are constant and unwavering foundations upon which to build a well optimized site, good SEO practice requires habitual, on-going attention. A site with a static SEO strategy will soon begin to drop down Google SERPs. In addition, as we all know, the requirements set by the Google algorithm used to evaluate a site are constantly being refined.

One thing that has not changed in the past years (and looks not to change for some time to come), is the maxim: Content is King. This essentially means that Google values top-quality and frequently updated content – because Google knows that this is what people value. It is for this reason that so many companies now maintain their own blog. Whether you are offering cutting-edge technological services, or second-hand washing machines, you need to begin creating great content about what you do and the industry you are in.

The word 'great' is as important as 'content'. The above maxim 'Content is King', sometimes appears to be offset by two others: 'Conversation is King' and 'Social is Queen.' Neither of these two should be seen to refute the first, instead, they simply bolster it. Great content should provoke a response, whether that is by commenting (i.e. Conversation) or sharing (i.e. Social). Quality, not quantity, is the key (though, naturally, a great quantity of great quality is best of all.)

If they are keeping SEO in mind, your competition is likely already creating content. Below are three tips to help ensure that yours is greater than theirs.

  • Targeted and Rich

    Firstly, it is important to identify who your target market is and where they congregate online. Creating content targeted at no one in particular and placing it anywhere that comes to mind, is a little like shooting a shotgun: you may cause a stir, but you will rarely hit the bull's eye. Once you have identified your ideal audience, then your next step is to create rich content that will resonate with them. Rich media includes (but is not limited to) things such as infographics, interactives, and video. For instance, if you ascertain that much of your target audience spend time on YouTube and are not restricted to one region in the world, you will want to consider creating some top-quality videos (80% of YouTube users come outside of the US, this isn't necessarily the case for sites such as Vevo.)

    Video naturally will take up a significant amount of space on your website. If you have limited webspace, you do not want to slow down the entire loading time of your site by clogging it up with videos. This is where you will need to either reconsider the bandwidth on your hosting plan – providers such as today offer plans with webspace customized to a site's needs - and/or look at setting up a YouTube channel, so to free up space.

  • White Papers

    It is estimated that up to three and a half million blog posts are published each day. Naturally a lot of these blog posts (indeed, probably the vast majority) are of poor quality. Most of them will not be company posts, and only a small fraction are likely to be in your industry sector. Nonetheless, what this stat reveals is that the internet is saturated with content, and the words 'blog post' have come to be devalued by many online. Like Google, humans also like great blog posts. Unlike Google, they will not always read your posts to check whether they are good or not.

    If you are attempting to reach out to a top-end market, and want to explore complex topics and delve deep into a niche industry, you can consider publishing white papers. The name and look of a white paper carries a weight that blog post cannot. (Naturally, it is up to you to ensure that the content of the white paper lives up to the expectations.) White papers are particularly useful for B2B companies. In time, besides the product or service you provide, you will have built up a library of high-quality content and fostered a reputation as an expert in your field.

  • Connect

    By creating interactive media such as a digital survey or quiz is not only an effective way to provoke conversation, social media shares and interaction with your target audience, it can also provide you with invaluable information about your potential customers. Surveys (so long as they are short and snappy) are an easy and active way to gather instant feedback about your product or service. While also gaining knowledge to utilize towards your next product/service, interactive methods like these allows you to ascertain the percentage of your followers, readers, and subscribers who are still interested in engaging with you.


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