‘Content Is King’ is a phrase you will hear a lot when it comes to SEO. But what does that mean when it comes to Content Marketing.
Simply Put, Content Marketing Is A Huge Part Of Successful Websites in 2016
Do you provide a reason for people to spend more time reading your pages than other sites or social media?
Do you offer value, something of meaning to your visitors, something that is unique, different, useful and that they won’t find elsewhere?
These are just some of the questions to ask yourself in assessing whether you’re providing quality in your content marketing.
Perhaps the most important factor in creating good content marketing pages and posts is good keyword research. There are a variety of available online tools that allow you to see how people are searching for content.
You want to create content using those keywords, phrases or questions. Knowing the actual recent search terms people are using and knowing how to use them to produce content is the corner stone to a successful digital marketing strategy.
Your content needs to be written in the right ‘language’ – i.e. the language your future customer or user is using when searching. Optimising your content writing in this way can lead to increased search engine impressions, and more likely to convert your target audience better when they arrive to your site.
Having done your research, you actually have to now use these words in your content. If you’ve already created some quality content before doing research, revisit and do some editing to include them.
Bottom line, if you want your pages to be found for particular words, it’s a good idea to actually use those words in your copy, title, H1’s, Meta’s on so on.
How often? a density of between 2.5% and 3% for best results – but no guarantees. Keyword density sounds scientific, but even if an ideal percentage is reached, that guarantees nothing – it is just good practice.
Search engines try to measure engagement in a variety of ways. They will never release exact stats on this, but with analytics such an easy thing for them to implement, engagement metrics are bound to influence search results.
How long do visitors stay on your page?
Did they search – then clickthrough to your listing but then immediately “bounce” back to the results to try something else that caught their attention?
That behavior is measured by search engines and could be a sign that your content isn’t engaging.
On the other side:
Are people staying for a long time reviewing your content, relative to other sites from the same batch of results?
Social commentary, shares and “likes” represent another way that engagement may influence search results. If nothing else, it does show new visitors that others who have been there like what they see, read or watch. That has to have a positive effect on the user experience.
Search engines love new content. That is what we mean when we say ‘freshness’.
A freshness boost may occur when you have the right content at the right time. Google has something it calls “Query Deserved Freshness (QDF)”. If there is a search term that is suddenly very popular, Google will apply QDF to that term and look to see if there’s any fresh content on that topic in its database of results. If there is and you have it on your site, that is deemed fresh content is likely given a boost in search results.
Sites with pages and posts can take advantage of this freshness boost by producing relevant content that matches real life experience.
So you can’t simply update your pages every day thinking that will make them ‘fresh’ and more likely to rank. Nor can you just add new pages constantly, just for the sake of having new pages, and think that gives you a freshness boost.