SEO Content is the Lifeblood of Any Website

There are many elements and individual components of a website, but without content the rest may as well not exist. A beautiful layout and impeccable code mean nothing to readers looking for information, and without any value to readers, design is useless to search engines. Words are the foundation of an online business and while images are extremely important to conveying emotions, text based language is the primary medium for conveying information. Just as poor products drive away customers, so will low-quality writing, but there is more to a solid squeeze page or blog post than proper grammar. Learning how to approach your website’s writing from a professional viewpoint is the secret to not only making sales but also enticing clients to come back back for more.

Image of various documents and folder with a search bar, magnifying glass, gear icons, and note paper clipped to a paper to illustrate the numerous SEO content variables needed to make strong content

What Makes Strong SEO Content?

Content is written with two separate viewers in mind: human beings and Web crawlers. Indexing bots have a hard time telling Shakespeare from the rantings of a teen (although recent Penguin updates have improved the ability to decipher intelligent language from spam), but readers are far more sophisticated. Since it is customers who fuel a business, their tastes should be of paramount importance.

Choose topics that are relevant and newsworthy or that solve potential problems. Keep an engaging and active voice to hold reader interest; your target audience largely determines the right level of formality and use of technical language. The best writing manages to convey all of the necessary concepts in a way everyone can understand, without talking down to them.

How Optimized Content Can Boost SEO

Quality of writing should be your number one priority, especially given Google’s recent punishment of spun or low-grade articles. That does not mean, of course, that SEO shouldn’t be taken into consideration when adding content to a website. Traditionally, this has been through the inclusion of keyword phrases within the text, which help bots determine which queries a page should rank for.

Also incorporate opportunities to link to other pages within the domain or to respected authorities in a niche. Internal linking helps crawlers find and categorize every corner of a website, and search engines like to see a webmaster acknowledging trusted sources. All three strategies can improve ranking but do harm when overused.

Why Fresh SEO Content Matters

Many business owners make the mistake of starting up a website, filling out a few pages and then letting it sit for years untouched. In this scenario, the domain acts like a billboard along a highway. It’s easy to maintain, but after a while drivers stop seeing it, especially the ones who pass by on a regular basis!

Online, a stagnant website bores both clients and search engines just as quickly. The Internet and the people on it move at the speed of light, and anyone left behind is forgotten. Google values fresh, relevant writing even more than evergreen topics and gives top ranking to recent content. Furthermore, the addition of new content gives the bots a reason to index your site more frequently, an important strategy to use when trying to improve organic rankings.

A Content Strategy for Every Website

Most businesses handle the need for new writing by starting a blog and posting once or twice a week. After a few months, however, it can be hard to think of anything new to say. Common posts might include special offers, news related to your industry, tutorials or useful advice. Write guest posts and ask others within the niche to contribute their own thoughts. If done well, a blog is more than just an SEO method; it keeps potential clients coming back week after week for more and gives even the driest businesses a more personable image.

Besides the initial flurry of activity while completing a website, adding new content is a type of maintenance that eats up at least a few hours every week. If you struggle to write compelling posts or don’t have time to make regular updates, content is thankfully the easiest part of a page to outsource. As part of a larger marketing strategy, an SEO consultant can provide quality, unique and search engine-friendly articles to guarantee that both Google and traffic never lose interest.

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