Many of our clients want to focus 100 percent of their digital marketing efforts on SEO in order to get their brand out there to a wider audience. Often, they want to focus solely on the small, technical SEO details that will drive their web traffic figures higher.
While these aspects are undoubtedly crucial for digital marketing success, such a one-track focus simultaneously neglects another crucial part of web marketing: Content.
But, why is your marketing plan in need of robust content? Why is a lot of content healthy – dare we say, necessary – for your SEO efforts?
SEO and content are both so important for digital success that, in fact, it’s fair to say they’re inextricably linked together. You cannot have success in one area without the help of the other.
Below, we’ll discuss why that is.
6 Reasons Why SEO Needs so Much Content
1. The Overall Goal of SEO – High Indexing – Calls for Content
From a logical perspective, it’s impossible for any website to rank well without at least some content.
This is because websites are indexed according to what they contain.
And what do they contain? Content.
Before viewers even enter a question or topic into the search engine, literally hundreds of billions of content sources are “crawled” to discover what they contain and how this information can help the viewer. Part of this process involves technical SEO aspects – sitemaps, URLs, tags, and more – while the other major actor involved is the content available to be crawled. This also includes keywords, links, and other particular aspects of content that we’ll discuss below.
The major takeaway here? The crawling and indexing process, which in turn helps categorize and organize your website within a Google Index system that is 100,000,000 gigabytes strong, largely depends on the content found on your web pages.
In other words, in order to experience success in SEO, it’s necessary to supply content.
So, if you weren’t thinking of focusing on content, but rather only SEO in your firm’s digital marketing strategy, it’s time to reassess your plan to include content.
2. Proper, Organic Use of Keywords Helps Reach New Audiences
When using keywords that effectively demonstrate your content topics organically and effectively, SEO improvement follows suit. One of the best ways to use keywords in your website properly (i.e., without incurring red flags or penalties) is through the content that you publish on your website.
How Can You Integrate Keywords into Content for Better SEO?
To rank highly in search queries, keywords are integral for demonstrating what your content is about and why it’s worthy of appearing high in search results.
But, in order to use keywords effectively, you can’t simply stuff your web pages with any and all of the keywords that you think might attract viewership.
Essentially, search engines view this form of “content” as worthless – both because it adds no information value for audiences, and because it’s basically only functioning as clickbait.
So, in order to more effectively use keywords, you’ll have to produce high-quality, keyword-rich content that adds value to the user’s viewing experience – that is, by offering information, answers, and additional resources.
Because keywords are so important for driving your website upward on the search engine results page (SERP), developing a solid keyword game means creating a lot of – you guessed it – content.
3. Integrating Backlinks Is Made Possible through Content
It’s no secret that linking has been an important part of SEO for a while now. But, not all linking is the same, nor does it carry the same importance. Here, we’ll talk about the two most prominent types of links: inbound and outbound links.
Inbound links, or backlinks, are links that direct users from other sites to your site. When a site has a lot of quality inbound links from other credible websites, search engines view this favorably for ranking and consider the site to be authoritative and credible. In essence, this demonstrates that the site is contributing something valuable to the conversation.
But, how can your website achieve more inbound links from other sites? Unfortunately, this process isn’t necessarily fast or easy, but one of the best ways to increase your site’s inbound links is by creating and consistently publishing useful content that has value, information, and authority. Soon, other websites begin to take notice and backlink accordingly.
Outbound links, on the other hand, are links to other sites that you include within your content.
These essentially function as “citations” for the information that you offer on your site. By including outbound links to your information sources – or simply as further reading on a given topic for your viewers – this helps signal to search engines that your site is more credible.
Obviously, the hallmark of any great website involves linking. Backlinking is particularly important for increasing your site’s SEO, and it’s made possible in large part thanks to your site’s content.
4. High-Quality Content Signals Authority
Back in 2018, Google released a new update – the Medic Update – which prioritizes three main characteristics of all “Your Money, Your Life” (YMYL) sites, or sites that deal with several areas of livability and livelihood. These three characteristics are: Expertise, authority, and trustworthiness – aptly nicknamed “E-A-T” by digital marketing experts.
Because site authority is so valuable in the eyes of Google, it makes sense that any site hoping to develop a hefty presence within the search results will need to demonstrate authority in its field.
How Can You Demonstrate Authority on Your Site?
The first way to demonstrate strong page authority is by creating content that serves a purpose. Your web pages and blog posts can’t simply be filled with catchy keywords or links that serve no purpose. Rather, they must provide real answers to your viewers’ real queries.
Even if you publish content that fulfills best length practices (usually about 1,500 words), if the quality of your content is poor, then it won’t advance your SEO game. Here, both quality and quantity are important.
Another sure-fire way to boost your authority score is by earning the “seal of approval” from other trustworthy sites that backlink to yours (see point number three).
5. Search Engines Like to See Fresh Content
Because search engines favor fresh, updated content (and, conversely, disfavor stale, outdated, and stagnant sites), your marketing plan should include publishing new content regularly.
How Can You Create Fresh Content?
Of course, you should keep your web pages up-to-date and expand your website as needed as your business grows.
But, the most realistic way to ensure that a consistent stream of new content ends up on your site is by developing a business blog.
Here, you can kill several birds with one stone:
- You can effectively integrate more keywords to widen your prospective audience.
- You can take advantage of SEO backlinking expectations by inputting internal and outbound links throughout your content.
- You can experiment with different types of content (e.g., video marketing, infographics, images, Q&As, and more) to test which seem more effective for lowering bounce rates.
- And finally, by creating a blog schedule, you can ensure that your website appears fresh and active to search engines.
6. Optimizing Content Boosts SEO Efforts
When you optimize the content on your website, your site will be more optimized for SEO in the following suit.
We mention optimizing your website for SEO, but how can you optimize your content?
By abiding by the points we’ve mentioned – properly using keywords, linking, and developing authoritative and fresh content – your site’s content is already optimized for peak digital marketing performance.
What More Can You Do to Optimize Your Content?
- Publish pages and posts that focus on a specific topic and stick to it throughout.
- Publish content that demonstrates your professionalism – that is, it’s error-free, grammatically correct, and stylistically succinct.
- Lastly, use language that speaks to your intended audience at their level with coherence, understandability, and relevance.
Not Sure Where to Begin with Your Firm’s Content Efforts?
Here’s the bottom-line: You can’t improve your SEO without having quality content – and lots of it – on your site. Conversely, your content won’t reach wider audiences if you don’t follow SEO best practices.
If your digital marketing plan is focusing exclusively on SEO, you may not be seeing search engine results that take your firm to the next level. Content is inextricably linked with SEO for online success, but starting from scratch can be intimidating.
If you’d like to find the perfect balance between a content-rich site that’s also fully optimized for SEO, look no further than Black Fin.
Our team of professionals works with firms and businesses to perfect their marketing plan to create a holistic, multi-faceted approach that delivers results. We know that SEO isn’t complete without strong content marketing, but we also know that content as a stand-alone won’t propel your website in front of wider audiences without good SEO methods to back it up.
If you’re ready to take your site to the next level and start seeing better SEO results, don’t delay any further. Contact us now.