Content marketing is one of the most successful tools for improving search engine optimization (SEO). When done correctly and consistently, it can help elevate your business to the top of search engine results pages (SERPs). In this blog, we will explain what types of content are best for SEO and how to use each effectively.
Blogging is a simple and cost-effective way to improve your SEO organically. It gives your company the opportunity to provide useful content that doesn’t necessarily “fit” on your site. On average, companies who blog have 434% more indexed pages and 97% more links! Indexed pages and links increase organic search rankings – which makes up the majority of incoming traffic.
It’s important to keep in mind that even though having more pages and links will increase your rankings over time, you want to avoid “thin content.” In other words, quality is more important than quantity. Google’s algorithm is sophisticated enough to recognize and prioritize good content.
When customers are looking for a product or service, they want to purchase from the leader in the industry, a blog allows you to establish that authoritative voice by providing your customers with the relevant, factual information they are looking for. – Rocket Media
Good content answers questions and focuses on long tail keywords your audience is searching for. Be a source of information. There’s a saying that goes something like this: “sell something and make a customer today, but help someone and make a customer for life.”
To get started on blogging topics, do some basic keyword research and go from there.
Google designs their algorithms to favor content that is the most relevant to search terms. As outlined in our blog Video Marketing – Using Video to Grow Your Business, Google prioritizes videos because they attract more clicks and are naturally more conversational.
Let’s face it – the average attention span isn’t very long. Most people spend time skimming articles instead of taking the time to actually read them. That’s where videos come into play. Because they are much more engaging than text, videos reduce bounce rates on your site.
Videos are more shareable than static content. This means better engagement rates and more back links. When a video is shared on multiple platforms, it creates quality links that point back to your site. Tagging your videos and writing specific titles are crucial. Because Google cannot analyze speech in your videos, transcribing (although tedious), is a good way to increase your rankings.
Case Studies & Testimonials
Case studies and testimonials provide great opportunities to showcase your business’ success. Because pages that rank highest in SERPs have large amounts of content, case studies and testimonials are a great tool. As mentioned above, longer content isn’t always better, but that’s only if your content isn’t valuable. Both case studies and testimonials provide potential clients or customers with valuable information they need in order to make a purchase decision. Good examples of case studies demonstrate how your business was able to solve a problem and how your work has positively affected other organizations or individuals.
It all goes back to the very basics of content marketing: is the information you’re providing valuable to your audience? If the answer is no, stop what you’re doing and delete. If the answer is yes, you’re on track to rise higher in SERPs.