Content plays a significant role when it comes to determining whether you are going to achieve your business goals and aspirations. The correlation between content generation and search engine optimization/scoring is powerful and impossible to ignore.
If you are capable of creating high-quality content, then you are also capable of generating a reliable search engine optimization foundation and overall online exposure for your business.
At Flying V Group, we would even argue that content marketing is the most essential and critical effort to focus on to be successful online. Take a look at the following chart:
We started a concerted content marketing effort at the beginning of 2018. If we were to bookmark a specific day in early 2018 and compare it against the same day in 2019, here would be the results:
- January 23rd, 2018 - 316 Organic Impressions and 3 Clicks
- January 23rd, 2019 - 2,641 Organic Impressions and 21 Clicks
So, as you can see above, that is quite an improvement over the course of one year for a new business (less than 4 years old) in a very competitive market. Flying V Group competes with other firms that know what the hell they are doing. This chart also only shows organic traffic from Google searches. The chart does not include social media impressions, paid ads, or any other exposure from other mediums.
Impressions mean how many times your result was seen. The amount of exposure that we receive on any given day vs. last year is 735% higher year-over-year. Now obviously we have a long way to go to reach our goals, but this is a great start for a firm that is only three years old!
Now, one must consider, what factors do search engines use to determine successful content to display in search engine results. Let's take a look at how you too can create content that search engines love!
The Quality of Your Content is Very Important
The type of content you provide determines the kind of audience that you attract to your website or blog. If you are not producing quality content, then it should not come as a surprise that you lack engagement, newsletter subscriptions, and overall effectiveness of website visits and traffic.
If you have plans to sell something on your website you need to convince visitors that what you have to offer is better than anything else on the marketing. Is there a better way to convince a customer to do business with you other than showing how your product or service is better?
If you are providing content that is not unique and "cookie cutter", then you are bound to go unnoticed. Your audience should have a reason to stay on your site for some time to read and engage with your content. Quality content should be able to provide something substantial that is unique and useful and not available anywhere else. Quality content might include deeply researched think pieces, transparent case studies, helpful tutorials, or emotionally driven personal experiences.
Be Sure to Do Keyword Research Before Writing Your Content
Keyword research is a very significant part of the process when planning to create content for your website or blog. Your content depends on the keywords and search terms that are used to promote your brand or keywords that are used to "find you" online.
Keywords are search terms used by internet users to search for information on search engines like Google, Bing, or DuckDuckGo. We often find that content our partners write may be of high quality, but, due to the absence of keyword research and placement, the content is not visible on search engine results (especially the first page). So, it is vital that proper research is done on keywords or search terms that should be infused into the content piece of the site to make the pages easily searchable.
Here's a great tool for you to use - The Ultimate Guide to Keyword Research.
Use of Keywords in Your Content
Merely doing a thorough study of keywords is not enough to get you on top of search results. You will also need to infuse the researched keywords into the content that you publish online and make sure that you organically use the keywords. Organic infusion of the keywords means that the keywords flow as if you were talking to someone and do not feel forced.
If you have published content before without researching keywords, don't hesitate to edit your old content to infuse keywords in an ideal manner. If you are creating new content, then do not forget to insert keywords in the content.
You should insert a maximum of two keyword phrases or search terms for every 100 words written in your blog post or article. However, do not be paralyzed by keywords. Write a great article that serves a purpose, and keyword infusion will more than likely take care of itself.
Freshness of Content on Your Website
The freshness of your content is another important factor to keep you ahead of the competition. New material has more credibility on search engines and shows that your website is up to date, relevant, and a site that is still improving.
Search engines value fresh content and also gets the search engine bots back on your site to understand more about your product or service. If it is not possible for you to create and add new content pages regularly then look to update old content or try and build a schedule knowing that content creation will pay off in the long run.
Google uses something called “Query Deserved Freshness (QDF).” If there is a sudden search on a particular topic that is not popular, then Google uses QDF to look for fresh content on that topic. If new content is available, then Google search gives priority to that content. If there is no related content on the subject, then search engines generally show content from government sites or reference sites. However, if related material is available, then searches show the relevant content.
For this reason, if you have new and relevant content when QDF hits, then you may have the chance to be seen on search page results quite quickly. You can make use of this event by creating relevant content that matches the demand of the market and is unique compared to what other content your competitors are providing.
You can also submit your new URL's for indexing to Google!
Medium Based Search
Medium based search is a search that helps you get discovered in different medium results like images, news, local, maps, and video. You can gain visibility on these mediums if you have relevant content for these segments. For example, did you know that YouTube is the second largest search engine in the world behind Google?
Providing users with content in these segments can help you get more visibility for your business website and blog. So, make sure you are creating content in many different mediums to get increased traffic to your site.
Creating SEO Friendly Content
When creating a content-based SEO strategy, remember these five key points:
- Write quality content that can teach users something.
- Do keyword research to include relevant search terms in your content.
- Use the keywords in your content that you find during your research and don't be afraid to use SEO writing tools.
- Continually crank out fresh, relevant, and creative material regularly.
- Focus on more than one vertical to diversify your content offering.
Thanks for checking out How We Grew Organic Impressions 735% in One Year With SEO Friendly Content.
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Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.