Search engine optimisation (SEO) experts have always said that ‘content is king’. At present, this statement has never been more accurate! Content is a huge part of SEO in this day and age, and it’s even changing the way digital agencies operate. Without great content, it’s virtually impossible to rank.
What is content marketing?
You may have heard this phrase being thrown around a lot lately. Content marketing is essentially a marketing technique that involves the production and distribution of content. The idea is to attract a clearly defined target audience, in an effort to incite action and improve your bottom line.
Content marketing is now a very important component of SEO.
A demand for high quality content (and large volumes of content) in the SEO industry has meant that many digital agencies have hired in-house content writers. WME Group is one such company – they’ve had in-house writers since 2012. When it comes to writing content for SEO outsourcing is no longer viable. Agencies need greater control over content production, and this simply cannot be achieved if they are using work produced by freelancers – especially those that are overseas.
When creating website content for SEO purposes, it’s important to remember that you need to write for the human reader not just the search engines. These days, Google is beginning to read content as though it were human itself; it reads for meaning rather than just searching for keywords. Google’s ‘content algorithm update’ (known as Panda) basically means that content has to be of a much higher quality. A couple of years ago content just needed to have the keywords included – and the more times, the better. The actually quality and meaning of the content wasn’t very important.
Fast forward to 2015, and website content needs to be:
• Well written and free from any errors.
• In-depth – It should position the website as an expert source on the topic in question.
• Longer – Google doesn’t like ‘thin pages’, and therefore it’s best to have at least 300 words on each page (in most cases).
• Unique – Duplicate content is out, so don’t copy content between pages, or from another website. Keep it as unique as possible.
• Free from spam – Keywords can be included, but only minimally. It’s important not to over-optimise content.
• Using latent semantic indexing (LSI) – Basically, content needs to include synonyms and related words surrounding the target keywords. This helps to position the writer as an ‘expert’.
These days, a lot of digital agencies offer blog writing packages to their clients – for example, they might offer a package of eight blogs per month. An active blog page is a great way to boost your site’s authority – which in turn assists your SEO campaign.
Google loves fresh content, and a blog page is the easiest way to make this happen. When writing blogs, it’s important to consider the following:
• Write for a human reader – Try to create content that people might want to share; this will really help to boost your SEO campaign.
• Post regularly – At least once a week if you can.
• Make sure your blogs are well written – Nobody likes errors!
• Ensure they are long enough – As a general rule, aim for at least 400-500 words.
• Use a catchy heading that captures people’s attention.
• Keep it on-topic and relevant to your business.
• Include images/videos etc. if at all possible.
Looking for an SEO firm?
You need to find one that places a strong emphasis on content production – this is where SEO is at in 2015. For example, if you’re looking for a company that offers online marketing Melbourne at https://www.wmegroup.com.au/search-engine-marketing/, your best bet is to find one that has an in-house content writing team. It’s also important to remember that if you’re a reasonably good writer yourself, you can assist your agencies’ efforts. Be sure to speak with them about creating additional content for your website, such as a blog page.