More Content for SEO is Better but Don’t Sacrifice Quality

SEO Quality ContentThe online component of today’s integrated marketing communications includes both Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies. And underlying that is the need for more content to keep attracting search engine traffic. But, as we generate information, it’s important not to sacrifice quality by remembering to write for people… our customers and clients. As I mentioned in the last post, don’t just add more content… add more quality content. Our content needs to be targeted, unique, and useful to our customers, and should deliver valuable information that OUR customers are looking for. And to keep things really exciting, our content should be available in different forms: text, video, audio and graphics. (Here’s another post on that topic.)

As part of your Integrated Marketing Communications Strategy, valuable content is arguably one of most important form that our SEO and SEM strategies can take. In the not too distant past, content that was attractive to search engines often read like a contest to see how many keywords could be stuffed into one page of copy… even to including common misspellings of the keywords. Fortunately for both the people looking for information and we as marketers, search engines have gotten a lot smarter – which means they are more likely to deliver readers to us who are more likely to be interested in OUR copy, and they will stay on our page and our site.

Search Engine Technology Updates Have Changed How We Look at Content

So today, search engines know that users want relevant content results from their searches. And algorithms they use to sift through the millions of web sites now look at many, many more factors before sending searchers to our pages. Users are looking for accurate and authoritative content because they are actually looking for information, not just some keyword soaked gobbledygook designed to make the old style search engines happy. And users won’t stay on pages that don’t give them quality content or, worse, are full of fluff and advertising (ads are OK if they are relevant to the topic – but you wouldn’t want to see an ad for dishwashing detergent on a pet training site). They want substantial, useful content that can teach them, engage them, and add value to their lives… remember, people who visit our web sites always have one question top of mind: “What’s in it for me!” So when you provide quality content on your site, visitors know that the information is, “in it for them.”.

Write In Depth, Quality Content and Cut the Filler

It used to be that search engines looked inside the header for a special “meta tag” with the appropriate keywords for that page… but since people learned that they could stuff the keyword tag with all sorts of irrelevant keywords and get traffic that way, the search engines rarely look at the keyword meta tag any more… now they look at the actual content of the page. Either the content fits the search term, or the search engine won’t send visitors there. That is how search engines build their credibility, by delivering users to the information they are looking for. relevant, useful content. Keywords still belong in the titles, sub heads, anchor text, and image alt tags, but stuff them into the content in an unnatural way… you may even get penalized for that. Content should always be of value to your readers. If it is, search engines will send them to you. So as a business owner or a person charged with marketing communications for your company, always write or hire writers who provide quality content. Whether it’s a blog post or a page full of information, all the information that passes from your business to your customers and clients should have a reason for being. Even though search engines can’t read images or audio files to see if they are relevant, each post, article, video, podcast, infographic should have a definite purpose for your business and value to your customers.

Your Content’s “Voice” Should be Appropriate to Your Market

In addition to all of your printed materials, everything you publish on your website or offer as a download to your readers and users to sound like it was written just for them. Use the language that is in common use with your audience. This can be true even if “technically” the grammar not be quite right. If it’s right for your audience then it’s right for your website and your materials. Remember, readers looking for your information will probably be using that same language… and the search engines will spot that.

Finally, relax a bit about keywords and focus on the content your readers are looking for. What you say is very important. It should teach them, inform them, engage them and even excite them. And all of your content should lead naturally to your, “Call to Action.” You want your reader to do something when they finish your copy: purchase, sign up, call – you want them to do something… if you don’t offer them something after they have spent time reading your valuable information, you have wasted their time. Creating that type of quality content will get you higher rankings and mean more to your SEO and marketing efforts than all the keyword soaked content you could possibly imagine.




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