Why Content-Driven SEO Is a Lucrative Digital Marketing Strategy for 2019 and Beyond
With search engines like Google updating their algorithms frequently every year, it’s becoming increasingly difficult for website owners to develop digital marketing strategies that can stand the test of time. In order to devise strategies that produce actual business results, it’s important to map out your site’s structure and map out your objectives.
In recent years, we have seen several digital marketing strategies come in and go out of trend. However, in the constantly shifting online marketing landscape, there is one thing that has remained constant: content is king.
As website owners compete for the top spots on SERPs, content-driven SEO is becoming an increasingly important priority for businesses, both small and large. You see, content is the reason why people visit a website, and it is through content that you connect with your audience and potential customers. Therefore, when developing your content for SEO, it’s important to think about the questions your target audience is asking, and answer them in an engaging, compelling way.
The Correlation between Content Marketing and SEO
Content marketing is a subcategory of digital inbound marketing which involves transitioning a website visitor through the sales funnel by offering them informative, helpful, and engaging content pieces. Search engine optimization, or SEO as it’s more commonly known as, is the process of optimizing the website to perform better on the search engine results pages.
Although the two appear to be quite different to each other, they are more closely linked than you may think. It’s not only possible to devise a content marketing strategy for SEO, but it’s also highly beneficial. As the algorithms of search engines have evolved and changed, they have become increasingly partial to content driven SEO – that is, fresh unique content of a certain length, with just the right amount of keyword integration, and on specific pages. A content-driven SEO strategy is a perfect balance of content creation and the other, more technical SEO factors.
Let’s take a look at why content-driven SEO will always be an evergreen digital marketing strategy.
Content-Driven SEO Targets Quality Traffic
One of the most notable advantages of content-driven SEO is that it’s an inbound digital marketing strategy. In contrast to conventional “outbound” online advertising channels that take an “in your face” approach, inbound marketing doesn’t involve reaching out to consumers whether they’re interested in what you have to say or not. Inbound marketing strategies focus on making it easier for potential consumers to find you when they need relevant information.
On the other hand, inbound marketing takes a more “consumer-centric” approach. Instead of disturbing consumers while they’re watching a video or reading an article, inbound marketing involves making valuable information easily accessible and creating valuable resources for the consumer.
Content-driven SEO makes it easy for consumers to find you when they’re looking for the type of services or products you offer. Not only is this much more convenient for the consumers, but it also draws in more qualified leads for your business, which in turn, translates into better conversion rates. In fact, according to the report from a recent HubSpot study, 59% of online marketers said that inbound practices generated the highest quality leads for their sales teams.
More Content=More Keyword Opportunities=Better SEO
Search engines like Google don’t “see” websites like us humans do. While we can understand a website for what it is by looking at the pictures on the web pages, search engines have no way of determining a website’s purpose until those words are expressly written somewhere.
Content-driven SEO enables you to go further than the text descriptions on pictures and small paragraphs of homepage copy, where the space you have for keywords is restricted. Through using blog posts, guides, articles and other forms of written content, you can utilize more keywords that are related to what your business is about – as well as what consumers are searching for.
For instance, if you sell auto supplies on your website, you may want to rank well for keywords relevant to tires. And rather than attempting to stuff a variety of tire-related keywords and phrases into a small page or space, you can write a very natural blog post on “What Tires are best for Winter Driving” or create a guide for buying the right type of tires for your vehicle. In addition to being informative and engaging, this type of content also provides you with a great opportunity to utilize keywords and boost your rankings in SERPs.
Furthermore, according to a study by SerpIQ, pages that rank the highest on Google’s SERPs tend to also have the most amount of content. But is long-form content always better? Well, not necessarily. While content length is certainly prioritized by search engines, it’s not prioritized as much as quality. A content piece could by 10,000 words, but it would be completely useless if it didn’t contain the relevant information.
Just think about the last instance you used Google search to find an answer or an online tutorial. How long did it take to find a page that answered your question in a detailed manner? Chances are you found it almost instantly.
SEO has come a long way since those early days. It’s much more evolved now and takes factors into consideration other than just keyword density. Therefore, by developing fresh and unique content that makes your audience go “wow!”, you have a better chance of climbing to the top spots in SERPs.
Content Ensures Your Visitors Stay On Your Website Longer
Let’s assume that a user is directed to one of your web pages by a search engine, can’t find what they’re looking for, and leaves at once without even looking at any other page. In the world of digital marketing, this is what you call a “bounce”. The percentage of visitors who do this on each of your web pages is factored into your site’s bounce rate.
Metrics such as the bounce rate are factored into your website’s overall SEP profile by Google. If one of your web pages have a higher than normal bounce rate, Google will think there’s something wrong with it, and will most likely stop ranking it high on its SERPs. The right content, however, can help you fight a high bounce rate.
For instance, let’s assume that your homepage has a very high bounce rate and you think the underlying problem is that consumers don’t know where to start learning about your services or products. To rectify this problem, you can add some content that introduces your business, add a few internal links, or even suggest where they could get started. This will reduce confusion, send them to other pages, and keep them on your website for longer. In this case, content allows you to solve three problems instead of just one!
As we discussed above, content that doesn’t solve the problems of your target audience, bores them, or doesn’t make its point quickly, will just drive visitors away. So, remember: while content length is certainly important, it’s also important not to waste your visitors’ time!
Unique Content Can Help You Climb SERP Rankings
There’s one more area where content marketing and SEO often overlap: they focus on finding stuff that has never been done before and try to rank high for it.
When you take a content-driven approach to SEO, you can concentrate not only on developing a content marketing strategy for SEO purposes, but also on creating fresh and unique content that enhances your brand’s domain authority.
As long as you keep creating fresh, never-seen-before content that’s relevant you your enterprise and industry, these unique pieces will keep on helping you in occupying the top ranks in SERPs, rank higher for a wider range of keywords, and reach a larger audience.
Actually, your primary objective when devising a content marketing strategy shouldn’t be SEO gains; instead, it should be exposing your brand to a wider audience, establishing it as a domain authority, and establishing trust with your audience.
An award-winning digital marketing and small business SEO firm, Search Berg specializes in providing effective blogging and publication services. If you’re looking for quality content marketing services, get in touch with our representatives today!