Content has many faces. And even though Google loves fresh content, there is no guarantee that your content will get your website to the top of the list. The good news is that the more quality content you produce, the better your chances that search engines will find your site valuable and over time and treat your site like royalty.
So how do you do it?
I'll give you an overview on the types of content that can help boost your site's ranking, with tips that could potentially help your business. But first, let's look at why content matters for SEO.
Why SEO Matters.
Customers take to the mighty internet when they have questions. You show up in search results when you answer them. More specifically, SEO favors content that BEST answers the questions your customers are asking and Google in particular looks for sites that have the ability to answer those questions. A great example is Webmd. Because they are a leading source in providing "timely and trustworthy health and medical information," they rank high in searches for related inquiries. Of course, Webmd is a content powerhouse and you may be operating a much smaller business that may not need to answer as many questions. After all, the health and medical industry seems infinite in terms of information, but it's a great way to start thinking about the ways content impacts SEO ranking.
"To be momentous, create content with purpose." - Russell Sparkman
What Types of Content Impact SEO?
Before I make a list of all the ways you can create content, let me first stress the importance of being valuable. You may be asking, "where does that value come from?" and "what do you mean by 'valuable'?" The easiest way to understand how to add value for your audience is this: solve their problem or fulfill their need, and you become valuable to them. It's pretty simple, as long as you have the answer to their question and know how to effectively put it into written words. The complicated part is in knowing your customer well enough to know what questions they will ask. But that's a topic for another day. For now, let's look at my top three ways to create the content that makes you more valuable.
1. Begin a Blog
Blogging may be one of the best ways to boost your SEO. There's a misconception that blogs need to be lengthy, and heavily written. And since content is king, it would make sense that the more you have to write about per post the better. However, blogs come in all shape and sizes. They can range from an advice driven piece to a brief weekly tip or anecdote. They can tell a story, provide inspiration, or even showcase an image or video. There's a lot of advice out there on blogging (if you're going to try and do it yourself), but my advice is to work with a professional copywriter who can help you to achieve your content goals.
***CONTENT TIP: It does you no good to produce content without purpose, or to publish sub-par content just for the sake of doing it because you think it will get your site ranked high. Let's not forget that good content is what will make you memorable and earn your audience's trust. Good content will get your blog viewed, shared, and communicate to Google that your site is valuable. Not sure how to write that kind of money-making content? Hiring a professional copywriter may be your best bet if your writing skills are not up to snuff. Or, if you simply can't invest the time it takes to set a regularly scheduled blogging goal each day, week, or month.
2. Post Product Information, Events, and Company News
When you have a new product launch, release, or update, it's the perfect time to highlight those changes. You can even feature sales, promotions, or events when they arise. Keep your audience up to date on current events happening within your company. Maybe you want to highlight an employee of the month, or an award or accolade you received for a product or service. Even if you were interviewed by a local or national newspaper or news station, these are all great reasons for you to add content to your site.