Updated: Oct 19, 2018
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.
***CONTENT TIP: Create a page on your website dedicated to highlighting products and product information. That way, it will be an easier, more organized way for you to pump content to it on a regular basis. This area of content writing may be better geared for a PR professional to tackle, but the benefit of doing it will make it worth your while in the long run.
3. Become a Storyteller
I'm not talking about writing a best selling work of fiction. What I mean is, dedicate a page on your website where you can share behind-the-scenes info on what's happening in your business, or ask your customers if you can post their success stories. You can even leave insider tidbits and trade secrets if you like. And if you're planning an event, write about it! The point is, people love a good story. And the type of stories you will keep on your website help to motivate and inspire others because you are making them feel special and privy to exclusive information. Barry Lopez said, "Sometimes a person needs a story more than food to stay alive." There is brain science behind storytelling (more on that another time) and a great marketer knows how to make their audience feel connected and invested in their story.
***CONTENT TIP: People relate most when they feel emotionally connected to something. Good writing goes straight to the heart. Find out what makes your target audience tick and speak to the emotional motivation behind it.
“Every piece of your content should be excellent, enough that customers are compelled to share it.” Joe Pulizzi
Now that we've looked at a few of my favorite ways to include fresh content on your website, let's keep in mind that there are many other content driven ways to potentially help your SEO rankings. And if you're looking for even more ways to add creative content, I like this list from WixBlog:
At the end of the day, you must choose which options work best for your business. And it's important to be realistic about what your budget and time constraints allow. You may want to add all of the pieces right off the bat, but it's better to set achievable content goals so that it sets you up for success.
In addition, take the time to do it right. If you're not a good writer, then invest in hiring a professional. There are many talented freelance copywriters out there who specialize in content writing. Any of them would be willing to at the very least consult with you and help you to prioritize your writing needs so that you get the most bang for your buck.
One last glimmer of advice ...
Just remember that getting your site ranked takes time, persistence, and patience. Don't have false hope that just because you think you have lots of content out there that you'll see the results overnight. Creating a content plan will help keep you consistent. This can include potential topics, ideas, event timelines, etc. Search engines like what their users like, so it's important to always be valuable, interesting, and useful. Fulfill their need. Then, and only then, will you begin to see the fruits of your labor.
Learn more about Janine Hogan, Professional Copywriter, here.