November 17, 2022 Mark Acornley

Why is Content in SEO so important?

Have you ever wondered why content holds such paramount importance in the world of SEO?

Indeed, content isn’t just king; it’s the cornerstone of your website’s success in the digital sphere.

From engaging blog posts to detailed product descriptions, content serves as the essential fuel driving your journey to the top of search engine rankings.

Join us as we delve into the undeniable significance of content in SEO and uncover the strategies to maximise its potential.

What is SEO content?

SEO Content helps your website get more visibility. You can write content just for content but if you’re not tweaking it to make it more SEO friendly, your SEO campaign will suffer.

You content decides if your website;

  • Gets indexed
  • Gets shown for keywords
  • Ranks in the top positions

Content SEO combined with a high-quality website with a great user experience will help your website show up more in the search engines, get more impressions and get more clicks back to your website.

Why is SEO content so important?

The truth is, a lot of business websites don’t have high-quality content on their website.

This means that by creating content at a high level, you’re already better than at least half of the websites that are in your industry.

High-quality content is expensive too. For example, let’s say you need a 2,000-word service page creation, you could spend;

  • £10 / thousand words
  • £50 / thousand words
  • £100 / thousand words
  • £1000 / thousand words

Since a lot of business decisions can be focused on cost, perhaps the average business owner would be choosing between the £10 and £50 opition.

But what type of value will you get for that?

We’re not saying that you have to be spending a lot of money on creating content. If you’re lucky you find a decent content writer who can charge lower prices and still be high quality, but this is rare.

Why?

Because people see the value in their work.

There are many different ways to go about the process of creating content for SEO ranging from the bad to the great.

What are the types of SEO content?

Whilst not a definitive list, here are the main types of content that are created for SEO purposes

  • Blog posts: The blog post is one of the best ways of creating content on a regular basis. Blogs are great because they offer the chance to do long-form content where you can really discuss a topic and start ranking for tonnes of keywords.
  • Service pages: These are the most important pages for so many businesses but these types of pages are less likely to be getting sky-high impressions with thin content. It’s important to look at the lengths of other service pages in the SERPs and use that as a goal.
  • Product pages: Optimise your product pages to get found in the search engines above the competition by writing unique product descriptions and catchy title tags that users can’t help but click
  • Guides: Guides are a great way of ranking for more keywords. Whilst it targets informative keywords, creating content that helps the user will help your website be seen by Google as more authoritative.
  • Infographics: If you’ve got topics with a lot of data, infographics can be a great way to make this information more user friendly plus they are also great for attracting backlinks.

So, what’s the process for epic SEO content writing?

You’ve got to start with keyword research

Keyword research is the foundation of any SEO strategy. You want to find as many keywords as possible for your website to target.

If you get this wrong, your SEO campaign derails, it won’t be effective and you’ll lose out on potential revenue.

There are 4 main types of keywords

  • Transactional: People who are ready to buy
  • Navigational: Searching for the website they want
  • Information: People looking for help
  • Commercial: Customers investigating

To target keywords, you’ve got to understand the search intent behind them.

If you’re trying to rank your category or product pages for keywords that have an information intent, then you’re not going to rank.

Making content for SEO in this case means instead of trying to get the ranking of the wrong page, making content that appeals to the users who are searching for information.

By doing this, it’s more likely that your website will have topical authority.

Topical authority is where your website is seen as more authoritative because you’re writing content about topics in your industry.

There’s a lot of talk about backlinks and how important they are, however, building a solid foundation of content that’s answering your audience’s questions can also be effective in showing the search engines that your website should be trusted.

There are two types of keywords based on legnth

  • Short tail keywords: One or two-word keywords which generally have higher volumes but higher levels of competitiveness.
  • Long tail keywords: These are three words plus and can be focused around questions, they have smaller search volumes but are easier to rank for

Finding keywords

There are various keyword research tools that you can use to find keywords which are both free and paid. Here’s a small list of where you can start finding keywords right now;

  • Sem Rush
  • Ahrefs
  • Google auto-suggest
  • Answer the public

Remember, keyword research isn’t a one-time thing. You want to regularly search for new keywords and variations of keywords to help your content become more SEO friendly.

Now you’ve got the keywords it’s time to create the content and structure it.

Now you are armed with a load of keywords your business can target its time to start creating content but before you start you should think of how you’re going to structure it

Why thinking about site structure and making a content outline is so important in SEO

  • It makes your content search engine friendly: Having a good site structure helps the search engines clearly identify the pages you want to rank.
  • It makes your content user-friendly: It makes things easier for the user, to navigate the site and find the content you want
  • It helps to prevent URL cannibalisation: it helps to prevent pages from competing against each other and having your rankings suffer.

Why creating a site structure is crucial for better SEO  rankings

You want the structure of your website to be like a triangle. So right at the top, you want the home page. This is the top level of your domain which then sprouts out to main category pages, services pages and pages like contact us.

Then as you get further down you should be having blog posts which help support the service/category pages that you’ve got on your website.

We all want our website to rank for keywords, but if you’ve just got a website that is a home page along with a few service pages and you’ve not focused on creating high-quality content or you’re website is around 10 pages big, it won’t rank.

Now compare that with a website that’s got a rocking home page, service plus category pages with epic content, and 100 blog posts about their industry all curated and crafted to be designed with SEO and site architecture in mind.

How to actually write your content for SEO?

Writing for SEO can be tricky but it’s all about learning what type of content the search engines want.

The last thing people want to read is boring content.

In marketing, there’s something called a hook, where you hook in the users to read your content and ideally, that’s what you need to be doing to generate interest and ensure that people stay on the page and don’t bounce back to google

Define the goals you want to achieve

This is different for every website. You need to understand what it is you want from you content. Do you want more people to;

  • visit your website
  • sign up for a newsletter
  • buy a certain product or service
  • sign up for your social media platforms

Who is your audience?

Identifying who your audience is, is crucial for actually writing for them. You need to speak in a certain tone of voice in a way the audience expects from being in your industry.

This means, doing SEO for say a solicitor vs an ice cream parlour is so much different. Each industry has its own set of “rules” to which you want to adhere to.

For example, if you’re using the same tone of voice for the ice cream parlour as for the solicitors, then you’re not understanding your target market correctly and the copywriting will be ineffective.

Look at what content is already ranking

It’s vital that you look at what’s already ranking and take several of the best aspects of each result and use that to formulate your own plan

Make a content outline

This is perhaps the step that a lot of people writing content for websites don’t really do. They just start writing the content without a plan and see where things go.

Ideally, what you need to do is come up with a catchy heading which will be the H1 tag then you need to make a list of potential H2 headings, H3/H4/H5/H6 headings too.

You don’t need to use them use but the use of headings helps make the text easier to read for the user and makes it easier to understand for the search engines.

What you’ll find is, with a content outline, makes structuring and then writing the service page, blog post or whatever page it is much easier to create than instead of thinking I’ve got a 3000-word blog post to write think of it like

  • 1x H1 tag with 50 words underneath (5o words)
  • 5x H2 tags with 150 words underneath (750 words)
  • 11x H3 tags with 200 words underneath (2200 words)

The above is just an example, but here you’ve got the plan and set-up for a 3000-word blog post that splits up topics and categories and makes it much easier to go about creating content.

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