When it comes to SEO, one
of the major factors that can have an effect on your rankings is how ‘good’
your content is. You’ve probably heard this a lot already, but “content is
king” and that is very true in the SEO space. Without high-quality content
on your website, even if you invest in other areas of search engine
optimisation, you cannot fully take advantage of the benefits of SEO.
By writing useful and
relevant content that will benefit your users, not only will your users stay on
the site longer, but it can also have a positive effect on your rankings.
However, writing good content is only half of the battle. You need to know how
to market this content and generate traffic to your website. While your content
may naturally start to rank on search engines over time, there are quicker ways
to generate traffic to your content. This is where SEO and content marketing go
Is SEO and Content Marketing Different Things?
Search Engine Optimisation (SEO) is an umbrella term that refers
to the practice of building up traffic to your website and improving rankings
on search engines. Within SEO, there are three main areas that are worked on to
improve your rankings, this includes on-site optimisations, off-site authority
building, and on-going content development.
Content marketing is about
how you distribute, syndicate, and promote your content in order to reach your
target audience and generate more traffic. It’s a marketing strategy that helps
you build stronger relationships with your audience and it enables you to
continuously deliver high-quality content that is relevant to their interests
According to the HubSpot
Marketing Statistics, “72%
of online marketers describe content marketing as their most effective SEO
tactic.” Although SEO and content marketing are technically different things,
they are often paired together because these strategies complement each other
Benefits of Writing Optimised Content
Now that we know content
holds a lot of weight when it comes to SEO, what are the benefits of writing
Here are some of the main
advantages of content optimisation:
- Enables a better user experience – High-quality content that is engaging, useful, and relevant to your services will help users to better understand what you do. Users may even share your content with others if they think it’s useful which means more traffic to your website.
- Higher Conversion Rates – It’s no surprise that high-quality content correlates with higher conversion rates. When you write content that is relevant to the end-user, there’s a higher chance they will click on your links or CTAs (Call to Actions) and that’s where the value of good content shows.
- Rank higher on search engines – Content optimisation means that you can include target keywords that you want to rank for. With relevant and quality content, you have a higher chance of being able to compete with similar businesses in your sector.
- Improve your website authority – A great benefit of writing optimised content is that you can naturally build high-quality backlinks to your website. Users that find your content interesting or ‘share-worthy’ may consider sharing your articles on social networks or other relevant forums. Not only will this cement your brand as a credible and authoritative source, but you are also more likely to rank higher on Google.
How Do You Write Optimised Content?
Writing optimised content,
in theory, isn’t a difficult task. It’s about having the right processes and
strategies in place to ensure that the content you write is consistent and
structured. Content optimisation involves a few key factors and
Content writing takes time
and it’s important to write high-quality content that is engaging, relevant,
and useful for your readers. Consider researching topical subjects to write
about and have a search around for topics that your user might want to know
about. This ensures that your content is relevant and has a better chance of
into your content is often a fine art as it requires a strategy. As search
engines evolve over time, their algorithms also improve. This means that you
can no longer spam keywords in your content in hopes of ranking higher. You
need to carefully consider what keywords to use, where to use them, and how
often you integrate keywords.
A good practice as part of
content optimisation is to strategically adding relevant internal links in your
content. Internal linking is the process
of linking to a relevant page on your own website that users can click on to
find more information. This is great for usability and search engines. If
necessary, you can also use external links to provide users with useful and
relevant information that you don’t have on your website. Ideally, you should
use more internal links than external links otherwise you could be sharing too
much link authority with external sites.
Depending on the type of
content, you need to ensure that your content is of an appropriate length. If
you’re writing a product page for an e-commerce website, you would want to keep
the content on the shorter side so that it doesn’t over-power your products and
reduce your conversion rates.
For blog articles, it
depends on the type of content. If you’re writing an informative or guide
piece, then it’s recommended to go for 500+ words. Search engines like Google
tend to prefer long-form content as it’s usually more useful for the user.
Contact Our Experts for SEO Content Optimisation
If you’re interested in
optimising your website content and would like an SEO expert to take care of
your content for you, then please get in touch with us. We have years of
experience in writing and optimising content for a wide range of sectors.
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