Want to make your website a credible and trustworthy source? It's time to create quality-driven and creative content. Let us learn the importance of implementing the right content strategies to improve your SEO efforts.
Strategic SEO techniques such as keyword research bring organic traffic to your website. Besides, there are several proven content optimisation techniques to increase your website's ranking in search engines. For example, integrating multimedia elements within the content, optimising meta tags, etc.
Recent statistics emphasise the significance of SEO: 68% of web experiences start with a search engine, which makes it a primary source of online traffic. Besides, the top five search results receive around 67% of clicks.
Businesses that want to achieve the above online marketing goals should employ effective content strategies. Staying ahead in the ever-changing digital landscape requires a consistent commitment to SEO strategies according to search engine algorithms and user intent.
Based on SEO research and studies, we have discussed eight surefire SEO content strategies to assist your business and marketing team stay ahead in the competitive marketplace.
You can incorporate these content marketing strategies into your SEO efforts and reap the desired results for your business:
User-centric content is about a user’s purpose behind performing a specific search in search engines. Hence, the first thing marketers should consider when creating a result-oriented content strategy is understanding the user intent.
Various research reveals that nearly 64% of online searches are conducted with the intention of searching for relevant information. Similarly, over 36% of user queries are intended for browsing, and an additional 16% are conducted with transactional intent. This proves that user queries are diverse by nature and have different intents.
Creating content as per user intent involves determining what users look for and tailoring content to provide the required solutions.
For example, if a user is searching for “best SEO services in Melbourne”, a detailed article comparing top SEO companies in Melbourne would fulfil their informational intent.
Users who get the desired information consider the website credible and trustworthy. In most cases, they prefer returning to the same site for future searches. Creating user-centric content is hence a strong strategy to improve user engagement metrics, like time spent and CTRs.
According to Search Engine Journal, topic cluster is a group of content assets on a website that are all centred on a related topic.
These are about creating a central “pillar page” that focuses on broader subjects and linking them to more specific and relevant subtopics.
The pillar page often aims at capturing general industry keywords with higher search volume.
For example, if a roofing services website has a pillar page on “roof restoration”, it can branch into subtopics, like “roof leaks”, “roof repairs”, and “gutter cleaning”. Each of these subtopics is explained in depth with its own article, all interlinked with the pillar page.
The topic cluster strategy caters to various user interests and presents it as a credible and reliable site before search engines.
With increasing prioritisation of context and user intent, topic clusters and pillar pages are great content strategies to drive more organic traffic and higher search rankings.
Statistics show that websites with engaging content witness 7.8 times higher growth year after year in terms of site traffic. Several other studies reveal that websites with compelling content experience an average session of 2.8 minutes compared to 1.7 minutes for those lacking engaging material.
Take an example of a cooking blog that shares unique content, including new recipes, cooking tips and videos regularly. Such type of content not only meets the audience’s needs but also promotes increased user engagement.
Search engines prefer content that discusses a topic in-depth and allows easy access to information. So make sure the content you create helps people find answers to their questions and easily discover the solutions they're looking for. Creating content that answers your audience's queries in detail will give you a much-needed ranking boost and allow you to outperform your competition.
Top 5 ways for engaging content creation:
With an increase in the use of mobile devices to access content, mobile optimisation has become essential to SEO success.
The SEO landscape dramatically changed when Google launched its “mobile-friendly update” in 2015. It aimed at improving the ranking of mobile-friendly websites in the mobile search results to provide a better search experience. Since then, mobile responsiveness has become a critical ranking factor for search engines.
Furthermore, mobile optimisation not only impacts search rankings but also elevates user experiences. Websites that are optimised for mobile devices load faster and offer seamless navigation to mobile users.
Further, users can easily view, click and access digital content on their mobile devices, which leads to higher satisfaction among them. Improved user satisfaction also leads to reduced bounce rates, improved engagement and time spent on a site.
Voice search SEO is the optimisation of keywords and phrases using voice assistants. According to SEO experts, voice SEO provides valuable results for searches through voice assistants. The algorithm of voice search uses location, data, and data points to understand the search context. Therefore, marketers must understand the customer type and device behaviour.
Therefore, marketers must understand the customer type and device behaviour to create voice search strategies for maximum results.
Statistics reveal that over 27% of global online community voice search on mobile. Moreover, more than 25% of all searches in Australia are voice. Moreover, various studies also reveal that nearly 55% of online searches will be voice-based by 2025. All thanks to the convenience of hands-free searching through virtual assistants like Google Assistant, Alexa and Siri.
As such, marketers should now focus on tailoring content to appear as conversational language patterns. They should integrate long-tail keywords and natural language queries. Further, marketers should implement structures data markup to offer contex to search engines. This will also help them secure mobile responsiveness to further optimise for voice.
UGC offers substantial benefits for SEO by improving site visibility, engagement and credibility. Websites incorporating user-generated content witness a 29% increase in web conversions, a 20% rise in returning users, and a 90% increase in the time spent on websites.
User-generated content can be hugely diversified, allowing marketers to cover a broad range of keywords and attracting long-tail search queries. This helps them improve organic search rankings and click-through rates.
For instance, TripAdvisor’s user reviews generate extensive keyword-rich content, driving it to the top of travel-related searches.
Follow the below tips to improve the potential of UGC while ensuring quality and reliability:
When it comes to boosting SEO success, you cannot overlook the importance of high-authority backlinks. These are crucial to a website’s credibility, trustworthiness and search engine rankings. In fact, Google once confirmed that quality backlinks are among the top-ranking factors.
Search engines consider backlinks from reputable sources as “recommendations”, which indicate that the linked content is valuable and reliable.
To attract high-quality backlinks through strategic content promotion, marketers can:
When you earn backlinks from reputable sites, it helps to build authority. Backlinks also improve your site’s search engine ranking based on the intended keyword.
Thus, prioritising content quality and employing strategic outreach can allow marketers to promote a network of quality backlinks that strengthen their site’s SEO, establishing it as a trusted source online.
The success of your content strategies greatly depends on how well your content performs. Therefore, marketers are advised to use SEO metrics to assess content performance. Site traffic is the foremost metric you need to measure, including page views and users.
Other important SEO metrics to analyse regularly include organic traffic, bounce rates, click-through rates (CTRs), and conversion rates. While organic traffic determines content visibility, a high CTR and a low bounce rate indicate content relevance and engagement.
Marketers can leverage these metrics during their data-driven analysis to refine their content strategies.
For instance, determining top-performing blogs or product pages can help them anticipate the types of topics, keywords, and formats that their readers resonate with.
Further, finding underperforming content helps pinpoint areas that need improvement.
For example, if a blog post receives substantial traffic but a low conversion rate, data-driven analysis might reveal a mismatch between content and user intent. Accordingly, marketers can refine their strategy.
When marketers track user engagement patterns and conversion paths regularly, it assists them in better understanding user behaviour. Hence, they can optimise content accordingly.
Constantly evaluating various SEO metrics helps marketers to tailor their content strategy based on user preferences.
Ever since the concept of SEO came into existence, content has always been the king. That is because it’s through the relevant and valuable content that businesses can spread their brand message in the right manner in a way their customers expect.
Businesses must follow effective SEO strategies to improve their engagement through content. The above strategies will definitely help today’s brands to flourish in the search engine. It will eventually improve the brand presence and online visibility, bringing in organic traffic.