We’ve all been there. You take a chance on a lower-ranking link because its title or snippet appears to have the info you’re looking to find.
But upon arriving on the page, you find the content stuffed with every keyword variation imaginable. In a misguided attempt to get more clicks, the author has sacrificed considerations like readability and grammar, right alongside their dignity.
Upon encountering such internet atrocities, most users can’t close the page out fast enough. This is just one of the many reasons that keyword stuffing does not work.
Not only are major search engines like Google well aware that some marketers do attempt such antics, but they’ve also taken steps to prevent their success. Keyword stuffing will not only hurt your results ranking, but it’s also a great way to lose a potential customer’s trust once and for all.
While the proper use of SEO keywords and phrases is a vital part of digital marketing, it’s never going to negate the need for quality, user-friendly content. If you are lucky enough to get a user to click on your page, make sure they don’t regret it.
Why is content important in SEO?
While figuring out how to increase your rankings in the SERPs can feel daunting, Google will be the first to emphasize the importance of content in SEO.
The world’s favourite search engine points to 5 key components for search engine optimization success:
- Meaning
- Relevance
- Quality
- Usability
- Context
While the use of specific keywords is mentioned in the “relevance” section, it’s important to look at this tactic in context.
For instance, as Google attempts to establish the “meaning” of a query, it also uses a sophisticated synonym system.
This system is designed to find the most relevant match to a user’s question, even if the keywords don’t match exactly.
The “quality” component is all about finding the most trustworthy and authoritative matches, while “usability” looks for pages that offer the best user experience.
“Context” considers everything from a user’s search history to location.
The bottom line is that SEO algorithms are designed to present the best available content matches for a user’s search.
In turn, making sure your content fits the bill is a vital part of SEO.
How do content and SEO work together?
Now that you understand the importance of content in SEO, it’s time to zero in on how content and SEO work together to help your business grow.
A well-rounded content marketing strategy addresses customers at every stage of the marketing funnel, often in different ways. This is one of the reasons that many brands choose to utilize many different types of content.
For example, a single company’s campaign might include content like:
- Blog posts
- Product copy
- FAQs
- Videos
- Images
- Testimonials
- Social Media posts
- Newsletter sign-ups
- Case studies
- Interactive quizzes
These are just a few of the many commonly used types of digital content, but you get the picture. A well-rounded approach to SEO can not only ensure that your brand tops more SERPs, but it can also help direct specific users to where you want them to go.
If a customer is in the awareness stage, then the right keyword combo might present them with your SEM link or paid ad. Having your blog post pop in response to a lead’s question is a great way to boost trust and authority in the consideration stage.
If a potential customer is hovering on the edge of conversion, SEO can also help ensure that they quickly and easily find the answers to any questions they may have.
In essence, SEO helps ensure your target audience can find you – great content is what will make them glad they did.
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