When it comes to SEO, the content you release is key to whether it is going to be successful or not. For a considerable time, we have been told that only the highest quality content should be used on your website or blog. And yes, this has been proven to be correct many times, every time Google releases an update on one of its menagerie, sites with lesser quality content, poor quality or irrelevant links and overuse of keywords are all punished. It is not about the quantity you publish, it is about the quality, whatever you write, it must be good. It must also be relevant to your niche and if possible, provide useful information that will be beneficial to the reader.
Writing about something you are both knowledgable and passionate about will show in the content you produce, it will show an enthusiasm that can be transfered to the reader. Imagine how inspiring it is reading about or talking to someone who is enthusiastic and knowledgable about their subject, it very often gives you a new level of energy that makes you keen to learn more about the subject or have a go yourself. Use this to create your own articles so that they become inspiring for others, this will lead to an increase in visitors which in turn could lead to a rise in business. And that is what it is all for, what it is all about, increasing your company’s online profile, getting your brand out there.
Content is the new SEO. We said it, numerous other top sources (like Huffington Post and Neil Patel of Quick Sprout) have said it, and now Rand Fishkin of Moz is talking about it in his latest video.
Just how far does this go? How is search engine optimization (SEO) and content invested so much in each other?
Think about it, in very simple terms. When you search on Google, great content pops up: it can be pages, blogs, landing pages, and websites. When you click, you’re either ready to: a) read something or b) watch a video. And by reading something, I mean anything, from a brief synopsis on the movie you’re looking up for a Friday night date to an article on toenail fungus or pet hair care. In essence, content is SEO (search engine optimization = your content ranking in the SERPS).
What Rand Said: Is It Possible to Have Good SEO Simply by Having Great Content?
In short, his answer was yes. He talked about something very pivotal, too: intelligent, non-manipulative ways of earning links. This is a brilliant concept. An easy way to not be manipulative is when you blog and keep up on reading your industry or competitors blogs. You leave a comment because you were interested and had something to share on the topic, which is close to your heart. You might even link to a blog that’s related that you want to show them. They might be interested to go see what you talked about because they know what you’re talking about, and it makes sense to them. Think of it like a real world conversation. It really doesn’t get much harder than that!
Using content to drive SEO is something that has been the focus of several blogs I’ve written for the past few months. I think content is one of the most vital parts of any website, and it will drive more traffic and SEO results.
However, the formula discussed by Rand isn’t something everyone can do just yet. He points out that people need to work on some link building for a bit, but it is still important to attempt driving SEO with your content. Simply follow what is mentioned above to start building links through easy, conversational ways, but know that it will take time and patience. Eventually, you can get to the point where you do not have to focus too hard on links.
While he does say this isn’t for everyone right now, this doesn’t mean that you shouldn’t focus on more content driven SEO results. In fact, now is the perfect time to start this and work your way to being able to rank based solely off your content and communications with those in your industry. You’ll be pleasantly surprised by how well it can start working for you, just remember, be patient! You never know when your strategy will randomly turn viral, but it doesn’t always happen right when you want it to.
How Can You Focus On Great Content?
Focusing on good content instead of linking building to get great SEO results seems a little daunting. Link building does bring in some great traffic not to mention boosting you up the search engine results page. Yet, as I said earlier, Rand does say that content can help boost your SEO results. How can you do this? I am going to take a quick look at this and give you a few handy tips to help you get more from your content and help your SEO rankings.
- Research Your Chosen Topic. One of the best ways to have content help your SEO is to research your chosen topic well. You don’t want to write something off the top of your head. Research can help you craft an excellent piece of content that drives more traffic, as well as boosting SEO. You can do exactly what anyone else does, enter your search terms into Google and find great articles that help give you more in-depth information on your topic.
- Write Naturally, Without Focusing Too Much On Keyword Usage. When you are writing content to drive your SEO, you should consider not using too many keywords, or at least not focusing on them. This can help you write a natural-sounding and flowing piece that readers will enjoy while also helping with SEO. A great way to write natural-sounding content is to write about something you have a passion for. This can be compelling for your readers, and help bring people back again and again to read your other blog posts.
Writing naturally also helps you with the SERPs because Google wants content that is written professionally. When you write naturally, you are more likely to have excellent and professional sounding content that Google will love. If you are afraid you aren’t going to be too great at writing naturally, you can always hire copywriters who are skilled in natural content creation.