Content is an integral part of any SEO (search engine optimisation) strategy. While content is written for an audience, it can also increase the SERP (search engine results page) rankings of a website if it’s optimised and amplified for search engine rankings. Through the use of keywords and backlinks, the traffic coming to a site can be increased as it ranks higher on a search engine. However, some users often face confusion when using content marketing for their website. This is about the type of content that should be used, it should feature a large number of lengthy blogs or shorter blogs that have incorporated important LSI (Latent Semantic Indexing) keywords.
This blog argues why quality stumps quantity when it comes to content writing for SEO. However, that is not to deny the importance of frequency in posting content. Blogs need to be published regularly at peak website traffic times. It is essential to have a moderate amount of content on a website as that will rank on Google if there’s an adequate amount. However, quality is more important not only for attracting new users but for making sure that the users return. For search engines, they don’t just look at the content, they also look for black flags such as an imbalance in the ad to content ratio, cheap SEO tricks and rushed off content.
Keyword optimisation is vital for SEO. Search engine bots pick up on the keywords in blogs and articles to rank them according to that in the search results. Sloppy content that has not been amplified for a broader audience will not have a good ranking and thus will generate little traffic. The title and headlines in a blog should be optimised according to the highest ranking keywords as determined by an analytics tool. This alerts website owners to the trends in their niche, which they can capitalise upon to improve their website and its overall reception. However, that does not mean that users should cram keywords into an article, for Google can quickly track and punish spam. Moreover, poorly written content, no matter how many good ranking keywords it incorporates, will not build a good repute for the website on search engines.
Content is marketed to human consumers. People read what is of interest to them and is written well. Website owners should research what users in their niche are searching and looking for. Then, they should create content that addresses all the lapses in that information. It doesn’t matter how many blogs a website has; if they’re not written well and focusing upon a target population, then there may not be much output.
Backlinks improve the rating of a website. People are more likely to link to content that they appreciate and find to be original. They may also share it on their social media profiles or email it to their friends. If the content is not of good quality and socially relevant, it will not get many trackbacks. Through trackbacks, the search engines can identify content that is of good quality. Sure, website owners often pay third-party websites to give backlinks to their work. However, bots are quick to pick up on any suspicious activity and may penalise sites that are using such tricks rather than increase their traffic organically.
In the past, search engines used to rank those websites higher that had a higher number of articles and blogs. However, with the release of Google’s Panda algorithm, there was a shift in SEO practice. Search engines now look for websites with original and well-researched content. This is why articles and blogs with a higher word count may rank higher on a search page because search engines want to provide users with comprehensive and detailed information to their queries. Moreover, if there is any duplicity or plagiarism in content or if a website is making use of shoddy SEO tricks, then the search engine will soon catch up on it which may have it penalised.
Search task accomplishment
Search task accomplishment is a relatively newer SEO concept. Soon search engines will look at content for the purpose it serves. If a website’s content solves a particular problem or offers solutions to a predicament that people face, then Google will rank it according to that criteria.
In conclusion, there should be a balance between quality and quantity to market content to search engines and content should be original.