There are many who take the saying “content is king” literally and produce a prodigious amount of articles posts, and comments to be published online. There are currently more than 2.4 million posts being published daily using WordPress alone, so you can very well imagine just how much is actually being produced. It is obvious that given the volume of content production, it is unlikely that all of it has value. This is exactly where Google encounters a problem because its search algorithms are focused on identifying content that is valuable to users and serving them in the best manner possible.
The reason content is vital to successful SEO is because it is among the top factors considered by Google for ranking. Not only is good content conducive to link generation but it also helps Google’s RankBrain to understand better what your site is all about and how it adds value to searchers. Marketers who do not appreciate the importance of quality content will end up losing out in rankings and traffic.
More Content Is Not the Same as Better Content
Publishing content in great quantity does not serve any purpose in boosting page rankings. Over the years, search engines have become increasingly sophisticated. They are better at interpreting what the user wants, and if the content is likely to add value to its information requirement. Thus, trying to out-publish competitors does not work if the content itself has no relevance or value because you can be sure that it will be discounted by the search engines. It is far better to focus on the development of original and value-added content than just churning out content of questionable quality.
Recognizing bad content is not particularly difficult. This type of content exists solely for the purpose of promoting a business or a brand and offers little or no value to the reader. This kind of ‘thin’ content consumes readers’ time but is of no use to them. On the other hand, good content satisfies the needs of the user. This, however, means that content needs to be highly specific and relevant to the user’s requirement and not attempt to serve a broad audience. Unless content developers are very clear about whom they are writing for the content is not likely to be considered good.
Characteristics of Good Content
The intent of the visitor is served: The real purpose of SEO is not to just get a good ranking but to educate users, assist them to address concerns and help them to establish a relationship with the publisher, business or brand. To do this, it is vital to conduct keyword research that will reveal exactly what your target audience is looking for. Identifying this can be a very good basis for generating content that searchers would most probably be interested in.
A good user experience is provided: Having good content is integral to a well-designed and user-friendly website. When users locate your website using a search parameter, a good user experience can be delivered only by having content that is good and served in a user-friendly manner so that the user can derive the maximum benefit from the site.
Quick delivery of information: Everybody is in a rush, especially Web users. When people want immediate answers and your site fails to load fast enough, they may not wait to access your content. This, in turn, can negatively impact your search rankings. Make sure that your site loads quickly, delivering the content really fast.
Outdo the competition: Not only does your content need to be good, it needs to be better than the competition. While you focus on developing content that is original and relevant, you should also monitor your main competitors to find out what they are up to so that you can best them. A good indicator of the value users find in content is the number of backlinks earned by the site.
Effective SEO depends substantially on the quality of content. Good content does not happen by chance – it requires time, planning, and a lot of effort — and the results are usually well worth the investment.
Barrack Diego is a senior SEO consultant at GingerDomain.com, a leading digital marketing services provider. He has extensive experience of working with content developers to serve the requirements of small and medium businesses in the travel and lifestyle sectors.