What is Content Marketing in SEO

So, let’s start with the basics; SEO stands for “search engine optimization,” which essentially deals with practices that boost a website’s ranking (or placement) in a search engine result page such as Google’s. There’s a considerable amount of effort that goes into the technical side of SEO, but this article doesn’t cover that (click here to go through our Technical SEO checklist). One of the most integral aspects of SEO is the practice of creating purposeful content on your website that users may have related inquiries about!

Content marketing is a relatively generic term that refers to creating any media directed at your target audience to consume, in addition to better recall of your brand in the event that they decide to make a purchase related to your product or service. In regards to search engine optimization, content marketing (which fits under the umbrella of on-page SEO) can manifest in the form of blog posts, videos, infographics, and other informational resources posted on your website that helps the reader/viewer with their query.

SERP Results Infographic

Why is Great Content so Important in SEO

Google prioritizes quality content in order to satisfy the billions of users that use the search engine; and they will actively reward websites with better ranking when they accurately answer a search query. When a page from your website ranks higher on the result page, traffic will increase! And once you have fully optimized your website to accommodate the buyer journey, you’ll be able to observe increased conversions too.

So How Can You Make Google Happy With Your Website's Content?

Make sure your content evokes these characteristics:

  1. The content, in whichever format you may adopt, should be relevant to the searcher’s question. And when it’s directly on-topic, it needs to be useful and up to date in order for it to be considered valuable information.
  2. In order to truly win Google’s favor, make sure it is unique enough to be differentiated from your fellow competitors. If you simply copy-paste content from another site, (or use spammy tactics like keyword stuffing), you will most likely be penalized with a decreased ranking.
  3. In addition, make sure the content is clear and concise. If the reader/viewer is still unsure about the answer you’ve given to their query, they will back out of the page and look for their answer on another website. Don’t let your bounce rate increase just because your content is not digestible enough!
  4. Avoid useless jargon, and make sure to provide a succinct explanation. Ensure your grammar and spelling is correct as well, or else it will signal to both the user and to Google that your site is unprofessional, and even untrustworthy!

How do I cater my content to the right audience?

The biggest clue into how you can create the perfect content for your audience is by analyzing and taking inspiration from the search engine result page (abbreviated as SERP). Observe the various SERP features that may pop up for the related keywords that you’re targeting, such as People Also Ask, Shopping Results, Featured Snippets, et cetera.

These aspects of the result page give immense insight into what other keywords your target market uses, what type of content your competitors are creating, and what the search intent is of these particular users. You can subsequently frame your content around the SERP features you find, and if there are none yet, try to predict which ones Google may utilize in order to give the searcher a better experience.

  • Will they require in-depth information on the topic?
  • Do they seek a list of products/services/sources to choose from?
  • Is a more straightforward answer warranted for the query?
  • Does the user need a step-by-step guide?
  • Are visual elements like infographics or videos more helpful in this case?

Best content creation practices to keep Google happy:

It is highly recommended to make your content succinct but thorough and ensure that it contains relevant and updated information that will enhance the user’s experience on the page so that they’re more likely to revisit the website.

  • Ensure that the content is original and high quality.
  • Cater your content to the audience depending on the search intent you observe on Google.
  • Frame and format your content around the relevant SERP features that appear for your targeted keywords.

Some bonus SEO-related resources from Forthea:

Another way to make Google happy is to optimize the technical aspects of your website. Is your page running slow? Is it being properly indexed? Check out Forthea’s Technical SEO Checklist to better gauge the health of your website.

There are a lot of misconceptions that you may encounter in the world of SEO. Read our blog post that debunks these myths and have your mind at ease when implementing digital marketing techniques for your web pages!

If you need resources on how to optimize your website for local search, we have a great guide for you! This aspect of Google’s search engine is integral for businesses that acquire a lot of mobile traffic due to “___ near me” types of search intent.

Forthea’s SEO Specialists are here to help optimize your content for success! Contact us today to get started.

About The Author

Mehvish graduated from the C.T. Bauer College of Business with a Bachelor’s in Marketing. She primarily enjoys the graphic design and content writing aspects of the field, and is always looking to expand her knowledge on the world of search engines. Outside of digital marketing, Mehvish enjoys creating stylized portraits on Affinity Designer, playing guitar, exploring new subgenres of music, and video games

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