Content Marketing for SEO
From a digital perspective, the role of online content is to improve the performance of your website, and to increase brand awareness in a busy marketplace. Relevant, quality and consistent content helps to demonstrate your expertise and helps search engines like Google to understand the purpose of your online presence.
Search engines like to see a website expanding for the right reasons, and although complex, the search engine algorithm can read and rate your content. To make the most of digital opportunities, content must be unique and produced purposefully, and always created with the end user in mind.
Most importantly, content must be continually measured, refined and tweaked to improve the overall performance of your digital marketing strategy. Results don’t appear overnight, and campaigns require careful planning and execution.
Content is King
Content can be produced in many shapes and forms. For the purpose of a search engine marketing campaign, text content is a primary focus.
Written content is the most prevalent form of information across the web. Blogging is the easiest method of expanding your website, and regular blog content can generate a significant increase in website traffic.
Blog content needs to be specific, well-researched and highly optimised for its intended audience. Social media is closely linked with blogging and is often the primary channel for content distribution and promotion.
A picture is worth a thousand words – at least for human beings! Whilst search engines are getting better at understanding the meaning behind images, photos and infographics are still very much produced with people in mind.
Images can be consumed and processed quickly and work best for sharing messages across social media. Images are the most popular medium for driving engagement, and are usually quicker & easier to produce than videos.
People engage with videos more than any other type of media, which is why YouTube is the second most popular search engine in the world.
Video content is typically harder to produce and often requires significant resources, but the return on investment is worth it’s weight in gold. Some statistics suggest that video content can improve the performance of a landing page by almost 80%.