Using keywords effectively can help with organic search results. Pay per click (PPC) campaigns can entice people to go to your website. However, it’s the good content that hooks them in, gets them to notice you, and leads to conversions.
There’s no shortcut. If people get to your site and the content is weak, they’ll bounce quickly and may never return. If the content satisfies their search intent, answers the questions they have, and provide real value, that’s when your content marketing strategy hits home.
There are more than 85,000 searches on Google every second. If you want to get noticed, you’ve got to create content and deliver content marketing that stands out.
When it comes to SEO, search engines want to deliver the most relevant results when people use their service. There’s so much junk on the internet, Google wants to ensure the best user experience by guiding users to accurate content that demonstrates Expertise, Authority, and Trustworthiness. In SEO parlance, E-A-T.
Creating Content That Gets You Noticed
Should your content be interesting? Yes. Should it be engaging? Yes. But above all, it needs to be quality. Here are some of the questions Google recommends you ask to assess the quality of your content:
- Does the content provide original information, reporting, research, or analysis?
- Does the content provide a substantial, complete, or comprehensive description of the topic?
- Does the content provide insightful analysis or interesting information that is beyond obvious?
- If the content draws on other sources, does it avoid simply copying or rewriting those sources and instead provide substantial additional value and originality?
- Does the headline provide a descriptive, helpful summary of the content?
- Does the headline avoid being exaggerating or shocking in nature?
- Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
When it comes to creating quality that search engines like, you may want to check out Google’s search rater guidelines for yourself. Be forewarned, though. It’s 168 pages.
Another Search Engine Acronym
Here’s another acronym that Google uses: YMYL. It stands for Your Money or Your Life. That’s the search engine’s fancy way for saying if your content deceives people, provides bad info or advice, it can negatively affect a user’s happiness, health, safety, or finances. Be truthful. Be accurate. Provide valuable content.
Google also applies the standard of Beneficial Purpose when it’s evaluating content to highlight. “Websites and pages should be created to help users,” it says in its guidelines.
Quality Content Leads to More Authority
Creating high-quality content helps you in other ways as well. When users read it, they’re more likely to see you or your brand in a positive light. This can enhance your image and reputation. It may also earn you coveted backlinks from other reputable websites. Backlinks from high authority domains will help boost your search engine rankings. They’ll also highlight your work and expose it to their audience.
It’s kind of like the old days when someone was quoted as an expert in the newspaper. When a high authority site links to your work, it’s creating an implied endorsement of your quality and validates its value.