Search engines love new content and each new piece provides an opportunity to see increased rankings for target keywords and most importantly, it provides your audience something that can attract their attention and prolong their experience with your brand.
According to research reflecting online metrics for 2016, the average user spends less than 30 seconds on any particular website. Sites that utilize blogs and other attractive content that is geared towards their interests significantly increase their average time on site. In the end, this translates into an opportunity to create greater conversions.
The most important ingredients necessary to reap these rewards are not only posting often and consistently, but to ensure the content reflects the three E’s:
Routinely creating content for your site and elsewhere increases the number of pages on your site and is able to be indexed for additional keywords, phrases and queries that your target audience is using. Remember that this content are an adjunct to the SEO activities on your website. The content does not (and shouldn’t) need to detail the same information in your “About Us” or “What We Do” section.
Specialty content and blogs are not an ad. They don’t need to be full of features and benefits— the rest of your website and your other digital marketing elements perform that duty.
How often have you come across a site and with a blog and find that the content is completely un-readable? Yes, sentence and grammar structure are correct, but it’s either redundant with explaining the same thing over and over again, overly extensive and/or is self-promoting in some fashion. This should be a red flag for any site owner, content writer or marketing professional.
Lots of digital marketing agencies will talk about keyword density, long-tail keywords and their conversion ratio and the percentage of keywords within the body of the blog itself in order to boost your ranking. The truth is, Google and other search engines have ever-changing conditions in their algorithm, but conclusively, the single most important qualifier that never changes answers this question:
Does this content have value to the query that the user is searching for?
Remember: Google and the like are only relevant if they consistently and programmatically deliver the best results for a users query. Otherwise, they’ll find the same fate as AltaVista did once upon a time.
Because of this, specialty content, blogs and articles we create as part of our Content Marketing program are focused on one primary goal:
We make content that is interesting first
Keyword stuffing is long dead. The more digestible the content is, greater are the chances users will take the time to read it, possibly share it or reference it with the content they create online. And when they do, your site benefits with its ‘stickiness,’ which helps your website ranking and overall traffic rather than the old and retired method of revolving content around keyword density.
Once the reader is ‘hooked’ on the content, we correlate it to your brand, business, service and/or products. Specialty content that focuses too much on your business will index your site with new content—but will almost certainly lack ‘stickiness.’
We want to make sure that your audience who evaluate your site immerge in content that perks their interest, reflects professionalism, and most of all—keeps their attention.
