SEO STRATEGY: CONTENT
You've surely heard the phrase "Content is king" at some point. Well, this is exactly what happens with the processes of optimization for search engines (search engine optimization, or SEO). In fact, a website's content is one of the most important aspects in this area, although you shouldn't forget that it's not the only one.
Keep in mind that users reach your website through its content, which is what search engines actually identify. In addition, this is what users value, since it answers their problems or pain points. That's why offering them solutions they find useful is a great opportunity to win potential customers.
Hence the importance of a given web page achieving a good ranking in the results offered by search engines, such as Google.
The reason is obvious: according to various studies, 75% of users only read the first page of those results. So if your website manages to appear on it, it will have a much better chance of being seen and, consequently, will attract much more traffic.
The same goes for the top results on page 1, since they receive many more visits than those on the following pages. In this sense, SEO strategies can help your website climb this list, placing it among those at the top.
Beyond achieving good rankings, however, it's also advisable for your website to be of interest to users, since they'll value it much more that way. Therefore, your website not only has to be optimized for search engines, but also for internet users. And this is precisely where content plays a crucial role.
OPTIMIZED CONTENT
Given the considerations above, it's clear that content has to focus on the solutions users are looking for, and not on the product or service your company offers.
That's why, after defining the buyer persona (understood as a fictional representation of the ideal customer, though based on real data), you need to start creating content that can meet their expectations and solve their problems. As for format, content can be presented as text, images, infographics, or video, among others.
One thing, though: regardless of the presentation chosen, it must always be high quality and relevant, that is, valuable to the buyer persona. If this guideline isn't followed, doing a good job of optimizing the website will be of no use, since SEO strategies on a site with mediocre content will never deliver good results from a marketing standpoint.
Among the types of content mentioned, text is the most common and the easiest to create. The possibilities it offers are endless, since it can be written as an ebook, a blog article, a whitepaper (a report or guide to solve a problem), etc. Although it's a relatively simple strategy, it's worth dedicating time and resources so that the text is high quality and delivers good results.
This aspect is truly essential, since it allows visitors to see your website as an authority in its field, which multiplies the chances that they'll buy your products or services when they need them, instead of choosing those of any other competitor.
These are the main advantages of creating quality content:
- Your website is perceived as a specialist in a specific industry or specialty.
- It encourages your visitors to download and share that content. This way, they interact with your company from your website, providing their contact details and, therefore, turning visits into sales opportunities (leads) or customers.
As for its distribution on your website, content should be structured in a content map, which will help design the user qualification process within the marketing strategy (which consists of understanding the real needs of the people who visit your website, and gradually preparing and informing them so they end up buying your products and services).
Likewise, it's important that the framed content be built around keywords related to the solutions internet users are looking for. In any case, you need to use them with the experience of the people searching for them in mind and, therefore, use language naturally, free of artifice. The SEO strategy, therefore, should take a back seat, since search engines increasingly penalize content that includes too many keywords.
In short, following all these recommendations will greatly benefit any SEO effort, since it will increase the number of visitors your website receives, as well as its ranking in search results, over time.
This is achieved for three reasons:
- Search engine requirements are met, since your website's content is fresh and valuable.
- You work with large volumes of keywords, which multiplies the ways internet users can find your website.
- You gradually build a page that is interesting and valuable to the user, which will improve its search engine ranking and strengthen its image as a go-to website in a given field of knowledge.
We hope these tips have been very helpful. Don't forget to leave us your comments and questions in the box below this post.
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