You’ve heard the saying, “content is king.” And it’s true – good content is still key to a successful website.
But what makes good content? How do you create content that ranks on Google and drives business results?
On September 7, I moderated a webinar by Kyle Byers, Director of Organic Search at Semrush.
Byers taught viewers how to write and distribute content that boosts traffic and conversions.
Here is a summary of the webinar. To access the entire presentation, complete the form.
You can rank well with higher-quality content. This can be observed with Google focusing more on user experience signals like click-through rate, bounce rate, and pogo, among others.
But how much of a difference does that make?
In other words, quality beats quantity when it comes to content in most cases.
If you can bring in 30x as much traffic simply by having a much better article, it’s typically worth putting in that time.
Addressing search intent is the most important thing you should focus on with your content.
So what is search intent? In a nutshell, it means giving people what they’re looking for.
[Discover the 4 major types of search intent] Instantly access the webinar →
First, consider the following content details:
Then, take into account the following factors in SERP analysis:
Get to the point. Don’t waste people’s time.
Some readers want just the basics, while others need in-depth information.
Understand what your audience needs and implement it successfully.
[See speed to value in action] Instantly access the webinar →
Readers scan content in an F shape as shown in Nielsen Norman Group’s “F-Shaped” Eye-Tracking Study.
Eyes start at the upper left of the page and move to the right. Then, they jump down a bit and do it once more.
Finally, as they scroll down, they look at only the left side of the content until they see vital phrases or terms that are relevant to them.
So when writing for F-shaped scanning, use the following:
[See an example] Instantly access the webinar →
Remember that you don’t want your readers to go back to Google. Keep them on your website by making your piece comprehensive.
Do this by:
It’s essential to refresh your content regularly for several reasons:
[Here’s a tip when you use years in your titles] Instantly access the webinar →
When competing against sites with higher Authority Scores, creating an audience that is willing to talk about your content is especially important.
Set up a system that gets people talking about your content so that they’ll share it and spread it, and link back to it.
[Discover what you should aim for] Instantly access the webinar →
Make your audience want to talk about your content by:
[Find out how Google’s new update fits in] Instantly access the webinar →
Are you Team SEO or Team SEM? How do you feel about joining forces to make your marketing campaigns surprisingly better?
Learn the strategies and benefits of aligning paid and organic efforts to maximize your marketing team’s ROI.