Weekly SEO: Writing Great Content

Great content will do more than improve your search rankings. It keeps customers on your website longer, builds trust, and improves your customers opinion of your business. Although we want you to create rich content–with plenty of text, images, audio, video, and more–we’re focusing on written content for this week’s SEO.

Why “Content is King”

If you’ve done any research into SEO, you’ve probably heard the term “content is king.” Over and over and over again, it’s a phrase that appears on every SEO blog and in every online SEO course. It’s exhausting. But, before you roll your eyes again, let me assure you, there’s a very good reason for this.

Text as “Content”

To understand why written content matters so much, let’s take a brief look at what a website really is. At their core, websites are the same as they were 20 years ago–a group of documents, delivered over the internet, and tied together by hyperlinks. Back then, these documents consisted primarily of text with the occasional image strewn about.

The internet was slow and you may remember when images didn’t just appear, they sort of phased in over a period of time (known as progressive image rendering). So while they may have looked pretty, text was the only way to get information across efficiently.

Websites today have a lot more window dressing, but they’re still largely a text-based medium. Google, and all other search engines, primarily use your site’s written content to determine how you’ll rank in their results lists.

What About Other Factors?

Sure, they take into account a lot of other factors–coding practices, page speed, and plenty more–but Google itself has said that content is far and away the most important factor.

Is More Really Better?

No. Strive for quality over quantity. But here’s the thing: for most businesses, it doesn’t take a lot of content to see big results.

Most small- to medium-sized businesses have pretty small websites. Anywhere from five to ten pages is quite common for non-ecommerce websites. That includes your competitors. That means there is plenty of information you can provide that your customers are not. You can write about pretty much anything that comes to mind–as long as what you write is interesting and/or valuable to your audience.

Blog Post Ideas

  • Are there questions that you get asked every day? Answer them online.
  • Do customers want details about your products and services? Provide them.
  • Do customers have (or value) relationships with your staff. Interview with the members of your team.
  • Do customers often forget how or when to maintain things? Remind them how.
  • Are you active in the community? Show them how to participate.
  • What are some questions that people should be asking, but aren’t?
  • What is the history of your company or industry?

Hopefully, that gives you some things to think about the next time you need to write some content for your website. Remember, writing isn’t easy, but it’s not impossible either. Take the time to proofread and edit, and get plenty of practice. You’ll see the results, both in your writing skill and in your traffic.