For Better SEO, Look to Your Content

SEO is an integral component of digital marketing that accounts for a substantial portion of many companies (both enterprise and startup) revenues. Still, many are going about their approach with a ‘business as usual’ implementation – plugging in keywords and playing to what the auto generated engines will pick up.

It’s not just about keywords anymore.

To be truly optimized, content must be crafted with both the user and SEO in mind, and with an increased focus on quality and experience, content must be the driver. While this creates a better user experience, it can be a challenge to implement best practices when creating content for searchability. Understanding user needs is the frontline, while writing optimized content for organic searchability is paramount.

Experienced search engine optimization experts and content developers, understand the underlying factors as to why writing unique and relevant content for websites it is important to ensure the long term success of a profitable online business.

Effective textual content within a website has the ability to naturally increase SEO organically by offering a useful purpose to human website users, while also secondary purpose for search engine optimization; as highly optimized content that search engine bots recognize as unique content.

While a keyword strategy is important in getting users to a website, ensuring they are finding the accurate information that is tailored to their needs will increase the probability of conversion. Because search engine algorithms are so advanced they are better than ever at finding words and content within a site and present it to a prospective user. For that reason, its advised to populate a site with optimized content that relates to the user in a relevant, meaningful and useful way.

This does not mean that a keyword strategy should be tossed out the window. Keyword strategies are relatively straightforward and should not be overlooked, and are even more effective when paired with high quality content. A page that is simply overstuffed with keywords will be detected by search engines and ranked lower. Alternately, keywords, when paired with optimized content have a much better chance of moving to the top of search results.

No longer are marketers ‘writing for SEO’, rather, we are writing for UX.

Producing high quality content will ensure a greater occurrence of conversion and lead prospective users to the right information and an authentic experience time and time again.

Vanessa Petersen

As Executive Director of Brand Strategy based in ArtVersion’s Portland office, Vanessa manages both national and West Coast accounts. She brings with her a passion for strategy with extensive experience in creative marketing, brand growth and development. She is a true advocate of storytelling and brand building from the inside out, and her keen knowledge of the marketplace, trend patterns and usability lead her to identify opportunities that can inspire powerful design strategies.

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