In 2021 quality content looks set to take on even greater importance for SEO and the performance of your business online.
Google wants to rank the sites at the top that users love the most, and in 2021 plans to roll out a major algorithm update that focuses on page experience.
What is page experience? Some aspects are technical, such as site speed and broken links. But others are all about content – the extent to which you, or your competitors, are delighting the people searching for answers in your niche.
Google tracks how long people spend on your website, what they do, and the pages they visit. And these factors contribute to Google’s understanding of whether your website is providing a good user experience.
Here’s four ways quality content can help your business grow, and help to improve your search engine rankings, right now:
1. Good content helps to generate leads
When visitors like the content on your website, and it provides what they are looking for, there’s a good chance they will explore more pages on the site, and subscribe to your newsletter or otherwise leave their contact details.
They may subscribe in the hope and expectation of getting more useful content, and/or to learn more about a particular product.
2. And increase reach and brand recognition
High-quality content will generally engage, directly or indirectly, with current or evergreen issues that are also in circulation on social media.
Appearance in a relevant context on social media will help any company increase visibility, as well as reaching a wider audience and potential new customers.
3. Good content helps to establish authority and trust
By creating and posting high quality, timely content, you can help to establish your company as a thought leader and trusted source of information and opinion in your field.
This helps to increase your visibility in your niche or industry and attract more engaged readers to your website.
4. And build relationships
In addition, content marketing helps you develop relationships with customers.
When your content helps readers, when readers find your content useful and valuable, they will likely return to your website and, in time, are more likely to become customers. And not only customers – but fans who feel confident in recommending you, and your products or services, to their friends or followers.
Good content will get you noticed, draw visitors to your site, and help you establish an ongoing relationship so that, in time, your readers can become your customers.
For SEO, and for visitor conversion, good content matters
By posting helpful, quality content, you can begin to create brand awareness, loyalty and, most importantly, trust. And as readers begin to comment on your content, you can gradually build a tightly connected community, loyal to your products or services.
The most important job of SEO is to get good ranking in the search engine results pages (SERPs). And for this, good content matters: it’s a long time since search engines ranked websites based on keywords alone.
Quality content that is unique, well-structured, and focused on the needs of your target audience will deliver a great page experience for your visitors – and, in turn, help to gain a better ranking for your page in search engine results.
Like to talk about content for your business? Just hit me up, right here.
Westrow Cooper 