For someone looking for ways to improve their search ranking and overall site performance through SEO, telling them to invest in content marketing might seem like a lame idea.
Like for real, why would anyone want to invest in something that’s meant for human consumption when they’re trying to appeal to bots (search engine algorithms)?
If anything, you should be talking to an SEO company that can help you work on your site SEO and not some content marketer or blogger outreach services.
Well, if you belong to that school of thought, then I must say that your understanding of the word “SEO” is about to change.
Did you know that those “bots” you’re trying to impress work so that humans (Google searchers) can find answers to their queries?
As such, when they crawl a site/web page that’s providing useful and valuable content to people through content marketing, they give such a site preference on the SERPs.
But in case you still need further convincing, here is a list of benefits that come with content marketing.
Content marketing gives you the chance to use “More Keywords”
Unlike humans – who can tell what a site is all about by simply looking at its pages – search engine bots rely on keywords to crawl and rank sites. That is, they rank sites based on how relevant their contents are to the keywords people are searching for.
Now the challenge for site owners is this: how can you cater to all the keywords (that is, people’s queries) in just a few pages on your site?
The answer is fairly simple; there’s no way you can do that. Unfortunately, people’s queries are unlimited, and only those sites that cater to these queries (through the use of keywords that are relevant to them) will be ranked.
In comes content marketing! Through the use of articles, blog posts, guides, copies, white papers, and other textual content, you can use more keywords relevant to what people are searching for – and what your website is about.
Search engines prefer substantial content
According to various studies, the highest-ranking sites on any SERP are those sites that have the highest amount of content on the internet. And by “highest amount,” we mean “word volume.” To search engines, the belief is that if you want to discuss a subject in full detail, you’ll need to create a lengthy article to do so.
Realistically, you cannot do this on your website homepage or other product pages because these web pages are supposed to be concise, straight-to-the-point, and effective. But you can do this through articles, white papers, podcasts, and guides on your site blog.
You just need to pick a topic that’s relevant to what your site is about and discuss it in detail.
The more topics you discuss, the better your chances of being recognized by search engine algorithms.
Content keeps people on your page
According to SEMrush, four of the most important factors considered by search engines in ranking sites are: number of visitors, time spent by visitors, page per session, and bounce rate. Now when a site contains wishy-washy content, the chances are that it will experience more bounce rate, less time spent on-site by visitors, and eventually low traffic.
You don’t want this!
To create engaging content, you just need to identify those questions that people in your niche love to ask or search for on Google. Once you identify these questions, you’ll then start to create content (answers) that are relevant to them. These contents are what will draw people to your site (high traffic), and if effective, it will keep them there (low bounce rate and more time spent), and invariably help your search ranking.
Don’t know how to create highly-effective content? You need not stress over the matter. You can hire a guest posting service like RankWisely to help you. Creating highly-effective and highly-engaging content is their forte!
Content gives you the opportunity to solve a new problem and then rank for it
Search engines have no special interest in any site; instead, their sole aim is to provide searchers with results that best answer their queries. If your site starts providing such answers (rare or new solutions) today, you will be ranked for it.
For example, let’s say you’re in the business finance niche, and you create a content that answers the questions of business owners on the subject “how to get funding during a pandemic.”
If no one has created this content before you, Google will rank you for it because it solves a problem that people are trying to find answers to – getting funding for a business during a pandemic.
By and large, in order to use content marketing to influence your SEO results, you just need to think of a subject that has never been addressed before – or that has been poorly addressed by other people in your industry – in your niche.