It’s no secret that content is king when it comes to effectively leveraging search engine optimization, or SEO, as part of an overall marketing strategy. It doesn’t matter how slick your marketing campaign looks, or how beautiful the images are on your website, if the content on your website is poor, it won’t convert when you implement SEO. So, what can you do to ensure that the content writing provided by your SEO service supports the overall SEO goals?

Good Content = Higher Click-thru Rates

There’s no denying that good content usually translates to better traffic metrics. When you offer potential visitors compelling content that not only proves your relevance as a thought leader or expert in your field but is interesting, those eyes have a reason to stay on your website.

And more importantly, you’ll build trust and encourage those same visitors to take an action either by purchasing a product, booking a service, or completing a form to request more information.

Backlinks are Golden for Search Engine Optimization

From an SEO perspective, backlinks are a smart way to improve page rank with minimal effort. This is because the all-powerful Google algorithm looks favorably on backlinks as a sign that your website is trustworthy. And as a result, your hard work will be rewarded with a higher page rank.

But to get those coveted backlinks, you need to create content that is — not to sound like a broken record — compelling. Again, you’re focused on giving people, and even other influential outlets, a reason to take notice of your website. So, put your best foot forward with quality content.

Don’t Forget to Optimize

Quality content is important, but simply writing a long-form think piece might not be enough to move the needle and please the Google algorithm. This is where content optimization comes in.

Content optimization is basically the blending of SEO and content writing to ensure that you’re creating copy that not only proves authority, but ticks off the necessary checkboxes to ensure it’s discoverable. A few key aspects include:

  • Keyword Research. Include keywords or phrases most often searched when consumers are researching that topic. Pick one or two keywords and integrate them naturally.
  • Make it Legible. Walls of text are painful. Use paragraph breaks, keep them four sentences or less, and use subheaders.
  • Stay Focused. Don’t include topics that might perform well for SEO but are irrelevant to your core business. For the end-user, this feels like a bait and switch.

Make Content Work for You

If you’re creating thoughtful content that’s relevant and complements your brand, it should provide SEO value through improved traffic that converts. But if you’re not well versed in the writing world, you might not know how to properly strategize and create content that works. WSI understands how to properly leverage content so that it supports your overall marketing goals and drives value.