I’ve already blogged about the importance of content marketing in helping your website get found by Google. But do you know what “SEO Content” is?
In basic marketing terms, if “SEO” is the process of optimising a website and “content” is any kind of information that’s published online, “SEO content” is any content created with the specific aim of being found by search engines.
So far so straightforward. But how do you decide what SEO content to focus your efforts on? It’s easy to get confused by what “qualifies” as SEO content so here’s a quick guide that covers the basics and the minimum you need for Google to sit up and take notice.
First, the basics.
1. Keywords: Do you use them and are they the right ones in the first place?
Keywords are the words, phrases, ideas and topics that define what you, your business, product, service or proposition is about. Keywords should be present wherever your business is promoted online: websites, social media, blogs, etc. But before you put digit to keyboard and start writing keyword-specific content, you need to do your research. You need to find out what people type into Google’s search bar when looking for a business like yours. Because often what you think your keywords are is not what your potential customers are using. Once you’ve discovered where the search volume is, then you can start creating the right content.
2. Accessible Content: Can people find what they’re looking for?
Your website should be designed and organised so that your visitors can find exactly what they want quickly and easily. Your goal here is to make them stay because they find your content useful and engaging, and the longer they stay the better for your Google page rankings. Take a long hard honest look at each and every component of your website – the words, images and links – and ask yourself: what’s it for? If the answer is “I don’t know”, then get rid of it. Remember your website is for your customers, not you.
3. Promoting Your Content: Do people know what you’re doing?
Don't be shy. You can easily drive traffic to your website by linking to it from other platforms: social media, emails, and links from elsewhere. The more traffic you can drive yourself, the better for your Google page rankings. You've spent a lot of time and effort creating new content so why not shout about it?
What qualifies as “SEO Content”?
If you can create it and publish it online, then it counts! The world is your oyster when it comes to optimising content for search engines and you can let your imagination and creativity take over, so long as you remember the basics listed above. Your content MUST be original and SEO content can include any or all of the following:-
Articles: These can be about your business, your products, your colleagues, news items, features, lists or “how to” guides. Aim for a minimum of 300 words to avoid being considered by Google as a “thin content” and therefore of suspect quality.
Blogs: Possibly the easiest way to create SEO content as blogs can be about anything, only indirectly promoting your business, easier to create and a great way of sharing your interests and passions.
Product pages: A well thought out, comprehensive product page that uses keywords can be a great way to optimise.
Videos: Videos are rapidly gaining in popularity with web users so are a great way to attract traffic. You don’t need to invest in specialist equipment, most modern smartphones can record perfectly adequate videos ready for uploading. An example of a videos can be a tutorials for how to use your product or illustrate a process. If you can, include a transcript on the same page as the video upload and add captions (most mobile users have the volume off when viewing videos).
Infographics: This is great way of sharing complex data in bite-sized chunks (such as my recent blog about Facebook) and a proven way of driving traffic. Remember that Google can’t read text embedded in images so make sure the rest of the page is optimised with the relevant keywords.
This is just a snapshot of the types of content that can help with your SEO. If you’d like to explore SEO content further or need a hand creating some, then contact me for a no-obligation chat and find out how I can help.