Intro: What is quality content and how SEO plays a role
The often quoted “Content is King” has long been a principle in the marketing strategy and still is. But how do you create content to effectively achieve this royal status? The answer lies in the intersection between quality and SEO optimization. No matter what type of content you develop – product copy, blog articles, about page descriptions, lead magnets – delivering relevant, valuable and engaging content is a fundamental step to success. Build on with strategic optimizations of the content that match the intent of user searches and you will also be well placed in the search engine. Read on for general guidance and tactical recommendations on how to achieve this within your own content.
How to build quality content
Building quality content on your site is essential to creating a strategic SEO strategy. However, understanding what resonates with your target audience can change your strategy over time, so in the meantime, stick to these three simple steps once you start building content to set yourself up for success:
Develop and comply with fire voice guidelines. Establishing voice, style and value guidelines is an important step in creating unique, high-quality content. Adhering to these guidelines throughout your content strategy will help you stand out from your competitors and build brand awareness for your site. Remember the interest of your audience when writing your content. If you have a good idea of who your target audience is and what they are interested in reading, be sure to tailor your content to them. The quality of your content is ultimately determined by your audience, so do keyword research before developing your content strategy to better understand what topics and keywords users are searching for and implementing them in your strategy. Make sure your headline and first paragraph are compelling. In order for readers to be interested in your content and prevent a high bounce rate, you need to capture their attention within the first 50 words of your content. Use your fire voice guidelines to do this to ensure you stay consistent with your word.
Quality Content: Do’s and Don’ts
Quality content is when SEO tactics and customer-focused content are consolidated. It is the perfect marriage between analytical and creative and can result in increased search rankings and increased organic traffic. Google defines quality content as the focus of the user rather than the algorithm itself. When it comes to creating quality content, there are must-have features you want to include in your content, as well as some things you want to avoid.
Quality content does:
Follow the EAT guidelines: EAT stands for expertise, authority and reliability. Use keyword research to find topics that your audience is interested in. Make sure your content is primarily for users, not the search engine. Make sure your content is truthful and not deceiving: If your metadata describes content that is focused on how to wash curly hair, make sure you spend the bulk of the article focused on how to wash curly hair.
Quality content must not:
Avoid duplicate content – Duplicate content or download content from another site is checked. Avoid keyword stuffing – make sure the content sounds natural and organic. Do not add content just to add content – make sure the content is intentional and helps the user not to include any sneaky redirects
In the end, do not try to fool Google. Search engines can decipher between quality content intended for customers and content filled with outdated tactics.
Modern SEO best practices
Search engine optimization is constantly evolving, and marketers should expect Google to continue rolling out changes in algorithms. It is your job to explain these changes, re-evaluate and improve. That said, keeping up with the latest best practices can often still be daunting. However, we have consolidated some modern SEO best practices to help keep your content strategy strong.
Create a meaningful FAQ page. This is the key to prioritizing the user experience by answering questions in a concise way that is easy for the user to digest and understand. In addition, you get bonus points from Google for showing customers that you care. Make sure to organize your content by topic. And again, these would mean that you have to spend for these processes. This is another way to create a hassle-free experience for users to quickly get to the information they are looking for. It is important to note that as your website architecture changes, you will also want to update how your content is organized. Focus on building relationships and providing value with link building. Link building is an incredibly effective SEO tactic that takes time. However, the immediate focus of link-building success goes back to the basics: building meaningful relationships. You want to be selective and develop relationships with domains that support your audience. During this process, be sure to take advantage of the Google Search Console to guide who you reach.
As with all SEO strategies, it is important to recognize that building authority does not happen overnight and Google will continue to change in ways that you cannot predict. But as long as you keep prioritizing the user experience, you will be rewarded.
How to create quality content
As you can see, creating quality content is a multifaceted process … But a very important one! Our list of dos and don’ts helps keep even the most confused on track. However, if you are still unsure, put yourself in the user’s shoes and consider whether you are just writing for placements or if you are really writing to provide an answer to someone’s question. If you choose the latter, you will always come out on top!