“Content Is King” is an SEO philosophy that’s been around since before SEO was even an industry, and it still holds true today. However, the term is often misunderstood, misattributed, or misrepresented, and when applied poorly can spell disaster for your campaign and business.
The crux of the issue lies in what “content” actually is. To many companies, pushing out new blogs or writing more words on their website month after month is “content” enough to improve their rankings, trust flow, and site visibility. While this does have merit, it is just scratching the surface.
SEO in 2019 is much less about keyword seeding and blogging and more about brand building. Building a brand – whether your own or a client’s – requires a ground-up approach, with quality, relevant content at every level of a website and the company’s overarching presence online.
Good web content must do the following:
If your content isn’t doing at least two or three of the things in this list, what’s the point? Content has to have a purpose behind it, an endgame goal that you’re trying to achieve. However…
That’s right. I left that one off the list, because it’s important enough to deserve its own entry. It might sound saccharine to say “content comes from the heart” but that sentiment rings true. People can tell when some faceless corporation has just slapped out some branded, “relevant” content written by a freelancer to fill their monthly content quota.
Whether it’s ad copy, a new blog post, or a youtube video, when it’s been made by enthusiastic, interested influencers, producers, content creators and thought leaders, it shows. There’s something distinct about honest content. Readers recognize the passion in the author’s voice, and can empathize with the business’ positions or get excited about the business’ products that much easier. So if you’re going to craft content for your business, make sure it’s meaningful!
This also extends to Google’s algorithm when indexing your site. You could have all the keywords you want on a web page, but if the content they’re stuffed into is crap, Google will still rank you poorly. Content has to be engaging, authoritative, and legitimate in order to rank your site highly.
As I established already, “content” is much more than words on a page. Content covers a broad assortment of shareable, watchable, readable, and postable multimedia that can all be used to build your brand, expand your customer base, gather useful demographic data and, most of all: sell your product or service.
The moral of the story here is this: content is still king, but the definition of “content” has changed. SEO is all about getting ahead of the curve and adapting to change, so keeping abreast of new trends and keeping your content varied, unique, and thoughtful ensures you get the most out of the man-hours you put into its production.
Creating good quality content is hard. Whether it is simple website content or engaging and interactive video content, our skilled content team will help you develop a strategy that enhances your brand and generates business.Contact Us! Today!