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A content strategy is older than the web. Writers and publishers have been around for centuries. They report news, delight readers with fiction, and help put facts on paper that people would otherwise forget. Long before SEO and the digital world exploded, the written word has been important.
In marketing, for example, writing new, fresh copy has always been a sure way to gain customers and attract buyers. With online media, the focus remains on content.
How Content Strategy Used to Work
Years back, “content is king” was something many of us in digital media we’re familiar with hearing.
It meant that if you wrote more and more, you would stay relevant on search engines. People searching online would find you.
While it worked to some degree, it quickly changed to a discussion of quality over quantity. How much is too much to post? Are you now annoying readers? What about quality? Clearly, you can’t keep posting information that others have told and re-told many times. Eventually, the search Gods stop looking at it positively.
SEO Today
Today, bits and pieces of what lead us to the current state of online digital marketing are still relevant. It’s about knowing how to execute it. That means knowing when to use what kind of content and which tactics will work on a case-by-case basis.
To keep things condensed for readers, this week’s blog focuses on three things. We believe these are the 3 most important elements of content for moving SEO in the right direction.
We’ll cover the bases and offer some background and tips on each topic. But remember, nothing trumps working with an experienced team of writers. Their natural talent and years of experience can help you come up with the content readers and online users crave.
Tip #1 – High-Quality Content is a Must
We put this tip first because it’s the single most important factor to consider when writing content. That applies to your blog, landing pages or even targeted emails. Quality includes how you write a post, including grammar and the correct tone and connotation. It also includes original commentary that thoroughly covers the subject. This type of content will engage and attract quality leads from which to begin your conversion targeting.
Tip # 2- Posting Frequency Matters
The great thing about quality content is that you don’t need a lot of it to still hold weight. In the prior days of web marketing, people had an idea about posting. They believed that if you post every single day, you signal to Google that your site is important. This isn’t entirely true. Unless you’re a news site reporting on daily updates, posting every day can actually harm your quality score. That is especially true if that content is short and low quality.
Google’s QDF (Query deserves freshness) rank factor gives some weight to timely news items. However, posting a ton of content frequently will only bring a temporary spike in ranks if that content isn’t authoritative. Quality is the top factor. Period.
Tip #3 – Avoid Dry & Stale, Create Evergreen Content
Speaking of quality content, there’s only so far that timely news items can take your site. That’s because these pieces go stale – quickly. Instead of going for consistent news posts, focus on evergreen content. This is great for the long haul of your SEO plan. This content is similar to evergreen trees that never turn their leaves. The content remains relevant at all times and never becomes stale. Search algorithms can detect lots of new content. Similarly, they can rank content based on its age and on how irrelevant (less frequently visited) it has become over time. With evergreen content, the article, blog or write-up should keep on turning eyeballs. That’s a golden ticket in the SEO world.
A Note on AI-Generated Content
AI tools can speed up drafting, but search engines reward content that shows real experience and expertise. Use AI to assist your writers, not replace them. Also make sure someone who knows your business reviews, fact-checks and shapes every post.
Are you ready to turn things around with your website? Tired of reading all of these wonderful posts on your competitor’s pages wishing you had come up with that clever idea yourself and posted about it? It’s time to work with Keyword Performance. We help you learn about your audience and research what’s hot in your industry. We can also write in the tone and voice that attracts attention.
Google’s guidance on helpful, people-first content is the standard we write to.
