We often get asked, what is key to appearing at position one for “term x” and why has “term y” fallen two places in the last month? The answers to these questions are not straightforward. Google hides much of its ranking algorithm and gives general hints and guidelines of what to do to, without giving anything concrete away.
What we do know is that one of the key ranking factors is top quality, informative and interesting content. So what is content? And how do you create good content that will have a positive impact on your rankings?
So what exactly is content?
This is a great question to address. Many people see content as articles or blogs and that’s where it stops. The reality is that content is so much more: videos, infographics, slideshows, lists, guides, articles, product pages, glossaries, reviews, how-to, case studies, research, interviews and original data are all forms of content which can be extremely useful for helping your business rank for “term x”.
Content needs to be created with the user in mind.
In the past, content could be created at mass, stuffed with keywords and often just re-spun from other articles or content from other websites. This would be enough for Google to rank “term x”. However as Google evolves and updates itself, it is becoming more intelligent at detecting this form of content which is not useful to the user.
Your content must provide something unique to the user, something helpful or insightful and not be there just for keyword purposes. Whether that’s something specific to your target audience, your location, your product or your service area, there are many opportunities to expand your website with unique interesting content which focuses on the user, but also helps your business rank for “term x”.
This might sound like a difficult concept as the web is already overflowing with content. The key is to find your niche, find that unique point your business can add and why customers keep returning.
These tips can help you write your content while thinking of the reader and your customers.
If you need help creating great content for your business or just need some advice feel free to call us on 0800 081 1688.