If I had to pick one of the most important indicators of a successful SEO campaign, if not THE most important factor, it would be content. Without quality content that will engage potential clients and customers, there is nothing worth optimizing because website visitors will never have any reason to take any kind of action or convert.
There are two kinds of content that are important for SEO purposes. First is the content on the actual website. The search engines want to provide users with the best possible search experience by providing them with search results that will satisfy their need. The search engines rewards sites that have lots of useful, quality content on every page. It’s better to have a website that contains 20 pages of good content than 100 pages of thin content. When writing website content, remember that every page needs to serve a specific purpose. Don’t build out another page just to build a page.
Website content should be written for target audience members first, then the search engines. What kind of information are they looking for? Once you are positive that the content is good, then it’s time to get started with SEO. Based on the existing content, conduct keyword research to find the words and phrases that people are using to search for what you have to offer. Choose two to five keywords per page of content and incorporate them naturally where it makes sense. Don’t ever force it.
Once website content has been created and optimized, it’s time to start creating content that can be published on other web properties to improve brand awareness and build inbound links to the website. Inbound links are what establish search engine trust over time. An inbound link is like a “vote” for a site. If a website has links coming in from quality sites, it is viewed as also being a quality website. Without content, an SEO link building campaign is severely limited. Submitting a site to directories and setting up profiles online won’t get you too far. What really gets noticed and drives inbound links is content like articles, guides, blog posts, press releases, videos, etc.
This SEO content is what gets noticed by potential clients or customers. It helps to build trust, and if they like what they see they will be more likely to click over to your website or even to share your content with others. Getting others to share your content is becoming increasingly important now that the search engines are incorporating social signals into the search algorithm. Links that are Shared, Liked, Re-tweeted, +1’d, etc. are weighed more heavily than links that aren’t, and it’s quality content that gets this kind of attention in the world of social media.
SEO content is important because it’s what the search engines notice and rank, but it’s also what establishes trust with target audience members. Off-site content builds links and generates traffic, but it’s the on-site content that ultimately gets the visitor to take action.