Why Content is Preferred by the Search Engines
Why all the fuss about content? Content is still the #1 tool to ‘be found” on the internet. Customer results are proving this. One non-profit client discovered a hot topic that pushed search off the charts the first month it appeared, and steady traffic to follow. This was based on blog content. Another client rose through the ranks to effectively compete at the top of a cluttered market in just five weeks, with only the basic SEO and blog content. How, and why?
Content is the best way for your customer to self-select and find your site. The search engines esteem good content as the finest destination. In contrast, paid SEO requires you bidding on keywords to attract a moving target. Google algorithms change, people’s behaviors change, new trends emerge and new competitors arise – daily. Chasing all of that effectively with paid SEO is typically reserved for large corporations with a dedicated staff or those with big budgets to fund and support it.
How do you know if your efforts are too little, or too much, and what budget you should spend on SEO vs. content? These are important questions to consider as you set your sites on new goals. We hope to help you find a few answers here with ideas for a content strategy.
First, content is the way customers “self select.” This is the process of search and find through keywords and phrases. Yes, it’s valuable to obtain, upfront, an exhaustive list of keywords/phrases people use for your business, products or services. Yes, there are imperative technical actions that must be implemented. But, after that initial work is done, if you want ongoing visibility for keywords or phrases, you are required to bid on words to be found through paid SEO. Once your budget is gone, there are no actions working in the background on your behalf. This is not true for content. Content delivers a lifetime of value.
Consider this: with paid SEO you probably can’t afford the budget to use all of the keywords – maybe only six to 10. That means the SEO company is pushing the same words or phrases over and over to get your site to index high for those words. What about the hundreds of words or phrases that are not getting used? If all those keywords and phrases have not been placed on your website, thoughtfully, there’s a good chance you are missing out on important traffic.
Instead, why not cast a wider net to catch most of the potential customers with information on your site that never goes away? Authentic content, written for your audiences, is the only sustainable way to earn your site the authority and relevance worthy of promotion by the search engines. Content is always there, working for you with a lifetime of value.
If you think you are spending too much on paid SEO and not seeing quantifiable results, you may want to consider incorporating a content strategy. What this means is that you have to determine what your customers need to know, or would find useful or interesting, and thoughtfully write it for them. We don’t expect you to do this alone. We are help to help you find the right answers you put you on a path to more sustainable search and find.
How do we use SEO? Does it have any value?
We still utilize our Once and Done SEO internally, which is the creation of the universe of terms in a designated geographic area, discuss and distillation with our customers and a content plan. We submit this list to the SEO programs to see what the traffic looks like and we begin to prioritize keywords. Then we have to perform the technical functions on the site and off. This year, we hired an SEO firm out of India that focuses on the imperative technical work. I get to see 100% of their process and know with certainty exactly what they are doing. I am not personally interested in applying those technical services, and they are really good at it! Plus they are quite affordable. We like to use them for several months to get everything set up including the social sites. Power in numbers! From there on out, it’s all content and following the instructions of Yoast SEO, which is used onsite during the content setup on client websites.
More than just “information”
Every piece of content we have written for our clients, whether blogs, for social media, printed materials or website is 100% authentic content. This means when your future customers land on your site, the communication will match their interest. Developing a content strategy and providing real value to your customers is the key, and it all starts with strategy. Otherwise, it’s just useless information and people can see right through that. And so can the search engines.
How do you start a content strategy?
Here are a few ideas to get the creative juices flowing:
- Frequently asked questions (and answers) is a great body of work from which to create content blogs. The customer may find your blog before contacting you and it will save you time on the phone answering questions.
- You probably have “gray” areas with your services or business that can’t neatly be quantified. Talking about the variables that affect price or service is a great way to help your customers understand important considerations in the buying process. Once they do call or come in, they will ask more critical questions closer to the end of the buying process.
- Do you way “ I should write this down?” That knowledge is power. Since most people use their phones, and great ideas come in unlikely places and times, use a tool on your phone to capture moments of genius. From these ideas you can add information later, or work with a content team for collaboration.
I use Color Note for Android, which voice records and transcribes with easy to email notes. You can also use Google Docs or Word if you have installed the apps on your phone. Some phones have default apps to handle this type of information.
Whatever you choose, you can add important information that will help your customers know all about you, your services and care. Content is king. It always has been, and it still is. Ask us for our FREE content strategy kit.