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Why Content Matters for SEO

SEO concept

When it comes to building a presence online, you’ve probably heard the phrase, “content is king,” But content alone is not enough. You need optimised content to be able to get traffic, search engine visibility and for your site to rank organically. 

Content and SEO go hand in hand. But just why is content so important for search engine optimisation? Here’s everything you need to know. 

Relationship between SEO & Content

Both content and SEO rely on each other to drive traffic to your site. This is why so many companies rely on SEO Consultants Manchester to cover all bases for them. 

Previously, you could boost your website traffic by stuffing keywords, writing engaging meta titles and descriptions, and changing link structures. Once you had these elements, you could build more links on your website and increase the traffic to your website.

However, that’s not the case today. To rank well in search engine results and drive traffic to your website, you need high-quality content. Without it, you won’t be able to rank effectively, but to make it possible for people to find your content in the first place, you need an SEO strategy.

Why content is important 

Simply put, SEO needs content to grow. If your website becomes stagnant, Google will penalise it, and it won’t rank where you need it to be. But if you have relevant, strong, and valuable content, the search engine will look at it more favorably as it only wants to show the best and most relevant results in response to users’ queries.

Of course, you can apply different SEO strategies on the same page, but publishing new content is highly effective. 

How SEO & content work together

Content does two things: improves SEO and drives traffic to your site. This then improves your ranking in SERPs (Search Engine Results Pages). Here’s how content helps SEO:

Keyword optimisation

Keyword optimisation is essential for SEO. Pages like landing pages and domain pages include relevant keywords that help search engine algorithms trawl the website. This then shows up in the search results, and relevant traffic is directed to the right page.

Previously, people used to practice keyword stuffing without providing relevant or engaging content, but that is no longer effective. Today, keywords should be organically used on relevant pages to help with keyword optimisation. 

So how does content help?

Content helps to improve keyword optimisation by allowing you to include the most relevant keywords that, in turn, enable your website to rank more effectively. Fresh content that includes these keywords ensures that search engines know that your website is relevant to those phrases. Eventually, this will help your search engine ranking and SEO overall. 

Keeps users engaged 

With more content on your website, your visitors will continue coming back for more. Not only will you be able to build a loyal following, but you’ll also have more traffic to your website. And the more regular traffic you have to your website, the more authoritative your website becomes on search engines. This not only improves SEO but also ensures you rank better.

Helps with link building

More content helps create new pages, which, in turn, helps create new links with unique URLs for your site. These links help grow your site and build traffic. In addition, interlinking pages helps boost traffic and even improves SEO.

Inbound links (commonly known as backlinks) are particularly important for SEO since they establish credibility. When another website references your website, you are portrayed as someone with authority, which ties back to what we said earlier: authoritative websites rank better.

More content means more opportunities for other sites to link back to yours. And as the number of backlinks to your website increases, Google starts to see you as an expert in that niche. Ultimately, this helps you rank higher since Google aims to provide only high-quality and relevant information to users’ search queries. 

What next?

The key to succeeding is using both content and SEO together. And while content matters a lot for SEO, you need to know how to approach the two things together. 

Based on your business and the type of audience, your site may benefit from having more long-form content instead of short blog posts. Or maybe, you first need to update your website’s load time and user interface before starting with link building.  

What’s important here is to take both SEO and content together. And to do that, you first need to determine the purpose of your website. If you just want to attract more users, you should look into SEO techniques that help drive traffic to your website. And if you’re going to convert those visitors into loyal customers, then you should focus more on content. Ideally, you should target both together to get the best results. 

If you’re new to both SEO and content, or you can’t seem to get the results you want, we suggest getting some professional help. They will be able to quickly establish a plan of action and help you to get to the number one spot.

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