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February 13, 2023

Why Content is Important to SEO

In creating a brand presence online, it’s easy to think that the work ends with a website and active social media pages. But this can’t be farther from the truth! Once these are in place, the next step is to level it up with Search Engine Optimisation (SEO) strategies and to consistently develop content that is relevant, useful, and engaging to your clients. 

In this post, we’ll go through the relationship between content and SEO, and why brands should continuously spruce up their content!

But first, what is content?

Content in the digital space can vary from what’s on your website, what you post on social media, your press releases and newsletters, as well as blogs and other published materials like white papers and case studies. It’s not just limited to written content. Videos, photos, and images are content too.

How do SEO and content work together?

Great content drives a successful SEO campaign. But, to have great content, one must also incorporate SEO strategies. With great content, you can:

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Rank first on Google’s result pages

With content that is useful to your audience, and formatted in a way that is easily readable and understandable, Google can display your content on the first page of search results. This increases brand visibility and traffic to your site. 

Some ways you can boost your page ranking is through SEO strategies such as optimising your content with relevant keywords and writing meta descriptions that immediately inform Google and the user what your site or page is about. 

Increase traffic to your website and increase brand awareness

As more users find value in the content that you put out, your website will enjoy an increase in traffic as well. It’s important to note that each website visitor has their own journey – some might simply be browsing or gathering information, while others are set on making a purchase. Another user can also look for reviews or testimonials. By understanding your audience, you can craft content that is valuable to them.

Another way to increase your website traffic is to look at past data. This is where Google Analytics and digital marketing tools come into play. With these, you can learn more about your website visitors, which channels they came from, what they were looking for, and how they navigated your website. Through data, you can create new content that addresses their needs.

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Continuously nurture valuable relationships with your customers 

Your content is not just to attract new customers, but also to engage with existing ones. Maintaining this relationship over time builds brand loyalty that transforms your one-time customer into a brand advocate – an impactful success for your business! 

When it comes to developing content, some questions to ask include – what are your audience’s interests? Are there topics you have not covered yet or maybe talked about way too much? Maybe content types that you haven’t explored yet? Or new trends or hot topics that your target audience might find value in? 

Google prioritises relevant and timely content, and with an algorithm that is constantly changing, this means regular content audits are important too. Don’t just wait for a Google algorithm update. In the digital marketing space, being ahead of the game is better than simply keeping up to date. Conduct regular website audits, prepare for peak season campaigns months prior, and do overall evaluations every year for best practices. Check out this guide on when to do a content audit to help your SEO campaigns. 


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