Content reigns supreme in videos, social media and Google searches and is the foundation of today’s web. However, as you may know, search engines do not rank web pages randomly and many factors come into play in this competition. Content has become the key factor for good ranking. In this article, experts from our Montreal SEO agency present 5 reasons why content and SEO should be used in conjunction with each other and how to effectively combine them to increase your conversion rate.
1) Brand awareness
For starters, content marketing is an effective way to maximize your company’s brand awareness with new audiences. Sharing relevant content will attract traffic to your website while demonstrating your skills and expertise.
Diversify the type of content you publish to avoid being too predictable for your target audience, and conversely, to surprise them. You can switch between sharing graphics, videos, photos or blog posts.
For example, at My Little Big Web, we regularly make videos that we share on social media. The topics covered answer questions that are often raised by our clients. As a result, our target audience can discover both our web agency and our expertise. We attract traffic to our website, which contains more information about our business and reasons to contact us.
2) Shared visibility
Good content will encourage other websites to refer to you, that is, to create backlinks to your website. In effect, if you offer valuable content, other brands will be more likely to want to link their website to yours. These backlinks will help you get more traffic and therefore boost your SEO. In addition, these links will enable search engine robots to browse your website when exploring another site. Moreover, if your page is referred to from a site with a high domain authority, not only will Google perceive your page as worthy of interest and explore it more deeply, but you will also be able to reach a number of Internet users, which will increase your page’s authority.
3) Organic search
Nowadays, web marketing can no longer work without content. This strategy is extremely important for any website owner since it will allow them to share relevant content that is consistent with their audience.
If you want to optimize your SEO, you need articles, keywords and substance to enable Google to explore your website. SEO can be said to express needs, while content marketing responds to them.
Keywords play an important role in SEO. SEO experts understand that keyword research is one of the fundamental building blocks for improving a website’s ranking. It’s simple, the only way to use these keywords is to strategically place them in your web content.
4) Connecting with your audience
Today, beyond simple content creation, content marketing is a part of SEO strategies. It is a marketing strategy based on the creation and distribution of relevant content that will attract and retain the target audience.
When you share content that provides real value to your audience, you become a reliable source of information that Internet users will turn to again. In addition, publishing relevant information on a regular basis will allow you to create a community around your content.
Let’s take the example of the web agency My Little Big Web. Every week, our content writers produce quality articles that answer the most common questions of our target audience. This content will encourage our readers to return to our website regularly to obtain more information about the topics covered.
If you want to make sure that your content consistently satisfies the user, you can use tools like Google Analytics, among others. This tool gives you access to precise metrics on user behaviour towards your content. This will allow you to identify parts of your content that are lower quality. You can see the bounce rate, the time spent on your pages and the number of views, for example.
5) The buyer’s journey
Content marketing provides guidance to Internet users throughout what is known as the “Buyer’s Journey”. This journey is the process through which the visitor realizes their need, evaluates it and purchases a product or service in order to meet it. The buyer’s journey consists of three stages:
- Discovery: The customer becomes aware of a need;
- Consideration: The customer will define a problem and try to solve it;
- Decision: The customer chooses a solution.
Your role as a brand is to guide the potential customer through this process by offering relevant content.
Take a simple example, an individual realizes that his website is poorly ranked on Google. He then starts searching to “optimize his SEO” on search engines. Then comes the second step: consideration. He will click on a link leading to a blog article entitled “5 Sustainable Ways to Improve Your SEO“. When reading, the target will learn how to solve the problem himself based on the advice on the website. Finally, the potential client will enter the decision-making phase. Initially, the he wanted to optimize his SEO on his own, however, after exploring the web page, he will discover an offer for a free consultation and will consult the company. Content marketing enabled the individual to find the company, discover their expertise through shared content and get in touch with the company.
Content marketing, an essential factor for improving your SEO
The most important aspect of content marketing is of course lead generation. Ultimately, digital marketing is essentially about generating traffic by increasing your online visibility with Internet users who are looking for a particular product or service.
Good content marketing will help you leverage your SEO strategy. Conversely, if you neglect your content marketing, your SEO strategy will not be effective. The two therefore work hand in hand and are inseparable.
If you want to perfect your SEO strategy or if you simply have any questions, don’t hesitate to contact us. Our experts will be happy to help you!