Try to think back to the last time you ventured to page two of Google to find something you wanted. Been a while, right? Don’t worry, you’re not lazy, It’s the same for everyone. As high as 92% of website traffic comes from the top of page one, while only 6% make it to page two. And if you make it to page three…you are built differently. Google ranking is critical to a business’s success.
There are essentially two ways to climb your business up the rankings, Search Engine Marketing (SEM) and Search Engine Optimization (SEO).
SEM is a paid advertising approach to increase your visibility on search engine results pages. These are usually labeled as ‘sponsored’ or ‘ad’. They are found at the very top of the search results.
SEO is optimizing a website’s content, structure, and other elements to improve its organic visibility on search engines. Organic Visibility is unpaid but takes more time and effort to implement. That being said, SEO is much more sustainable for long-term growth.
This is an example of what these two look like on Google Search Results:
Anatomy of a Search Engine Results Page (SERP)
It’s common for businesses to use both approaches in their digital marketing strategy, but for now, let’s focus on building your website SEO to maximize your organic ranking. One of the best ways to do this is by creating content for your website. Blogs, articles, videos, and more. It all goes towards building a memorable and impactful visit for your audience, resulting in higher rankings. The more useful to your audience, the better. These are 4 things to keep in mind when producing content for your website:
Mastering Organic Content
- Make It Useful
Great, informative content is massive when it comes to Google ranking. Producing blogs, articles, videos, and more that people find useful is weighted heavily on Google. If you provide a great answer to a problem someone is looking for, you’re going to get pushed higher up the search page. So, when you do create content, make sure to align it with your target audience’s search intent.
- Keep it Captivating
Most importantly, the content needs to be awesome. It needs to be more than useful. Make it captivating and you’ll see your site rise up the search ranks. This is because Google factors in bounce rates, (ie. the percentage of visitors that leave your webpage without taking an action, such as clicking on a link, filling out a form, or making a purchase), and time spent on the site in their SEO rankings. Meaning, the more time someone spends on your sight, the more Google considers it a useful source of information. So, it gets moved higher up the search results.
- Try Out Multi-Media
To improve and sustain users’ time spent on your website, try a multi-media approach to your content. Add in videos, captivating images, podcasts, or other forms of content. It keeps things fresh and gives your audience a variety of ways to digest your content.
- Long Form Isn’t a Bad Thing
For blogs, articles, and web copy, writing longer content can be hugely impactful in touching on the right keywords that align with searches. The longer the copy, the less it feels like certain words are crammed into an article. It allows the text to read easier, sound more natural and allows you to cover more aspects of the topic you are covering. This brings a lot of value to the reader while showing yourself as an authority and a viable source on the chosen topic.
Conclusion
Creating website content can be strenuous and time-consuming, but it has a huge payoff in the long run. It gives your readers valuable information, it’s an awesome chance to show your areas of expertise, and it can have a huge impact on your website climbing the Google rankings. Just make sure to make your content useful, keep it captivating, try out different modes of media, and don’t shy away from longer content. Follow these content creation tips and you’ll be well on your way to a successful SEO plan.
If you need help in developing content, reach out to us at Brand One Digital! Our experts are always happy to help out.