Search engine optimization is an ever-evolving field, and fashionable techniques and tactics regularly come and go. But behind all the complexity and hype one simple truth always remains high-quality content is the foundation on which all SEO is built. Here are five reasons why.
1) Great Content Attracts Links
It’s common knowledge that links are a vital piece of the SEO puzzle. The most powerful links are the ones you acquire completely naturally, without manipulation, payment, or subterfuge. And where do these links come from? No one links voluntarily to poor content, nor to websites that provide nothing of interest.
If you create excellent content that engages your visitors, backlinks will be created almost on autopilot, and they’ll arrive naturally in exactly the way search algorithms love.
2) Better Click-Through Rates
One of the most important quality signals Google measures is the click-through rate of the sites rated in its results. In essence, every time a searcher clicks on a link, this is counted as a vote for site quality and usefulness.
Google only wants to show quality sites that satisfy searchers and so all else being equal, sites with high click-through rates will rise up the rankings.
The search results pages don’t give you a lot of screen real estate to work with, but great content that clearly answers a searcher’s query is a keyway of provoking those essential clicks.
3) Larger Keyword Foot print
Having a large amount of content on your site gives you the scope to target a wider range of keywords. However, the days of ‘cookie cutter’ content quickly generated to target thousands of search terms are emphatically over.
If you want your site to retain any credibility with the algorithms each piece of content must be useful and unique. There are no shortcuts – high quality is essential for increasing your search foot print.
4) Better Engagements
Great content pleases your website’s users. They’ll stick around for longer, browse more pages, and make more frequent return visits. All of this increased engagement sends powerful signals to Google that your site is worthy of a high rank, and it’s very hard to achieve without genuinely valuable content.
5) More Crawler Attention
Lastly, regularly adding new content to you site keeps the search engine spiders coming back for more. You can expect deeper crawling and faster indexing, both of which are essential for maintaining your search exposure levels.
Of course, creating excellent content isn’t easy or cheap. But if you want to enjoy the profitable benefits of high rankings, it’s an essential investment for any online business.